E-group KPIs

On this page

Intro

Every executive at GitLab has Key Performance Indicators (KPIs). This page has the goals and links to the definitions. The goals are merged by the CEO. The definitions should be in the relevant part of the handbook. In the definition it should mention what the canonical source is for this indicator.

Public

In the doc 'GitLab Metrics' at IPO are the KPIs that we may share publicly.

CEO

CEO goals are duplicates of goals of the reports. The CEO goals are the most important indicators of company performance.

  1. IACV vs. plan > 1
  2. Sales efficiency ratio > 1
  3. ARR YoY > 190%
  4. Pipe generated vs. plan > 1
  5. Wider community contributions per release
  6. CAC / LTV ratio > 4
  7. Average NPS
  8. Hires vs. plan > 0.9
  9. Monthly employee turnover
  10. New hire average score
  11. Merge Requests per release per developer
  12. Uptime GitLab.com
  13. Active users per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown
  14. Support CSAT
  15. Runway > 12 months
  16. MAAUI (monthly active users of UI)[^1] [^1]: MAUUI is a Meltano specific KPI and an exception to the CEO goals. MAUUI is not part of the GitLab Executive Team KPIs.

CRO

Looker 45

  1. IACV vs. plan > 1
  2. Field efficiency ratio > 2
  3. TCV vs. plan > 1
  4. ARR YoY > 190%
  5. Win rate > 30%
  6. % of ramped reps at or above quota > 0.7
  7. Net Retention > 2
  8. Gross Retention > 0.9
  9. Rep IACV per comp > 5
  10. ProServe revenue vs. cost > 1.1
  11. Services attach rate for strategic > 0.8
  12. Self-serve sales ratio > 0.3
  13. Licensed users
  14. ARPU
  15. New strategic accounts
  16. IACV per Rep > $1.0M
  17. New hire location factor < TBD

CMO

Looker 51

  1. Pipe generated vs. plan > 1
  2. Pipe-to-spend > 5
  3. Marketing efficiency ratio > 2
  4. SCLAU
  5. CAC / LTV ratio > 4
  6. Twitter mentions
  7. Sessions on our marketing site
  8. New users
  9. Installations: Download, start of installation, success installation, created admin user, configured email, second user invited, 30 day active, updates
  10. Social response time
  11. Participants at meetups with GitLab presentation
  12. GitLab presentations given
  13. Wider community contributions per release
  14. Monthly Active Contributors from the wider community
  15. New hire location factor < X

CCO

Looker 44

  1. Hires vs. plan > 0.9
  2. Apply to hire days < 30
  3. No offer NPS > 4.1
  4. Offer acceptance rate > 0.9
  5. Average NPS
  6. Average location factor
  7. New hire location factor < TBD
  8. Monthly employee turnover
  9. YTD employee turnover
  10. Candidates per vacancy
  11. Percentage of vacancies with active sourcing
  12. New hire average score
  13. Onboarding NPS
  14. Diversity lifecycle: applications, recruited, interviews, offers, acceptance, retention
  15. PeopleOps cost per employee
  16. Discretionary bonus per employee per month > 0.1

CFO

Looker 43

  1. IACV per capital consumed > 2
  2. Sales efficiency > 1.0
  3. Magic number > 1.1
  4. Gross margin > 0.9
  5. Average days of sales outstanding < 45
  6. Average days to close < 10
  7. Runway > 12 months
  8. New hire location factor < 0.7

VP of Product

Looker 69 only has MAU and SMAU.

  1. SMAU
  2. MAU
  3. Sessions on release post
  4. Installation churn
  5. User churn
  6. New hire location factor < TBD

VP of Engineering

Looker 46

  1. Merge Requests per release
  2. Merge Requests per release per developer
  3. Uptime GitLab.com
  4. Performance GitLab.com
  5. Support SLA
  6. Support CSAT
  7. Support cost vs. recurring revenue
  8. Days to fix S1 security issues
  9. Days to fix S2 security issues
  10. Days to fix S3 security issues
  11. GitLab.com infrastructure cost per MAU
  12. ARR per support rep > $1.175M
  13. New hire location factor < 0.5
  14. Public Cloud Spend

VP of Alliances

Looker 53 is broken.

  1. Active users per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown
  2. Active installations per hosting platform: Total, AWS, Azure, GCP, IBM, Unknown
  3. Installations: Download, start of installation, success installation, created admin user, configured email, second user invited, 30 day active, updates
  4. Downloads: Updates & Initial per distribution method: Omnibus, Cloud native helm chart, Source