Partner Content: How Pure Storage’s Latest Initiatives Are Designed to Enhance the Partner Experience

As demand for hybrid cloud, AI, and modern data protection grows, partners must differentiate themselves and deliver high-value outcomes — quickly and confidently.

At the heart of this transformation is Pure Storage, a company committed to helping its partners stay ahead of the curve.

CRN spoke with Cheri Schumacher, Senior Director of Global Partner Experience at Pure Storage, to explore the company’s latest initiatives aimed at enhancing the partner experience.

A Modern Partner Experience

As Pure Storage continues to evolve, the company remains focused on enhancing the partner experience in 2025 and beyond.

With a clear commitment to meeting the changing needs of its partner ecosystem, Pure Storage has outlined three key priorities:

• Simplicity and Ease of Doing Business – Pure Storage has redesigned programme operations to be more predictable, frictionless, and better aligned with how partners prefer to engage. The company has also launched Partner Central, which is more than a portal — it’s a partner operating system, designed to simplify execution, scale seller engagement, and provide real-time access to sales plays and enablement tools.
• Expertise and Enablement – Pure Storage is equipping partners with more relevant, role-based training and tools to deepen solution knowledge and increase sales capacity.
• Profitability and Growth – New incentives, rebate structures, and service opportunities are designed to help partners increase margins and expand their Pure Storage practice.

“We’re not just enabling partners — we’re helping them activate their full potential,” said Schumacher. “Our goal is to create a platform that partners can build a business on.”

Training That Drives Action

As technology continues to evolve, partners need more than just product knowledge — they need the expertise to deliver end-to-end solutions that address complex customer challenges. That’s why Pure Storage has redefined its approach to training and enablement, shifting from product-focused education to solution-led learning.

“We’re equipping partners with the technical expertise, sales strategies, and solution-based knowledge they need to differentiate themselves in competitive deals, sell higher-value solutions, and expand their services,” Schumacher continued.

Pure Storage’s enablement initiatives also go beyond training, offering practical tools that help partners streamline sales and drive profitability.

“Ultimately, we’re building a stronger partner ecosystem,” Schumacher concludes. “These updates are about empowering partners to scale faster, sell bigger, and deliver more value in every customer engagement.”

To learn more about Pure Storage and the latest updates to its Reseller Partner Programme, watch the full interview with Cheri Schumacher above.