Pure Storage Updates Partner Strategy, Addressing a Variety of Channel Models

Pure Storage, a Santa Clara, California-based storage technology and services company, has rolled out updates to its reseller, managed services, and distributor programs.

Pure Storage is adding the “Ambassador” level, designed for a select group of reseller 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.

“The evolution of our partner program builds on the foundational updates we introduced last year, reflecting Pure’s continued investment in enabling partners’ success,” said Amy Fowler, General Manager of the company’s Commercial Line of Business. “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.”

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 four key areas: AI and Analytics, Cyber Resilience, Cloud, and App Modernization.

Pure Storage is also 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 disaster recovery. As part of the update, the company will prioritize collaboration with partners delivering these services using Pure Storage as their underlying data platform.

In addition, the company is enhancing its distributor partner program to support broad reach and faster partner enablement. Updates include new growth incentives, expanded marketing investment and expanded scope for distributors to deliver training to reseller partners.

Channel Impact^®
Pure Storage’s updated partner program is designed to stand out by prioritizing verified technical expertise, solution specialization, and operational impact over volume-based participation.