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BUSINESS SAVVY MARKETER WITH STRONG ANALYTICAL SKILLS
Marketing Management 2005-Present
- Alignment of marketing to busine...
My Background
A summary of the business environments I’ve been
exposed to and skillsets I’ve acquired:
Business models
M...
Volume based Account based
 1999 - 2004
 Internet/Broadband /Wireless
 Linksys, Creative Technology
 “Value for money”...
Consumer/SoHo/SMB Enterprise
 1 – 19 users
 20- 99 users
 100 – 249 users
 250 – 499 users
 ASP <$1,000
 Home user, ...
Channel Programs
Alliance – DC, Network mgt, Security, UC, Wireless
Distributor
Global SI – Ericsson, IBM, Motorola, NE...
Strategic Marketing Tactical Marketing
 Accessing market and industry
attractiveness
 Market Analysis tools: focus
group...
www.mes.executiveboard.com
My results (2008)
Channel Marketing Skillsets
 Goals:
 Ensuring customers can purchase offerings where & how they want (coverage)
 Ensuri...
Recent channel marketing challenges
New market entry
Achieve incremental revenue
Achieve partner commitment
New market entry
 Background: Juniper launched our range of switches in 2008. As a new player in a mature
market with man...
Achieve incremental revenue
 Background: Due to global (over) emphasis on switching, Juniper’s
other product line such as...
Achieve partner commitment
Background: To achieve more constant runrate revenue per
partner (instead of erratic sales per...
JNPR corp site & campaign
sites
Connected Sales & Marketing
Email
Direct mail
eMarketing
Tradeshows/
Events, Direct
Market...
References
 “Cindy was a great team player with high EQ. She worked very
well with all levels of Mgmt with creativity and...
BUSINESS SAVVY MARKETER WITH STRONG
ANALYTICAL SKILLS
Cindy Lowcindylow@me.com . +65-96680898
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About Cindy Low

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About Cindy Low

  1. 1. BUSINESS SAVVY MARKETER WITH STRONG ANALYTICAL SKILLS Marketing Management 2005-Present - Alignment of marketing to business goals/ strategy planning - Marketing operations (measurement, forecasting/reporting, people/process) - All of the below roles, include people development/coaching Channel Marketing 2004-2005 - Channel communication, recruitment, profiling - Channel promotions/incentives, enablement Marketing Manager 2000-2004 - Budget management, product launch, events, website/online, IMC - End user promotions/advertising - Business planning Marcom/PR Executive1999-2000 - Responsible for Events, collateral, press release, partner training Cindy Lowcindylow@me.com. +65-96680898
  2. 2. My Background A summary of the business environments I’ve been exposed to and skillsets I’ve acquired: Business models Market segments Channel programs Marketing skillsets Channel marketing skillsets Recent references
  3. 3. Volume based Account based  1999 - 2004  Internet/Broadband /Wireless  Linksys, Creative Technology  “Value for money”, consignment  Consumer, SoHo, SMB  Retail, distribution, SI/VAR, Master distributor, carrier resale  Wireless routers, CPE devices, PDE – MP3, Digital Cameras  Intel, Dell, Acer, Iomega, IBM/HP  Product: Promotions, Bundling  Awareness building, lead-generation, PR/publicity, sales program (rebate, sales incentives)  2004 - Now  Data Center /Virtualization/Cloud computing  ST Electronics (Digisafe), Juniper Networks  “High Performance”, leasing  Enterprise: small, mid, large, very large  Distribution, VAD, SI/SO, MSP  Security Firewall VPN/SSL, Core/WAN, Data Center, Unified Comms, Network OS SDK  RSA Security, Symantec, Avaya, IBM/Dell  Service: Design, implement, operate  Account based marketing, demand-generation, training/certification, reference and solution selling Business Models
  4. 4. Consumer/SoHo/SMB Enterprise  1 – 19 users  20- 99 users  100 – 249 users  250 – 499 users  ASP <$1,000  Home user, general business, Telco  Small / Midsize / Large Enterprise  500 – 999 users  1000 – 2499 users  2500 or more users  ASP: <$50,000; $50-300K to >$1M  SP, FSI, Govt, R&E Market Segments
  5. 5. Channel Programs Alliance – DC, Network mgt, Security, UC, Wireless Distributor Global SI – Ericsson, IBM, Motorola, NEC, NSN Managed Services / Carrier Resale OEM – Dell, IBM Solutions Provider SP Infrastructure
  6. 6. Strategic Marketing Tactical Marketing  Accessing market and industry attractiveness  Market Analysis tools: focus groups, perceptual mapping to understand customers’ needs, market segmentation and competitive positioning  Marketing Mix Strategies: 4Ps  Awareness-building / Demand- generation: PR, Social media marketing, email marketing, PPC, TM, lead-gen, meeting maker  Operations: Mgt system (siebel), mktg process & tool (MAP); measurement & reporting Marketing Skillsets
  7. 7. www.mes.executiveboard.com
  8. 8. My results (2008)
  9. 9. Channel Marketing Skillsets  Goals:  Ensuring customers can purchase offerings where & how they want (coverage)  Ensuring partners have the know-how capability to close deals (competent)  Ensuring partners are engaged and motivated (commitment)  Partner Recruitment Drive – identify/convert  Partner Program Management  Partner training plan, certification & specialization  Partner Marketing  Communications, PKO, Partner Solutions Day, Partner SE Club  Funds management  Partner promotions (NFR demo gear)  Partner Performance  Opportunity Registration System, lead management system  Sales rebate/ product incentives (VIP, SIP)
  10. 10. Recent channel marketing challenges New market entry Achieve incremental revenue Achieve partner commitment
  11. 11. New market entry  Background: Juniper launched our range of switches in 2008. As a new player in a mature market with many incumbent players such as Cisco, HP, 3Com etc., we needed a strategy to create awareness, recruit, educate and convert customers and partners with limited budget to make this new product line a successful business in 2 years’ time.  Strategy: Education, partner marketing and performance  Junos Fast Track program: Free training & certification; worked with Prometric’s network of schools; whitepaper & ROI tools; cross-over training course  Reach out to our key customers and seed them with units for demo/POC; recruit switching partners by working with distributors such as Ingram to go after selected competitors’ partners; Develop switch starter kits to get these partners enabled to sell  Campaign to drive qualified leads with and to partners; incentives for sale of product  Results:  >33,000 Junos certified engineers in 2009  >60 new partners recruited to switch program; Juniper debuted in Gartner Magic Quadrant for Enterprise LAN in Jun 2010 report  >600 sales accepted leads generated; conversion to close rate at ~25%
  12. 12. Achieve incremental revenue  Background: Due to global (over) emphasis on switching, Juniper’s other product line such as security solutions like firewall and SSL VPN suffered competition from other vendors that resulted in gradual eroding market share. Thus, a product focused incentive was initiated to help counter these actions.  Strategy: Per unit incentive offered to partners who were able to achieve incremental sale. Incentive was also offered only if the product discount were not below normal average level as well as sold to non- named account customers.  Results:  Firewall and SSL product achieved ~15% incremental product volume without affecting Average Selling Price  Maintained leading market share in firewall and SSL in Q3FY09
  13. 13. Achieve partner commitment Background: To achieve more constant runrate revenue per partner (instead of erratic sales performance due to project- based deals), a point system loyalty program was developed to ensure quarterly average revenue was achieved by partners which could be used to redeem for training credits, trips to Juniper partner summits and other gifts for partner dinner & dance Strategy: Identify SKU that can qualify as runrate as well as quarterly average volume unit Results:  Constant runrate achieved per participating partner  Helped partners to pay for training and expense to partner summit events
  14. 14. JNPR corp site & campaign sites Connected Sales & Marketing Email Direct mail eMarketing Tradeshows/ Events, Direct Marketing Inside Sales Data Cleansing Agency Advertising PR/AR eMarketing Siebel Data Cleansing Database Hosted campaign site outside juniper.net Telemarketing Verification Channel Leads NAM/TAM Customer 3 Customer 2 Customer 1 Direct Marketing Juniper Account Teams Lead mgt tool
  15. 15. References  “Cindy was a great team player with high EQ. She worked very well with all levels of Mgmt with creativity and passion. Her determination and drive inspired fellow peers and partners. Great leadership qualities with results oriented personality.” January 4, 2010 John Lee, Commercial Account Manager, Cisco Systems worked with Cindy at Linksys  Cindy was instrumental for my sales success in Juniper as my channel partners were well trained and motivated through the marketing events, promotions and product training rolled out by Cindy and her marketing team as part of the J Partners program launched successfully way back in 2004. The devils are in the details and credit to Cindy in the effort to the details that ensured the success this the J Partners Program then. Well done ! Cindy.”January 4, 2010 Lawrence Ang, Regional Channel Manager - ASEAN, Juniper Networks worked directly with Cindy at Juniper Networks  “Cindy is fantastic at her job. Trust in her to execute GTM or any campaign you might have. Very focus at what she does and yet can see overall view on business.” February 24, 2010 Vinny Nguyen, Channel Manager - South East Asia, Juniper worked directly with Cindy at Juniper Networks  “I worked with Cindy on a couple of software development project and I find her to be a determined and inspiring person. She shows great leadership and patience over her team.”January 4, 2010 Peter Goh, Technology Consultant, FinanTech was a consultant or contractor to Cindy at Juniper Networks  “I have known Cindy for over 4 years and she was reporting to me before I switched role. Cindy is one of the excellent marketers in my team who has high potential to become a great marketing leader. Cindy's strengths are creativity, strategic thinking and good sense of business acumen. There's no doubt Cindy has great potential to be a successful marketing leader. Her strong business acumen capability brings in a thorough understanding of what drives profitability through marketing, and her open minded personality enabling her to easily adopt to new challenges and turn them into opportunity for the company.” March 16, 2009 Fiona Lam, Director, Field Marketing Operations, APAC, Hong Kong, Juniper Networks managed Cindy at Juniper  “I had a very happy time to work together with Cindy. She's a very result driven people manager, with clear objectives and roles & responsibility assignment. Meanwhile working with Cindy is a happy thing as she's always not only a manager, but also a friend.” January 17, 2010 Alex Tao, Country Marketing Manager, China, Juniper Networks reported to Cindy at Juniper Networks  “Cindy is a very sharp and intelligent marketeer and yet open to ideas from others. She is a very task focused individual and an understanding team member...and these traits have made her a wonderful professional to have in the team.” January 12, 2010 Edmund How, Channel Manager, Juniper Networks worked directly with Cindy at Juniper Networks
  16. 16. BUSINESS SAVVY MARKETER WITH STRONG ANALYTICAL SKILLS Cindy Lowcindylow@me.com . +65-96680898

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