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 Programme to simplify engagement, accelerate seller readiness, and drive value more quickly—providing tools and resources that scale with partner growth. CRN spoke with Geoff Greenlaw, VP of EMEA Partner Sales Organisation at Pure Storage, to explore how these enhancements are enabling 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 identify 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...
According to Pure Storage’s Geoff Greenlaw, these trends made it clear that a more agile and responsive Reseller Partner Programme was required.
"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 needed a programme that’s agile enough to help them capitalise on these trends," Greenlaw explains.
"It’s all about creating the right framework for success, helping our partners stay ahead of the curve. We’ve rearchitected the programme to empower partners at every stage of the sales cycle, ensuring they have the tools and resources they need to succeed.”
Key new enhancements of the programme include:
- A refreshed enablement suite, featuring on-demand and role-based training, to help partners become trusted advisers.
- 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 more efficiently.
- 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 programme update," Greenlaw continues, "and they’ve been designed with the goal of driving immediate and long-term profitability for our partners. We’ve enhanced Pure Rewards and 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 built in additional 2x opportunities for partners who exceed booking 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 boost in profitability—both from immediate revenue and from the long-term recurring gains associated with Pure Storage’s subscription-based offerings."
Geoff Greenlaw goes on to explain that there is a strong focus on use-case selling—something that helps partners truly stand out in a competitive market.
"Use-case selling is all about connecting the Pure Storage platform directly to the customer’s real 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 advisers," Greenlaw says.
"They’re able to showcase how Pure Storage can drive meaningful transformation and deliver tangible results—building stronger customer relationships and creating a distinct competitive advantage in the market."
To learn more about Pure Storage and their latest updates to their Reseller Partner Programme, watch the full interview with Geoff Greenlaw above.