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: 2023-09
At GitLab, Fulfillment works to provide a seamless buying experience for our customers. We invest in the order-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.
The Fulfillment section encompasses five groups and ten categories. Fulfillment collaborates closely with Field Operations, Enterprise Applications, Billing Ops, Support, and Data.
We welcome feedback on our initiatives. If you have any thoughts or suggestions, please feel free to create a merge request to this page and assign it to @ofernandez2 for review, or open a Fulfillment Meta issue.
Provide customers with an excellent experience by making it easy for them to purchase GitLab paid subscriptions and add-ons, provision their purchase, and manage subscription changes such as increasing seat count or renewing.
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 strive to make our subscription purchase and management process simple and support our customers' preferred purchasing channels, as well as their preferred payment methods. Delivering this vision requires investments across all interfaces where customers conduct business with GitLab. Given the breadth of countries, organization sizes, and industries that benefit from the GitLab product, we strive to be excellent at both direct transactions via our web commerce portal or our sales team, as well as sales via Channels and Alliances.
Our vision is to improve operational efficiency by providing a seamless end-to-end subscription management experience. This enables our Sales teams to spend more of their time on accounts with high LAM. It also allows our Support and Finance teams to be more efficient.
We have faced significant headwinds as we made progress in our Fulfillment systems. We are working on a series of projects to improve things moving forward.
| Challenge | How to improve | Lessons Learned |
|---|---|---|
| Any significant changes to Fulfillment systems has an impact on, and must be coordinated with, many cross-functional teams. | We are investing heavily in reducing system complexity and aligning data architecture across systems to reduce errors and cognitive load as teams move across systems. | Proactive quarterly planning and review by other stakeholders, stronger program management. |
| There are many important initiatives to support, and often our resources are spread too thinly. | We set clear FY24 Prioritized Plans and ensure that priorities are clearly communicated across teams each quarter by using OKRs. | Proactive planning and communication of priorities each quarter. Consolidate prioritization to OKRs and eliminate confusion of what's the source of truth for priorities. |
In FY23, we took a deliberate approach to slow down new feature development in favor of improving the foundations of our systems and addressing pain points with existing functionality. This has continued in FY24 as we work to improve our system foundations.
Over the next 12 months we are focusing on the following investment themes:
GitLab has traditionally had limited offerings - 2 paid tier plans that apply to all seats in a provisioned instance/group, and 2 consumable add-ons. Moving forward, we'd like to enable other pricing and packaging options. Details of this work are limited access.
In addition, we support pricing changes such as the GitLab Premium price change announced on 2023-03-02.
In FY24, we will focus on the following areas to make it easier for customers to purchase a GitLab subscription.
An increasing number of customers begin their GitLab journey via a partner. They may transact in a cloud provider's marketplace or purchase GitLab as part of a software bundle via a distributor. Our goal is to ensure those customers and partners get as high a quality of service as they would buying direct. This means extending our APIs to support indirect transactions and collaborating closely with our counterparts in Channel Ops, Finance, and Enterprise Apps to design solutions that extend our internal systems beyond their direct-sales use cases. We plan to create more visibility and flexibility for our customers and partners to manage GitLab subscriptions.
For more details on this work, reference the Commerce Integrations category direction page and roadmap in Groups.
Currently, we maintain separate pathways for a new SaaS subscription purchase, a new self-managed subscription purchase, purchasing a storage add-on, and more. We also maintain purchase pathways for personal namespace add-ons, where we no longer support paid plan purchases. In FY24, we seek to simplify the purchase experiences by investing in a consolidated, best-in-class purchase path for our various offerings.
Our investments in using GitLab.com single sign-on as the login method for customers.gitlab.com open up the possibility for more streamlined purchase experiences across SaaS and SM without relying on building experiences within the GitLab product.
For more details on this work, reference the Purchase group's direction page and roadmap in Groups.
For initiatives such as the GitLab Premium Price update, GitLab would like the ability to offer a special discount to specific customers which they can redeem on customers.gitlab.com. We built discounting capabilities, which we used in FY24 for two discount types extended via the web store to qualifying customers.
We want to take the complexity out of understanding GitLab's pricing so that a customer can easily understand and manage their subscription usage and how it relates to billing. A key problem area has been seat overages transparency, seat usage visibility, and customer understanding of our overages model. We are looking for ways to simplify our seat overages model and hope to finalize a proposal by the end of FY24, for FY25 development.
As we roll out namespace Storage limits on SaaS, we are working to ensure that namespace storage is easy to understand and manage for all SaaS users.
We released in FY24 user caps for groups to help SaaS customers better manage their paid subscription seats. We plan to address some of the known gaps in User Caps for Groups as we finalize FY24.
For more details on this work, reference the Utilization group's direction page and roadmap in Groups.
In FY23, we made significant progress in migrating a large number of our GitLab self-managed subscriptions to use Cloud Licensing. In FY24, we will build on this foundation to continue to improve a customer's ability to provision their subscriptions.
Areas of investment in FY24 include:
For more details on this work, reference the Provision group's direction page and roadmap in Groups.
Managing a GitLab subscription should be simple and largely automated. In order to make this a reality for all customers, we are investing in:
For more details on this work, reference the Billing & Subscription Management and the Fulfillment Platform groups' direction pages and roadmaps in Groups.
GitLab team members are passionate about delivering value to our customers. To contribute to this, Fulfillment will invest in several initiatives in FY24 to improve the effectiveness of our internal teams.
As we complete these investments we will reduce the complexity of our order-to-cash systems, making it easier to innovate and deliver improvements to GitLab customers and our internal stakeholders across sales, billing, and more.
For more details on this work, reference the Fulfillment Platform groups direction pages and roadmaps in Groups.
Due to the not public nature of most of our projects, our product roadmap is internal.
We have Fulfillment FY24 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
| Group | Description | Roadmap | Categories |
|---|---|---|---|
| Billing and Subscription Management | The Billing and Subscription Management group is responsible for providing customers with an easy, informed, and reliable experience to view and manage their subscriptions, billing details, and contacts. | Roadmap | Billing & Payments, Subscription Management |
| Fulfillment Platform | Fulfillment Platform maintains and evolves our underlying order-to-cash infrastructure, including integrations with Zuora to help accelerate our goals as a section. This group also works with internal teams to build robust systems that enable our internal, customer-facing teams better support our customers. | Roadmap | CustomersDot Application, Fulfillment Admin Tooling, Fulfillment Infrastructure |
| Provision | The Provision group is responsible for provisioning and managing licenses across self-managed and SaaS (including Cloud License activation/sync and provisioning of legacy licenses). This group is also responsible for the buying experience for customers provisioning instances through third-party distributors and marketplaces, as well as the integration between GitLab Customers Portal and Salesforce.com. | Roadmap | SM Provisioning, SaaS Provisioning, Fulfillment Integrations & Visibility |
| Purchase | The Purchase group is responsible for optimizing the web-direct purchase experience, with a focus on first orders. The team is also acting as the interim owners of seat cost management work: seat usage visibility, billable users calculation, and seat limits. | Roadmap | Purchase, Seat Cost Management |
| Utilization | The Utilization group endeavors to capture and deliver usage data (currently focused on consumables) to internal team members, prospects, and customers so that they can make the best decision for their business needs. | Roadmap | Consumables Cost Management |
Team members can reference our Fulfillment FY24 Q3 OKRs.
We follow the OKR (Objective and Key Results) framework to set and track goals quarterly. The Fulfillment section OKRs are set across the entire Quad.
Fulfillment does not track Performance Indicators at this time. While we monitor performance metrics to ensure the availability, security, and robustness of our systems, and keep to our SLOs, our goals and product plans are all tracked in OKRs.
See Fulfillment Recap issues for recaps of recent milestones and the associated accomplishments and learnings (internal only when needed).