Pure Storage has announced updates to its reseller, managed services, and distributor partner programs. The changes are designed to deliver a more differentiated, solutions-led partner experience. Pure Storage confirmed that the updates include deeper enablement, simplified engagement, and new program tiers, while reinforcing its indirect-first business model.

The company revealed that the latest changes build on partner program enhancements introduced last year. According to Amy Fowler, General Manager, Commercial Line of Business at Pure Storage, the evolution reflects continued investment in partner success. She stated that the introduction of the Ambassador tier is intended to help partners embed Pure Storage into their solutions, while the company increases its focus on services and simplified engagement.

Pure Storage reported that the updated partner framework prioritizes verified technical expertise, solution specialization, and operational impact instead of volume-based participation. As a result, partners are expected to achieve clearer market differentiation, faster time-to-productivity, and closer alignment with customer demand.

The company also announced the introduction of Solution Practice Designations and a new Ambassador tier. These recognitions are aimed at partners with deep knowledge of the Pure Storage platform who deliver outcomes across AI and analytics, cyber resilience, cloud, and application modernization.

Pure Storage further revealed updates to its Managed Services Provider program, with a stronger focus on data-centric offerings. These include private and sovereign cloud, Storage as-a-Service, and backup and disaster recovery. According to the company, collaboration will be prioritized with partners delivering these services using Pure Storage as their underlying data platform.

In addition, the distributor program has been expanded. Pure Storage reported that distributors will now play a larger role in partner enablement. Updates include new growth incentives, increased marketing investment, and expanded training responsibilities to support reseller partners at scale.

Commenting on the update, Geoff Greenlaw, VP Channel EMEA/LatAm at Pure Storage, said the changes deliver the company’s most rewarding partner program to date. He noted that the focus on solutions, services, and outcomes is intended to provide partners with clearer paths to margin and more predictable growth through 2026 and beyond.

Industry partners also shared their perspectives. Michelle Graff, SVP, Global Partners and Channels at Commvault, stated that partners play a critical role in helping customers address modern infrastructure challenges and rising cyber risks. She added that the solutions-focused program creates new opportunities for collaboration and improved resilience.

Kevin Kennedy, Vice President, Global Partner Ecosystem at Red Hat, said the evolved program reinforces the partner-led model of infrastructure modernization. He noted that combining Pure Storage’s approach with open hybrid cloud platforms helps partners deliver scalable and resilient architectures.

From a regional perspective, Sven Kaminski, Head of Business Line Datacenter & Cloud at SVA, commented that customers across EMEA are accelerating adoption of AI, cloud, and cyber resilience strategies. He added that the new Ambassador tier aligns with SVA’s expertise and its ability to deliver customized solutions.

Mike Brabeck, AVP Data Center, Public Cloud, and AI Partnerships at WWT, also noted that customers increasingly expect integrated outcomes. He stated that the updated Pure Storage partner program enables partners to embed the platform into solution architectures that scale operations and deliver measurable customer value.

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