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How to write a stand out Xero Awards application: Tips from the judges

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Flaka Jasari

Oct 27, 2020

The countdown to the UK and EMEA Xero Awards 2021 is well underway, but there’s still time to enter. This year, more than ever, we want to celebrate those who truly went the extra mile in a time of adversity.  

The Xero Awards recognise and reward service excellence among our accounting, bookkeeping and app partners. It’s an opportunity to celebrate the vital role you’ve played in helping small businesses adapt and thrive in the UK, Ireland, and South Africa.

To help put the final touches to your application, we’ve spoken to some of our judges to get their top tips on what makes an entry stand out:  

John Coldicutt, Marketing Director (UK & EMEA)

John is an experienced software executive with over 20 years of B2B experience. He’s held global leadership roles in both private, early-stage, and large public companies – building teams that drive brand awareness and efficient revenue growth.

Tip: When crafting your submission, keep reflecting on the value you’re creating, not just for your practice, but for your employees, clients and your broader community.

Edward Berks, EGM – Global Financial Services Partnerships

Edward leads Xero’s engagement with banks, fintechs and strategic partners. He brings considerable experience in business applications, seeking opportunities to improve and remove friction from business processes through partnerships and integrations.

Tip: Whether you’re providing services, support or technology – bring your submission to life with statistics, case studies and testimonials that show the positive impact you’re making for your small business clients.

Glen Foster, Director of Accounting Partners, UK & EMEA

The seventh Xero employee in the UK, Glen has over 15 years’ experience in the accounting technology industry. Director of Accounting Partners at Xero, his role is to develop and execute strategies that enable our accounting partner channel to flourish.

Tip: Include metrics and results to clarify the great work you’ve been doing and the impact it’s having on your clients, their businesses and your own firm. The more clearly the data is presented, the easier it will be for judges to appreciate. 

Matt Flanagan, Co-founder Appacus

Matt Flanagan is the Co-founder and Head Trainer at Appacus, and will be judging the app award category. Through his seminars, training programmes and Virtual Cloud Director services, he helps forward-thinking accountants to maximise cloud accounting and the surrounding app ecosystem.

Tip: Ensure your award application covers your engagement with accountants or businesses during the sales and education process. Apps will need to be more innovative and creative with how they educate and support their audience. 

Sonya Trivedy, Executive Director of Income at Samaritans

Sonya has worked in the voluntary sector for 20 years. She joined Samaritans in 2019 and leads income-generating activities to support the delivery and development of services across the UK and Ireland. Sonya, alongside Monica from the Samaritans charity will judge the Community Impact Xero Award.

Tip: Demonstrate the impact your campaign delivered as well as the ambition that drove the results. Activity that delivers both commercial and social value will be the ones of particular interest.

Entries close 31 October 2020. So, what are you waiting for, pull together those impressive metrics, case studies and testimonials and submit your applications here.

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