Competitive Differentiation and Sales Tool Development


Market-challenger Juniper Networks was pigeon-holed in the core router category segment with market leader Cisco Systems. Sales and channel teams lacked competitive differentiation of Juniper’s technical or marketplace offerings.


Lead the market evolution of Juniper’s traditional core router marketspace into the adjacent edge router market, as well as cable and mobile vertical markets. Create compelling 3rd party market content to highlight Juniper’s industry-leading Total Cost of Ownership (TCO).


— Extensive TCO study on Juniper products vs. Cisco routers, which continues to be the company’s leading head-to-head advantages according to Juniper sales and channel teams.

— APS acted as the primary launch spokesperson and presenter at numerous industry conferences on Juniper’s high-end Service Provider product and market strategy.

— Launch leadership, including market positioning and industry and channel education, on Mobile (GPRS) and Cable (CMTS) products for service providers.

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APS developed powerful sales tools based on TCO, one of Juniper's strongest sales weapons against market incumbant Cisco.