Pure Storage updates partner program to focus on deeper enablement

“With the introduction of the Ambassador Tier and enhanced enablement, we’re giving partners a clearer path to differentiation and the ability to deliver measurable customer outcomes,” says Andrew Fisher, Area Vice President, Partners for Asia Pacific & Japan at Pure Storage.

Pure Storage has made updates to its partner program to create a more differentiated, solution-led partner experience. The updates which include changes to the reseller, managed services and distributor programs will now focus on enabling deeper enablement and new program tiers.

The changes come at an interesting time for the Pure Storage in the Asia Pacific region as well. The vendor continues to experience strong growth in the region with Andrew Fisher, Area Vice President, Partners for Asia Pacific & Japan at Pure Storage stating that partners in the APJ region continue to play a critical role in helping customers modernize infrastructure for AI, cyber resilience and hybrid environments.

“This evolution of our partner program enables partners with more comprehensive technical expertise, solution depth and services knowledge that they need in this fast-evolving world. With the introduction of the Ambassador Tier and enhanced enablement, we’re giving partners a clearer path to differentiation and the ability to deliver measurable customer outcomes,” Fisher said.

Taking a deeper look at the updates for resellers, the vendor has now introduced Ambassador Level for the reseller program for 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.

Pure Storage is also enabling new recognition for technical expertise for resellers. This includes Solution Practice Designations to recognize partners who demonstrate they have the skills and tools to drive innovation and move the market forward in four key areas: AI & Analytics, Cyber Resilience, Cloud, and App Modernization.

For MSPs, Pure Storage is updating its MSP Partner program to focus on services where data and storage play a foundational role. This includes areas of private and sovereign cloud, Storage-as-a-Service, and backup and disaster recovery. As part of the update, the vendor will prioritize collaboration with partners delivering these services using Pure Storage as their underlying data platform.

Lastly, Pure Storage is expanding the role of its distributors to drive scale. The enhanced distributor partner program will 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.

Focus on enablement remains

As with any new changes to partner programs by any vendor, it will always take some time for partners to fully grasp the updates. Speaking to CRN Asia, Fisher shared that the response Pure has received from partners in the region has been very positive.

Fisher stated that partners understand that customer expectations are shifting quickly, towards AI readiness, cyber resilience, and data-centric services, and they see these program updates as a strong signal that Pure is investing alongside them to meet those demands.

“What we hear most consistently is appreciation for the clarity and opportunities the program brings. The introduction of the Ambassador tier and solution practice designations gives partners a clear, tangible way to differentiate themselves, while still allowing flexibility across markets that are at very different stages of maturity,” he said.

Fisher also explained that the new Amabassador program and Technical Expertise for skilled reseller partners is not about raising the bar or leaving partners on their own.

“Enablement is a foundational element of our program, and the updates make it easier for individuals to upskill. We’ve significantly expanded our enablement journey, ranging from on-demand sales and technical training to in-person SE bootcamps, solution labs, proof-of-concept validation, and alliance-led programs. Importantly, the focus has shifted away from product knowledge to real-world use cases and solution outcomes. Partners can progress at their own pace, with clear milestones and support as they build their knowledge and deeper technical specialization,” he explained.

MSPs and distributors

Fisher highlighted that customers across APJ are increasingly looking for outcome-based services, whether that’s cyber recovery, private or sovereign cloud, or AI platforms. As such, he believes organizations need the advice and support that MSPs can provide, especially with data sovereignty issues becoming more prevalent across the region.

“MSPs are in a unique position to support customer needs and we see particularly strong momentum in markets such as Australia, Japan, India, and parts of Southeast Asia,” Fisher said.

At the same time, Fisher also stated that distributors are absolutely strategic to Pure’s success in this region.

“They help us extend reach, accelerate onboarding, and scale enablement. That said, this is not about shifting decision-making away from Pure. Partner recruitment, progression, and recognition remain a collaborative effort. Distributors play an important role in supporting training, demand generation, and partner readiness, but always within a jointly governed framework that ensures quality, consistency, and alignment,” he added.

When asked how smaller partners or those that feel they are being left out by the changes announced should feel, Fisher shared that the program is designed to be a journey, not a filter.

“Not every partner needs to aim for Ambassador status on day one. All the tiers (Authorized, Preferred and Elite), combined with zones and equitable incentives, are specifically designed to ensure our partner program is focused on creating a more differentiated, solutions led approach which supports everyone to grow, regardless of size or geography,” he said.

For Fisher, what matters most is focus which is all about where a partner wants to specialize and building depth over time.

“Pure remains 100% partner-led, and our objective is to help partners evolve with the market, to continue to delight our customers together,” he concluded.