Pure Storage evolves global partner program

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Pure Storage has updated its global partner program, reinforcing its commitment to a 100 per cent partner-led go-to-market strategy as demand accelerates for data-centric solutions spanning AI, cyber resilience and hybrid cloud environments.
The changes affect Pure Storage’s reseller, managed services and distributor programs, introducing new tiers and expanded enablement aimed at rewarding technical expertise and solution delivery rather than volume-based sales performance.
Pure said the evolution builds on partner program updates introduced last year and reflects continued investment in helping partners embed Pure technology more deeply into customer solutions.
“The evolution of our partner program reflects our dedication to an indirect-first business model and to enabling partner success,” said Amy Fowler, general manager of the commercial line of business at Pure Storage. “We are sharpening our focus on services, simplifying engagement and recognising partners who demonstrate deep solution expertise and operational impact.”
A key addition is the introduction of an “Ambassador” tier within the reseller program. The top-level designation is intended for a select group of partners with advanced knowledge of the Pure Storage platform and proven capability across multiple solution areas. Ambassador partners will work closely with Pure on solution development and joint go-to-market initiatives.
Pure has also expanded recognition for technical expertise through new Solution Practice Designations. These designations identify partners with demonstrated capability in four priority areas: AI and analytics, cyber resilience, cloud, and application modernisation. The company said the approach is designed to help customers more easily identify partners capable of delivering measurable business outcomes.
In the managed services segment, Pure is refocusing its MSP partner program on data-centric offerings where storage plays a foundational role. Priority areas include private and sovereign cloud services, storage as a service, and backup and disaster recovery. Pure said it will place greater emphasis on collaboration with partners delivering these services using its platform as the underlying data layer.
Distributors are also being given an expanded role, with new incentives, increased marketing investment and a broader mandate to support reseller enablement and training. Pure said the changes are intended to accelerate partner readiness and extend reach across markets.
Andrew Fisher (pictured), area vice president for partners in Asia Pacific and Japan at Pure Storage, said the updated program reflects the growing complexity of customer requirements.
“Partners play a critical role in helping customers modernise infrastructure for AI, cyber resilience and hybrid environments,” Fisher said. “These updates give partners a clearer path to differentiation and the depth of technical and services expertise required to deliver outcomes in a fast-evolving market.”
Industry partners welcomed the shift toward solution-led engagement. Executives from Commvault, Insight, Red Hat and World Wide Technology said the emphasis on technical capability and integrated outcomes aligns with customer demand for resilience, faster recovery and scalable architectures.
Pure Storage said the partner program evolution is designed to help partners move faster, simplify operations and build differentiated offerings as enterprises increasingly prioritise data-driven infrastructure strategies.
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