Partner Content: Pure Storage Revamps Reseller Partner Program to Drive Growth and Opportunity

As demand for modern data infrastructure accelerates, resellers face mounting pressure to deliver storage solutions that are faster, more scalable, and optimised for AI.

To support its partners through this transition, Pure Storage has rearchitected its Reseller Partner Program to simplify engagement, accelerate seller readiness, and deliver value faster — with tools and resources that scale alongside partner growth.

CRN sat down with Geoff Greenlaw, Vice President of EMEA Partner Sales Organisation at Pure Storage, to explore how these enhancements are empowering partners to capitalise on the shift from disk to all-flash storage — and how new tools like Pure Partner Intelligence and Pure Realize are helping them uncover growth opportunities and win with confidence.

The Right Time for Change

The IT landscape is evolving at an unprecedented pace, driven by hybrid cloud, AI, and the move from traditional disk to flash storage.

According to Pure Storage’s Geoff Greenlaw, these trends made it clear that a more agile and responsive Reseller Partner Program was needed.

“We’re seeing a major shift from traditional disk storage to all-flash solutions, and the complexity of customer needs continues to grow — especially with the rise of AI and hybrid cloud environments. In this context, it became clear that our partners required a program agile enough to help them capitalise on these trends,” Greenlaw explains.

“It’s all about creating the right framework for success and helping our partners stay ahead of the curve. We’ve rearchitected the program to empower partners at every stage of the sales cycle, ensuring they have the tools and resources they need to succeed.”

Key Enhancements of the Program Include:

• A refreshed enablement suite, featuring on-demand and role-based training, to help partners become trusted advisors
• The introduction of powerful new tools, such as Pure Partner Intelligence and Pure Realize, to help partners identify opportunities, align with customer needs, and build solutions faster
• Enhanced incentives — including predictable rebates and simplified deal registration — designed to drive both immediate profitability and long-term recurring revenue through Pure’s subscription-based offerings

Partner Profitability and Competitive Edge

“Incentives are at the heart of our program update,” Greenlaw continues, “and they’ve been designed with the goal of driving both immediate and long-term profitability for our partners. We’ve enhanced Pure Rewards and introduced competitive takeout rebates.

“For example, Elite partners now earn rebates on every pound booked — with multipliers of up to 3x on key offerings like Pure Evergreen//One, Flex, and Pure Cloud. On top of that, we’ve created additional 2x opportunities for partners who exceed their bookings targets.

“When combined with streamlined discounting and a simplified deal registration process, these incentives not only provide predictable pricing but also accelerate deal closures. This means partners can expect a direct increase in profitability — both from immediate revenue and from the long-term recurring gains associated with Pure Storage’s subscription-based offerings.”

Greenlaw also highlights a strong focus on use-case selling — a strategy that helps partners stand out in an increasingly competitive market.

“Use-case selling is all about connecting the Pure Storage platform directly to the customer’s real-world challenges — whether it’s optimising hybrid cloud, accelerating AI adoption, or enhancing cyber resilience. By framing our solutions around specific use cases, our partners can demonstrate a deep understanding of customer pain points.

“This approach not only differentiates partners from competitors who offer one-size-fits-all solutions, but also positions them as trusted, knowledgeable advisors,” he says.

“They’re able to show how Pure Storage can drive meaningful transformation and deliver tangible results — which builds stronger customer relationships and creates a distinct competitive advantage in the market.”

To learn more about Pure Storage and the latest updates to its Reseller Partner Program, watch the full interview with Geoff Greenlaw here.