CRN Sales & Marketing Awards - Finalist Q&A with Barney Taylor, CEO, Air IT

Barney Taylor talks being a finalist at this year's CRN Sales & Marketing Awards

What prompted you to enter the CRN Sales & Marketing Awards this year without giving anything away of course?

We entered the CRN Sales & Marketing Award for Best Marketing Campaign because our rebrand marked an evolution of our business. It wasn’t just about a new look, it was about being clear on who we are, how we operate, and the direction we’re taking.

Over the past years, a lot has changed internally. We’ve focused on improving how we work, embedding automation and AI across our own operations and customer experience. That’s shaped how our teams think and how we engage with customers, moving away from product led conversations towards outcomes and long term value.

It aligned how people work inside the business with how we show up externally. It reflects a shift away from reactive IT support towards a more considered, intelligence led approach, and a business that is confident leading that conversation.

The rebrand was a huge success. It has repositioned the business, supported our long term strategy and delivered measurable results. Since launch, website traffic has increased by over 220 per cent and has created a stronger foundation for future growth.

What would winning this award mean to both your people and your customers/partners?

Winning would recognise the commitment our people showed during a period of significant change. Rebrands only succeed when people inside the business get behind it, and that was very much the case here. Our teams fully embraced the direction which has strengthened our culture and created a business people are proud to be part of.

It would also be important recognition for our marketing team, who played a crucial role in bringing the new brand to life. The level of work and creativity they brought to the project was exceptional. It is something they should be proud of.

For our customers and partners, it reinforces confidence in our direction. It shows that we’re not standing still or reacting to trends, but investing deliberately in how we lead, communicate and deliver value - and that we’re serious about redefining how technology services should support growing businesses.

What would you say is your company's proudest achievement over the past year?

The rebrand was the final act in a positive year of end-to-end change for the business, and one of the most meaningful steps forward we’ve taken. It brought our culture, capability and ambition together into one clear direction.

What I’m most proud of is the way it unified the business and strengthened pride in what we’re building. We’ve seen strong internal engagement, our Glassdoor score has risen to 4.2, and our people are telling us this feels like an exciting time to be part of the business. The increased focus on communication, social activity and development has genuinely improved how people feel about the future. Creating a place people enjoy working is something we care a lot about.

The feedback externally has been just as strong. The market, including our peers and competitors, can see and feel the difference in both our presence and our approach. Since the launch, new business sales have increased by 294 per cent, representing nearly a three times year-on-year uplift. Pipeline growth is up 77 per cent year-on-year, with improved quality and stronger conversion from initial interest into sales ready conversations.

Most importantly, it’s helped customers clearly understand how we move them beyond traditional IT support and towards technology that genuinely supports growth, resilience and better decision making.

What have been the biggest challenges of the current year so far and how have you overcome them? How have your people/partners helped with that?

The biggest challenge has been maintaining momentum while managing increasing complexity. Customer expectations are evolving quickly, particularly around automation, AI and security, and the pace of change in our market leaves little room for hesitation.

We’ve addressed that by focusing on fundamentals, service quality, operational discipline and people. When those foundations are strong, you can make decisions quickly, adapt with confidence and move the business forward without disrupting customers.

Our partners have supported that journey too, not just commercially, but in backing the credibility of our positioning. That alignment was particularly evident at our inaugural Air Awards, which brought together our people, partners and leadership in a way that genuinely reflected the culture we’re building.

What do you see as the main opportunities for the industry in the coming 12 months? How do you plan to capitalise on those opportunities?

The biggest opportunity lies in leadership. The traditional MSP model is under pressure, and providers who continue to lead solely with support will struggle to differentiate.

Those who can bring together automation, intelligence and security into a coherent approach, and communicate that clearly, will define the next phase of the industry. Our focus is on continuing to build those capabilities and delivering a consistent experience, so we stay ahead of the curve rather than reacting to it.

We’re seeing that reflected in how the market responds. Content aligned to the new brand and positioning is consistently outperforming benchmarks. Search visibility has also improved across priority services, reflecting stronger alignment between how we position ourselves and what the market is looking for.

What are the key demands you are seeing from your customers this year?

Customers are increasingly asking for outcomes. They’re less interested in tools or tickets and more focused on how technology can support their business objectives over the next three to five years.

There is also a clear demand for guidance. AI, automation and security present huge opportunities, but they also introduce complexity. Customers want partners who can simplify those conversations, provide thought leadership, and help them adopt new capabilities in a way that’s controlled and aligned to their business.

Be part of the celebration that brings the industry’s brightest talent together. Join us at the Sales & Marketing Awards and experience an unforgettable evening of recognition, networking, and inspiration.

Tables are filling fast – secure yours today and don’t miss the chance to be in the room where excellence is celebrated.