Pure Storage continues to do better by its partners with new enhancements to its Pure Partner Program, the company said on Thursday.

The vendor also introduced the new Pure WaveMakers program.

Pure Storage’s Wendy Stusrud

“We always try to improve the partner experience. So, every time we speak with our partners about their pain points, what we can do better, and what makes their job easier every day, those are the improvements we try to deliver to our partners,” said Wendy Stusrud, vice president, Americas channel sales. “We are developing new programs, incentives, and the portal is streamlined and easier for the partner to use. We want to be easy to do business with.”

Pure is a 100% channel-led company.

Partner Portal for a Virtual World

Beginning with the improved and redesigned partner portal, it includes easier access to the latest sales and technical resources, training, personalized marketing campaigns, a digital asset library, social selling content and more.

Something as simple as easier access to resources during the pandemic is critical. It empowers partners when working virtually is the norm.

“We all recognize that we’re at-home sellers today. We might not be in the future, but how we make more things easier to access on the portal is important,” said Stusrud.

To that end, Pure expanded its Pure Sizer Tool, the platform used for FlashArray//X sizing activity that highlights recommended configurations and provides additional models to consider based on Pure1’s backend analytics. Partners now have access to the Pure Sizer Tool for the FlashArray//X70 and //X90 models. It provides them with instant access to performance and capacity-sizing information for the entire FlashArray//X portfolio. Partners can size configurations based on capacity and performance needs using input gathered from the customer’s environment, and understand the capacity and environmental specifications for a FlashArray.

“Using the tool, partners can create their own configurations, their own designs, create their own proposals for their customers and respond quickly to them in this online world,” said Stusrud.

Today, partners don’t have the luxury of face-to-face meetings with customers or taking tours of the data center, making it more difficult to sell.

Training, Incentives and WaveMakers

Pure added new training online accessible through the partner portal. These new training courses focus on selling subscriptions and new use cases for file and object storage, as well as enhancements to training.

“We’re developing new tracks to meet where our partners are going. One of the things they’ve asked for is about services. So we’re asking partners to build their own services offerings around their Pure practice,” said Stusrud. “This will help differentiate who they are and the value they can deliver to the customers.”

Regarding incentives, Pure is a doubling down on incentives for partners who bring in new customers. The goal is to is to drive Pure-as-a-Service, an opex model. In the company’s second quarter, which ended in July, Pure saw …

… a 37% increase in Pure-as-a-Service.

WaveMakers is a separate program Pure is developing for partner SEs.

“The strong Pure partner SE community now has a name – the WaveMakers – and an identity.” she said.

The new global program will be invitation-only and will have three tiers — members, champions and legends. The WaveMakers program opens on Nov. 16. It is based on training, partner commitment to sales and building greater sales with Pure Storage. WaveMakers partners get greater access to content and road maps. Top-tier partners – Legends – will get unique interaction with Pure’s product development house.

In the past, Pure had Flash Crews, a community of partner SEs who shared customer experiences, pain points, etc.

“What we found is that when SEs get together and talk, they get better at thinking about Pure, leading with Pure, selling, etc. These partner SEs also form lifelong relationships and a network in the community,” said Stusrud.

The Flash Crews won’t go away, but the WaveMakers will be exclusive — invite-only.

More on the New Americas Channel Chief

Stusrud has been with Pure for almost six years. In February she replaced her boss, Andy Martin. Martin is now vice president, global partner sales, at Pure Storage.

Stusrud said that Pure’s global network of partners includes GSIs, MSPs and traditional VARs. Today, much of Pure’s day-to-day business is done with VARs, but the company is growing its business with MSPs and GSIs.

“Our preference today is to work with partners that want to work with us; those who want to build a practice around us,” said Stusrud. “We tend to focus on the most important partners. By that I mean their commitment to us and our commitment to them. Those who want to build engineering practices, marketing practices, sales campaigns around our products and solutions.”

Pure’s partner program has two tiers – elite and preferred. Tier placement is based on achievement with certifications, driving business with new customers and selling more products within the portfolio, rather than the size of the partner business or number of sales reps.