Crystal Conkle’s leadership isn’t defined by a single initiative, but by the intentional, everyday work of expanding what’s possible for women in the IT channel. As the 2026 GTIA Advancing Women in Technology Leadership Spotlight Award winner in North America, she represents a new era of influence—one where visibility, authenticity and service-driven leadership are reshaping the industry from the inside out.
In her role as CMO at The 20 and through her work across GTIA, Crystal has become a catalyst for confidence: Amplifying women’s voices, widening access to leadership pathways and challenging outdated assumptions about who belongs at the table.
In this interview, she shares why consistency matters more than titles, how the channel is evolving toward more diverse and strategic leadership and what she hopes the next generation of women will no longer wait for—permission, perfection or precedent.
What accomplishment or initiative are you most proud of that led to your selection for this award?
The thing I’m most proud of isn’t a single initiative. It’s the consistency of showing up and using my platform to create more visibility for women in this space. Over the past year, I’ve had the opportunity to speak on multiple stages about confidence, leadership and representation, and to moderate conversations specifically focused on advancing women in technology. But what matters most to me is what happens outside of those moments ...mentoring, encouraging and pushing women to step into roles they might not feel “ready” for yet. If I’ve done anything well, it’s helping make leadership feel more accessible and less intimidating for other women coming up in this industry.
How are you seeing the IT channel evolve right now, and what trends do you think will define the next few years?
We’re seeing a shift from purely technical operators to actual business leaders, and that opens the door for more diverse leadership. As the channel matures, skills like communication, brand, leadership and strategic thinking are becoming just as important as technical expertise. That’s a big opportunity for women, because those aren’t traditionally gatekept in the same way technical roles have been. I also think visibility is going to matter more than ever. The people who are willing to show up, share their perspectives and build a presence will shape the next generation of leadership in this space.
What motivates you or your company to continue driving innovation and leadership within GTIA?
For me, it’s knowing that representation isn’t just symbolic. It’s practical. When more women are visible in leadership, speaking on stages and contributing to conversations, it changes what others believe is possible for themselves. At The 20, we’re very intentional about building leaders, not just roles. And within GTIA, I see a real opportunity to continue pushing that forward by creating more space, more visibility and more access for women across the channel.
Can you share a meaningful lesson or unexpected insight you gained during the work you’ve engaged in with GTIA?
One of the biggest lessons is how much impact simple visibility can have. You don’t always realize who’s watching, or who needed to hear something you said, until someone reaches out and tells you it changed how they see themselves or their career. It’s also reinforced for me that a lot of women aren’t lacking capability. They’re lacking proximity to examples. The more we show up, the more we close that gap.
What impact do you hope your work will have on the broader industry or on the next generation of channel leaders?
I want the next generation of women in this industry to move faster than we did. To raise their hand sooner. To speak up sooner. To go after leadership roles without waiting for permission or perfect confidence. And I want them to feel like they don’t have to fit a mold or change who they are to succeed here. If my work helps normalize that ... if it makes leadership feel more open, more human and more attainable ... then that’s the impact I care about.
See the full list of 2026 North America Spotlight Award Winners.
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