Business Operations

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What is the difference between Sales Ops, Marketing Ops, and Business Ops?

Business Operations Sales Operations Marketing Operations
Answering the question: “How do we build go-to-market infrastructure to support company growth and pivots?” Quota assignments Day-to-day program and marketer support, including list uploads, landing pages, Marketo program management
Strategic analytics and data management Field & RD Forecasting Lead management
Cross-functional process automation and optimization Sales Compensation Data enrichment
New business technology review Sales admin activities Sales/Marketing SLAs
Holistic business systems administration, development, integration, architecture, and planning around the entire GTM tool stack. Ad hoc analysis for CRO Marketing process design
Prioritization of business operations issues Sales Process Training/Documentation Marketing process training and documentation
Salesforce administration, development, architecture, customizations, and technical documentation Sales Enablement functions Prioritization of Marketing-related business operations issues
Customer portal integrations Sales training on process flows
Integration processes with license app and signups Handbook documentation
Marketing tech stack implementations, development, integrations, and Reporting and business analysis related to the sales function
Reporting infrastructure Prioritization of Sales-related business operations issues.
This means consolidating all of the requests from sales into a single funnel with prioritization.

Purpose

Overview of systems, workflows and processes for the three functional groups - Sales, Marketing and Customer Success - that work closely together. This section is a singular reference point for operational management of the database and where the most up-to-date workflows, routing, rules and definition sets are managed. Tracking all tools, license allocation, admins and contracts for the combined Go-To-Market tech stack. Tips, tricks and how to's for the various applications and external resources that will help user be more productive in the business systems.

Reaching the Teams (internally)

Tech Stack

Applications & Tools Who Should Have Access Whom to Contact w/Questions Admin(s)
Avalara Finance Team Wilson Lau (primary)
Art Nasser
Wilson Lau
Art Nasser
Bizible Marketing Programs
Online Growth
Sr Director Demand Gen
Marketing OPS
JJ Cordz JJ Cordz
By Appointment Only (BAO) Online Marketing
SDR Team Lead
Jeffrey Broussard Jeffrey Broussard
JJ Cordz
Carta Access via GitLab credentials Paul Machle Paul Machle
Clearbit Account Executives
Account Managers
Outbound SDR
Inbound BDR
JJ Cordz (primary)
Francis Aquino
JJ Cordz
Francis Aquino
CloudExtend: Google Drive for NetSuite Finance Team Art Nasser Art Nasser
Cookiebot Marketing Operations JJ Cordz JJ Cordz
DiscoverOrg Mid-Market AEs
Outbound SDR
Francis Aquino Francis Aquino
DoGood Online Marketing
SDR Team Lead
Jeffrey Broussard Jeffrey Broussard
JJ Cordz
Drift Inbound BDR Molly Young (primary)
JJ Cordz (integration)
JJ Cordz
Expensify Access via GitLab credentials Wilson Lau (primary)
Art Nasser
Wilson Lau
Art Nasser
FunnelCake Sr Director Demand Gen
Marketing OPS
Online Marketing
  JJ Cordz
Google Analytics Sr Director Demand Gen
Marketing OPS
Online Marketing
Product Marketing
Content Marketing
JJ Cordz JJ Cordz
Google Tag Manager Online Marketing   JJ Cordz
GovWin IQ Sales - Federal Francis Aquino Francis Aquino
InsightSquared Executives
Sales Leadership
Francis Aquino Francis Aquino
LeanData Marketing OPS
Sales OPS
JJ Cordz (primary)
Francis Aquino
JJ Cordz
Francis Aquino
LicenseApp Access via GitLab credentials Francis Aquino
LinkedIn Sales Navigator Sales Leadership
Account Executives
Account Managers
Outbound SDR
Inbound BDR
JJ Cordz JJ Cordz
Marketo Marketing OPS
Online Marketing
Content Marketing
Field Marketing
JJ Cordz JJ Cordz
Moz Pro Online Marketing
Sr Director Demand Gen
LJ Banks
JJ Cordz (for access)
JJ Cordz
NetSuite Finance Team Art Nasser (primary)
Wilson Lau
Art Nasser
Wilson Lau
Optimizely Online Marketing   JJ Cordz
Outreach.io Account Executives
Account Managers
Outbound SDR
Inbound BDR
Francis Aquino (primary)
JJ Cordz
Chet Backman
Francis Aquino
JJ Cordz
Chet Backman
OwnBackup Business Operations Michael Snow (primary)
Francis Aquino (secondary)
Michael Snow
Piwik Online Marketing   Online Marketing Manager
Salesforce Sales Leadership
Account Executives
Account Managers
Outbound SDR
Inbound BDR
Solutions Architects
Marketing OPS
Not related to quotes or lead routing: Francis Aquino

Lead Routing/Scoring/Source: JJ Cordz
Francis Aquino
JJ Cordz
Sertifi Account Executives
Account Managers
Francis Aquino Francis Aquino
Stripe Finance TeamWilson LauWilson Lau
Terminus Online Marketing Emily Kyle (primary)
JJ Cordz
JJ Cordz
Unbounce Marketing OPS
Online Marketing
Content Marketing
Field Marketing
Design
JJ Cordz JJ Cordz
WebEx Marketing OPS JJ Cordz JJ Cordz
Xactly Sales Leadership
Finance Team
Francis Aquino (primary)
Wilson Lau
Francis Aquino
Wilson Lau
Zendesk Access via Salesforce Lee Matos Francis Aquino
Zoom Access via GitLab credentials PeopleOPS PeopleOPS
Zuora Access via Salesforce Wilson Lau (primary)
Francis Aquino (secondary)
Francis Aquino

Also see "Operations License Tracking & Contract Details" which can be found on the Google Drive.

Glossary

Term Definition
Accepted Lead A lead a Sales Development Representative or Business Development Representative agrees to work until qualified in or qualified out
Account An organization tracked in salesforce.com. An account can be a prospect, customer, former customer, integrator, reseller, or prospective reseller
AM Account Manager
AE Account Executive
APAC Asia-Pacific
BDR Business Development Representative
CS Customer Success
EMEA Europe, Middle East and Asia
Inquiry an Inbound request or response to an outbound marketing effort
IQM Initial Qualifying Meeting
MQL Marketo Qualified Lead - an inquiry that has been qualified through systematic means (e.g. through demographic/firmographic/behavior lead scoring)
NCSA North, Central, South America
Qualified Lead A lead a Sales Development Representative or Business Development Representative has qualified, converted to an opportunity and assigned to a Sales Representative (Stage 0-Pending Acceptance)
RD Regional Director
Sales Admin Sales Administrator
Sales Serve A sales method where a quota bearing member of the sales team closes the deal
[SAO] Sales Accepted Opportunity - an opportunity Sales agrees to pursue following an Initial Qualifying Meeting
SDR Sales Development Representative
Self Serve A sales method where a customer purchases online through our web store
SLA Service Level Agreement
SCLAU Abbreviation for SAO (Sales Accepted Opportunity) Count Large and Up
SQO Sales Qualified Opportunity
TEDD Technology, Engineering, Development and Design - used to estimate the maximum potential users of GitLab at a company
Won Opportunity Contract signed to Purchase GitLab

Customer Lifecycle

A customer lifecycle is a term used to track the different milestones prospective customers go through as they learn about GitLab and interact with our sales and marketing teams. Each subsequent milestone is a subset of the previous milestone, and represents a progression from not knowing GitLab to being a customer (and fan) of GitLab.

At the highest level of abstraction, we use the terms lead opportunity and customer to represent a person's progression towards becoming a customer of GitLab. Those three terms also correspond to record types in salesforce.com

Lead => Opportunity => Customer

However, there are more granular steps within the above milestones that are used to track the above process with more precision. They are tracked as follows:

Funnel stage Record Type Status or Stage
Raw Lead or Contact Raw
Inquiry Lead or Contact Inquiry
Marketo Qualified Lead Lead or Contact MQL
Accepted Lead Lead or Contact Accepted
Qualifying Lead or Contact Qualifying
Pending Acceptance Opportunity 0 - Pending Acceptance
Sales Accepted Opportunity Opportunity 1 - Discovery
Sales Qualified Opportunity Opportunity 2 Scoping - 5 Negotiating
Customer Opportunity 6-Closed Won

For the definition of the stage please click the record type link.

When going from Qualifying to Qualified Lead the lead is duplicated to an opportunity, and the lead is set to qualified and not being used anymore.

SAL Sales Capacity

The following calcuation is used to measure/plan for sales capacity. This is a calculation only and should be used to set goals and plan. Sales capacity is an individual metric that is based on several factors (lead source, tenure of salesperson, competitive landscape, geographic location, rep productivity) not included in the formula below:

Lead/Contact Management

MQL Definition

A Marketo Qualified Lead is a lead that has reached a certain threshold, we have determined to be 90 points, based on demographic, firmographic and/or behavioral information. The "MQL score" (search on the google drive for more information) is comprised of various actions and/or profile data that are weighted with positive or negative point values. Any record with a Person Score greater than or equal to 50 points will be inserted into the routing flow. Using LeanData every time a Person Score is updated, LeanData will run a check to see if the record needs to be processed through the flow.

Segmentation

Size

Strategic = 5000+ users
Large = 751-4999 users
Mid-Market = 101-750 users
Small-Medium Business (SMB) = 1-100 users

How Segments Are Determined

Sales Segmentation can be determined by a few different criteria in Salesforce:

On the lead object, it can be defined by the following fields:

  1. Number of Developers Bucket field, which is captured on various web forms including EE trial signups
  2. How Many Developers Do You Have? qualifying question, which is asked during the qualification process

On the lead object, the Sales Segmentation will be determined by the larger of the two values. So if the Number of Developers field is >100 but the How Many Developers Do You Have? field is 200, the lead record will be categorized as Mid-Market.

On the account object, it can be defined by the following fields:

  1. How Many Developers Do You Have? field, which is populated on the opportunity object after lead conversion
  2. IT + TEDD employees The sum of IT and TEDD employees from DiscoverOrg.
  3. Number of Licenses field, which is populated from Zuora and captures the number of licenses that the customer has purchased
  4. Manual override of the Potential EE Users field. If you decide to overwrite the Potential EE Users field, please note that it must be more than the Number of Licenses since a customer cannot have less potential users than they purchased.

Note that the default value for leads and accounts where all of the controlling fields are NULL or 0 is Unknown.

Parent Sales Segmentation

In addition to the current account Sales Segmentation, the Parent Sales Segmentation Field is displayed on the account record as well. The purpose of this field is to show the potential users of the parent account, as it is possible that the current account you are viewing has a potential user count of 100, for example- as it may be a specific location, business unit, or department- but that the parent account may have potential users numbering in the thousands. Please note that the child accounts' Potential EE Users do not roll up to the parent account.

Region/Vertical

Asia Pacific (APAC): Regional Director - Michael Alessio Europe, Middle East and Africa (EMEA): Regional Director - Richard Pidgeon Latin America (LATAM): Channel Sales Manager - Jim Torres North America - US East: Regional Director - Mark Rogge North America - US West: Regional Director - Haydn Mackay Public Sector: Director of Federal Sales - Paul Almeida

In Marketo we have modified the country values to match Salesforce to allow for seamless syncronization between the two systems. When creating new forms in Marketo, you can use the "Master Country List" (viewable on the Google Drive), copying column A into the form builder.

Initial Source

Initial Source is first "known" touch attribution or when a website visitor becomes a known name in our database, it should never be changed or overwritten. If merging records, keep the Initial Source that is oldest (or set first). When creating Lead/Contact records and you are unsure what Initial Source should be used, ask in the #Lead-Questions Slack channel.

Lead & Contact Statuses

The Lead & Contact objects in Salesforce have unified statuses with the following definitions. If you have questions about current status, please ask in #Lead-Questions channel on Slack.

Status Definition
Raw Untouched brand new lead
Inquiry Form submission, meeting @ trade show, content offer
MQL Marketo Qualified through systematic means
Accepted Actively working to get in touch with the lead/contact
Qualifying In 2-way conversation with lead/contact
Qualified Progressing to next step of sales funnel (typically OPP created & hand off to Sales team)
Unqualified Contact information is not now or ever valid in future; Spam form fill-out
Nurture Record is not ready for our services or buying conversation now, possibly later
Bad Data Incorrect data - to potentially be researched to find correct data to contact by other means
Web Portal Purchase Used when lead/contact completed a purchase through self-serve channel & duplicate record exists

Lead Routing

The lead routing rules are determined by the incoming source (Trial, Contact Us, etc) and factors related to Sales Segmentation and Region.

Contact Us Requests

All Contact Us requests must be followed up within one (1) business day Service Level Agreement (SLA) and follow up must be tracked as an activity on the record within Salesforce.

Strategic, Large and Mid-Market Segments: Routed to BDR for qualification

SMB Segment: Routed to the Customer Advocate team based on Region (EMEA, NCSA or APAC) Unknown Segment: Routed to the BDR team for prequalification and segment assignment.

US Federal and Government: Routed to the US BDR team to determine appropriate routing.

Trial Requests

Trials can be requested through web form or within product UI. Default trial length is thirty (30) days. Trial leads are routed to the BDR team based on Region, regardless of sales segment. Regional distribution of Trial leads are:

Leads that come in for Accounts that have Existing Opportunities

Someone submits a Contact Us inquiry requesting a direct quote or shows buyer readiness

Someone submits a Contact Us inquiry requesting a third-party quote request

List Imports

You may obtain a list from an external source. If you would like the list uploaded, you must make sure that the following initial data cleanup is completed:

Once the initial data cleanup is complete, you will send the file to Sales and Marketing Operations. You must include the following details on your email:

File will be reviewed and may be returned if it does not meet the initial data cleanup requirements, or may have other issues not mentioned above. Once the file is accepted, please allow for a five (5) day turnaround time.

Video: How to upload/import a list to SFDC from Discoverorg

Criteria for Sales Accepted Opportunity (SAO)

The following criteria are required for all SAOs:

Once the opportunity is created, it should be set to "0-Pending Acceptance" stage. Please see the Opportunity Stage for stage definitions and activities.

Opportunity Stages

To help move sales through the sales process, here is a list of questions to ask at each stage

00-Pre Opportunity- This stage should be used when an opportunity does not meet our opportunity criteria. However, there is a potential for business, and it should be tracked for possible business.

0-Pending Acceptance: This is the initial stage once an opportunity is created.

1-Discovery: Uncover as much intelligence about the project as you can, which will be confirmed at later stages throughout the sales cycle.

2-Scoping: Uncover business challenges/objectives, the competitive landscape, realizing fit.

3-Technical Evaluation: Confirming technical requirements. A proof-of-concept (POC) might occur at this stage. This is also the stage to confirm information before a proposal is delivered.

4-Proposal: Business and technical challenges and been uncovered and resolved. A proposal is drafted and delivered to the prospect.

5-Negotiating: The prospect or customer has received the proposal and is in contract negotiations.

6-Awaiting Signature: The prospect or customer has verbally agreed to the terms and conditions outlined in the proposal and has submitted for signature.

7-Closed Won: Congratulations!! The terms have been agreed to by both parties and the quote has been approved by Finance.

8-Closed Lost: An opportunity was lost and the prospect/customer has decided not to pursue the purchase of GitLab.

9-Unqualified: An opportunity was never qualified.

10-Duplicate: A duplicate opportunity exists in the system. This usually happens when a web direct opportunity is won when an existing opportunity already exists in Salesforce. Another reason could be multiple renewals created for the same opportunity. This stage should not be used when disqualifying an opportunity or if it is discovered at some point after acceptance that the opportunity is really part of a larger initiative. If the opportunity was accepted, it cannot be marked as a duplicate. Instead, you must mark the opportunity as "8-Closed Lost" and select the appropriate reason. Possible selections could include "Consolidating order - part of another subscription" or "Merged into another opportunity" as reasons why a duplicate opportunity may have been created.

Opportunity Stage Movement Considerations

Note that once you qualify an opportunity via our standard qualification process, you cannot revert an opportunity back to the following stages: 00-Pre Opportunity, 0-Pre AE Qualified, or 8-Unqualified. If you need to revert an opportunity you've previously qualified to one of these stages, please contact Sales Operations and we can determine why the opportunity (once qualified) is no longer qualified.

Reverting an Opportunity to a Previous Stage

If a previously met criteria has become unmet, you are required to revert back to the latest stage where all activites were completed. For example, if a prospect had previously signed off on GitLab from a technical standpoint, requested a quote and has begun contract negotiations, you would set the opportunity to "5-Negotiating". However, if at any point during the negotiations, additional technical questions or requirements arise that result in a re-evaluation of GitLab's technical capabilities, you would revert the opportunity back to "3-Technical Evaluation". After the opportuniy has once again met the stage completion criteria, you are able to move the opportunity to either "4-Proposal" if a new order form was created as a result of the additional technical requirements, or back to "5-Negotiating" if no changes were made to the original order form.

Rules of Engagement

Inbound BDRs mainly work within the LEAD object in Salesforce. These records are the result of the following activities:

Outbound SDRs mainly work within the CONTACT & ACCOUNT objects in Salesforce. These records are the result of the following activities:

Directionally: If someone is exhibiting bonafide interest in evaluating EE that person is routed to an inbound BDR and is handled with the existing qualification process. If someone has shown interest in educational topics like high level webinars, white papers, or visited us at a tradeshow booth AND they are from a Large or Strategic account these are handled by the outbound SDR for followup.

LEAD/CONTACT Records with the Initial Source of GitLab.com are not to be engaged, prospected or targeted unless they have taken a handraising 'active' activity, as defined below.

Active vs. Passive

Initial Source cannot be used to determine if a lead is 'active' or 'passive' since the Initial Source is set upon first touch attribution; therefore, looking at the Last Interesting Moment field is the primary field used to begin determining if a record is actively being worked. Reviewing the Activity History in Salesforce is another factor considered when evaluating 'active' or 'passive'.

A LEAD or CONTACT is considered 'Active' if they have taken an EE Trial, attended an EEP Demo webcast and/or engaged Web Chat, these are all handraising 'active' activities. These types of records are worked by the inbound BDR team and 'Active' for a minimum of 60 days from the date of the handraising activity. For example: the record is considered 'Active' for entire duration of EE trial, plus 30 days after EE Trial End Date.

Situational Handling of Leads

Record Ownership

Contacts on accounts owned by a member of the Field Sales Team (RD/AE/AM/SAL), will be owned by the named Account Owner (i.e both the Account and Contact ownership will match). When an SDR is assigned to an Account to support and assist with outreach, the SDR will be added to the GitLab Team on the Account object within SFDC, which then populates down to the related Contact records.

Records, both Lead and Contact, need to be synced to Outreach to ensure email activity is properly mapped back to Activity History in SFDC. The owner of the record in SFDC does not need to match the owner in Outreach.

Types of Accounts

Accounts Created in Salesforce utilizing CE Usage Ping Data

The CE Usage ping provides GitLab with some limited insight into how end users are utilizing the platform. The raw information is cleaned, enriched and then pushed to SFDC as an Account by the BizOPS team.

If there is not an existing account match in Salesforce, a new account record will be created with the following information populated:

SFDC Field Default Value
Account Name  
Account Source CE Download
Number of Employees  
Billing Street  
Billing City  
Billing Zip  
Billing Country  
Account Type Prospect - CE User
Account Website  
Industry Populated by Clearbit
Active CE Users Populated by Usage Ping
CE Instances Populated by Usage Ping
Account Owner Sales Admin by Default
Using CE Checked True

Process

  1. Sales Team members can use this data to proactively identify Prospect - CE User accounts that fit their target segement(s). Accounts owned by Sales Admin can be adopted by a Sales Team member changing ownership in Salesforce. The adoption of any Sales Admin owned records will trigger an email alert that is sent to the Account Research Specialist for transparency and awareness of what account records have been claimed.
  2. The Account Research Specialist will be responsible for reviewing the Prospect - CE User accounts on a regular basis to determine additional account records that should be worked either by a Sales Team member or Outbound SDR.
  3. When an account record has been identified for follow up, the Account Research Specialist will work with the appropriate Regional Director (RD) to determine Outbound SDR assignment based on work load and available capacity.
  4. The assigned Outbound SDR will work the Prospect - CE User account the same as any other known CE User account leveraging the tools at their disposal (DiscoverOrg, LinkedIn Sales Navigator, etc) to add contacts to the account record and populate the firmographic profile of the account.

Weekly Marketing Reporting

The Online Marketing team is in charge of updating reports and dashboards for the weekly marketing meetings. The current reporting that is being used can be found in Google Drive by searching for "Quarterly Marketing Dashboard".

To access numbers for the reports, you can use the following links:

Reporting on Large and Up Sales Segment Opportunity Creation

An area of focus is the large and strategic sales segments. For visibility into performance in these market segments we use a Large and Up Opportunity Performance dashboard in salesforce.com. It tracks the measures pending acceptance opportunities, SAO, and SQO.

The dashboard analyzes opportunity measures by the dimensions initial source type sales segmentation and sales qualification source. We set our demand generation targets based on SAO count in large and up segments by initial source type and sales qualification source as follows: