Ingram Micro adds vertical enablement to Channel Transformation Alliance

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Ingram Micro adds vertical enablement to Channel Transformation Alliance

Alex Scroxton

Ingram Micro has marked the third birthday of its cloud and MSP programme, the Channel Transformation Alliance (CTA), by adding a range of channel enablement training options to help partners develop expertise in vertical markets, and tackle lines of business inside customer estates.

With partner vendors including APC, Cisco, Fujitsu, HP, Microsoft and Symantec, the alliance – which was formally launched in 2011 – has already accrued over 2,000 active members across Europe, with partners benefiting from free vendor-neutral education focused on sales, marketing and service delivery delivered through the distie’s CTA platform.

Ingram claims to have already delivered, on average, at least one field-based enablement event per week per country in the past two years.

Ingram Micro on cloud

In this article series, Ingram Micro's Jason Beal examined the channel's role in the cloud:

Branded CTA V.3, the revamped programme will now offer training for healthcare, retail and education verticals for Ingram partners, whether they deem themselves resellers, MSPs or ISVs.

Ingram said it saw a tipping point approaching in Europe relative to adoption of alternative – meaning cloud – IT consumption and delivery models, and now wants to ramp up the range of options available to partners in order to maintain the programme’s value.

Jason Beal, Ingram Micro European executive director of its Advanced Solutions Division, said the first year of the CTA had been largely centred on exposing the channel to the possibilities inherent in cloud and service delivery models, which was the subject of a much wider sense of fear and uncertainty at the time.

“In the second year we broadened the focus onto business and technology solutions-orientation, and much more specific demand generation and sales process training,” said Beal.

“In this third year it’s a natural progression for the training to focus on opportunities to grow the pie – so to speak – in vertical markets and help enable resellers, MSPs and ISVs to direct their marketing and selling motion down through specific functional lines of business within the enterprise.”


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