Pure Storage has updated its programs for resellers, managed service providers (MSPs), and distributors with a clear message to the channel: the company wants to accelerate a 100% partner-based go-to-market approach and reward, above volume, technical expertise and the ability to deliver results in AI, cyber resilience, cloud, and application modernization projects.
This movement comes in a context where clients are asking for more than just “product”: they expect complete solutions, rapid deployments, simple operation, and recurring services. In this space, Pure aims to differentiate itself by focusing on verified competencies, solution practices, and a closer relationship with partners who build their own offerings around the platform.
A new “ceiling” for the channel: Ambassador level
The key innovation for the reseller program is the creation of the Ambassador level, a new higher category designed for a select group of partners with deep knowledge of the platform and proven capabilities in solution areas. According to the company, these partners will work more closely with Pure to develop joint competencies and offerings for the market.
In parallel, Pure introduces the Solution Practice Designations, a specific recognition of technical specialization and readiness to deploy solutions in four areas: AI and analytics, cyber resilience, cloud, and application modernization.
The message is pragmatic: in a market where infrastructure is increasingly purchased “as a result” (performance, resilience, continuity, agility), Pure seeks to align incentives and visibility with those capable of executing complex projects, not just mediating a sale.
MSP: more weight for “data-centric” services
In the managed services space, Pure is reorienting its program to prioritize offerings where data and storage are the operational core: private and sovereign cloud, as-a-service storage, backup, and disaster recovery, among others.
This is not a minor adjustment: it indicates that the company wants partners to capture value in ongoing operations (recurring services and SLAs) rather than only in the initial purchase cycle. It also highlights an emphasis on scenarios where the location of data and operational control matter more: from regulated environments to sovereignty strategies.
Distributors: more training, greater scale
The third set of changes targets distributors, to which Pure gives an expanded role to accelerate the partner’s “time-to-productivity”: more growth incentives, increased marketing investment, and broader reach for training resellers.
In practice, this often makes the difference between a “nice PowerPoint program” and one that truly changes behaviors: technical enablement, certifications, and the ability to deploy repeatable practices.
Why now: from “product” to solution
Pure frames the evolution as a continuation of improvements introduced last year and as a reinforcement of its indirect-first model. Amy Fowler, head of the commercial business, summarizes the intent: to make it easier for partners to “embed” Pure into their solutions, simplify engagement, and promote services.
The announcement also includes support from various ecosystem players: Commvault emphasizes the partner’s role in facing increasing risks and the need to accelerate recovery; Insight highlights modernization projects with “clarity and confidence”; Red Hat underscores the value of open and integrated models to modernize infrastructure.
Practically, Pure is signaling to the market that its differentiation will not rely solely on technology, but on how it is delivered: more specialization, more packaged solutions, more services, and a clearer path for channel growth.
Frequently Asked Questions
What does it mean that Pure is betting on a 100% partner-based go-to-market?
It means marketing relies on the channel (resellers, MSPs, and distributors) as the main way to reach customers, with incentives, training, and levels that reward specialization and results delivery.
What is the Ambassador level and who is it for?
It’s the new top tier of the reseller program, aimed at partners with high technical maturity and solution experience, who will work more closely with Pure on joint competencies and offerings.
What are the Solution Practice Designations?
Recognitions that certify a partner’s preparation and capabilities in specific areas: AI and analytics, cyber resilience, cloud, and application modernization.
How does the program change for MSPs and why does it matter?
It prioritizes “data-centric” services (private/sovereign cloud, as-a-service storage, backup, and DR), encouraging recurring models and continuous operation, especially relevant in regulated sectors or those with data control requirements.