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.”