Pure Storage updates partner programme to double down on MSPs and distributors

The vendor introduces a new tiering structure to boost services-led growth in 2026

US-based storage technology developer Pure Storage has refreshed its channel scheme, introducing a new tiering structure and a stronger focus on MSPs, resellers and distributors.

The organisation is adding an Ambassador tier, aimed at partners with a strong understanding of the Pure Storage Platform.

These channel firms will work with the vendor to develop new solution-focused services and joint go-to-market offerings.

Pure Storage is also updating its MSP partner offering to place greater emphasis on services where data and storage play an important role.

This includes private and sovereign cloud, storage-as-a-service as well as backup and disaster recovery.

As part of the changes, the company will reportedly prioritise collaboration with partners delivering these services using Pure Storage as their underlying data platform.

The programme also introduces solution practice designations, recognising resellers with the skills and tools to help deliver projects across AI and analytics, cyber resilience, cloud as well as application modernisation.

Alongside these refreshes, the US-based business is enhancing its distributor partner track by introducing new growth incentives, increased marketing investment, and a broader remit for distributors to deliver training to reseller partners.

Pure Storage said the changes will help partners differentiate in the market, speed up time-to-productivity and align with evolving customer needs.

Tools and incentives will also support partners in building solutions that will aim to scale, simplify operations and deliver measurable business value.

“These updates deliver our most rewarding programme to date for partners to build long-term, profitable businesses with the Pure Storage platform,” said Geoff Greenlaw, VP of EMEA and LATAM channels at Pure Storage.

“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.”

Greenlaw recently told CRN Pure Storage’s goal for 2026 was to further invest in partner training and enablement.

“We want to further equip our channel partners to help customers unify and manage data wherever it’s needed, whether that’s on-premises, cloud, or hybrid environments, to transform data management and achieve full visibility of their data for improved decision-making capabilities,” he explained.

Last year, the firm also made changes to its partner programme, with Greenlaw describing it as Pure Storage’s “most significant revamp” to its channel track.

The move was designed to make rebates clearer for partners and expand training on new solution-based courses.

The latest update also follows a period of strong momentum for the company.

In FY25, revenue soared 12 per cent to $3.2bn (£2.3bn).

The organisation also reported double-digit top line growth across each of the first three quarters of FY25.