Business Operations - Database Management

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Lead/Contact Management

We follow the steps detailed in the demand waterfall to track the different milestones prospective customers go through as they learn about GitLab and interact with our sales and marketing teams.

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 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
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, 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 intouch 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 (EE Trial, Contact Us, etc) and factors related to Sales Segmentation as well as Region.

Contact Us Requests

All Contact Us requests must be followed up within one (1) business day (service level agreement SLA) and that follow up must be tracked as an activity on the record within Salesforce.

Strategic, Large and Mid-Market Sales Segments: Routed directly to the Strategic Account Leader (SAL) or Account Executive (AE) that owns the account in Salesforce.

SMB or Unknown Sales Segments: Routed to the Business Development Representatives (BDR) based on region (EMEA, NCSA, APAC)

Federal, Government, Non-Profit or Education Segments: Routed to the Federal Accounts team for follow up and response

Enterprise Trial Requests

Enterprise Edition (EE) trials can be requested through web form or in-product request and default length is thirty (30) days. Trial leads are routed to the inbound BDR team based on region, regardless of sales segment. Regional distribution of EE Trial leads are:

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 Inital 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. 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  
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 Ownwer 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.

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