CRN Women & Diversity in Channel Awards - Finalist Q&A with Lucy Greenaway Channel Marketing Director at XM Cyber

Lucy Greenaway 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?

Because representation matters. Early in my career, I often felt underestimated because of my age. Awards like these create visibility and remind us that diverse voices and perspectives don’t just belong here, they make the channel stronger. Recognition also opens doors for conversations that inspire the next generation of talent to enter the industry and thrive.

What would winning this award mean to your company?

It would be a proud reflection of XM Cyber’s culture. The company has given me the space to experiment, to learn from mistakes, and to bring fresh ideas forward. A win would validate that XM Cyber’s belief in investing in people, diversity, and creativity is paying dividends, not just in business outcomes but in shaping the future of the channel.

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

Over the past year, I’d say our proudest achievement has been the growth of our channel in the UK and the foundations we’ve built with a strong base of key partners. Establishing those trusted relationships has created real momentum for us, partners are more engaged, more confident in bringing us into conversations, and increasingly see us as part of their long-term strategy. For me, building that foundation is what unlocks everything else, and it’s something we’re all proud of as a team.

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

Pace has been the challenge. The industry feels like it’s moving at 100mph whether that’s the explosion of events or shifting buyer expectations. The temptation is always to do more, faster. I’ve learned the hard way that sometimes you need to slow down to speed up: building repeatable frameworks, blueprints, and playbooks that scale without losing creativity. I couldn’t have done that without the XM Cyber team and our partners, people who are open, collaborative, and who trust me enough to let me try new things.

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

The channel has become more marketing-led than ever before. It’s not just about MDF spends or generic campaigns anymore, it’s about co-creating experiences that add real value to partners and customers. That’s a positive shift. But there is always room for more inclusivity, the channel thrives on collaboration, and diverse leadership is essential to keep it relevant to the markets and customers we serve.

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 biggest opportunity lies in building communities, not just campaigns. Buyers are looking for trusted advisors, and partners who can create authentic connections will stand out. At XM Cyber, I’m focusing on programs that make our partners the heroes, giving them the stories, tools, and platforms to shine. For me, channel marketing is about embedding myself as part of their team so that together we build long-term growth. That’s the mindset I’ll keep doubling down.