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Inside GoTo’s evolving channel strategy

It’s been a busy first half of the year for To goby rebranding the LogMeIn vendor and consolidating its offering into two products: go connect Y go solve – focus on the collaboration and remote support markets, respectively.

uc today sat with Gerald Byrne, Vice President of Sales for GoTo Partnersto discuss how recent changes will empower channel partners.

UC Today: Can you tell us what has changed at GoTo this year?

Byrne: It’s been a really fantastic time for us as a company. For the last 12-18 months we have been trying to grow our business and develop the products we have with our partners in mind.

As part of that process, we have changed company name from LogMeIn to GoTo and later spun off last pass as an additional company to operate on your own.

In addition to that, we have launched a new partner program and are in the process of completing that structure. We’ve done this by thinking about how we build our products around what our partners are looking to do and growing our customer base for those partners.

Most importantly, we continue to build brand awareness for GoTo so that when our partners go to market, their customers and our customers recognize who we are.

UC Today: GoTo is now putting a greater emphasis on its partner ecosystem – how can we expect its channel strategy to evolve in the coming months?

Byrne: We have evolved from being a direct company. Over the past five years, we’ve changed our bookings from being squarely focused to being much more partner-focused.

Five years ago our member bookings were around 5% and by 2021 they were 35%. Our goal for the next two years is to get to 50 percent, which is fantastic, and it’s great to see a company evolve to really benefit from what our partners can do.

We are probably the only vendor in the market with two different product sets: one with UCaaS and CCaaS solutions… and then on the opposite side we have our GoTo Resolve platform that has Rescue and Central as integral parts of that remote support . cluster.

This allows our partners to target two different types of buyer personas. The partner program has evolved in the sense that as more and more partners give us feedback, we continue to improve the program.

UC Today: What types of partners will benefit most from working with GoTo?

Byrne: We are looking for partners who are willing to work with us and who love our products.

We want you to be proactively involved with us. For our part, we offer exactly the same, if not more, in terms of proactivity, product improvement support and marketing support.

For me, it’s the continued development of those relationships that’s going to be really important for us going forward in terms of how we build the show.

UC Today: Can you talk about some of the incentives you’ve put in place for partners?

Byrne: Incentives are definitely something we put a lot of action and value into.

We actually have incentives based on the products that we want our partners to focus on, and we also have incentives that are targeted at the biggest market opportunities for our partners.

They have definitely developed over the last 12 months in EMEA in terms of how we address the product mix and the end customers.

At the moment, we’re offering incentives to partners who create demos for their customers, and there are rewards around that.

We also offer incentives for those who sell the GoTo Rescue Remote Control Toolkit against our competitors.

There are also incentives to push and provide more opportunities on top of the payments they are already receiving.

UC Today: You mentioned that you’re working on a new partner program behind the scenes. Can you give us any hints on what that might look like?

Byrne: You don’t build a really successful business partner program in a matter of weeks or months.

It takes a lot of time, and the core of everything we’re doing with the program is the simplicity of doing business with us.

We expect to have a lot of things that partners are used to in terms of tiers, structures, support, and marketing programs aligned with each of the tiers.

We’re in the process of building that out and seeing what areas we can automate and what areas we can continue to have personal relationships with.

At the end of the day, you create a program to help your partners evolve and become more successful.

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