Pure Storage has announced significant updates to its partner programme designed to deliver a more differentiated, solutions-led experience with deeper enablement and new programme tiers.
Pure Storage has announced updates to the reseller, managed services and distributor programmes that create a more differentiated, solutions-led partner experience, including deeper enablement and new programme tiers.
“The evolution of our partner programme 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.
Pure Storage’s updated partner programme is designed to stand out by prioritising verified technical expertise, solution specialisation and operational impact over volume-based participation. Solution Practice Designations and the new Ambassador tier recognise 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 modernisation.
The updates focus on data-centric services where storage and data are foundational, particularly in the Managed Services Provider (MSP) programme, 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 Programme update highlights:
• Introducing the ‘Ambassador’ level for reseller programme: Pure Storage is adding a new top tier to its programme 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 programme now features Solution Practice Designations to recognise 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 modernisation.
• Focusing managed partner programme on data-centric offerings: Pure Storage is updating its MSP partner programme 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 prioritise collaboration with partners delivering these services using Pure Storage as their underlying data platform.
• Expanded role for distributors to drive scale: Pure Storage is enhancing its distributor partner programme 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.
“These updates deliver our most rewarding programme to date for partners to build long-term, profitable businesses with the Pure Storage platform. By focusing on a more differentiated, solutions-led partner experience underpinned by deeper enablement and a stronger emphasis on services and outcomes we’re giving partners clearer paths to margin, more predictable growth engines and the support they need to succeed with customers in 2026 and well into the future,” said Geoff Greenlaw, VP Channel EMEA/LatAm, Pure Storage.
Partner Perspective
“Partners play a critical role in helping customers navigate modern infrastructure and rising cyber-risk. Pure Storage’s solutions-focused partner programme and specialisations 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.
“At Red Hat, we believe partners are the critical multipliers that enable enterprises to modernise their infrastructure using integrated, open solutions that span applications, data and infrastructure. Pure Storage’s evolved partner programme reinforces that model by prioritising 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 modernise,” said Kevin Kennedy, Vice President, Global Partner Ecosystem, Red Hat.
“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 programme 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 of 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 programme 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.
