Pure Storage launches new distie programme in EMEA

Pure to work with regional distributors to train and enable the reseller channel

The new dedicated distributor programme is designed to extend Pure’s reach in current and new markets, says Brignone.
The new dedicated distributor programme is designed to extend Pure’s reach in current and new markets, says Brignone.

Pure Storage has launched a dedicated distributor programme in EMEA to support and enable its regional partners. As part of this programme, the vendor will work with its distributors to manage its partner base and reward partners for growing its business and regional footprint. The new distie program will further empower partners with new training, certifications, support and incentives, allowing the vendor to build a strong distribution network, charged with enabling and growing value-added resellers in the region.

Reinforcing and extending Pure's commitment to a partner-centric go-to-market, the programme adds a strategic layer of support and enablement for distributors; all to drive growth, efficiently add scale and extend reach into new markets and sectors to better meet customer needs. Pure has three distribution partners in the region – VAD Technologies, StarLink and Exclusive Networks – that will be responsible to add new partners and train them to enable Pure to grow its market share as well as footprint.

"We wanted to expand our total addressable market, without increasing the number of partners blindly. Since Pure is a completely channel focussed company, we appreciate the value our distribution partners have added over the years and want to support them in enabling our reseller channel. We have worked very closely with our distributors to ensure the programme delivers what they need. It's been a very positive start to an ongoing dialogue that we know will very quickly reap rewards across EMEA,” Matthieu Brignone, area vice president EMEA partners told Channel Middle East.

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Pure’s recent acquisitions of Compuverde and StorReduce have urged the vendor to expand its partner ecosystem in hybrid cloud storage. While Pure’s distributors enable reseller partners, the vendor aims to focus on developing its channel in emerging technologies such as hybrid cloud, artificial intelligence, machine learning and data protection.

Brignone stressed that Pure has always worked with a limited list of selected partners to ensure mutual growth. “Pure Storage has constantly worked on its channel strategy to create a strong and skilled partner base rather than just growing the volume of its ecosystem. In line with this motto, the new programme includes critical elements necessary for distributors to build Pure certified practices including additional rebates, incentives for business development and marketing support,” he added.

With a clear focus on customer excellence and a partner-centric go-to-market approach, Pure will enable its channel community to benefit from growth opportunities and will continue working with distribution partners to make the dedicated distributor programme a success.

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