Pure Storage recently announced an update to its Reseller Partner Program, introducing new incentives, training, and automation capabilities to drive greater partner engagement and accelerate the adoption of all-flash solutions.
The enhancements focus on increasing partner profitability, providing solution-based enablement, and expanding the tools available to resellers to address customer needs in AI, hybrid cloud, cyber resilience, and modern applications.
The updated program also includes targeted incentives for competitive storage replacements, expanded technical training, and improvements in deal execution through automation.
What’s Changed?
Pure’s updates to its Reseller Partner PRogram focus on training, incentives, automation, and solution-oriented selling to better align with the growing demand for AI infrastructure, hybrid cloud, and cyber resilience solutions:
Here’s what’s changed:
- Training and Enablement:
- On-demand, solution-specific training modules focus on hybrid cloud, AI-ready infrastructure, and cyber resilience.
- Technical boot camps provide hands-on experience for partners to deepen product knowledge and implementation expertise.
- Solution-oriented curricula enable partners to position Pure Storage’s offerings in response to customer-specific requirements.
- Incentives and Rebates:
- New financial incentives reward partners that drive migration from disk-based storage to Pure’s all-flash solutions.
- Rebates and volume-based incentives encourage partners to focus on larger deployments.
- Incentive structures align with strategic objectives, including AI workload optimization and ransomware protection.
- Automation and Partner-Facing Tools:
- Pure Partner Intelligence provides real-time insights into the installed base, helping resellers identify expansion and renewal opportunities.
- Pure Realize supports deal structuring with automated pricing, use-case recommendations, and competitive positioning guidance.
- Digital Partner Master Services Agreement (DPMSA) streamlines quoting, purchasing, and installation through the Pure1® platform, reducing friction in the sales process.
- A redesigned partner portal with enhanced configure-price-quote (CPQ) tooling supports guided selling workflows to improve deal execution speed.
- Solution-Specific Focus Areas:
- Hybrid Cloud Optimization: Enables consistent data services, API-driven automation, and cost-efficient mobility across on-premises and cloud environments.
- AI-Ready Infrastructure: Provides unified data access to improve AI training and inference performance.
- Cyber Resilience: Strengthens partner capabilities in deploying ransomware protection and recovery solutions.
- Modern Applications: Supports DevOps and cloud-native application development with persistent storage solutions.
Analysis
The enhancements to the Reseller Partner Program strengthen Pure Storage’s position in the data storage market by aligning partner incentives with strategic growth areas.
The updates to its reseller program help improve Pure’s overall competitiveness:
- Increased Pressure on Disk-Based Storage Vendors: The financial incentives for replacing disk with all-flash solutions will accelerate market erosion for legacy HDD-based storage.
- Stronger Partner Alignment Against Hybrid Cloud Storage Solutions: By offering expanded hybrid cloud capabilities, Pure Storage improves its competitive standing against vendors with strong hybrid offerings (such as NetApp’s ONTAP).
- Differentiation Through Automation: The introduction of Pure1-based automation and guided selling tools improves the speed and efficiency of deal execution, making Pure Storage’s channel program more attractive compared to traditional storage vendors that rely on complex licensing and sales processes.
- AI and Cybersecurity as Key Growth Differentiators: The emphasis on AI-ready storage and ransomware protection aligns with industry trends, allowing Pure’s partners to differentiate Pure Storage solutions against general-purpose storage alternatives.
Pure Storage’s investment in its reseller ecosystem fuels all-flash adoption at scale. By equipping resellers with new tools, automation, and financial incentives, the company strengthens its competitive position while addressing key market trends shaping enterprise storage.
