Juniper Networks has added a plethora of new channel tools and resources to its channel programme at its reseller conference, which is being held this week in Las Vegas.
The firm has billed its new Partner Advantage programme - to be rolled out during the course of 2012 - as its most significant investment since the launch of its reseller channel.
The programme will be built around three central pillars, dubbed Reach, Accelerate and Reward, with Reach covering sales and technical education, new accreditation opportunities and online sales tools; Accelerate providing marketing collateral, demand gen and amplified communications, including an iPad app, and Reward offering new incentive rebates - its first ever - and a worldwide deal registration scheme.
A year into her role as vice president of global partner marketing, Juniper's Luanne Tierney said she was "thrilled to unveil a suite of marketing tools that will give partners instant access to all that Juniper Networks has to offer."
"The collaboration and support of our partners is crucial to helping Juniper win and lead in both the enterprise and services market," she added.
Juniper is keen to position itself as a network software-led vendor first and foremost, with much talk of differentiating itself effectively to take on rival Cisco, whose boss has also been ramping up the rhetoric.
It has already given a strong hint as to the future of its business with the appointment of former Microsoft cloud supremo Bob Muglia, who joined Juniper last July.
Juniper's enthusiasm for the non-core network may not be entirely misplaced; last week disappointing quarterly prelims were blamed squarely on lower demand for routing equipment.