Case Study

Ciena: Using The Joint Business Planning Framework To Drive More Productive Partner Relationships

October 27th, 2020


Moving to a more strategic and personalized relationship with partners requires a paradigm shift in how both parties think, act, and work together. Most partners work with multiple suppliers and are constantly courted by a long list of others battling for a larger share of their attention and resources. If a supplier does not develop strategies to keep partners enthusiastically engaged, it can’t expect to remain top of mind or hit revenue objectives. In this case study, we show how Ciena used the Forrester Joint Business Planning Framework to forge more personalized and strategic relationships with its channel partners, which has significantly improved its sales results.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.