About us

Leading and championing the cloud evolution

Driving digital transformation

The Cloud Industry Forum (CIF) is a not-for-profit membership driven trade body established in 2009 as a direct response to the evolving supply models for the delivery of cloud based software and IT services.

Our Mission

The Cloud Industry Forum champions and advocates the adoption and use of Cloud-based services by businesses, aiming to educate and inform end user businesses and represent cloud providers, consultancies and resellers.  As the market continues to mature, CIF represents the digital community by bringing both cloud and business leaders together to shape the world of Digital Transformation.  

Cloud industry forum

In Action

We play a hands on role in the cloud industry evolution - from primary research in our popular Cloud Industry Reports through to bringing stakeholders in the cloud ecosystem together.

Commission research and analysis

We analyse cloud industry market trends and services. These insights are included in our industry renowned Cloud Industry Reports. Our primary research is widely reported in the IT industry press and our members gain early access to this data and can promote the report to their member base

Keynote speakers at industry events

Our team are regulars on the Cloud Industry speaker circuit.  Whether this is at an industry event or a seminar presented by one of our members. Our CEO, David Terrar hosts the popular BrightTalk Digital Transformation in Action series

Bringing the cloud eco-system together

We are at the core of the cloud eco-system – bringing all the stakeholders together whether they are cloud solution providers, cloud distributors, SaaS start ups and supporting professional services such as legal and finance. These are through our monthly member meetings and our Special Interest Groups.

Amplifying industry news

We are the voice of the cloud industry – our weekly industry newsletters are sent to thousands of recipients and we are active on professional social media channels such as LinkedIn.

who we are

Meet the team

Today, as the market has matured, the Cloud Industry Forum (CIF), as an industry body, champions and advocates the adoption and use of Cloud-based services by businesses. CIF aims to educate and inform end user businesses and represent cloud providers, consultancies and resellers.

David Terrar


Ian Jeffs



Research and Press

Steph Macleod

Press Relations


David Terrar


David is the Founder and CXO of Agile Elephant, a digitial transformation consultancy and solutions provider, as well as heading up D2C, a cloud and social media consulting firm. He was a director of EuroCloud UK before it merged with Cloud Industry Forum, is on CIF’s Governance Board, and Chaired techUK’s Software as a Service Group.

He is a judge for the UK Cloud Awards. He is a regular speaker at digital, social business, social media and Cloud Computing events including keynoting at the CeBIT Enterprise Digital Arena in 2015 and charing Cloud Computing World Forum. He lectures on digital marketing and social media at Group INSEEC and Henley Business School, and Agile Elephant co-produces the Enterprise Digital Summit London. David combines more than 30 years of business management, development, support, operations, and sales & marketing know-how in business application software, along with over 10 years of practical experience advising on Cloud, SaaS solutions and social media. He spent 9 years at IBM and then worked in senior management and director roles for companies like Interactive, CSI, Cyberaid, Brook Street Computers, DataWorks, Indus and CODA. He is passionate about helping organisations understand the shift to digital, new business models and the way these trends are changing the world of work.

Richard Merrin

Press Relations

Public relations professional with 25 plus years’ experience in the field of enterprise IT, business to business and reputation management. Richard is heavily involved in the IT industry bodies such as the Cloud Industry Forum, as well as an active member of the Guild of Communications in the City of London.

With pan-European and wider global experience he is expert in helping companies enter the UK market – he is a Board member of the international PR network GlobalCom.

Richard has experience ranging from start-ups to mid-tier private sector enterprises as well as private equity backed turnarounds, AIM listed and FTSE 250 corporates.