Ju­niper eyes wider and deeper chan­nel pen­e­tra­tion


Ju­niper has ag­gres­sive plans for ex­pan­sion in tier-2 and -3 lo­ca­tions. It is also look­ing for deeper pen­e­tra­tion in Mum­bai, Delhi, Ben­galuru, Hy­der­abad, Chen­nai and Kolkata. It has planned a num­ber of mar­ket­ing and ver­ti­cal-fo­cused ini­tia­tives to en­able the next level of growth.

“We are tar­get­ing 16 per­cent growth in 2014,” said Ji­ten­dra Gupta, Di­rec­tor, Part­ner Sales, In­dia & SA, Ju­niper Net­works.

The com­pany has started a mar­ket­ing ini­tia­tive, Mar­ket Ac­cess, to tar­get part­ners in tier-2 cities through its na­tional dis­trib­u­tors. Ju­niper will place a trained sales rep­re­sen­ta­tive in each lo­ca­tion to iden­tify part­ners and con­duct ac­tiv­i­ties such as train­ing, cer­ti­fi­ca­tion, joint mar­ket­ing and pre-sales. “We are equip­ping sales rep­re­sen­ta­tives of dis­trib­u­tors to be­come a mar­ket­ing arm for us and help part­ners in deal clo­sures,” said Gupta.

He added that Ju­niper has started a pi­lot with In­gram Mi­cro in Chandigarh, Coim­bat­ore, Kochi and Ahmed­abad. “We have in­tro­duced the Mar­ket Ac­cess ini­tia­tive for the first time in APAC, and will ex­pand it to all the up­coun­try lo­ca­tions in our radar.”

Ju­niper will con­duct a 12-city road­show in up­coun­try lo­ca­tions over the next 2-3 months to train 200 sales and pre-sales staffers of part­ner or­ga­ni­za­tions.

For deeper en­gage­ment in met­ros, Ju­niper has in­tro­duced its Mar­ket Ac­cel­er­a­tion ini­tia­tive. “Met­ros of­fer large mar­kets where deeper en­gage­ment is re­quired, hence we are plac­ing 2-4 Ju­niper sales rep­re­sen­ta­tives at these lo­ca­tions,” said Gupta.

The ven­dor has iden­ti­fied IT-ITeS, health­care, hos­pi­tal­ity, higher ed­u­ca­tion and BFSI as high-growth ver­ti­cals. “Ver­ti­cals like health­care and higher

“Through our dis­trib­u­tors, we will place a trained sales­per­son in each tier-2 lo­ca­tion to closely work with part­ners and garner larger share” JI­TEN­DRA GUPTA Di­rec­tor, Part­ner Sales In­dia & South Asia, Ju­niper Net­works

ed­u­ca­tion are ag­gres­sively spend­ing on high­end net­work­ing and se­cu­rity so­lu­tions. While we al­ready have ac­tive part­ners in these ver­ti­cals, we want to sharpen their skills. So far we have trained 12 part­ners for health­care,” Gupta in­formed.

He added that the mar­ket­ing en­gines and ver­ti­cal-spe­cific push will en­able chan­nel ex­pan­sion. “While we have not de­cided on a par­tic­u­lar num­ber, but we will add 1-2 fo­cused part­ners in all the new tier-2 and -3 lo­ca­tions.”

Ju­niper cur­rently has 324 part­ners, in­clud­ing 12 Elite, 12 Se­lect and the re­main­ing are Re­seller part­ners. “Over­all we have about 50 ac­tive part­ners; we want to dou­ble this fig­ure. We also aim to up­grade the Res­ller part­ners to the Se­lect level,” Gupta said. The ven­dor re­cently started an op­por­tu­nity reg­is­tra­tion pro­gram with deal pro­tec­tion and a min­i­mum 10 per­cent mar­gin com­mit­ment for Elite and Se­lect part­ners who reg­is­ter their deals. In­formed Gupta, “Mar­gin com­mit­ment will be higher depend­ing on the com­plex­ity of the so­lu­tion and the part­ner level. Ad­di­tion­ally, we will in­tro­duce Ju­niper Fi­nan­cial Ser­vices in Q32014 for cus­tomer fi­nanc­ing of deals as low as $25,000.”

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