Pure Storage Unveils New Top Partner Tier & Services Push

via Channel Life Australia

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.

Partner reactions

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

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.

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.