Case Study

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

October 27th, 2020
Stephanie Sissler, VP, Principal Analyst
Stephanie Sissler VP, Principal Analyst

Summary

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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