Juniper makes channel push

IP networking and security vendor Juniper Networks has announced five new programs and tools for the North American marketplace in an attempt to build channel partner profitability.

Two of these programs are available immediately, while the rest will be released later on this year.

The programs are designed around what the company calls a deliberate mutual and beneficial dependence on its channel partners and include the J-Partner Access Control Specialization Program, the JUNOS Enterprise Routing Certification Fast-Track Program, the J-Partner Opportunity Registration Program, the J-Partner Service Specializations Program, and an enhanced J-Rewards Program.

In addition, these new programs also provide training and incentive initiatives for partners that lack the know-how to maximize profitability. Juniper also wants to build loyalty in the channel with these programs, the company said.

Jon Arnold, a principal independent consultant at JArnold & Associates, an independent Toronto-based industry analyst and marketing consultancy, thinks these new programs are the keys to any company’s success.

“The channel is critical for Juniper’s success because a lot of the profit comes from the channel partners,” Arnold said.

Doug Erickson, director of worldwide alliance and channel development for Juniper, said these programs are a signal to channel partners that the company is continuing to invest in them. “Through these programs, we hope both our and their profitability will grow,” Erickson added.

Among the new programs is the JUNOS Enterprise Routing Certification Fast-Track Program. This is a Web-based interface that allows partners to expand on their existing knowledge and expertise when it comes to selling Juniper products. Another benefit of using this program is that for a limited time it is offered free of charge to eligible resellers.

Along with certification, both training and education are integral components to help achieve success in the industry.

“Each vendor needs to build their business around their partners,” Arnold said. “It sounds like Juniper’s doing all the right things.”

Another program includes Juniper’s Partner Opportunity Registration Program. This is also a Web-based tool that gives partners incentives to find new opportunities to grow their business. Those who find new opportunities that Juniper is currently not engaged with will be rewarded based on a point-system scale. Similar to this program is the Enhanced J-Rewards Program that offers rewards to individuals who meet quarterly revenue growth targets.

“These are incentive programs that reward partners for selling Juniper solutions,” Erickson said.

Rewards also include compensation toward the cost of training, demo equipment and so forth.

“As partners invest in Juniper, we want them to feel rewarded,” Erickson said. “We see our new programs as opportunities to grow both loyalty and revenue with our partners.”

According to Arnold, Juniper’s extensive rewards program is a good way to help set them apart from their competitors.

“These programs are a way for Juniper to differentiate itself,” Arnold said. “Because when it comes down to it, you can’t change what is offered in the marketplace. But, you can change things that you can control like these programs.”

However, rewards set aside, at the end of the day, what matters most is having the support and necessary knowledge to sell products. Juniper’s new programs offer all of these things and more.

“If you look at these programs as a total package, you will see that the partner is just as important as we are,” Erickson said. “When it comes down to it, we want the partner to lead with their brand and not just ours.”

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Jim Love, Chief Content Officer, IT World Canada

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Maxine Cheung
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