Judging Panel

Sara Yirrell

Consulting Editor

Incisive Media

Sara Yirrell is a freelance editor, a published author, and also a consulting editor for CRN. Between 2000 and December 2016, she worked for CRN (owned by Incisive Media), attaining the position of Editorial Director of the Incisive Channel Group in 2013, heading up the editorial teams on CRN UK, and, and overseeing all the brands' growing event and research portfolios, including the UK Channel Awards and the UK Sales and Marketing Awards. Prior to CRN, she cut her journalistic teeth at local daily newspaper the Northampton Chronicle and Echo, where she worked on many beats including business, education, and crime, between 1997 and 2000.

Sara Driscoll

Former CRN Editor

Freelance Journalist,

Sara worked for more than 15 years as a business and IT journalist, working at Emap and then VNU (Incisive Media) where she became their youngest ever Editor on technology and channel title, CRN. Sara then crossed the Atlantic to Ziff Davis, a New York publishing house where she became Editor of eWeek Channel Insider. Sara joined communications and content agency Bite in July 2008 to head up the Content Studio, focusing on providing editorial-style content to Bite clients.

With her journalistic background and agency knowledge, Sara now runs her own content and consultancy business, Content360, where she provides services including content marketing, editorial writing and editing, media training, and business consultancy and strategy. Using her journalism skills to analyse and understand technologies and markets Sara produces high-quality content that cuts through marketing hype and resonates with readers.


Richard Eglon

Marketing Director


A hands-on, results driven, agile marketing leader and sales enabler, Richard has 20 years' experience in setting and communicating strategic direction and executing ‘Go-to-Market' plans which have driven profitable sales growth within the technology sector. As a chartered marketer, Richard looks to use his experience and knowledge in ensuring the marketing strategy remains aligned with the needs of the business.



Geoff Undrell


Asgard Marketing Limited

Geoff Undrell is a marketing strategist, content creator, cyclist and under-12 football coach - and not always in that order. After spending nearly two decades working for and with resellers, vendors, distributors and service providers, Geoff gets technology and gets the channel. Today, he partners with CEOs and executives to help their businesses become more successful through better marketing. As a founder of Asgard Marketing - a technology-focused marketing agency, together with his team he shapes super marketing strategy, produces great content and offers expert outsourced services.

Luke Budka


TopLine Comms

Director at agency TopLine Comms Luke specialises in digital PR, organic search and inbound marketing.

Darren Spence


Sales Gym

Darren has worked in the sales & marketing community for 20 years and runs two companies, Boost Performance and Sales Gym 360. He is a contributing author to Winning Edge magazine and served as Managing Director for 4 years of Bytes Document Solutions (UK).

Mark Waite


Cohesive (PR)

Mark helps tech companies tell stories on purpose! A story telling junkie, he co-founded Cohesive in 1992 as a specialist PR agency, helping tech upstarts enter the UK marketplace, challenge the established order, disrupt legacy markets and create new ones. Today, Cohesive is a creative storytelling cwtch (pronounced Kutch - Welsh for cuddle, snuggle or hug - intimate and heartfelt, just like all good stories should be), fuelled by purpose and driven by valuable content.

His intimate knowledge of the IT channel has been amassed through working with some of the industry's leading distributors, integrators, VARs and service providers, helping them discover and tell their stories and helping them with their go-to-market strategies.


Gina Hough

Owner and Communications Director


Gina Dye is the owner and Communications Director at WLM.DIGITAL and has been working in the marketing communications industry for over 30 years.

In her early 20s, Gina founded MCC International Ltd and grew it to become the largest regional B2B agency in the UK.

Her reasoning that a smart efficient agency could compensate for lack of scale by ignoring traditional big agency convention proved sound and by devising her own rules for doing business in the new culture of high tech publishing, her ability to attract the right talent was crucial. At a time when the general public was confused by new concepts and industries, a talent for communication was a rare commodity that made the difference between boom and bust.


Graham Wylie

Managing Director

The Marketing Bridge