CRN Women & Diversity in Channel Awards - Finalist Q&A with Charlotte Allen Marketing Manager at Millgate Connect

Charlotte Allen talks being finalists at this year's CRN Women & Diversity in Channel Awards

Why do you think awards like the Women & Diversity in Channel Awards matter?

I have spent my career working in male dominated industries, manufacturing, engineering and technology & communications, I think it’s incredibly important to show that women can succeed here too. Awards like these give a platform to shout about the amazing things that all these incredible women are doing and I’m proud to be a part of it.

What would winning this award mean to your company?

To win this award would validate not just the work we’ve done but showcase that small teams can drive big change. In a crowded and competitive channel, it’s easy for businesses like Millgate Connect to be overshadowed by larger players and being shortlisted for this award marks the journey of the growth that we are on. It would celebrate the people behind the progress, the team who embraced change, supported new ideas and helped shape a business ready for its next chapter.

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

In the past year the Millgate Connect brand has become its own identity. Previously the company had successfully operated quietly alongside its sister company, but the last 12 months have paved the way for future growth building on a strong brand. Millgate Connect has a strong reputation and we are proud to now have dedicated platforms, marketing and strategies to help grow the company to new levels. Part of our growth strategy has been to bring new people to the business and develop current staff to aid the vision and culture, which is evidenced by an employee engagement survey that had a 100% completion rate with an 81.7% positive rating to working at Millgate Connect and an 81.7% positive response rate to feeling aligned to the companies mission & values.

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

We operate in a saturated and competitive market, being able to differentiate ourselves and make noise has been a challenge. Add in to this the ever-growing pressure of rising costs for both us and our customers, it can be challenging not to get swept up in the race-to-bottom pricing strategy. Our team has helped us by championing our people first philosophy, strengthening the message that our expertise and customer care will ensure we provide the best solution for each and every customer, not just the cheapest option. To aid this further we also ensure we partner with suppliers whose values align with our own, putting people first, to allow us to differentiate.

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

I’ve seen a shift towards more partnerships and collaboration, leading to more strategic, value-led relationships. This change is helping partners deliver more tailored, outcome-focused solutions to customers, which is a win-win situation.

Looking at marketing specific challenges, there are constant changes to social media platforms, algorithms and trends. Keeping on top of this is a is a big time and resource use, but a positive I have seen is a shift towards more authentic and employee-led content. Millgate Connect can lean into this and showcase that our strength is our people and by being authentic we can draw new people to the channel. Other industries can sometimes be seen as more appealing, especially to new talent, we can use this move in social media to showcase the innovation, impact and career opportunities available in the channel, particularly to younger generations and underrepresented groups.

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

The rise of generative AI is reshaping how customers engage with technology. There’s a huge opportunity for the channel to move beyond product sales and deliver outcome-based solutions powered by AI, from automation to predictive analytics. We now can fully bespoke solutions for customers and for them to be able to self-serve which allows them to be more autonomous and make real-time changes, whilst also redirecting the resources previously used to more efficient uses. We’re strengthening relationships with vendors and other partners to co-create solutions and access new markets through joint go-to-market strategies. We are also evolving our messaging to reflect the shift from products to outcomes, positioning ourselves as strategic advisors rather than just suppliers. By staying close to our customers, investing in strategic partnerships we plan to turn these opportunities into long-term value.