THE COMPANY ONCE KNOWN as LogMeIn entered 2022 with both an opportunity and a problem.
The opportunity, following a series of acquisitions, was to offer something few if any other vendors could: a family of products seemingly tailor-made for the era of hybrid work and cloud-based everything ranging from the GoTo Meeting video collaboration solution to the GoTo Connect cloud phone system to the LogMeIn remote access application and beyond. The problem was that while most channel partners knew those and other LogMeIn products by name, few knew they all shared a common parent.
“The organization could have been known by any of the 14 different names of the 14 different products that we had,” says Michael Day (pictured), that organization’s vice president of global partner sales. “We needed to have one name that correlated to all the products.”
The name it officially selected this past February was GoTo, and the unveiling of that brand was but one element of a sweeping corporate relaunch that also saw GoTo Connect and GoTo Meeting merged into a single product under the former of those two names and LogMeIn’s remote access software transformed into a wider-ranging, integrated remote support platform called GoTo Resolve.
Launched the same day was an all-new, unified, worldwide partner program named the GoTo Partner Network. Led by Day, who joined GoTo in April following five years at RingCentral, the program’s mission is to turn a collection of mere resellers into true-blue, full-blown partners.
“The number one philosophy is to get out of being so focused on transactions and focus on partnership,” Day says.
To that end, the GoTo Partner Network’s tier structure emphasizes production—as in revenue—and participation—as in collaborating on deals, engaging in marketing campaigns, and collecting certifications.
Intentionally designed to provide even entry-level members a rich set of benefits, the program gives partners at all levels access to a concierge team offering customized tutelage in designing and executing lead-generation campaigns as well as assistance from GoTo salespeople in turning those leads into contracts. Higher-tier members get dedicated support, onboarding, and provisioning plus added perks like invitations to executive roundtables and pre-launch previews of forthcoming products.
The goal across the board is to nurture deep, lasting relationships. “No matter what level of a partner you are with GoTo, that’s the focus of every one of our partner managers and anybody you might come across,” Day says. “The better and closer we are to the partner, the better we’re going to be able to impact the business positively as we move forward with all these products.”
As a further incentive to get involved, there’s no membership fee. “The encouragement to invest is there, but it’s not asking the partners to invest monetarily. It’s asking them to invest with their time,” Day says, adding that everyone from referral agents to MSPs to solution providers is welcome to join. “It’s one standardized program that allows equal opportunity for all types of partners.”
That opportunity will grow more equal still next year as Day pursues plans to make all GoTo’s products, including its GoTo Room conference room hardware, GoTo Webinar virtual event platform, and GoTo Training virtual training solution, available to all GoTo Partner Network members regardless of level and type.
Hiring Day isn’t all GoTo has been up to since February. In March, the company launched a contact center-as-a-service solution (named GoTo Contact Center), and in August it both appointed former Chief Product and Technology Officer Paddy Srinivasan its CEO and introduced a licensing bundle called GoTo Essentials offering Standard editions of GoTo Connect and Resolve for a heavily discounted starting price of $24 a month per user, per seat. In September, meanwhile, it completed the acquisition of mobile device management vendor Miradore.
Where, one wonders, will GoTo go next?
