Channel Partners and The 2112 Group Join Forces to Launch CTTA

VIRGO announced today that Channel Partners and the 2112 Group renewed their partnership and launched the CTTA.


VIRGO, an information distribution company focused on the most innovative and complex business-to-business markets that fuel the U.S. and world economies, announced today that Channel Partners and the 2112 Group renewed their partnership and launched the CTTA.

The Cloud & Technology Transformation Alliance has changed its name from the Cloud Convergence Council to reflect its expanded mission to develop and publish community-based best practices for IT vendors, channel partners and business end-users.

Founded in 2010 by The 2112 Group and Channel Partners magazine, CTTA started as the Cloud Convergence Council, a group formed to study the phenomenon of the IT and telephony channels converging in the cloud computing market. The result of the first year’s work was two seminal studies that quantified the convergence trend and defined margins and compensation challenges facing solution providers.

The success of CTTA’s initial work and the demand for more guidance on emerging technology trends related to and including cloud computing prompted 2112 and Channel Partners, a VIRGO Publishing property, to expand the group’s scope.

“Cloud computing is a transformative trend that’s disrupting the way vendors and solution providers sell and deliver technology, as well as how businesses consume technology. It’s not the only transformative trend. There are many emerging and reimagined technologies that are disrupting the business technology paradigm. Our mission is to identify that future state of IT and the best practices for the totality of the community,” said Lawrence M. Walsh, CEO of The 2112 Group and CTTA director.

“The skyrocketing use of mobile devices and applications is an unmistakable example of another disruptive trend – working in parallel and in concert with cloud computing,” said Khali Henderson, Editor-in-Chief of Channel Partners. “It only makes sense to study these trends in context with one another to deliver a more comprehensive and actionable advisory service to the channel and its suppliers. We look forward to taking this next step with CTTA.”

In support of its new mission, CTTA is launching a new website, a quarterly digital magazine, four applied research studies and three live events in 2012 concurrent with the Channel Partners conferences. CTTA’s members will continue to study cloud trends, as well as delve into mobility, virtualization, unified communications and virtual technology practices.

CTTA currently is accepting new members and sponsors. Free membership is open to all IT solution providers, value-added resellers, service providers and telephony agents. Sponsorship packages are available to all IT vendors, telephony carriers and distributors. For membership and sponsorship information, please email [email protected] or visit the CTTA website at

VIRGO is an information distribution company focused on the most innovative and complex business-to-business markets that fuel U.S. and world economies. Our mission is to help business professionals break through the hype, ambiguity and information deluge they experience, by offering trustworthy guidance on the decisions they need to make — be that early in their decision making process, whilst making a purchase decision, or following the decision when a product, service or ingredient is in use.

We do this in each of our networks by focusing on five key tenets that make their information journey fruitful: Content, Audience, Brands, User Experience and Performance Marketing.

With 19 brands including trade magazines and/or websites, 8 trade shows and regional conferences, training and accreditation programs and an expanding online platform, VIRGO leverages its events, publications, digital and other media to provide integrated solutions for professionals in industries including healthcare, natural products, telecommunications and self-storage.

About Channel Partners 
For 25 years, Channel Partners ( has been the leader in providing news and analysis to indirect sales channels serving the communications industry. It is the unrivaled resource for resellers, aggregators, agents, brokers, VARs, systems integrators, interconnects and dealers that provide network-based communications and computing services, associated CPE and applications as well as managed and professional services. Channel Partners is the official media of the Channel Partners Conference & Expo (

About Cloud & Technology Transformation Alliance (CTTA)
The Cloud & Technology Transformation Alliance ( is a community-based research group dedicated to identifying emerging technology trends, developing best practices and providing guidance on adoption and optimal utilization. CTTA is unique organization whose membership represents a cross-section of the IT marketplace, including the IT vendor, telephony, distribution, reseller channel and end user market segments. CTTA is the only communal group studying best practices of next-generation business technology adoption.

About The 2112 Group
The 2112 Group ( is professional services firm supporting the technology industry in channel strategy, development and partner communications. The 2112 Group works with IT vendors, carriers, distributors and solution providers in identifying and overcoming obstacles to business success in technology sales, marketing and indirect channels. The 2112 Group’s services includes business strategy development, market research, custom content, managed blogs, partner relationship mediation, and technology and analytical services. The 2112 Group publishes the channel strategy blog Channelnomics (@channlenomics).

About Channelnomics

We believe exceptional insights enable channel professionals to turn vision into reality. Channelnomics is a business strategy and research firm focused on connecting channel professionals with the people and insights that enable them to continually evolve and operationalize their strategy. Our industry experts work with clients to provide the evidence they need to validate and structure their strategy. Our clients, in turn, benefit from improved GTM performance, faster time to market, and better return on partner relationships. By looking at the technology market from the viewpoint of vendors, partners, and end users, Channelnomics is uniquely positioned to develop route-to-market strategies with an innovative, insightful, and inspired flair.

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