Starting this month, Pure Storage is putting its partners into two tiers, Pure Storage's Graff said. The silver level is for partners that commit to two demand-generation activities per year, while the gold level is for those that commit to at least one demand-generation activity each quarter.
New starting next year is a new tier, tentatively called the Million Dollar Club. This level is for partners that commit to sell at least $1 million in Pure Storage arrays.
"For partners who commit to $1 million, we will provide a $200,000 all-flash array they can put in their lab," Graff said. "They will also qualify for additional discounts and market development funds. We already have 11 partners committed to the program."
The company also introduced PureRewards, which provides extra discounts and margins for registered deals and competitive take-out sales; PureAcademy, an on-line system for sales and technology training; and PureDemand, a new suite of on- and off-line demand generation tools.
This fall, Pure Storage will unroll a mobile app for partners based on marketing automation technology from San Mateo, Calif.-based Marketo. Graff said it will provide such capabilities as spacing out the passing of leads to partners to give them a chance to nurture opportunities, as well as making sure partners' technical personnel have access to the right content when needed, she said.
IAS' Woodall, whose company is a member of Pure Storage's partner advisory council, said he and his fellow executives like what they see from the vendor and its channel programs.
"Pure Storage has great technology and great channel DNA, and are hitting on all the things we feel worth giving advice about," he said. "We know a lot of companies out there. We've done our due diligence. And, we bring a lot of real-world experience that a young company can use."
Woodall said he expects Pure Storage to be one of those standing in the coming shakeout of the all-flash storage array market.
"They understand the channel," he said. "In a few years, there will be a fallout in the flash storage market. I believe that Pure Storage will be one of the survivors."
PUBLISHED JULY 22, 2013