Resellers are moving away from the pure product sell to working together to solve business problems for customers, according to Juniper A/NZ vice president, Mark Ablett.
In many cases, Ablett said the vendor's partners are also being more collaborative with their customers.
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"Customers are more intimately involved in working with us to form the right outcome to the problem that they have," he said.
That collaborative approach has the potential to translate into a "certain value proposition" that Juniper and its partners can bring to the table
"Collectively those conversations between resellers and customers are at a much deeper level," he said.
Juniper employs a 100 per cent channel in Australia, so Ablett said everything the company does is through its partner community.
"Our routing business continues to have strong growth there, particularly in switching and security platforms," he said.
"So aligning common goals with our partner community is very important to us strategically."
Same approach but stronger bond
Ablett was with Juniper in Singapore before he returned to Australia six months ago, and said the priority on his return was to access the local market opportunity.
That included aligning Juniper's resources and go to market models towards that.
"It was about understanding how our value proposition cascades out into A/NZ, and then leveraging how we take that to market," he said.
On top of that, Ablett said there are certain priorities in relation to the vendor aligning itself better internally when it comes to marketing, partner efforts and engineering, particularly on how it can collectively collaborate better.
"There are always opportunities for improvement and we've come a long way over the past six months," he said.
In addition to continuing the Partner Advantage program, Ablett said Juniper is developing strategies with its partners around its new offerings, such as SDN.
"We're looking at how to collectively bring them to market in certain marketplaces," he said.
While Ablett said this channel approach is essentially more of the same for Juniper, the difference is that alignment between the vendor and its partners is being strengthened.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.