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Pure Storage shoves channel growth ahead of IPO dream bid

Two-tier distribution and two new hires to get sales of kit moving

Channel-building - excavating the Panama Canal

All-flash array start-up and IPO’er-in-waiting (we think) Pure Storage has got itself a new channel programme and two channel-focused exec hires, to get partners selling more tier-1 storage replacing Pure product.

It is implementing a two-tier pan-regional distribution model, an expanded technology alliance ecosystem for increased partner enablement, and making investments in global systems integrators (GSIs) to accelerate growth into the enterprise.

There will be two distributors per country, one local and one pan-regional, with Pure saying that “adding a regional distribution tier in international markets will broaden access to new markets for Pure and partners through the channel, at scale”.

The technology alliance effort involves strengthening partnerships with application and infrastructure vendors such as Cisco, SAP, Citrix, Epic, Microsoft, Oracle, RedHat and VMWare. It also includes emerging technology alliances such as VMTurbo, Unidesk, Nvidia, Arista Networks, MongoDB, CommVault, Veeam and others.

We can envisage partners building application-specific and vertical market-optimised product on a Pure base, on which they can deliver, support and develop services practices. The Cisco/VMware/Pure FlashStack combo is an example of this.

The two hires are Michael Sotnick as VP global channels and alliances, and Alex Hesterberg as the oddly titled VP customer and partner success and technology services*.

Sotnick’s job includes getting new GSI, ISV, OEM, VAR and distribution partners, as well as getting existing ones to sell more Pure kit. He will also look for strategic alliances to help partners. His CV includes time at Moovweb, Dell, Quest, SAP and pre-Symantec Veritas. Hesterberg comes to Pure via Riverbed and Symantec.

Pure wants customers to rip and replace their tier-1 drive arrays with Pure's all-flash systems and it needs partners skilled in enterprise selling, consulting and implementing to do this.

Hesterberg’s Customer and Partner Success Organisation (CPSO) will develop and grow Pure’s partner advisory, enablement and education services to skill-up the channel. CPSO will house “a network of technologists and trained experts who will define and share architectural recommendations, advanced implementation guidance, templates and third-party integration methodologies, which partners can deploy and monetise within their own services organisations.”

Partners have access to a Pure Portal to find out more. ®

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* This story was written by El Reg’s VP for reader success and journalism services.

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