Pure Storage Partner Program Evolution Reinforces Commitment to 100% Partner Go-To-Market Strategy

Pure Storage, Inc. announced updates to the reseller, managed services, and distributor programs that create a more differentiated, solutions-led partner experience – including deeper enablement and new program tiers.“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, GM, commercial line of business, Pure Storage.

Industry Differentiation and Partner Value
The company’s updated partner program is designed to stand out by prioritizing verified technical expertise, solution specialization, and operational impact over volume-based participation. Solution Practice Designations and the new Ambassador tier recognize partners with deep knowledge of the Pure Storage platform and who deliver outcomes across multiple solution areas, including AI and analytics, cyber resilience, cloud and application modernization.

The updates focus on data-centric services where storage and data are foundational, particularly in the MSP Partner program, while distributors play an expanded role in enablement to accelerate partner readiness. For partners, this translates into clear differentiation in the market, faster time-to-productivity, and closer alignment with evolving customer demands. Tools and incentives further support partners in building solutions that scale, simplify operations, and deliver measurable business value.

Partner Program Update Highlights:

• Introducing the ‘Ambassador’ Level for Reseller Program: The company is adding a new top tier to its program to reward its most skilled partners. The Ambassador tier is designed for a select group of partners who deeply understand the Pure Storage Platform and showcase expertise in solution areas. Ambassador partners will work closely with Pure to develop solution competencies and go-to-market offerings
• New Recognition for Technical Expertise for Resellers: The program now features Solution Practice Designations to recognize partners who demonstrate they have the skills and tools to drive innovation and move the market forward in 4 key areas: AI and analytics, cyber resilience, cloud, and App modernization
• Focusing Managed Partner Program on Data-Centric Offerings: The company is updating its MSP Partner program to focus on services where data and storage play a foundational role. This includes areas like, private and sovereign cloud, Storage-as-a Service, and backup and DR. As part of the update, the firm will prioritize collaboration with partners delivering these services using Pure Storage as their underlying data platform
• Expanded Role for Distributors to Drive Scale: The company is enhancing its distributor partner program to support broader reach and faster partner enablement. Updates include new growth incentives, expanded marketing investment and expanded scope for distributors to deliver training to reseller partners

Partner Perspective:
“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 Systems Inc.

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, VP, partner alliances, Insight.

“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, VP, global partner ecosystem, Red Hat, Inc.

“Across EMEA, customers are accelerating their adoption of AI, cloud and cyber resilience strategies and they expect partners to deliver complete, trusted solutions. Introducing the “Ambassador” Level for Reseller Program aligns with our expertise in these focus areas, as well as our broad knowledge of Pure technology and also with our ability to combine these to create Individual and valuable solutions for our customers,” said Sven Kaminski, head, business line datacenter and cloud, SVA.

“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 center, public cloud, and AI partnerships, WWT.

Resource:
Pure Storage Partners Programs