Dyn Launches First VAR Program To Grow In Enterprise Market


Dyn, a leading global provider of managed DNS and other Internet services, on Wednesday launched its first-ever reseller program in a bid to gain more ground in the enterprise market.

The company, which offers a suite of cloud-based Internet performance products, has had success with other indirect channels, but for the first time is recruiting value-added resellers for a program first being introduced in North America.

“What the channel is going to find is that Dyn has a very aggressive margin-based program,” Jose Roy, Dyn’s new director of channel sales, told CRN.

Roy was hired earlier this year to build and manage a reseller channel.

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Dyn’s business customers have renewed their contracts about 95 percent of the time in the past five years, and Dyn upgrades an average customer’s account some 20 percent year-over-year by adding onto its existing products and services, Roy said.

Those additions include a suite of traffic management and message management products designed to enable fast, reliable, intelligent networks that “allow customers to move to the next generation of Internet,” Cindy Brown, SVP of global sales, told CRN.

“Business are looking into the cloud. We can help them move and make that change to cloud-based services,” Roy said.

Dyn has built a robust customer base through a few different sales models. The company has a self-serve ecommerce channel, a managed premium enterprise channel, and another channel program to serve more than 100 managed service providers, system integrators and consultants who receive 24/7 global support. The integrators have the option of white-labeling Dyn’s DNS, traffic and message-management services.

But the Manchester, N.H.-based company realized they needed a robust VAR program to further penetrate the global enterprise market.

“We have a robust directly managed enterprise team,” Brown said, but many potential enterprise customers have existing relationships with solution providers who they are familiar with and trust.  

Dyn’s products are an easy sell technically and commercially, Roy said.

“It’s a very quick sales cycle, very high-margin product. We’ve decided to build a program that is very aggressive in margin for our partners to get fast reach in these markets we don’t exist in,” he said.

For that reason, global expansion of the company’s sales force through reseller partnerships will be the main focus of the channel.

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