Comstor was in force at Cisco Partner Summit 2025 in San Diego, early November. The event is at the heart of Cisco's strategic partner engagement – an annual event bringing together partners from around the world. This exclusive experience offers a unique and more candid platform for the more than 2,000 attendees to delve into inspiring keynotes, connect with Cisco leadership, and explore the latest developments in products and solutions.
The message was clear: the role of distribution is transforming. From AI to Splunk, Security to Services, and a renewed focus on SMB and mid-market — Cisco is driving 360° growth across every dimension.
AI is not an option, it’s already here and it’s embedded in all Cisco technology, at Comstor we’re embracing to ensure our partners take full advantage. And the new Cisco 360 Partner Program, will be launching shortly that will absolutely yield substantive partner benefits. Again Comstor is perfectly placed to enable partners to maximise the opportunity.
At the heart of it all: passion, loyalty, honesty, and hard work. And yes — hard work is hard. But it’s also what drives real, lasting success.
Celebrating success
We were humbled and delighted to have received two regional awards recognising our accomplishments and outstanding contributions.
- Denmark Distributor of the Year - Comstor Denmark
- UKI Theatre - Distributor of the Year - Comstor UK
Let’s keep telling the Cisco story, building the future, and growing together.
Here’s a 7 key point summary on key takeaways from this year’s summit:
- Cisco 360 Partner Program Evolution: The program continues to focus on durable growth by rewarding partners who deliver consistent, predictable, ahead-of-market, and profitable results. It emphasizes integrated solutions across networking, security, collaboration, and observability to address AI-era challenges. The program offers simplified incentives aligned with partner and Cisco seller collaboration, with clear rebate structures and bonuses for preferred partners. Migration plans for new specializations and competencies are scheduled through 2026 and beyond.
- AI and Data Center Modernization: Cisco highlights AI-ready data centers as foundational for transformation. Partners are encouraged to start AI conversations with data center modernization to help customers move from ideas to measurable outcomes. Cisco Secure AI Factory with NVIDIA, AI PODs, and Unified Edge infrastructure are key innovations.
- Security and Networking: Cisco Secure Networking is positioned as a key differentiator. Partners are urged to expand security sales through networking buyers, delivering stronger protection and agility. Technical design clinics and certifications are available to enhance partner capabilities.
- Full-Stack Observability and Cisco Data Fabric: Partners should prioritize integrating Cisco Data Fabric into customer conversations, especially around campus refresh and secure networking. This includes leveraging AppDynamics, ThousandEyes, Cisco Firewall, Meraki, and Call Center integrations to provide end-to-end visibility and correlation across AI-driven environments.
- Partner Enablement and Marketing: New partner enablement resources include Cisco Black Belt Academy with role-based education, Partner Launch Experience, and updated SalesConnect hubs. Marketing campaigns are active to promote the Cisco 360 Partner Program and partner designations, with digital assets, social media, and customer education initiatives.
- Events and Engagement: The summit featured global keynotes, business impact sessions, executive 1:1 meetings, and networking events. Partners are encouraged to engage with Cisco executives and explore innovations in the Partner Hub. Upcoming roadshows and digital sessions will continue to support partner success.
- Strategic Focus Areas: Cisco leadership emphasized three must-win areas: network modernization, AI data center, and security. Partners are advised to build plans, pipelines, and execute relentlessly in these domains to drive adoption and growth.
These announcements reflect Cisco's commitment to partner success through innovation, simplified programs, and collaborative growth strategies at the Partner Summit 2025 held November 3-5 in San Diego, California.
EMEA Cisco Partner Summit 2025
Until next time
As we look forward to the next chapter with Cisco, their Partner Summit remains a cornerstone in fostering growth, innovation, and lasting connections within the ever-evolving landscape of technology and business. We’re excited to continue working closely with Cisco to deliver exceptional value to our partners and shape the future of technology.
Find out more about our work with Cisco.
