Dive Brief:
- DNSFilter is expanding its partner program as demand for advanced domain name system security, behavior analytics and AI governance accelerates, the company said on Tuesday. The revamped program has three tiers, including an invitation-only level, according to the announcement.
- DNSFilter resellers and MSPs can also access the cybersecurity vendor’s partner portal to register and manage deals, submit applications for marketing development funds and access training and certification content, Adam Larrabee, VP of commercial and channel sales at DNSFilter, told Channel Dive.
- “We're bringing not just opportunity, not just MDF, not just training, but real actual deals,” Larrabee said. “Our team will identify opportunities and bring them to partners.”
Dive Insight:
The DNS protection market is booming as organizations adopt it as a first line of defense, and channel partners are key to reaching a growing customer base.
“We know that partners have great relationships with customers,” Larrabee said. “We know that the majority of customers like to buy through the channel, and that it can be a force multiplier for your business if you lean into it the correct way, and you make sure you're putting the channel first.”
The program’s DNSFilter Select entry tier gives partners a foundation for establishing a practice, offering earn-as-you-grow benefits. Resellers with active pipelines and closed deals can then ascend to the DNSFilter Accelerator tier, which offers higher margins, additional enablement, market development funds and dedicated channel account managers.
The invite-only DNSFilter Strategic tier gives elite partners joint business planning, higher margins, additional market development funds and executive sponsorship.
“The program gives partners an entry point, and then a way to get to that top tier, where they get a lot more focus and time and effort from our team, which is a growing team,” Larrabee said. The company is committed to investing in the program and has already expanded its channel team, he added.
For partners, DNS protection is a no-fuss route into cybersecurity services, according to Nathan Trifone, CRO of White Rock Cybersecurity.
“DNSFilter is one of the few products we sell that customers don't have to think about after the first week,” Trifone said in the press release. “Their new Channel Partner Program is just as straightforward — registration protects the work we put into an opportunity, the margin holds, and when we need their team, they show up.
