CRN Channel Awards - Finalist Q&A with Sarah Geary, Chief Commercial Officer, Distology

Sarah Geary talks being a finalist at this year's CRN Channel Awards

Why do you think awards like the CRN Channel Awards matter?

I think awards like the CRN Channel Awards matter because they recognise the hard work and innovation happening across the IT channel. They celebrate the people and teams making a real difference, and that recognition can be really motivating and inspiring for everyone involved.

What would winning this award mean to your company?

Winning this award would be a huge recognition of the hard work and dedication of all our Distologists. It would validate the passion, teamwork, and commitment that everyone puts in every day, and remind us that our efforts are making a real impact in the channel.

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

Our proudest achievement this year is our growth across our business and team culture. We’ve surpassed £60m in turnover, increased new business margin by 14%, and grown our EBITDA by 21%. At the same time, our team has grown in size and engagement. Our eNPS score rose 59 points, we ranked 11th in the Global Most Loved Workplaces 2025, and earned certifications in Parents & Caregivers, LGBTQ+, Young Professionals, Women, and Career Advancement.

What have been the biggest challenges of 2025 so far and how have you overcome them? How have your people helped with that?

I think there are always challenges and whilst they can be frustrating at times, we welcome them to shape and grow our team in line with the market needs.

One of the main challenges we face is not being able to say yes to every vendor that approaches us. We have to remain true to our technology strategy and areas of expertise as channel maximisers and relationship experts.

How do you think the industry has changed over the past year and what changes do you think it still needs to make?

I think the industry has in my opinion become busier and more robust. The biggest changes that will always need to be made are hiring the right people and encouraging the right attitude within the channel.

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

Lots of opportunity for focus and automation in channel and I believe that AI is going to assist with that, although it is a long way off displacing good old fashioned customer service. We have some great strategic plans in place to address a lot of opportunities and keep us growing and developing year on year.