New gTLDs: when creating a new Registry, do you need sales roles?

Yes, when creating a new gTLD (generic Top-Level Domain) Registry, you absolutely need sales roles or a robust sales strategy.

While the core function of a registry is technical operation, maintaining the database of domain names, and ensuring the stability and security of the DNS, a new gTLD needs to attract domain registrations to be successful and generate revenue.

Here's why sales roles are crucial, and how they might manifest in a new gTLD registry:

• Driving Registrations: A new gTLD isn't automatically adopted. Sales and marketing efforts are essential to convince registrars (the companies that directly sell domain names to the public) to offer your new gTLD, and to educate potential registrants about its value.
• Registrar Relationships: Registries don't directly sell to end-users (the people or businesses who register domain names). Instead, they sell to accredited registrars. Sales roles would focus on building and maintaining strong relationships with these registrars, offering incentives, and providing support to encourage them to promote your gTLD.
• Marketing and Promotion: A sales team would work closely with marketing to develop strategies and campaigns to raise awareness and drive demand for the new gTLD. This might involve:
  • Premium Name Sales: Identifying and promoting valuable, short, or highly desirable domain names within your gTLD. This often involves direct sales or auction events.
  • Channel Sales: Working with registrars to set up effective sales channels and provide them with marketing materials.
  • Direct Outreach: For specific niche or brand gTLDs, there might be direct outreach to target businesses or communities.
• Business Development: This could involve identifying new opportunities for your gTLD, forging partnerships, and exploring ways to expand its reach and utility.
• Competitive Landscape: The gTLD market is competitive. A dedicated sales effort is needed to differentiate your gTLD and attract market share, especially against established gTLDs like .com or other new gTLDs.

How Sales Roles Might Be Structured (or Integrated):

• Dedicated Sales Team: For larger or more ambitious gTLDs, a dedicated sales team with account managers for registrars, business development managers, and potentially even marketing specialists focused on sales enablement.
• Business Development/Partnerships Manager: Even if a full sales team isn't immediately feasible, at least one person focused on building relationships with registrars and strategic partners is vital.
• Outsourced Sales/Marketing: Some registries might outsource parts of their sales and marketing efforts to specialized agencies or consultants with experience in the domain industry.
• Registry Service Provider (RSP) Support: Many new gTLD registries utilize RSPs for the technical backend. Some RSPs might offer marketing or sales support services as part of their package, but the ultimate responsibility for driving registrations usually rests with the registry operator.

In essence, while the technical operation is the foundation, a new gTLD registry needs to be treated as a business that requires active promotion and sales to achieve success and sustainability.