The following page may contain information related to upcoming products, features and functionality. It is important to note that the information presented is for informational purposes only, so please do not rely on the information for purchasing or planning purposes. Just like with all projects, the items mentioned on the page are subject to change or delay, and the development, release, and timing of any products, features or functionality remain at the sole discretion of GitLab Inc.
Last reviewed: 2025-06
Fulfillment at GitLab aims to provide a seamless buying experience for customers. We invest in quote-to-cash systems to make purchasing, activating, and managing GitLab subscriptions as easy as possible. This improves customer satisfaction and streamlines our go-to-market (GTM) processes, helping accelerate revenue growth for the company. As GitLab expands its AI offerings and marketplace integrations, the Fulfillment team plays a vital role in enabling these new capabilities for customers while supporting the company's ambitious growth objectives.
The Fulfillment team consists of five groups:
We welcome feedback and contributions to help improve our fulfillment processes:
@courtmeddaugh for review, or open a Fulfillment Meta issue with your ideas.Your insights help us continually improve and align our efforts with user needs.
Enable customer success through frictionless purchasing and subscription management experiences across the entire GitLab platform. Empower customers to easily acquire, provision, and optimize their GitLab investments through intuitive self-service experiences and flexible monetization models that scale with their needs.
GitLab paid plans offer rich feature sets that enable customers to build software faster and more securely. For the Fulfillment section, success is to make it as easy as we can for a customer to transact with GitLab and unlock the value of these rich feature sets in our paid offerings.
We champion a "self-service first" approach while also supporting sales-assisted transactions. Our goal is to enable flexible monetization models including both seat-based subscriptions and usage-based add-ons. We're continuously working to simplify subscription management and support customers' preferred purchasing channels and payment methods. Given the diversity of customers we serve across various countries, organization sizes, and industries, we strive to excel at both direct transactions and sales through channels and alliances.
In our team, we operate based off the below principles.
Looking beyond our FY26, the Fulfillment section looks for opportunities to:
We expand our addressable market by launching new product offerings and improving operational efficiency by providing a seamless end-to-end subscription management experience. This enables our Sales teams to spend more of their time on strategic discussions with customers. It also allows our Support and Finance teams to be more efficient.
Recent accomplishments that have expanded our addressable market include:
We continue to balance delivering new business opportunities while improving our technical systems foundations.
We've seen improvements in customer satisfaction and reductions in customers needing assistance, which we can attribute to improvements such as:
We continuously incorporate this feedback into our product development process to ensure we're meeting our customers' evolving needs.
The Fulfillment team is committed to aligning our priorities with GitLab's strategic objectives. See below some of our focus areas this year. Please note the below list is not all-inclusive due to the SAFE nature of some of our work.
Target Contribution: Enable seamless paths to first purchase through modernized licensing, enhanced self-service experiences, and strategic new product offerings
Duo with Amazon Q offeringTarget Contribution: Improve the quote-to-cash experience and enhance Premium tier value through streamlined processes and flexible upgrade paths
Target Contribution: Enable flexible pricing models and streamlined user management to support evolving customer needs and purchasing preferences
As we continue to evolve our fulfillment processes and offerings, we face several challenges and opportunities:
Challenges:
Opportunities:
Due to the not public nature of most of our projects, our product roadmap is internal.
We have Fulfillment FY26 Plans and Prioritization (also Not Public), that GitLab team members can reference to track all planned initiatives by theme.
To learn more about our roadmap prioritization principles and process, please see Fulfillment Roadmap Prioritization
While we don't publicly share specific numbers, we monitor key metrics across support, self-service adoption, and revenue impact to ensure alignment with GitLab’s growth objectives.
See Fulfillment Recap issues for recaps of other recent milestone accomplishments and learnings (internal when needed).