Q&A: New Juniper VP Says Partner Marketing Enablement On The Way


Luanne Tierney, the 14-year Cisco veteran who took over four weeks ago as new vice president of global partner marketing for fast growing networking equipment provider Juniper Networks, spoke with Everything Channel Vice President and Editorial Director Kelley Damore and CRN Editor News Steven Burke at the XChange Solution Provider conference about her departure from Cisco, her plans to bring marketing muscle to Juniper partners and her first impressions of the Juniper culture. Here are excerpts from the interview, Tierney's first discussion of her decision to leave Cisco.

Why did you leave Cisco?

When I look at the innovation of Juniper and the leadership at Juniper, it was an opportunity I thought I needed to take advantage of. You look at the leadership of [Juniper CEO] Kevin Johnson and my new boss, Lauren Flaherty [Executive Vice President and Chief Marketing Officer]. They have this incredible vision I wanted to take advantage of and help bring to the next level. It was about six months ago that I really started noticing all the great marketing that Juniper was doing. You would walk through the airports and see the campaigns. Juniper is out there. And I love marketing. So when it starts appealing to me, you know they have got something.

You did a lot of partner marketing enablement at Cisco. What are you going to do at Juniper to make sure partners have best-in-class marketing?

We are investing heavily in partner marketing efforts. We are going to bring thought leadership to the partner community. Just like technology is changing so quickly, so is marketing. Think of all the new social media aspects to marketing. We are going to teach our partners truly the latest and greatest marketing techniques. We are going to become their trusted marketing advisor.

What is Juniper going to look like in terms of marketing enablement for partners a year from now?

One of the things we are building right now immediately four weeks into the job is an [intelligent global] co-marketing engine [for partners]. Do you listen to Pandora or Slacker radio or shop on Amazon. When you go onto Amazon and you buy a book or electronics it remembers you. You bought a Black Eyed Peas song and this time I am going to offer you a Justin Timberlake song. We are going to do that same thing. It is about knowing who our partners are and what types of marketing they have done in the past and then we are going to serve up stuff that they might not have thought about that they needed to grow their marketing.

So we are going to take a co-marketing engine and start helping our partners scale by serving up marketing that they want without necessarily asking for it. We need to scale our marketing around the world. So we are going to have a global co-marketing engine that easily serves up assets, campaigns, resources, click-to-help, all those types of things so they can quickly use Juniper's marketing assets. So if you are marketing security [as a partner] it will serve up a new marketing campaign around security and then tell you how to integrate social media into that campaign. Are you doing a Twitter feed or a blog?

In the past many partners would have had to track down their marketing person or partner account manager to figure out what is available. What we are going to do is make it easy for them to find out what is available. Think of it as a co-marketing engine best in class.

Next: Teaching Partners Social Marketing