Partner Content: How Pure Storage’s latest initiatives are designed to enhance partner experience
As the demand for hybrid cloud, AI, and modern data protection grows, partners need to differentiate 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 speaks 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 committed to enhancing the partner experience in 2025 and beyond.
With a focus on addressing the evolving needs of its partners, Pure Storage has outlined three key priorities:
- Simplicity and Ease of Doing Business – Pure Storage has redesigned program 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 empowering partners with more relevant, role-based training and tools to deepen solution knowledge and increase seller capacity
- Profitability and Growth – New incentives, rebate structures, and service opportunities are designed to help partners increase margins and expand their Pure practice
“We’re not just enabling partners—we’re helping them activate their full potential,” Schumacher said. “Our goal is to create a platform that partners can build a business on.”
Training that drives action
As technology evolves, 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,” continues Cheri.
Additionally, Pure Storage’s enablement initiatives go beyond training, offering partners practical tools to streamline sales and drive profitability.
“Ultimately, we are building a stronger partner ecosystem”, Cheri 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 their brand new updates to their Reseller Partner Program, watch the full interview with Cheri Schumacher above.