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.
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.
Strategic = 5000+ users
Large = 751-4999 users
Mid-Market = 101-750 users
Small-Medium Business (SMB) = 1-100 users
Sales Segmentation can be determined by a few different criteria in Salesforce:
On the lead object, it can be defined by the following fields:
Number of Developers Bucketfield, which is captured on various web forms including EE trial signups
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
On the account object, it can be defined by the following fields:
How Many Developers Do You Have?field, which is populated on the opportunity object after lead conversion
IT + TEDD employeesThe sum of IT and TEDD employees from DiscoverOrg.
Number of Licensesfield, which is populated from Zuora and captures the number of licenses that the customer has purchased
Potential EE Usersfield. If you decide to overwrite the
Potential EE Usersfield, please note that it must be more than the
Number of Licensessince 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
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.
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 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.
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.
|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|
The lead routing rules are determined by the incoming source (
Contact Us, etc) and factors related to
Sales Segmentation as well as
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.
Mid-Market Sales Segments: Routed directly to the Strategic Account Leader (SAL) or Account Executive (AE) that owns the account in Salesforce.
Contact Usfollow up to an SDR, BDR or may follow-up directly.
Sales Qualified Amountso it does not impact our planning in the Revenue Model. This means setting the amount to reflect the number of seats the prospect initially inquires about not the amount that will be reflected in the initial order.
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 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:
Inbound BDRs mainly work within the LEAD object in Salesforce. These records are the result of the following activities:
Web Chatthrough the Drift bot on select pages
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
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.
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
EE Trialand then completes a
Contact Request, the inbound BDR who is working the
EE Trialretains ownership of the LEAD record, regardless of Sales Segment.
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.
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.
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|
|Number of Employees|
|Account Type|| |
|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|
Prospect - CE Useraccounts that fit their target segement(s). Accounts owned by
Sales Admincan be adopted by a Sales Team member changing ownership in Salesforce. The adoption of any
Sales Adminowned 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.
Prospect - CE Useraccounts on a regular basis to determine additional account records that should be worked either by a Sales Team member or Outbound SDR.
Prospect - CE Useraccount the same as any other known
CE Useraccount 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.