Juniper EMEA channel director: ‘We’re backing ourselves’ as vendor releases roster of partner updates

The networking vendor is pushing into AI and marketplaces as it looks to deliver flexibility and profitability to partners

Juniper Networks is doubling down on its commitment to the channel with the latest evolution of its Juniper Partner Advantage (JPA) programme for 2025, focusing on enabling growth, profitability, and collaboration.

In an interview with CRN, Dale Smith, EMEA channel director at Juniper Networks, explains the key to success for Juniper is momentum.

“If I look at it from my level,” he says, “we’ve built a magic formula for success.

“It’s about validated technology, a rich partner programme driving profitability, and strong collaboration with partners. That’s something we’ve really focused on over the last year.”

The updated programme introduces several initiatives to help partners capitalise on growth opportunities, with a particular focus on Elite Plus and Elite partners, where Smith says Juniper is seeing the fastest growth.

Additionally, new self-service onboarding tools and dashboards are intended to help partners derive value in a low-touch way.

The vendor is currently building on the momentum of its AI releases in 2024, with Smith stating that one of his key priorities is educating partners on the opportunity.

“The shift from controller to cloud is reshaping the industry,” Smith explains.

“Juniper is all about cloud and AI in enterprise networking. We’re helping our partners understand the differentiators, seize the opportunities, and educate themselves on this journey.”

Predictable profitability remains a cornerstone of Juniper’s partner strategy.

A points-based seller rewards programme, expanded investment funds, and exclusive product discounts form the financial backbone of JPA 2025.

“Profitability has always been key for us,” Smith adds.

“Through consistent rebates and incentives, we ensure our partners see real value in selling the right products.”

The programme also emphasises collaboration through the Elite Plus tier, which includes personalised business plans and deeper alignment with Juniper’s strategic goals.

According to Juniper, this model has already fueled 38 per cent year-over-year growth in product and services sales.

“Our one-team, one-plan approach is resonating with partners,” says Smith.

“We’ve hosted 40 per cent more partner roundtables in the last year to communicate, listen, and learn. Partners are really buying into our consistent engagement model.”

Focus on AI and distribution marketplaces

AI remains a key focus for Juniper as it evolves its channel strategy. “There’s a great opportunity for partners to leverage AI, not just in the solutions they sell but in how they operate their organisations with Juniper,” Smith says.

“We’re investing in tools to help them automate processes, enhance go-to-market strategies, and grow pipeline.”

Marketplaces are another strategic priority.

“We’re working closely with Amazon to scale opportunities for our software and services,” Smith reveals.

“It’s about ensuring customers have versatile procurement routes while enabling partners to tap into new revenue streams.”