Optimizing Marketing Budget for GoToMeeting Post-Acquisition

Industry

Video Conferencing & Digital Collaboration

Challenge

Following its acquisition by a private equity firm, GoToMeeting faced pressure to optimize its marketing budget while maintaining lead generation and revenue growth. The company needed a data-driven approach to budget allocation, ensuring that every dollar spent contributed to measurable pipeline impact. However, marketing attribution gaps, inefficient channel investments, and siloed analytics made it difficult to justify spending and prove ROI.

Results

By restructuring GoToMeeting’s marketing budget based on data-driven insights, The Pedowitz Group helped the company increase marketing efficiency while improving pipeline impact. Key outcomes included: • 30% reduction in marketing spend while maintaining lead volume. • 25% increase in marketing-attributed revenue, optimizing channel performance. • Improved marketing ROI tracking, ensuring executive leadership had visibility into spend efficiency. • Reallocated budget to high-performing channels, maximizing campaign effectiveness.

Key Services

Marketing Budget Optimization , Attribution & ROI Modeling, Demand Generation Strategy , MarTech & Analytics Enhancements

www.goto.com

-30%

Marketing Spend

25%

Marketing Attributed Revenue

Greater

Pipeline Visibility

Optimal

Media Mix

“Working with TPG allowed us to optimize our marketing spend without sacrificing lead volume or revenue impact. Their data-driven approach provided the insights we needed to realign our budget and maximize ROI.”

Sylvia Gudat

Director of Marketing Program Operations @ GoTo

About GoTo

GoToMeeting, a leading video conferencing and online collaboration platform, provides businesses with reliable, secure, and easy-to-use virtual meeting solutions. Originally developed by Citrix, GoToMeeting later became part of LogMeIn, which Francisco Partners and Evergreen Coast Capital acquired in 2019. As a key player in the remote work and digital collaboration industry, GoToMeeting competes with Zoom, Microsoft Teams, and Cisco Webex, offering enterprise-grade communication tools that support businesses of all sizes in improving productivity and connectivity.

The Challenge

Following its acquisition by private equity firms Francisco Partners and Evergreen Coast Capital, GoToMeeting faced increased pressure to optimize its marketing budget while maintaining pipeline growth and lead generation efficiency. Leadership needed to demonstrate measurable ROI on marketing spend and justify budget allocations with clear attribution models.

However, several challenges hindered their ability to maximize efficiency:

Lack of accurate attribution made it difficult to assess which marketing efforts were driving revenue.
Inefficient budget allocation led to overspending in lower-performing channels while underinvesting in high-impact campaigns.
Siloed marketing and finance teams created barriers in aligning spend with business growth goals.

To succeed, GoToMeeting needed a data-driven strategy to streamline marketing spend, improve pipeline attribution, and realign investments toward the highest-performing channels.

The Solution

After its acquisition by Francisco Partners and Evergreen Coast Capital, GoToMeeting needed to demonstrate marketing efficiency while maintaining lead and revenue impact. The leadership team explored several options, including internal budget restructuring, alternative attribution models, and consulting agencies specializing in cost optimization. However, they required a partner with deep expertise in marketing performance analytics, budget allocation, and revenue attribution to ensure their marketing dollars were driving measurable impact.

GoToMeeting selected The Pedowitz Group (TPG) for its proven track record in marketing budget optimization and demand generation strategy. TPG’s approach combined data-driven budget realignment, advanced ROI modeling, and attribution framework development to create a scalable, high-efficiency marketing operation.

How We Made an Impact

Marketing Budget Optimization – Conducted a full audit of GoToMeeting’s spending allocation, campaign efficiency, and pipeline impact, identifying opportunities for cost reduction.
Revenue Attribution Modeling – Implemented multi-touch attribution tracking to measure the actual contribution of each marketing channel.
Demand Generation Strategy – Adjusted lead nurturing programs and digital campaign investments to maximize ROI while reducing wasteful spending.
Marketing & Finance Alignment – Created real-time performance dashboards that gave executive leadership visibility into spending efficiency and revenue impact.

“Working with TPG allowed us to optimize our marketing spend without sacrificing lead volume or revenue impact. Their data-driven approach provided the insights we needed to realign our budget and maximize ROI.”

— Sylvia Gudat, Director of Marketing Operations, GoToMeeting

The Results

By partnering with The Pedowitz Group (TPG), GoToMeeting optimized its marketing budget while improving revenue contribution and operational efficiency. The strategic realignment of spend allocation, demand generation tactics, and revenue attribution allowed the company to maximize ROI without compromising lead volume or sales pipeline growth.

Key Outcomes:

30% reduction in marketing spend, improving cost efficiency post-acquisition.
25% increase in marketing-attributed revenue, demonstrating the value of data-driven optimization.
Optimized media mix, reallocating budget to high-performing digital channels for better conversion rates.
Real-time performance tracking, enabling executive leadership to make faster, data-backed marketing investment decisions.

With a scalable, analytics-driven approach in place, GoToMeeting is better positioned to sustain long-term growth. This ensures that marketing investments directly contribute to pipeline velocity, revenue impact, and overall business success.