“@Juniper.... Poor marketing => Poor sales => More layoffs”
This comment is so true. There have been many comments on this site blaming other groups for Juniper’s failures, particularly PLM, Engineering and Sales. Marketing is the root cause of Juniper’s problems.
The reality is the Marketing teams at Juniper have:
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failed to understand the target market opportunities in a timely fassion
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failed to identify which customers are most viable
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failed to produce marketing collateral that helps the sales teams position products against the competition.
So how can you blame Sales for all the problems and layoff sales teams?
If Juniper wants to survive, it needs a technically savvy CMO who has a vision, experience in execution and a backbone (to fire marketers by the droves). We can't have new long term goals every month, like we do now. There are too many opinions in marketing. There is no universal plan. You can't be succesful with a new marketing campaign every few months for the sake of doing one. There is absolutely no cohesion in these marketing messages. Sales teams can't even relate to the glibberish that is thrown at them. If you ask any marketing manager at Juniper what Juniper makes and sells, you will get a different answer. Therein lies the problem.