Pure Storage unveils new top partner tier & services push

Pure Storage has updated its partner programme with a new top tier for resellers and a stronger emphasis on services across managed service providers and distributors, as it continues an indirect-first route to market.

The changes span reseller, managed services and distributor tracks. They add new tiers, introduce new forms of technical recognition, and broaden the role of distributors in partner training and incentives.

Pure Storage described the overhaul as an evolution of changes introduced last year. It framed the latest update around deeper partner engagement, more services focus and a simpler model for working with the vendor.

"The evolution of our partner program builds on the foundational updates we introduced last year, reflecting Pure's continued investment in enabling partners' success. The introduction of the Ambassador tier is a key step in helping our partners embed Pure into their solutions. We are also focusing intensely on services, and simplified engagement, while strengthening our dedication to an indirect-first business model," said Amy Fowler, General Manager, Commercial Line of Business, Pure Storage.

New top tier

The most visible addition is the "Ambassador" level in the reseller programme. Pure Storage positioned it as a new top tier, aimed at a smaller set of partners with deep knowledge of the company's platform and specific solution areas.

Ambassador partners will work more closely with Pure Storage on developing solution competencies and go-to-market offerings. The company presented the tier as a way to recognise the most skilled partners and to differentiate them in competitive deals.

Alongside the new tier, Pure Storage has added Solution Practise Designations for resellers. These designations are intended to recognise verified technical expertise and specialisation across four areas: AI and Analytics, Cyber Resilience, Cloud, and App Modernization.

Rather than measuring participation based on sales volume, the vendor said its updated structure places more weight on technical validation, solution specialisation and operational impact. The programme also places more attention on partners that can deliver across more than one solution area.

Services emphasis

Pure Storage has also reshaped its Managed Services Provider partner programme around data-centric services where storage and data sit at the centre of delivery. The company highlighted private and sovereign cloud services, Storage as-a-Service, and backup and disaster recovery as focus areas.

The vendor said it will prioritise collaboration with partners delivering those services using Pure Storage as the underlying platform. The change reflects a broader shift in the infrastructure market, where managed services providers package storage, security and continuity services into ongoing contracts.

For distributors, Pure Storage outlined an expanded role in partner enablement. It said distributors will have a wider remit to deliver training to reseller partners. The distributor programme also includes new growth incentives and a larger marketing investment.

In the Asia Pacific and Japan region, Pure Storage linked the updates to demand for modernised infrastructure across AI, cyber resilience and hybrid environments.

"Across APJ, partners play a critical role in helping customers modernise infrastructure for AI, cyber resilience and hybrid environments. This evolution of our partner program enables partners with more comprehensive technical expertise, solution depth and services knowledge that they need in this fast evolving world. With the introduction of the Ambassador Tier and enhanced enablement, we're giving partners a clearer path to differentiation and the ability to deliver measurable customer outcomes," said Andrew Fisher, Area Vice President, Partners for Asia Pacific & Japan, Pure Storage.

Partner reactions

Several technology partners and ecosystem participants issued statements welcoming the changes, with an emphasis on specialisation and integrated solutions.

"Partners play a critical role in helping customers navigate modern infrastructure and rising cyber risk. Pure Storage's solutions-focused partner program and specializations create new opportunities for partners to collaborate, differentiate, and deliver integrated solutions that improve resilience and accelerate recovery for customers," said Michelle Graff, SVP, Global Partners and Channels, Commvault.

Insight also highlighted enablement and incentives as central to its approach with customers modernising data environments.

"Our customers are looking for partners who can help them modernize their data environments with clarity and confidence. Pure Storage's solutions-first partner evolution and continued investment in enablement and incentives allow us to deliver end-to-end solutions that align infrastructure, data and business outcomes," said Prashant Singh, Vice President Partner Alliances, Insight.

Red Hat focused on how the programme aligns with a broader ecosystem model built around integrated platforms across applications, data and infrastructure.

"At Red Hat, we believe partners are the critical multipliers that enable enterprises to modernize their infrastructure using integrated, open solutions that span applications, data, and infrastructure. Pure Storage's evolved partner program reinforces that model by prioritizing technical expertise and solution outcomes. Combined with Red Hat's open hybrid cloud platforms, this approach helps partners build and deliver scalable, resilient architectures that give customers flexibility and confidence as they modernize," said Kevin Kennedy, vice president, Global Partner Ecosystem, Red Hat.

World Wide Technology pointed to demand for full-stack AI, cyber resilience and hybrid cloud projects, and the need for outcomes across multiple layers of infrastructure design.

"As customers move toward full-stack AI, cyber resilience and hybrid cloud solutions, the ability to deliver integrated outcomes matter more than individual products. Pure Storage's evolved partner program supports that shift by enabling us at WWT to embed the Pure platform into solution architectures that scale, simplify operations and deliver real customer value," said Mike Brabeck, AVP-Data Centre, Public Cloud, & AI Partnerships, WWT.

Pure Storage said the updated programme structure is designed to give partners clearer differentiation, faster onboarding and closer alignment with customer demand, with distributors taking on more responsibility for scaling training and readiness.