Inside GoTo’s Scalable Channel Strategy
The first half of the year was busy for Go towith the rebranding of LogMeIn’s supplier and the consolidation of its offering into two products – Go to login and Go to solve – focus respectively on the collaboration and remote assistance markets.
UC today sitting with Gerald Byrne, Vice President of Partner Sales at GoToto discuss how recent changes will empower channel partners.
UC Today: Can you tell us about what’s changed at GoTo this year?
Byrne: It was a really great time for us as a company. Over the past 12-18 months, we have tried to grow our business and grow the products we have with our partners in mind.
As part of this process, we have renamed the company from LogMeIn to GoTo, then split Last pass as an additional business to operate on its own.
In addition, we have launched a new partnership program, and we are in the process of finalizing this structure. We have thought about how we develop our products based on what our partners are looking to do and how to grow our customer base for those partners.
Most importantly, we continue to build GoTo brand recognition so that when our partners go to market, their customers and our customers recognize who we are.
UC Today: GoTo is now putting more emphasis on its partner ecosystem. How can we expect to see your channel strategy evolve over the next few months?
Byrne: We have evolved from being a direct business. Over the past five years, we have shifted our bookings from a direct approach to a much more partner-focused approach.
Five years ago our partner bookings were around 5%, and for 2021 they were 35%. Our goal over the next two years is to grow to 50%, which is fantastic, and it’s great to see the evolution of a business to really benefit from what our partners can do.
We’re probably the only vendor in the market with two different sets of products – one with UCaaS and CCaaS solutions… and then on the other side we have our GoTo Resolve platform which has Rescue and Central as integral parts of this group remote assistance.
This allows our partners to target two different types of buyer personas. The partner program has evolved in the sense that more and more partners are giving us feedback, we continue to improve the program.
UC Today: What kind of partners will benefit the most from working with GoTo?
Byrne: We are looking for partners who are ready to work with us and who love our products.
We want them to proactively engage with us. On our side, we offer exactly the same, if not more, in terms of proactivity, improved support products and marketing assistance.
For me, it’s the continued development of those relationships that’s going to be really important for us going forward in terms of program development.
UC Today: Can you tell us about some of the incentives you have in place for partners?
Byrne: Incentives are definitely something we put a lot of stock and value into.
In reality, we have incentives based on the products we want our partners to focus on, and we also have incentives that target the greatest market opportunities for our partners.
They have definitely grown over the past 12 months in EMEA in terms of targeting the product set and end customers.
At the moment, we’re running incentives for partners who create demos for their customers, and there are rewards around that.
We also offer incentives to those who sell the GoTo Rescue remote control toolset against our competitors.
There are also incentives to generate and deliver more opportunities on top of the payments they already receive.
UC Today: You mentioned that you’re working on a new partner program behind the scenes. Can you give us any clues as to what that might look like?
Byrne: You don’t really build a success partner program in a few weeks or months.
It’s time consuming, and at the heart of everything we do with the program is the simplicity of doing business with us.
We hope to have a lot of things that partners would be used to in terms of levels, structures, support programs and marketing aligned with each of the levels.
We are in the process of developing this and seeing in which areas we can automate and in which areas we can continue to have personal relationships.
Ultimately, you’re creating a program to help your partners grow and be more successful.