Trailblazing Specialized Channels

The 2112 Group and Baptie & Co. have partnered to define and expand the evolution of niche and emerging channels with a new research project that culminates in the new Specialized Channel Focus conference.

By Larry Walsh

In the early days of the channel, it was relatively easy to define a partner. Resellers, systems integrators, and independent software vendors were organizations that would take products to market and add value for the end customer.

Today, a partner is much more difficult to define, and not necessarily the traditional IT guy. As technology evolves and value is more about outcomes and experiences rather than prices, partners are taking new, different forms – some alien to the traditional channel.

New partners may include accountants that sell and support financial software, marketing agencies that provide application and cloud services, engineering and construction companies that incorporate automation into building and infrastructure, and nonaligned consultants who influence buying decisions.

[ctt tweet=”Growth of cloud services, IoT, mobility, & data-driving intelligence disrupt & expand the channel.” coverup=”2rqfJ”]

And the list and types of next-generation specialized channels will continue to grow as cloud-based services, Internet of Things (IoT), mobility, and data-driving intelligence continue to disrupt and expand the channel community and buyer market.

Baptie & Co., producers of the long-running Channel Focus events, is launching a new conference, Specialized Channel Focus. This event will provide new, deep insights into the emerging niche and specialized channel of non-traditional partners.

The 2112 Group is partnering with Baptie & Co. in support of this new event with a new research project to map and define the new specialized channel, including its mission and focus, operating frameworks, value propositions, and channel-program needs.

[ctt tweet=”New Event! Specialized Channel Focus. Insights in specialized channel of non-traditional partners.” coverup=”pgV3n”]

The channel will remain the best route to market as new technologies and services models come to the fore. On the other hand, the channel is not and will not remain the same. It will continue to evolve. 2112 will release and present the results of this specialized channel research at Specialized Channel Focus in Denver, Nov. 8-9.

Specialized Channel Focus promises to be a groundbreaking and inspiring event for channel executives and managers. The research, discussions, and peer networking will provide channel professionals with the insights needed to prepare and build their channels for the next generation of partners.

For more information about Specialized Channel Focus and Baptie & Co., click here:

For more information about 2112 research and the Specialized Channel research project, send e-mail to

Larry Walsh, The 2112 Group

Larry Walsh is the founder, CEO and chief analyst of The 2112 Group. Follow him on social media channels: Twitter, Facebook, LinkedIn.