August 12, 2022 • 40 mins
TalkingHeadz is an interview format podcast series featuring the movers and shakers of enterprise communications - we also have great guests. In this episode Dave and Evan discuss the rebranding and differentiation of GoTo UCaaS with its CMO Jamie Domenici.
In 2016, LogMeIn acquired the GoTo Family of Products from Citrix. Both are strong brands and there must of been some struggle about branding. That ended earlier this year with the relaunch of GoTo UCaaS -- spearheaded by Jamie.
Jamie Domenici serves as GoTo’s Chief Marketing Officer. She is responsible for overseeing the full marketing organization consisting of Customer, Product and Acquisition marketing teams as well as Marketing Operations, Corporate Communications, Brand & Creative and Web & Ecommerce teams.
She is responsible for deploying GoTo’s brand messaging and architecture, driving demand for its suite of products via paid and organic channels to new and existing customers, and enhancing our web properties to tell the GoTo story and better enable self-service transactions.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Dave Michels (00:00):
Hi. Welcome to Talking Heads today, Evan and I
(00:16):
will be talking with Jamiedominant Qi, the CMO would go
to, but first Aven I'm reallyconfused about the economy, are
things getting better or gettingworse? I can't figure it out.
Evan Kirstel (00:26):
Well, according to the technical definition of a
recession, we've had twoquarters of negative economic
GDP growth. And so we meet thedefinition, but I tell you, I
look around to my peers. Andgranted, you know,
Dave Michels (00:40):
we swim in sort of elite circles, and it's still
boom times everyone's buyingTesla's and spending money and
traveling and changing jobs. SoI don't feel it. But I suspect
we're not really representativeof, quote, unquote, the economy,
what do you think I don'tunderstand how to interpret the
data. You know, it's like, forthe last two years, or
(01:02):
throughout most of the pandemic,people have been complaining
about the great resignation, andthat you can't hire people and
that it takes months to fill aposition, if you can fill it,
they're really upset about that.
Now, unemployment numbers aregetting a little more reasonable
meaning there's more jobopenings. And people complaining
about that. It's like, you know,what's the right answer? prices
(01:22):
were going up and then so peoplewere complaining with inflation,
and now prices are going down,and people are freaking out that
prices are going down? I don'tunderstand what the answer is
supposed to look like.
Evan Kirstel (01:33):
We mean, there are some people who complain about
everything, no matter whetherit's good or
Dave Michels (01:37):
bad. People are that person, I got a bone to
pick with those people until I
Evan Kirstel (01:43):
Well, look, I mean, what's hurting us is
inflation, which is is high. Imean, if you go by a few pounds
of chicken, or beef and Euro,gorilla, I mean, you've seen the
prices and if you fill up yourtank, you've seen the prices and
Dave Michels (01:56):
just, I just reserved a car in Newark rental
car, when I land there, I'mgoing to be there for 24 hours,
actually, 23 I went online toreserve a car, the best price I
can get on the cheapest car Ican find for 23 hours was $240.
Evan Kirstel (02:14):
You know, so it's these kinds of things. airplane
tickets are astronomical. Again,you know, housing prices, while
the market is cooling are stillpretty high in any where you
actually want to live. And sothese things are hurting us in
the pocketbook. And you know,we're gonna have this either
soft or hard landing. It's justa matter of time. But I you
know, I think our space ispretty resilient. And there's so
(02:36):
many interesting companiesproviding real value unlike some
of the crypto people out therecrashing and burning that I
think will be okay, speaking ofbeing okay, we have a great
guest Kryptos up Am I trying tojump back back in time to lose
my shirt a second time. Butlet's get on to a real company
with real solutions.
god (02:54):
Let's get to talking. It's a semi monthly podcast with
interviews of the top movers andshakers and enterprise
communications andcollaboration. Your host are
Dave Michaels and EvanKirkstall, both of which offer
extraordinary services includingresearch, analysis and social
media marketing. You can findthem on Twitter, LinkedIn, or at
(03:15):
talking points.com. That'spoints with the z and f and
costco.com. That's Kr s t e l.
Today we have with us JamieDomenici, someone who has an
Italian name who lives inCalifornia. Welcome to the
podcast, Jamie. So we're gonnastart off with a real basic
question that stumped all of usthat we've talked to in
(03:38):
preparation. Who exactly do youwork for? Because Evan says
you're the CMO of go to but Isaw a press release that logged
me and hired you as a CMO. Sowho is your employer?
Unknown (03:51):
Well, that's a good question. I work for go to I'm
the CMO of goto. But when Istarted here, a year and a half
ago I was the CMO of LogMeIn. Soin the period of being here a
year and a half, we've rebrandedrenamed, and now I work for go
to
Dave Michels (04:06):
Gu killed LogMeIn.
Well, I
Unknown (04:08):
mean, that's a harsh way of saying it, but we
reinvented it, we evolved it, werenamed it into go to which
there was a lot behind that, whywe did it how we did it. But
essentially, we launched twocompanies earlier at the
beginning of this year, go toand last pass. So now we have
two separate businesses. Andbeyond that we needed a new
name, we needed to evolve ourname to reflect the new company
(04:31):
that we have launched with go toso we have our same amazing
products and technology, but wecompletely reimagined them. So
now we have a new platform. Wehave two products go to resolve
and go to connect and we haveone platform that brings them
all together. We have a newsales organization, we have a
new partner organization we havea lot of new leaders, myself
included, it's like a newcompany. So we needed a new new
(04:52):
new name with a lot of energybehind it.
Evan Kirstel (04:55):
Okay, so go to is an old brand as well as a new
brand. We even had go to on apodcast before with your prior
colleague, Mark Strassman. Thatwas in September of 2019, which
feels like a universal way. Andhow does it feel for you? Is it
that feels like 10 years orthree years or two years?
Unknown (05:15):
Well, it feels like I've been here for a long, long
time. If you go back to 2019,and you were having that
interview with Mark and talkingabout go to the thing is Mark
worked out logged me in thereand we had a whole remote
support solution. I wonder, didyou even talk about the remote
support solution at all?
Evan Kirstel (05:35):
We did We did I even use it from time to time,
which was great. Okay. I'mpretty
Dave Michels (05:41):
sure he said that.
I don't remember we have to goback and listen, now one of the
brands was gonna go away. Hesaid, I think it was go to those
gonna go away.
Unknown (05:49):
Okay, so do you know it? I think there's one thing
that we can take away from thatpodcast in 2019. We were
confusing what you are theproducts that we had. And that's
what happened when I came toLogMeIn. I said, Wow, this I
know GoToMeeting, I know go towebinars. For years. I know
rescue I know grasshopperactually jive. Course, I
(06:10):
remember jive. But I had noidea. They were all in the same
company. And even we had 13websites, 18 brands, different
logos. Like it just didn't makesense. And I think that was the
journey we went on to make iteasier for our customers to
understand, like, we're justhere to make it easy. We're just
(06:30):
here to help you connect withyour customers or your employees
and provide support where youneed it like that's it. So the
name change, it has felt like along time coming. But the
intention behind it is just tosimplify it. So our customers
understand how we help them whatwe sell and how that works
together. Names can help withthat turned out?
Evan Kirstel (06:52):
Well, speaking of names, I'm a stickler for
marketing copy. And as your cmoI'm wondering, did you debate
much internally on the T beingcapitalized and go to or whether
it should be lowercase t oruppercase T and go to?
Unknown (07:07):
Oh, we debated for many, many hours, honestly, many
hours, many rounds of testingthat was resonating, because
then you could actually see thetwo different pieces coming
together. And actually, if youlook at the logo, and you look
at the G The other thing that wedebated for hours is the little
arrow that's embedded in the Gbecause we really wanted to
(07:28):
signal this up movements and howwe can help you go anywhere,
work anywhere. And so this G wassupposed to symbolize it. But
fun fact, 54% of people that wewould show it to didn't see the
arrow. So I don't know if youlook at it. Do you guys see the
arrow swipe? I
Evan Kirstel (07:43):
see it now. That's for sure.
Unknown (07:45):
You didn't see it. Now, you know, it's embedded there.
Dave Michels (07:48):
That's great. I love that era. There's a gateway
computer, if you remember them,they had a really clever thing
like that with the universalsymbol we have for the power
button was somehow in theirlogo. Very clever. I think
that's good marketing. So littleeaster egg. They're hidden. And
there you go. So before we divemore into go to let's talk a
(08:11):
little bit more about pre go tothe heard of a company called
Salesforce. Oh,
Unknown (08:16):
maybe once or twice.
Yeah.
Dave Michels (08:18):
What do you know about Salesforce? Well, I
Unknown (08:20):
have the honor of working there for 10 years. So I
worked at Salesforce. I joinedin 2010 there was 2000
employees, and they were asingle product, kind of with a
startup mentality back then. AndI worked there for 10 years.
Yeah, right before coming to goto do you
Dave Michels (08:39):
think you got hired there because you went to
the same high schools mark?
Unknown (08:43):
I think it helped but no, I did let him know that one
time and he was very impressedby that. Now I've worked at
Salesforce actually went to workthere because prior to going
there I was a Salesforce adminlike so many people are and I
loved the product so much thatit was a mission I wanted to be
part of. So I was there for 10years I marketed every product
you can imagine and worked incustomer success and had an
(09:06):
incredible incredible ride witha great company
Evan Kirstel (09:09):
awesome. If you ever in touch with Mark tell him
and I think go to have a muchbetter name than Salesforce. Go
to is a verb as you said there'saction oriented motion.
Salesforce is a noun. I mean youknow it's kind of a boring name
despite being a great company.
But no comment I want to ask foryour commentary
Unknown (09:28):
I won't let Mark know your you know that you think you
think he has a bad day but Iwill say that one of the
challenges at Salesforce as webegan to expand our portfolio
was that everyone associated uswith sales. So for a long time I
worked on our SMB product lineand I really need to help small
businesses understand we couldhelp them with marketing we
could help them with services sothe name sometimes was a
(09:51):
challenge but we had so muchequity in it and brand equity
that it was okay we're not gonnago change it. But here I think
it go to it was a similarsituation. LogMeIn, which was
always confusing, it did notrepresent the full portfolio and
LogMeIn had done, you know,seven acquisitions and five
years of great products, butdidn't really bring them
(10:12):
together in a way that madesense. So that was kind of what
created the space to rethink thename. And I agree with you
haven't I think goto is a greatname. And it helps really tie
the platform and the portfoliotogether. So the name is helping
us here now. But we were in asimilar situation where it
wasn't helping us. And we didn'thave that blue cloud. And we
didn't have the brand equity. Soit allowed us to change it.
Dave Michels (10:32):
So give us a little more idea of what you did
at Salesforce, you were therefor 10 years,
Unknown (10:36):
10 years, like a whole decade, I had two kids there,
like everything. So I was therefor 10 years, I did a lot of
different roles, but I ran a lotof product marketing. So I ran
product marketing for the SalesCloud for a while. And that was
fun a road to a billion dollars.
I also launched one of theirproducts, which was the
analytics cloud. So it was akind of this next idea of moving
into analytics, and it was greatlaunch, but then we needed to go
(11:00):
make some money from it. So Icame in and helped with that.
And then I spent a lot of timerunning their SMB team, which
was, we had done a bunch ofacquisitions of companies, all
marketing to small businesses,none of which were working
together. So my job was to comein and really build an
organization within Salesforcethat was all focused on our
small businesses and how wehelped them grow and sustain and
(11:22):
get the full value of theplatform as we moved up market.
So continuing to build thatbalance within Salesforce did a
little bit of everything, it wasa good time, it was hard to
leave it to great, incrediblecompany. But so let's go to so
when I came here, I got to bringall of that experience with me
and kind of build up a companywho was in a similar state when
(11:43):
I joined Salesforce. So it'slike doing it all over again, in
a totally different productuniversity. Well,
Dave Michels (11:53):
you had three vice president jobs, and Salesforce,
which was the best one. Oh, I
Unknown (11:59):
mean, that's like picking a favorite child, I
would say probably SMB, becausethat was, I'm just so passionate
about that buyer. So I got toact kind of like the GM, which
was really something I was superpassionate about, I would say if
I had a second, it was actuallycustomer success, which a lot of
people are like, Why did you gowork in Customer Success, you
(12:21):
were a marketer, or you were inthe product side. But I really
wanted to learn about the entirecustomer lifecycle. So going and
working in customer success, Igot to own all of our adoption
at scale. So I got to figure outhow we do our onboarding, how we
help customers get the most outof technology without talking to
a human necessarily, if theytalk to a human, how do you make
(12:42):
that experience good. And I feellike that really helped me round
out the entire customerexperience, entire customer
journey. So I said to I didn'tpick a favorite I had two
favorites.
Dave Michels (12:53):
Will love that slide.
Evan Kirstel (12:55):
I love that you described yourself as an SMB
advocate on LinkedIn, and I aman SMB owner. Dave has a small
business very small. But why doSMBs need advocate? So what
makes an advocate tick, youknow, what excites you about the
SMB world?
Unknown (13:11):
Well, I think you kind of hit it on the head, you both
have our have small businessesyourself. I was born and raised
it with a small business is afun fact. My family, I come from
a family of morticians. So weown funerals. Yes. Which
actually, ironically, we relyheavily on technology for as
well. But it's this notion ofwanting to do more with less and
(13:34):
sustaining and so many techcompanies. As they grow, they
move up market. And that'sincredibly important marketing
to the enterprise selling to theenterprise. But I find that why
you need an advocate is becauseyou need somebody who wakes up
and thinks every day about adifferent pain point that SMBs
have. It's about how do youscale? How do you do more with
(13:56):
less like, I don't have an ITguy and the mortuary business I
have like somebody who's doingsecretaries doing multiple
things. So I think for me withinSalesforce being an advocate for
that buyer meant I could thinkabout how to influence the
product really make it easy tobuy, easy to use, easy to
onboard. I also think about themessaging of an SMB is very
(14:17):
different than an enterprise anenterprise is looking how to
scale how to deploy, you know,internationally, security in a
whole different way. I thinkbeing an advocate for SMB. It's
like understanding what theyneed, and how do you ensure
we're delivering what they needfor the price that they want and
not anything more. So it wasgreat to do that at Salesforce.
(14:39):
It's been great to do that go toour whole product is focused on
delivering value for small andmidsize businesses. Everything
from our r&d decisions to oursales alignment to our partner
investment is thinking aboutthat buyer exclusively. And
because of that, I think it'sreally allowed us to focus how
we invest and really connectwith that audience in a way
(15:02):
that's impactful, right andhelps them.
Evan Kirstel (15:04):
Love it. And Dave, Please restrain from any jokes
around the mortuary business. Iknow you're itching to share
some.
Unknown (15:11):
How is there no reaction to that? There's
usually always a reaction.
Dave Michels (15:16):
Did you like that series? Six Feet Under
Unknown (15:19):
my life? It was absolutely.
Dave Michels (15:22):
Did you drive a hearse to your high school?
Unknown (15:24):
I did. And I would get driven to Seoul in a limo. And
now my dad picks up my kids andtakes them in a limo and I in
high school, worked for themortuary and drove the hearse.
So yes, I can. This is reallyreal life.
Dave Michels (15:37):
Real life is probably the wrong term. But
anyway. So let's go back into goto here talks about the arrow,
let's talk about this yellow andblack logo. I
Evan Kirstel (15:47):
mean, holy, we're still on the logo. Come on,
there's there's more to thelogo.
Dave Michels (15:53):
Because it jumps out at you. And this is a, you
know, you might find this hardto believe them. But I have a
degree in marketing. And Iremember I remember one thing
from college, it was yellow andblack is the highest degree of
contrast you can have. So whatare you screaming about it go to
what is this? Is this aconstruction site? What what's
going on here?
Unknown (16:13):
Okay, well, first of all, there is a lot of science
behind marketing. And weactually took all the
competitors or all the companieswithin our industry, and we put
them on a color wheel. And whatwe found was everybody was on
the blue side, right? Everybodywas in this blue spectrum is
very interesting. Nobody wasover here on the yellow space.
(16:34):
So he said, You know what wewant to stand out, we want to
stand out and we want to bedifferent. And so we said yellow
It is we're going with yellowand black. I'll tell you, when I
showed my CEO the first time hewas like, what, this is really
out there. But we eased him intoit. Because we did we wanted to
stand out. And that wassomething we wanted to also show
(16:55):
that we're investing we'redifferent, we're showing up in a
whole new way. And I know Dave,you and I met at Enterprise
Connect, which was where welaunched our new logo and our
new brand. And I don't I don'tknow what you thought, but I
felt like you couldn't miss it.
And that was what we were goingfor.
Dave Michels (17:11):
It was actually a very impressive watched. Thank
you. I remember I even tweetedthat there was like a little,
you know, a little round sign onone of the stairs like that and
had to go to your booth number.
And it made me think of, youknow, my days is taking basic
programming, which is prettymuch the go to command was
pretty much the extent of myprogramming skills. What does
the word go to? Do? You mean?
(17:33):
What are you saying what go towhere should we go?
Unknown (17:36):
Great question. I think it's twofold. And it is
intentionally twofold. It hastwo meanings. One, it means you
can go to anywhere with ourtechnology you can work we
empower you to work fromanywhere in this new flexible
work environment. So that's onepiece of it, like go to wherever
you want to go, we can take youthere. The other piece, which is
really important is we want tobe your go to technology, we
want to be your go to to make iteasy. So our name is intended to
(17:59):
really reflect both of those,which are cornerstones to our
brand who we are our value propand how we want our customers to
know us.
Evan Kirstel (18:07):
Awesome. Well, that's pretty straightforward.
And you launched EnterpriseConnect, as you said, and, and
the logo came out in February.
So why launch in February andwhat was involved, that must
have been a huge process.
Unknown (18:20):
I was nothing, you know, just rebranding a company.
So what was important aboutFebruary was we won, we picked
the day that we launched was to222. So I mean, that's just a
great date, it can never forgetit. I like those kinds of dates.
I got married on 777. So myhusband can never forget our
anniversary. What's a 222 becameour date. And I started back in
(18:43):
January of the year prior. Andit will say it takes about a
year to really do a rebrand anddo it right, that's even pretty
fast. So it took that amount oftime to get the right name to
get the right color to get theright value prop to really get
the right product portfolioenhancements in place. So that
timing really helped. The otherthing was we were carving out
(19:04):
last pass. So that was when weannounced that we were carving
out in a meaningful way to Ithink in December. So when we
came out February, it was clearthere was two separate companies
to the point that we have twoseparate names, two different
CEOs, two different businesses.
So time to get it right. Greatdate and two companies coming
live.
Dave Michels (19:25):
Before we talk a little more about your launch. I
just got to you've mentionedyour husband and I mentioned
your high school. I believe yourhusband is your high school
sweetheart. Is that is that?
Gosh,
Unknown (19:37):
that's a lot. Yes. I don't know where that came up.
But yes, I my husband and I bothwent to Burlingame High School.
And we're born and raised herein Burlingame. And we've been
together for a long time.
Dave Michels (19:48):
One of the things I found on your website, he was
on LinkedIn, but it was actuallyambiguous because it said
married highschool sweetheart.
It didn't say you married yourhigh school sweetheart. So I
wasn't quite sure. So I justwant to clarify Are you sure
we're on the same page? But Iremember the launch very clearly
at Enterprise Connect. You guyshad a big presence. You had
signage all over the Gaylord,and I remember you this giant
candy store. I don't, I don'tthink I ever figured out what
(20:10):
the candy store was doing. Butit was spoiling of sweethearts,
right?
Evan Kirstel (20:13):
I mean, it's all coming together. Oh, so
Dave Michels (20:16):
were you pleased with the reception that
Enterprise Connect,
Unknown (20:19):
I thought Enterprise Connect was great. It was a
great way to introduce our newbrand company vision to the
world. And I'll tell you thatkiosk it was a kiosk it wasn't a
candy shop. But But what we didwas really give people
incentives to learn more aboutwho we are what we do, and give
back so people could come getschwag, or candy or green juice,
(20:43):
whatever you're looking for. Butwe had a great reception, and
both from analysts, customers,even peers, like I think the
best thing I heard was someonesaid, Oh, wow, you guys are
back, like in a big way. Likeyou're here, you can't miss you.
And I think that's what wewanted to signal was not that we
ever went away. But we're reallydoubling down and investing and
(21:06):
communicating who we are andwhat we do to the world. And I
want the most importantaudience, I really hope is our
customers see that and feel thatwhich is so far been working and
really well received? We not topat myself on the back, but it's
working.
Evan Kirstel (21:20):
Absolutely do it.
I will pat you on the back. Andit's working. Because you're
here talking to our millions oflisteners, I mean, 1000s of
listeners, many of whom aresmall businesses. So tell us
what's involved as part of yourSMB advocacy efforts and go to
what sort of work and messagingare you doing to those business
owners today?
Unknown (21:40):
So great question. And from day one, actually, from the
day that LogMeIn was conceived,it was always really focused on
small businesses, we are a plgcompany, we really think about
how we make it easier for thatbuyer to consume. But I think
we've taken it a step further.
Now, with our relaunch, we'rereally, it's out there, it's
deliberate, it's intentional, weare focused and purpose built
(22:02):
for SMBs. And from every dollarof every investment that we put
in market, we're thinking abouthow we can make it easier for an
SMB to buy, consume us on board.
And we're really focused onLinkedIn about enterprise grade
tools available at an affordableprice. I'm not saying we're
building bad product, I'm sayingwe're taking the best of the
(22:25):
best and making it easy forSMBs. To consume. And I look at
a good example is security,everybody has to be worried
about security and how we thinkabout it differently in this new
world, probably something SMBsmight have not been thinking
about two, three years ago asmuch. So when we launched our
new product go to resolve, wealso embedded zero trust
security out of the gates out ofthe door. So we're making
(22:48):
security more accessible, butstill at a price that is
affordable, and delivering whatSMBs need, and not all the rest
of the stuff. So it's not justmarketing or messaging, it's
everything.
Dave Michels (22:59):
Well, marketing this and Bs is kind of a, you
know, double edged sword,really, because it kind of says
you're not suitable forenterprise. But I know that's
not the case at your company.
And I know you've got some verylarge customers, and even some
large universities. If so, doyou feel that your SMB marketing
is excluding part of yourcustomer base?
Unknown (23:21):
Oh, that's a great question. I get asked that a
lot. First of all, I think weshould have like, Well, how do
you define SMB? Dave?
Dave Michels (23:27):
Well, technically, stairs were small, medium
businesses. Yes. Those are very,you know, ambiguous terms. But
yes, certainly, largeenterprises, not SMB. And so I
don't know exactly what thatline is. It's a point of
contention with every fiveopinions with every three
people. But great, but the pointis, is that if you are a big
(23:49):
enterprise, you feel like you'renot SMB. And so you're targeting
in your advertising and yourmarketing, probably an SMB is
purposely excluding them is thatdangerous?
Unknown (23:59):
Great question. And I asked that because I think you
hit it on the head, people thinkSMBs and sometimes associate
micro SMB is, you know, the onedenying the mom and pop shops,
but when we're selling SMBs,we're selling the companies up
to 1000 1500 seats, and thenmore midsize business where you
have an IT department, you arethinking about how you integrate
how you adapt and scale yourtechnology. So it's not all you
(24:24):
know, flower shops over here,even though I do love flower
shops, too. That's about notisolating them. But we have a
very diverse customer installbase. We're not trying to
exclude the enterpriseorganization. But what we are
trying to say is we're going tofocus and be really purpose
built on ease of use ease ofdeployment and at a price that's
affordable. So I don't want tosay I'm excluding but I am being
(24:46):
intentional in our targetaudience and making sure that
we're building product thatmatters for them. So maybe I am
excluding Not intentionally, butI want us to be focused. Our
product portfolio is kind ofadapting to Every one I think it
was hurting us before.
Dave Michels (25:02):
What will you guys is clearly a crowded sector and
arguably maturing as well. Soyou have to stand out some way.
So you've got your colors,obviously make you stand out,
and your SMB, is there anythingelse that we should be
discussing?
Unknown (25:16):
Yeah, well, you're hitting on our differentiators
in a wonderful way. So thankyou. I think the third thing
that's really important is whatwe do. So at the most simplest
form, we help companies connectwhat matters, which is their
people. And whether that's theircustomers, or that's their
employees, we help them connectin a way that's meaningful, and
(25:36):
easy and impactful. And when youthink about connections, that
could be through your phonethrough your UCaaS, right, you
could be on a webinar, it couldbe on a meeting could be calling
someone, but think about how youconnect internally in your
company, right? Use all thosetools, but also support
actually, after I get off thiscall, I have a call with it,
because I'm having some problemswith my computer. And we're
(25:58):
going to use go to resolve sothat we can connect and
troubleshoot easily. So what'sso interesting about what we do
what's so different is that wedo both of those we can help you
connect, communicate, or supportall in one place. Awesome. Thank
you.
Evan Kirstel (26:13):
So I know Dave Michaels and his analysts love
five letter acronyms like UCASbut how do your customers view
you? How do you define yourself?
Your Are you a UCAS company, youknow horrible name, or an IT or
support company or peopleconnector? I mean, what's your
preferred definition?
Unknown (26:32):
All the above. But as the marketer and me I like to
think of us as a company thatprovides essential connections
really simple. And I like totalk about connecting employees
and customers because at theheart of it, that's what we do.
There's a lot more behind that.
And you could drill down intoeach of those sectors and
different product lines. Butwhat makes us differentiated is
the ability to do bothcommunicate and support in one
(26:53):
place. I mean, we could talkUCaaS and CCAFs all day, but I
don't know if the average itbuyer is is walking around
talking that lingo all the time.
So we try and make it easier toconsume. But we sell across all
those product lines.
Dave Michels (27:10):
So is there a lot of cross promotion. I mean,
LogMeIn has its customer base,go to SSBs Are you cross
promoting very much between yourbrands
Unknown (27:20):
100%. It was hard to do before I will say as a marketer,
my dollars were stretched veryfar trying to figure out how to
get a rescue buyer to understanda grasshopper buyer. So it has
not been easy. But right now,we're doing a lot of things just
specific beyond renaming, andreplatforming. We've also built
a whole digital transformationunderway, we used to have 16
(27:42):
websites we're taking down toone so you could go to one place
and understand all that we do.
Don't look today, there's stillabout 10 out there, but we're in
the process of consolidating itdown. And I think the product
is, as I mentioned, plg we'vebuilt one app that's bringing
these two products together. Sonow as customers onboard, they
can get access and start to seemore of the different features
(28:03):
functions that we have acrossportfolio, and within each
portfolio as well. We're doing alot to cross sell Dave, a lot.
Evan Kirstel (28:12):
You are actually on the go to website now. And I
see you're leading with flexiblework solutions, which is kind of
a cool catch all not UCAS, thenthere's basically three product
or portfolio branches, flexiblecommunications game, changing it
and secure logins, they'll lookinteresting. So are they
typically sold to the samecustomers or different or
Unknown (28:36):
Yeah, and oftentimes, there's a lot of crossover with
our buyer, predominantly itbuyers who are looking to make
things easier internally, like agreat example. We work with a
law firm recently. And they wentinto the pandemic, like so many
small businesses and had notechnology to go remote. And in
a law firm, you need to talk toyour clients. That's kind of
(28:56):
important. So they implementedtechnology out of the gates. And
now two years later, theiremployees, they don't want to go
back into the office, I like myhome, I don't want to go back to
work. So they're trying tofigure out like if this is the
new normal, we have to implementtechnology, that's going to be a
better experience, both for ourusers and our customers. So they
came to us. And we were able tohelp them implement a new VoIP
(29:19):
system, right, they used ourUCaaS solution, which was great
because it had webinar andmeetings embedded within it. So
that helped them right. And thenbeyond that they needed to now
remote provide remote support ina more consistent, scalable way.
So they also rolled out go toresolve. And they got to do that
with one vendor. One cost,actually half the cost of what
(29:42):
they were doing before and itjust made their life easier. And
like that's a really commonscenario that we're hearing
across a lot of our customers.
One person is trying to figureout how to just make everything
easier for their customerspredominantly in the IT space,
but a lot of our customers don'thave an IT department so we have
to make it easier for them tounderstand and consume.
Dave Michels (30:00):
Now from my perspective, the three branches
that Evan mentioned, the mostinteresting one, of course to be
is flexible communications, yourcomms portfolio at goto is very
impressive, very broad. And asyou can see cars, meetings,
webinars, and training, oh, myGod, a lot of stuff there. So
are all those services typicallysold at a bundle? Like what
(30:21):
Cisco WebEx is trying to do? Areyou more ala carte? Do you have
customers that are just buyingthe training solution or just
the CCAP solution? Well,
Unknown (30:28):
that's a great question. I would say both. And
I would say we had a lot of ourUCaaS customers who would start
with phone and by other pieces,we also have a CCAP solution.
Dave, I'm not sure if you saidthat in our list of stuff. But
of course, okay. I hope so. Sowe have a lot of customers who
would start with one and consumemore. But we have found now we
(30:50):
have more customers, like thelaw firm that I was explaining
to you who are looking at kindof, especially right now, if
they're recession proofing,trying to cut down their tech
stack, and look forconsolidation, and also look
for, you know, less vendors towork with. So we have actually a
bundled solution or essentialconnection solution, where
customers can get everything,all the good stuff that we have,
(31:12):
with one SKU for one price withone vendor and make it easier to
purchase and consume and workwith us. So it's a little bit of
both, but we're making it easierfor you to get everything all in
one. So you don't even have tothink about it.
Evan Kirstel (31:25):
Nice you mentioned so you guys, and one little
mystery to me is why go to soldit's bold, 360 business to
Genesis, I was checking outtheir website recently in your
antique as as his Genesis. Sowhy did it fit better over
there?
Unknown (31:40):
Well, I'll give you one guess. And then we want to know
why it's because bold wasfocused on more of the
enterprise sale, it was a onepiece of our portfolio that was
very, very much use casespecific for the enterprise. So
our customer install base wasreally different than where we
are building for in the future.
So it made more sense in theGenesis portfolio. And we carved
(32:02):
it out I think last year, andit's been a really good positive
experience thus far.
Evan Kirstel (32:08):
Yeah, well, you're walking the walk, not just
talking the talk. And what's thedifference between go to resolve
and go to connect? I think I'veused both, or police tried both?
Are they bundled? Or are theymeant to be used independently?
What's the deal there?
Unknown (32:23):
Great question. So now we have go to and we have our
two core portfolios that situnder it go to connect is our
easy to manage businesscommunication software. So it's
all those great things that Devirattled off, but it's really our
portfolio that's geared atcustomer conversations and
employee collaboration, singleunified application, then you
(32:45):
have go to resolve, which is ourIT support management solution.
It keeps everyone every deviceup and running, you know, remote
access, device management,ticketing and all of that, as I
mentioned earlier with zerotrust, access security. So you
have all of these things, youhave your remote support and go
to resolve, and you have yourcollaboration with go to
(33:07):
connect, and we have our go toapp which brings both of those
together.
Dave Michels (33:11):
So the obvious question is, are you satisfied
with these two major bundles aremore coming?
Unknown (33:18):
Well, we've been on a transformation. So we used to
have 13 different products. Soeven the fact that I could talk
to you today and say we have twoportfolios, and we've really
platformed and consolidate thosein a meaningful way is very
exciting. I mean, who doesn'tget excited about platform
consolidation? I do. You guys dotoo. But so I think the future
is about making sure those arebest in class, how do we bring
(33:41):
them together? And how do wecontinue to evolve them could
another one becoming maybe staytuned. But for now, I think over
the next year, it is enhancingthese two portfolios, building
more integrations, advancingsome of our seat cast solutions.
You'll hear more about that. Andas I think forward, I think
about really this digitalcommunication. So I'll just say
(34:04):
that thinking about how we makeit easier for SMBs to really
communicate and support throughall of their digital channels.
In a really easy way. A futureis digital. I mean, we're
already in the future. But Ithink it go to are uniquely
proposition to help think abouthow to make that even easier for
SMBs
Dave Michels (34:24):
for Old MacDonald had a digital farm IO IO IO
Evan Kirstel (34:29):
Don't worry, we'll cut that part out but you may
not know this. Okay, we'll leaveit in. But I'm kind of a big
deal in the cybersecurity spaceI have a lot of people following
me and go to is one of the fewUCAS companies that's talking
about this new approach tosecurity zero trust, kind of
like my relationship with DaveMichael zero trust. Does that
(34:52):
apply to your communicationservices as well as you know IT
services
Unknown (34:57):
so we're starting with IT services but aren't Han Shan
is to bring that across theplatform. So you will see that
evolve across our UCaaSsolutions. But right now it's
predominantly in our go toresolve product.
Evan Kirstel (35:08):
Got it? Very cool.
Dave Michels (35:10):
All right, so we have to ask you the obligatory
question about the economy,there seems to be tons of
evidence, we're about to falloff a cliff, or there's a bunch
of evidence that says, No, we'reabout to skyrocket. What is your
position at go to? And what areyou doing to prepare for the
ride?
Unknown (35:26):
I mean, well, who doesn't get excited about a
recession? It's just, it'sgreat. It's a great time for any
company out there. Well, I willsay I think go to is no
different than any organizationwhere as the recession comes, or
doesn't, who knows? I readtoday, we're having a soft
recession, whatever that means.
But I think what we know is trueis we're preparing for it and
companies that think early onabout how do I drive down cost?
(35:48):
How do I maximize ROI are superimportant. So of course, we're
doing those things at aleadership level. But I think
beyond that, we're thinkingabout our customers SMBs? How do
we help them navigate theunknown? And thinking, Well,
what can we do to help withthat? I think something like 95%
of SMBs are looking at techstack consolidation post coming
(36:13):
out of the pandemic, whereeverybody just stood up whatever
they can. So when we think abouthow can we help SMBs, I think
about tech stack consolidationand cost. And so for us, as I
mentioned, having a value propthat brings both connecting and
supporting together in one placeat a price that's affordable
with one vendor on one techstack is an area that we can
(36:35):
really help customers to helpnavigate what may or may not be
a recession.
Evan Kirstel (36:42):
Awesome. And speaking of customers, do you
typically sell direct or, youknow, through channels to those
SMBs?
Unknown (36:49):
A little bit of both, I mean, the the UCaaS space
partners are critical to growthin that part of the world. And
in the last year, we've reallydoubled down on our ecosystem,
we have a new leader, we rolledout a new partner program, I can
say from marketing, we'reinvesting millions of dollars
into our partner and growing ourchannel. So it's critical. We
(37:11):
also Yeah, no, it's good, rightgood time to be a partner where
an event right now we've donecustom Nikes. I mean, we're
doing anything and everything toshow our partners that we care.
And then beyond that, we do havea direct channel. And we have a
new CRO, who joined just a yearago, actually, today is his one
year anniversary. So Happyanniversary, Bill Robinson. But
he's been really investing inbuilding up a direct channel,
(37:34):
globally at a global scale,which has been great. It's been
so kind of growing both anglesof our sales organization,
really transforming them. AndI'm really excited about where
we're going. It's been a greatpartnership.
Evan Kirstel (37:46):
Fantastic. Well, you've been a phenomenal guest.
And I don't say that to all theguests, we need to
Dave Michels (37:52):
wrap to the host.
Evan Kirstel (37:56):
He's an average host. But before we go, we're in
the dog days of August here, youcan probably hear the dogs
barking outside my door. Butwhat are you most excited about
as we enter September, andOctober? You know, the final
stretch of the year, it's thebusy season. What's up with your
planning for us this lastquarter?
Unknown (38:14):
Well, I think the thing I'm most excited for is for my
children to go back to schooland get out of my house. And in
my background, I can hear mynine year old slamming her door
out there as we speak. So twomore weeks. Beyond that, I'm
really excited. We have a lot ofgreat events coming up in the
second half of the year. Andwe'll also be talking a lot more
about our essential connectionsand the bundle that we talked
(38:36):
about. So we have a lot ofexciting stuff coming, all of
which I think is just going tobe a lot of momentum and kind of
paying off the promise of gotoright, we're going to make it
easy. So I think there's a lotof launches, you'll see coming
down the road that will beexciting for our customers and
for you guys to
Evan Kirstel (38:53):
it. Well Well thanks so much for having us. We
really enjoyed the conversationand you know chatting to you
about the new goto. Yeah,
Unknown (39:00):
thanks. Great. Thank
Dave Michels (39:02):
you so much.
Unknown (39:03):
All right. Thanks, guys.
Evan Kirstel (39:06):
Wow, great discussion go to sort of
disappeared off the radar for mefor a little while, but they're
back. And Jamie's
Dave Michels (39:13):
happy. It's just an audio podcast. You can tell
she's a smile smiling the wholetime.
Evan Kirstel (39:17):
Yeah, it comes down to people and the team and
they put together a firecrackerteam. So I look forward to more
Dave Michels (39:24):
press release and a dancer coming to go to said
that she will be leading a groupof 200 people in the marketing
group over there. I think that'sabout 200 More than you have Is
that about right? I have one
Evan Kirstel (39:36):
and a half people who helped me with my marketing,
but somehow I managed toaccumulate 500,000 followers so
I'm gonna be doing somethingright somehow.
Dave Michels (39:46):
Until next time
Unknown (39:49):
you some information, gathering conversation Oh man I
gotta get out of the phone don'tdon't don't read your phone no
(40:13):
man knows me
Hi. Welcome to Talking Heads today, Evan and I
(00:16):
will be talking with Jamiedominant Qi, the CMO would go
to, but first Aven I'm reallyconfused about the economy, are
things getting better or gettingworse? I can't figure it out.
Evan Kirstel (00:26):
Well, according to the technical definition of a
recession, we've had twoquarters of negative economic
GDP growth. And so we meet thedefinition, but I tell you, I
look around to my peers. Andgranted, you know,
Dave Michels (00:40):
we swim in sort of elite circles, and it's still
boom times everyone's buyingTesla's and spending money and
traveling and changing jobs. SoI don't feel it. But I suspect
we're not really representativeof, quote, unquote, the economy,
what do you think I don'tunderstand how to interpret the
data. You know, it's like, forthe last two years, or
(01:02):
throughout most of the pandemic,people have been complaining
about the great resignation, andthat you can't hire people and
that it takes months to fill aposition, if you can fill it,
they're really upset about that.
Now, unemployment numbers aregetting a little more reasonable
meaning there's more jobopenings. And people complaining
about that. It's like, you know,what's the right answer? prices
(01:22):
were going up and then so peoplewere complaining with inflation,
and now prices are going down,and people are freaking out that
prices are going down? I don'tunderstand what the answer is
supposed to look like.
Evan Kirstel (01:33):
We mean, there are some people who complain about
everything, no matter whetherit's good or
Dave Michels (01:37):
bad. People are that person, I got a bone to
pick with those people until I
Evan Kirstel (01:43):
Well, look, I mean, what's hurting us is
inflation, which is is high. Imean, if you go by a few pounds
of chicken, or beef and Euro,gorilla, I mean, you've seen the
prices and if you fill up yourtank, you've seen the prices and
Dave Michels (01:56):
just, I just reserved a car in Newark rental
car, when I land there, I'mgoing to be there for 24 hours,
actually, 23 I went online toreserve a car, the best price I
can get on the cheapest car Ican find for 23 hours was $240.
Evan Kirstel (02:14):
You know, so it's these kinds of things. airplane
tickets are astronomical. Again,you know, housing prices, while
the market is cooling are stillpretty high in any where you
actually want to live. And sothese things are hurting us in
the pocketbook. And you know,we're gonna have this either
soft or hard landing. It's justa matter of time. But I you
know, I think our space ispretty resilient. And there's so
(02:36):
many interesting companiesproviding real value unlike some
of the crypto people out therecrashing and burning that I
think will be okay, speaking ofbeing okay, we have a great
guest Kryptos up Am I trying tojump back back in time to lose
my shirt a second time. Butlet's get on to a real company
with real solutions.
god (02:54):
Let's get to talking. It's a semi monthly podcast with
interviews of the top movers andshakers and enterprise
communications andcollaboration. Your host are
Dave Michaels and EvanKirkstall, both of which offer
extraordinary services includingresearch, analysis and social
media marketing. You can findthem on Twitter, LinkedIn, or at
(03:15):
talking points.com. That'spoints with the z and f and
costco.com. That's Kr s t e l.
Today we have with us JamieDomenici, someone who has an
Italian name who lives inCalifornia. Welcome to the
podcast, Jamie. So we're gonnastart off with a real basic
question that stumped all of usthat we've talked to in
(03:38):
preparation. Who exactly do youwork for? Because Evan says
you're the CMO of go to but Isaw a press release that logged
me and hired you as a CMO. Sowho is your employer?
Unknown (03:51):
Well, that's a good question. I work for go to I'm
the CMO of goto. But when Istarted here, a year and a half
ago I was the CMO of LogMeIn. Soin the period of being here a
year and a half, we've rebrandedrenamed, and now I work for go
to
Dave Michels (04:06):
Gu killed LogMeIn.
Well, I
Unknown (04:08):
mean, that's a harsh way of saying it, but we
reinvented it, we evolved it, werenamed it into go to which
there was a lot behind that, whywe did it how we did it. But
essentially, we launched twocompanies earlier at the
beginning of this year, go toand last pass. So now we have
two separate businesses. Andbeyond that we needed a new
name, we needed to evolve ourname to reflect the new company
(04:31):
that we have launched with go toso we have our same amazing
products and technology, but wecompletely reimagined them. So
now we have a new platform. Wehave two products go to resolve
and go to connect and we haveone platform that brings them
all together. We have a newsales organization, we have a
new partner organization we havea lot of new leaders, myself
included, it's like a newcompany. So we needed a new new
(04:52):
new name with a lot of energybehind it.
Evan Kirstel (04:55):
Okay, so go to is an old brand as well as a new
brand. We even had go to on apodcast before with your prior
colleague, Mark Strassman. Thatwas in September of 2019, which
feels like a universal way. Andhow does it feel for you? Is it
that feels like 10 years orthree years or two years?
Unknown (05:15):
Well, it feels like I've been here for a long, long
time. If you go back to 2019,and you were having that
interview with Mark and talkingabout go to the thing is Mark
worked out logged me in thereand we had a whole remote
support solution. I wonder, didyou even talk about the remote
support solution at all?
Evan Kirstel (05:35):
We did We did I even use it from time to time,
which was great. Okay. I'mpretty
Dave Michels (05:41):
sure he said that.
I don't remember we have to goback and listen, now one of the
brands was gonna go away. Hesaid, I think it was go to those
gonna go away.
Unknown (05:49):
Okay, so do you know it? I think there's one thing
that we can take away from thatpodcast in 2019. We were
confusing what you are theproducts that we had. And that's
what happened when I came toLogMeIn. I said, Wow, this I
know GoToMeeting, I know go towebinars. For years. I know
rescue I know grasshopperactually jive. Course, I
(06:10):
remember jive. But I had noidea. They were all in the same
company. And even we had 13websites, 18 brands, different
logos. Like it just didn't makesense. And I think that was the
journey we went on to make iteasier for our customers to
understand, like, we're justhere to make it easy. We're just
(06:30):
here to help you connect withyour customers or your employees
and provide support where youneed it like that's it. So the
name change, it has felt like along time coming. But the
intention behind it is just tosimplify it. So our customers
understand how we help them whatwe sell and how that works
together. Names can help withthat turned out?
Evan Kirstel (06:52):
Well, speaking of names, I'm a stickler for
marketing copy. And as your cmoI'm wondering, did you debate
much internally on the T beingcapitalized and go to or whether
it should be lowercase t oruppercase T and go to?
Unknown (07:07):
Oh, we debated for many, many hours, honestly, many
hours, many rounds of testingthat was resonating, because
then you could actually see thetwo different pieces coming
together. And actually, if youlook at the logo, and you look
at the G The other thing that wedebated for hours is the little
arrow that's embedded in the Gbecause we really wanted to
(07:28):
signal this up movements and howwe can help you go anywhere,
work anywhere. And so this G wassupposed to symbolize it. But
fun fact, 54% of people that wewould show it to didn't see the
arrow. So I don't know if youlook at it. Do you guys see the
arrow swipe? I
Evan Kirstel (07:43):
see it now. That's for sure.
Unknown (07:45):
You didn't see it. Now, you know, it's embedded there.
Dave Michels (07:48):
That's great. I love that era. There's a gateway
computer, if you remember them,they had a really clever thing
like that with the universalsymbol we have for the power
button was somehow in theirlogo. Very clever. I think
that's good marketing. So littleeaster egg. They're hidden. And
there you go. So before we divemore into go to let's talk a
(08:11):
little bit more about pre go tothe heard of a company called
Salesforce. Oh,
Unknown (08:16):
maybe once or twice.
Yeah.
Dave Michels (08:18):
What do you know about Salesforce? Well, I
Unknown (08:20):
have the honor of working there for 10 years. So I
worked at Salesforce. I joinedin 2010 there was 2000
employees, and they were asingle product, kind of with a
startup mentality back then. AndI worked there for 10 years.
Yeah, right before coming to goto do you
Dave Michels (08:39):
think you got hired there because you went to
the same high schools mark?
Unknown (08:43):
I think it helped but no, I did let him know that one
time and he was very impressedby that. Now I've worked at
Salesforce actually went to workthere because prior to going
there I was a Salesforce adminlike so many people are and I
loved the product so much thatit was a mission I wanted to be
part of. So I was there for 10years I marketed every product
you can imagine and worked incustomer success and had an
(09:06):
incredible incredible ride witha great company
Evan Kirstel (09:09):
awesome. If you ever in touch with Mark tell him
and I think go to have a muchbetter name than Salesforce. Go
to is a verb as you said there'saction oriented motion.
Salesforce is a noun. I mean youknow it's kind of a boring name
despite being a great company.
But no comment I want to ask foryour commentary
Unknown (09:28):
I won't let Mark know your you know that you think you
think he has a bad day but Iwill say that one of the
challenges at Salesforce as webegan to expand our portfolio
was that everyone associated uswith sales. So for a long time I
worked on our SMB product lineand I really need to help small
businesses understand we couldhelp them with marketing we
could help them with services sothe name sometimes was a
(09:51):
challenge but we had so muchequity in it and brand equity
that it was okay we're not gonnago change it. But here I think
it go to it was a similarsituation. LogMeIn, which was
always confusing, it did notrepresent the full portfolio and
LogMeIn had done, you know,seven acquisitions and five
years of great products, butdidn't really bring them
(10:12):
together in a way that madesense. So that was kind of what
created the space to rethink thename. And I agree with you
haven't I think goto is a greatname. And it helps really tie
the platform and the portfoliotogether. So the name is helping
us here now. But we were in asimilar situation where it
wasn't helping us. And we didn'thave that blue cloud. And we
didn't have the brand equity. Soit allowed us to change it.
Dave Michels (10:32):
So give us a little more idea of what you did
at Salesforce, you were therefor 10 years,
Unknown (10:36):
10 years, like a whole decade, I had two kids there,
like everything. So I was therefor 10 years, I did a lot of
different roles, but I ran a lotof product marketing. So I ran
product marketing for the SalesCloud for a while. And that was
fun a road to a billion dollars.
I also launched one of theirproducts, which was the
analytics cloud. So it was akind of this next idea of moving
into analytics, and it was greatlaunch, but then we needed to go
(11:00):
make some money from it. So Icame in and helped with that.
And then I spent a lot of timerunning their SMB team, which
was, we had done a bunch ofacquisitions of companies, all
marketing to small businesses,none of which were working
together. So my job was to comein and really build an
organization within Salesforcethat was all focused on our
small businesses and how wehelped them grow and sustain and
(11:22):
get the full value of theplatform as we moved up market.
So continuing to build thatbalance within Salesforce did a
little bit of everything, it wasa good time, it was hard to
leave it to great, incrediblecompany. But so let's go to so
when I came here, I got to bringall of that experience with me
and kind of build up a companywho was in a similar state when
(11:43):
I joined Salesforce. So it'slike doing it all over again, in
a totally different productuniversity. Well,
Dave Michels (11:53):
you had three vice president jobs, and Salesforce,
which was the best one. Oh, I
Unknown (11:59):
mean, that's like picking a favorite child, I
would say probably SMB, becausethat was, I'm just so passionate
about that buyer. So I got toact kind of like the GM, which
was really something I was superpassionate about, I would say if
I had a second, it was actuallycustomer success, which a lot of
people are like, Why did you gowork in Customer Success, you
(12:21):
were a marketer, or you were inthe product side. But I really
wanted to learn about the entirecustomer lifecycle. So going and
working in customer success, Igot to own all of our adoption
at scale. So I got to figure outhow we do our onboarding, how we
help customers get the most outof technology without talking to
a human necessarily, if theytalk to a human, how do you make
(12:42):
that experience good. And I feellike that really helped me round
out the entire customerexperience, entire customer
journey. So I said to I didn'tpick a favorite I had two
favorites.
Dave Michels (12:53):
Will love that slide.
Evan Kirstel (12:55):
I love that you described yourself as an SMB
advocate on LinkedIn, and I aman SMB owner. Dave has a small
business very small. But why doSMBs need advocate? So what
makes an advocate tick, youknow, what excites you about the
SMB world?
Unknown (13:11):
Well, I think you kind of hit it on the head, you both
have our have small businessesyourself. I was born and raised
it with a small business is afun fact. My family, I come from
a family of morticians. So weown funerals. Yes. Which
actually, ironically, we relyheavily on technology for as
well. But it's this notion ofwanting to do more with less and
(13:34):
sustaining and so many techcompanies. As they grow, they
move up market. And that'sincredibly important marketing
to the enterprise selling to theenterprise. But I find that why
you need an advocate is becauseyou need somebody who wakes up
and thinks every day about adifferent pain point that SMBs
have. It's about how do youscale? How do you do more with
(13:56):
less like, I don't have an ITguy and the mortuary business I
have like somebody who's doingsecretaries doing multiple
things. So I think for me withinSalesforce being an advocate for
that buyer meant I could thinkabout how to influence the
product really make it easy tobuy, easy to use, easy to
onboard. I also think about themessaging of an SMB is very
(14:17):
different than an enterprise anenterprise is looking how to
scale how to deploy, you know,internationally, security in a
whole different way. I thinkbeing an advocate for SMB. It's
like understanding what theyneed, and how do you ensure
we're delivering what they needfor the price that they want and
not anything more. So it wasgreat to do that at Salesforce.
(14:39):
It's been great to do that go toour whole product is focused on
delivering value for small andmidsize businesses. Everything
from our r&d decisions to oursales alignment to our partner
investment is thinking aboutthat buyer exclusively. And
because of that, I think it'sreally allowed us to focus how
we invest and really connectwith that audience in a way
(15:02):
that's impactful, right andhelps them.
Evan Kirstel (15:04):
Love it. And Dave, Please restrain from any jokes
around the mortuary business. Iknow you're itching to share
some.
Unknown (15:11):
How is there no reaction to that? There's
usually always a reaction.
Dave Michels (15:16):
Did you like that series? Six Feet Under
Unknown (15:19):
my life? It was absolutely.
Dave Michels (15:22):
Did you drive a hearse to your high school?
Unknown (15:24):
I did. And I would get driven to Seoul in a limo. And
now my dad picks up my kids andtakes them in a limo and I in
high school, worked for themortuary and drove the hearse.
So yes, I can. This is reallyreal life.
Dave Michels (15:37):
Real life is probably the wrong term. But
anyway. So let's go back into goto here talks about the arrow,
let's talk about this yellow andblack logo. I
Evan Kirstel (15:47):
mean, holy, we're still on the logo. Come on,
there's there's more to thelogo.
Dave Michels (15:53):
Because it jumps out at you. And this is a, you
know, you might find this hardto believe them. But I have a
degree in marketing. And Iremember I remember one thing
from college, it was yellow andblack is the highest degree of
contrast you can have. So whatare you screaming about it go to
what is this? Is this aconstruction site? What what's
going on here?
Unknown (16:13):
Okay, well, first of all, there is a lot of science
behind marketing. And weactually took all the
competitors or all the companieswithin our industry, and we put
them on a color wheel. And whatwe found was everybody was on
the blue side, right? Everybodywas in this blue spectrum is
very interesting. Nobody wasover here on the yellow space.
(16:34):
So he said, You know what wewant to stand out, we want to
stand out and we want to bedifferent. And so we said yellow
It is we're going with yellowand black. I'll tell you, when I
showed my CEO the first time hewas like, what, this is really
out there. But we eased him intoit. Because we did we wanted to
stand out. And that wassomething we wanted to also show
(16:55):
that we're investing we'redifferent, we're showing up in a
whole new way. And I know Dave,you and I met at Enterprise
Connect, which was where welaunched our new logo and our
new brand. And I don't I don'tknow what you thought, but I
felt like you couldn't miss it.
And that was what we were goingfor.
Dave Michels (17:11):
It was actually a very impressive watched. Thank
you. I remember I even tweetedthat there was like a little,
you know, a little round sign onone of the stairs like that and
had to go to your booth number.
And it made me think of, youknow, my days is taking basic
programming, which is prettymuch the go to command was
pretty much the extent of myprogramming skills. What does
the word go to? Do? You mean?
(17:33):
What are you saying what go towhere should we go?
Unknown (17:36):
Great question. I think it's twofold. And it is
intentionally twofold. It hastwo meanings. One, it means you
can go to anywhere with ourtechnology you can work we
empower you to work fromanywhere in this new flexible
work environment. So that's onepiece of it, like go to wherever
you want to go, we can take youthere. The other piece, which is
really important is we want tobe your go to technology, we
want to be your go to to make iteasy. So our name is intended to
(17:59):
really reflect both of those,which are cornerstones to our
brand who we are our value propand how we want our customers to
know us.
Evan Kirstel (18:07):
Awesome. Well, that's pretty straightforward.
And you launched EnterpriseConnect, as you said, and, and
the logo came out in February.
So why launch in February andwhat was involved, that must
have been a huge process.
Unknown (18:20):
I was nothing, you know, just rebranding a company.
So what was important aboutFebruary was we won, we picked
the day that we launched was to222. So I mean, that's just a
great date, it can never forgetit. I like those kinds of dates.
I got married on 777. So myhusband can never forget our
anniversary. What's a 222 becameour date. And I started back in
(18:43):
January of the year prior. Andit will say it takes about a
year to really do a rebrand anddo it right, that's even pretty
fast. So it took that amount oftime to get the right name to
get the right color to get theright value prop to really get
the right product portfolioenhancements in place. So that
timing really helped. The otherthing was we were carving out
(19:04):
last pass. So that was when weannounced that we were carving
out in a meaningful way to Ithink in December. So when we
came out February, it was clearthere was two separate companies
to the point that we have twoseparate names, two different
CEOs, two different businesses.
So time to get it right. Greatdate and two companies coming
live.
Dave Michels (19:25):
Before we talk a little more about your launch. I
just got to you've mentionedyour husband and I mentioned
your high school. I believe yourhusband is your high school
sweetheart. Is that is that?
Gosh,
Unknown (19:37):
that's a lot. Yes. I don't know where that came up.
But yes, I my husband and I bothwent to Burlingame High School.
And we're born and raised herein Burlingame. And we've been
together for a long time.
Dave Michels (19:48):
One of the things I found on your website, he was
on LinkedIn, but it was actuallyambiguous because it said
married highschool sweetheart.
It didn't say you married yourhigh school sweetheart. So I
wasn't quite sure. So I justwant to clarify Are you sure
we're on the same page? But Iremember the launch very clearly
at Enterprise Connect. You guyshad a big presence. You had
signage all over the Gaylord,and I remember you this giant
candy store. I don't, I don'tthink I ever figured out what
(20:10):
the candy store was doing. Butit was spoiling of sweethearts,
right?
Evan Kirstel (20:13):
I mean, it's all coming together. Oh, so
Dave Michels (20:16):
were you pleased with the reception that
Enterprise Connect,
Unknown (20:19):
I thought Enterprise Connect was great. It was a
great way to introduce our newbrand company vision to the
world. And I'll tell you thatkiosk it was a kiosk it wasn't a
candy shop. But But what we didwas really give people
incentives to learn more aboutwho we are what we do, and give
back so people could come getschwag, or candy or green juice,
(20:43):
whatever you're looking for. Butwe had a great reception, and
both from analysts, customers,even peers, like I think the
best thing I heard was someonesaid, Oh, wow, you guys are
back, like in a big way. Likeyou're here, you can't miss you.
And I think that's what wewanted to signal was not that we
ever went away. But we're reallydoubling down and investing and
(21:06):
communicating who we are andwhat we do to the world. And I
want the most importantaudience, I really hope is our
customers see that and feel thatwhich is so far been working and
really well received? We not topat myself on the back, but it's
working.
Evan Kirstel (21:20):
Absolutely do it.
I will pat you on the back. Andit's working. Because you're
here talking to our millions oflisteners, I mean, 1000s of
listeners, many of whom aresmall businesses. So tell us
what's involved as part of yourSMB advocacy efforts and go to
what sort of work and messagingare you doing to those business
owners today?
Unknown (21:40):
So great question. And from day one, actually, from the
day that LogMeIn was conceived,it was always really focused on
small businesses, we are a plgcompany, we really think about
how we make it easier for thatbuyer to consume. But I think
we've taken it a step further.
Now, with our relaunch, we'rereally, it's out there, it's
deliberate, it's intentional, weare focused and purpose built
(22:02):
for SMBs. And from every dollarof every investment that we put
in market, we're thinking abouthow we can make it easier for an
SMB to buy, consume us on board.
And we're really focused onLinkedIn about enterprise grade
tools available at an affordableprice. I'm not saying we're
building bad product, I'm sayingwe're taking the best of the
(22:25):
best and making it easy forSMBs. To consume. And I look at
a good example is security,everybody has to be worried
about security and how we thinkabout it differently in this new
world, probably something SMBsmight have not been thinking
about two, three years ago asmuch. So when we launched our
new product go to resolve, wealso embedded zero trust
security out of the gates out ofthe door. So we're making
(22:48):
security more accessible, butstill at a price that is
affordable, and delivering whatSMBs need, and not all the rest
of the stuff. So it's not justmarketing or messaging, it's
everything.
Dave Michels (22:59):
Well, marketing this and Bs is kind of a, you
know, double edged sword,really, because it kind of says
you're not suitable forenterprise. But I know that's
not the case at your company.
And I know you've got some verylarge customers, and even some
large universities. If so, doyou feel that your SMB marketing
is excluding part of yourcustomer base?
Unknown (23:21):
Oh, that's a great question. I get asked that a
lot. First of all, I think weshould have like, Well, how do
you define SMB? Dave?
Dave Michels (23:27):
Well, technically, stairs were small, medium
businesses. Yes. Those are very,you know, ambiguous terms. But
yes, certainly, largeenterprises, not SMB. And so I
don't know exactly what thatline is. It's a point of
contention with every fiveopinions with every three
people. But great, but the pointis, is that if you are a big
(23:49):
enterprise, you feel like you'renot SMB. And so you're targeting
in your advertising and yourmarketing, probably an SMB is
purposely excluding them is thatdangerous?
Unknown (23:59):
Great question. And I asked that because I think you
hit it on the head, people thinkSMBs and sometimes associate
micro SMB is, you know, the onedenying the mom and pop shops,
but when we're selling SMBs,we're selling the companies up
to 1000 1500 seats, and thenmore midsize business where you
have an IT department, you arethinking about how you integrate
how you adapt and scale yourtechnology. So it's not all you
(24:24):
know, flower shops over here,even though I do love flower
shops, too. That's about notisolating them. But we have a
very diverse customer installbase. We're not trying to
exclude the enterpriseorganization. But what we are
trying to say is we're going tofocus and be really purpose
built on ease of use ease ofdeployment and at a price that's
affordable. So I don't want tosay I'm excluding but I am being
(24:46):
intentional in our targetaudience and making sure that
we're building product thatmatters for them. So maybe I am
excluding Not intentionally, butI want us to be focused. Our
product portfolio is kind ofadapting to Every one I think it
was hurting us before.
Dave Michels (25:02):
What will you guys is clearly a crowded sector and
arguably maturing as well. Soyou have to stand out some way.
So you've got your colors,obviously make you stand out,
and your SMB, is there anythingelse that we should be
discussing?
Unknown (25:16):
Yeah, well, you're hitting on our differentiators
in a wonderful way. So thankyou. I think the third thing
that's really important is whatwe do. So at the most simplest
form, we help companies connectwhat matters, which is their
people. And whether that's theircustomers, or that's their
employees, we help them connectin a way that's meaningful, and
(25:36):
easy and impactful. And when youthink about connections, that
could be through your phonethrough your UCaaS, right, you
could be on a webinar, it couldbe on a meeting could be calling
someone, but think about how youconnect internally in your
company, right? Use all thosetools, but also support
actually, after I get off thiscall, I have a call with it,
because I'm having some problemswith my computer. And we're
(25:58):
going to use go to resolve sothat we can connect and
troubleshoot easily. So what'sso interesting about what we do
what's so different is that wedo both of those we can help you
connect, communicate, or supportall in one place. Awesome. Thank
you.
Evan Kirstel (26:13):
So I know Dave Michaels and his analysts love
five letter acronyms like UCASbut how do your customers view
you? How do you define yourself?
Your Are you a UCAS company, youknow horrible name, or an IT or
support company or peopleconnector? I mean, what's your
preferred definition?
Unknown (26:32):
All the above. But as the marketer and me I like to
think of us as a company thatprovides essential connections
really simple. And I like totalk about connecting employees
and customers because at theheart of it, that's what we do.
There's a lot more behind that.
And you could drill down intoeach of those sectors and
different product lines. Butwhat makes us differentiated is
the ability to do bothcommunicate and support in one
(26:53):
place. I mean, we could talkUCaaS and CCAFs all day, but I
don't know if the average itbuyer is is walking around
talking that lingo all the time.
So we try and make it easier toconsume. But we sell across all
those product lines.
Dave Michels (27:10):
So is there a lot of cross promotion. I mean,
LogMeIn has its customer base,go to SSBs Are you cross
promoting very much between yourbrands
Unknown (27:20):
100%. It was hard to do before I will say as a marketer,
my dollars were stretched veryfar trying to figure out how to
get a rescue buyer to understanda grasshopper buyer. So it has
not been easy. But right now,we're doing a lot of things just
specific beyond renaming, andreplatforming. We've also built
a whole digital transformationunderway, we used to have 16
(27:42):
websites we're taking down toone so you could go to one place
and understand all that we do.
Don't look today, there's stillabout 10 out there, but we're in
the process of consolidating itdown. And I think the product
is, as I mentioned, plg we'vebuilt one app that's bringing
these two products together. Sonow as customers onboard, they
can get access and start to seemore of the different features
(28:03):
functions that we have acrossportfolio, and within each
portfolio as well. We're doing alot to cross sell Dave, a lot.
Evan Kirstel (28:12):
You are actually on the go to website now. And I
see you're leading with flexiblework solutions, which is kind of
a cool catch all not UCAS, thenthere's basically three product
or portfolio branches, flexiblecommunications game, changing it
and secure logins, they'll lookinteresting. So are they
typically sold to the samecustomers or different or
Unknown (28:36):
Yeah, and oftentimes, there's a lot of crossover with
our buyer, predominantly itbuyers who are looking to make
things easier internally, like agreat example. We work with a
law firm recently. And they wentinto the pandemic, like so many
small businesses and had notechnology to go remote. And in
a law firm, you need to talk toyour clients. That's kind of
(28:56):
important. So they implementedtechnology out of the gates. And
now two years later, theiremployees, they don't want to go
back into the office, I like myhome, I don't want to go back to
work. So they're trying tofigure out like if this is the
new normal, we have to implementtechnology, that's going to be a
better experience, both for ourusers and our customers. So they
came to us. And we were able tohelp them implement a new VoIP
(29:19):
system, right, they used ourUCaaS solution, which was great
because it had webinar andmeetings embedded within it. So
that helped them right. And thenbeyond that they needed to now
remote provide remote support ina more consistent, scalable way.
So they also rolled out go toresolve. And they got to do that
with one vendor. One cost,actually half the cost of what
(29:42):
they were doing before and itjust made their life easier. And
like that's a really commonscenario that we're hearing
across a lot of our customers.
One person is trying to figureout how to just make everything
easier for their customerspredominantly in the IT space,
but a lot of our customers don'thave an IT department so we have
to make it easier for them tounderstand and consume.
Dave Michels (30:00):
Now from my perspective, the three branches
that Evan mentioned, the mostinteresting one, of course to be
is flexible communications, yourcomms portfolio at goto is very
impressive, very broad. And asyou can see cars, meetings,
webinars, and training, oh, myGod, a lot of stuff there. So
are all those services typicallysold at a bundle? Like what
(30:21):
Cisco WebEx is trying to do? Areyou more ala carte? Do you have
customers that are just buyingthe training solution or just
the CCAP solution? Well,
Unknown (30:28):
that's a great question. I would say both. And
I would say we had a lot of ourUCaaS customers who would start
with phone and by other pieces,we also have a CCAP solution.
Dave, I'm not sure if you saidthat in our list of stuff. But
of course, okay. I hope so. Sowe have a lot of customers who
would start with one and consumemore. But we have found now we
(30:50):
have more customers, like thelaw firm that I was explaining
to you who are looking at kindof, especially right now, if
they're recession proofing,trying to cut down their tech
stack, and look forconsolidation, and also look
for, you know, less vendors towork with. So we have actually a
bundled solution or essentialconnection solution, where
customers can get everything,all the good stuff that we have,
(31:12):
with one SKU for one price withone vendor and make it easier to
purchase and consume and workwith us. So it's a little bit of
both, but we're making it easierfor you to get everything all in
one. So you don't even have tothink about it.
Evan Kirstel (31:25):
Nice you mentioned so you guys, and one little
mystery to me is why go to soldit's bold, 360 business to
Genesis, I was checking outtheir website recently in your
antique as as his Genesis. Sowhy did it fit better over
there?
Unknown (31:40):
Well, I'll give you one guess. And then we want to know
why it's because bold wasfocused on more of the
enterprise sale, it was a onepiece of our portfolio that was
very, very much use casespecific for the enterprise. So
our customer install base wasreally different than where we
are building for in the future.
So it made more sense in theGenesis portfolio. And we carved
(32:02):
it out I think last year, andit's been a really good positive
experience thus far.
Evan Kirstel (32:08):
Yeah, well, you're walking the walk, not just
talking the talk. And what's thedifference between go to resolve
and go to connect? I think I'veused both, or police tried both?
Are they bundled? Or are theymeant to be used independently?
What's the deal there?
Unknown (32:23):
Great question. So now we have go to and we have our
two core portfolios that situnder it go to connect is our
easy to manage businesscommunication software. So it's
all those great things that Devirattled off, but it's really our
portfolio that's geared atcustomer conversations and
employee collaboration, singleunified application, then you
(32:45):
have go to resolve, which is ourIT support management solution.
It keeps everyone every deviceup and running, you know, remote
access, device management,ticketing and all of that, as I
mentioned earlier with zerotrust, access security. So you
have all of these things, youhave your remote support and go
to resolve, and you have yourcollaboration with go to
(33:07):
connect, and we have our go toapp which brings both of those
together.
Dave Michels (33:11):
So the obvious question is, are you satisfied
with these two major bundles aremore coming?
Unknown (33:18):
Well, we've been on a transformation. So we used to
have 13 different products. Soeven the fact that I could talk
to you today and say we have twoportfolios, and we've really
platformed and consolidate thosein a meaningful way is very
exciting. I mean, who doesn'tget excited about platform
consolidation? I do. You guys dotoo. But so I think the future
is about making sure those arebest in class, how do we bring
(33:41):
them together? And how do wecontinue to evolve them could
another one becoming maybe staytuned. But for now, I think over
the next year, it is enhancingthese two portfolios, building
more integrations, advancingsome of our seat cast solutions.
You'll hear more about that. Andas I think forward, I think
about really this digitalcommunication. So I'll just say
(34:04):
that thinking about how we makeit easier for SMBs to really
communicate and support throughall of their digital channels.
In a really easy way. A futureis digital. I mean, we're
already in the future. But Ithink it go to are uniquely
proposition to help think abouthow to make that even easier for
SMBs
Dave Michels (34:24):
for Old MacDonald had a digital farm IO IO IO
Evan Kirstel (34:29):
Don't worry, we'll cut that part out but you may
not know this. Okay, we'll leaveit in. But I'm kind of a big
deal in the cybersecurity spaceI have a lot of people following
me and go to is one of the fewUCAS companies that's talking
about this new approach tosecurity zero trust, kind of
like my relationship with DaveMichael zero trust. Does that
(34:52):
apply to your communicationservices as well as you know IT
services
Unknown (34:57):
so we're starting with IT services but aren't Han Shan
is to bring that across theplatform. So you will see that
evolve across our UCaaSsolutions. But right now it's
predominantly in our go toresolve product.
Evan Kirstel (35:08):
Got it? Very cool.
Dave Michels (35:10):
All right, so we have to ask you the obligatory
question about the economy,there seems to be tons of
evidence, we're about to falloff a cliff, or there's a bunch
of evidence that says, No, we'reabout to skyrocket. What is your
position at go to? And what areyou doing to prepare for the
ride?
Unknown (35:26):
I mean, well, who doesn't get excited about a
recession? It's just, it'sgreat. It's a great time for any
company out there. Well, I willsay I think go to is no
different than any organizationwhere as the recession comes, or
doesn't, who knows? I readtoday, we're having a soft
recession, whatever that means.
But I think what we know is trueis we're preparing for it and
companies that think early onabout how do I drive down cost?
(35:48):
How do I maximize ROI are superimportant. So of course, we're
doing those things at aleadership level. But I think
beyond that, we're thinkingabout our customers SMBs? How do
we help them navigate theunknown? And thinking, Well,
what can we do to help withthat? I think something like 95%
of SMBs are looking at techstack consolidation post coming
(36:13):
out of the pandemic, whereeverybody just stood up whatever
they can. So when we think abouthow can we help SMBs, I think
about tech stack consolidationand cost. And so for us, as I
mentioned, having a value propthat brings both connecting and
supporting together in one placeat a price that's affordable
with one vendor on one techstack is an area that we can
(36:35):
really help customers to helpnavigate what may or may not be
a recession.
Evan Kirstel (36:42):
Awesome. And speaking of customers, do you
typically sell direct or, youknow, through channels to those
SMBs?
Unknown (36:49):
A little bit of both, I mean, the the UCaaS space
partners are critical to growthin that part of the world. And
in the last year, we've reallydoubled down on our ecosystem,
we have a new leader, we rolledout a new partner program, I can
say from marketing, we'reinvesting millions of dollars
into our partner and growing ourchannel. So it's critical. We
(37:11):
also Yeah, no, it's good, rightgood time to be a partner where
an event right now we've donecustom Nikes. I mean, we're
doing anything and everything toshow our partners that we care.
And then beyond that, we do havea direct channel. And we have a
new CRO, who joined just a yearago, actually, today is his one
year anniversary. So Happyanniversary, Bill Robinson. But
he's been really investing inbuilding up a direct channel,
(37:34):
globally at a global scale,which has been great. It's been
so kind of growing both anglesof our sales organization,
really transforming them. AndI'm really excited about where
we're going. It's been a greatpartnership.
Evan Kirstel (37:46):
Fantastic. Well, you've been a phenomenal guest.
And I don't say that to all theguests, we need to
Dave Michels (37:52):
wrap to the host.
Evan Kirstel (37:56):
He's an average host. But before we go, we're in
the dog days of August here, youcan probably hear the dogs
barking outside my door. Butwhat are you most excited about
as we enter September, andOctober? You know, the final
stretch of the year, it's thebusy season. What's up with your
planning for us this lastquarter?
Unknown (38:14):
Well, I think the thing I'm most excited for is for my
children to go back to schooland get out of my house. And in
my background, I can hear mynine year old slamming her door
out there as we speak. So twomore weeks. Beyond that, I'm
really excited. We have a lot ofgreat events coming up in the
second half of the year. Andwe'll also be talking a lot more
about our essential connectionsand the bundle that we talked
(38:36):
about. So we have a lot ofexciting stuff coming, all of
which I think is just going tobe a lot of momentum and kind of
paying off the promise of gotoright, we're going to make it
easy. So I think there's a lotof launches, you'll see coming
down the road that will beexciting for our customers and
for you guys to
Evan Kirstel (38:53):
it. Well Well thanks so much for having us. We
really enjoyed the conversationand you know chatting to you
about the new goto. Yeah,
Unknown (39:00):
thanks. Great. Thank
Dave Michels (39:02):
you so much.
Unknown (39:03):
All right. Thanks, guys.
Evan Kirstel (39:06):
Wow, great discussion go to sort of
disappeared off the radar for mefor a little while, but they're
back. And Jamie's
Dave Michels (39:13):
happy. It's just an audio podcast. You can tell
she's a smile smiling the wholetime.
Evan Kirstel (39:17):
Yeah, it comes down to people and the team and
they put together a firecrackerteam. So I look forward to more
Dave Michels (39:24):
press release and a dancer coming to go to said
that she will be leading a groupof 200 people in the marketing
group over there. I think that'sabout 200 More than you have Is
that about right? I have one
Evan Kirstel (39:36):
and a half people who helped me with my marketing,
but somehow I managed toaccumulate 500,000 followers so
I'm gonna be doing somethingright somehow.
Dave Michels (39:46):
Until next time
Unknown (39:49):
you some information, gathering conversation Oh man I
gotta get out of the phone don'tdon't don't read your phone no
(40:13):
man knows me
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