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Account Management

Account Management Handbook

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Role & Responsiblities

See the Account Manager role description

Customer Roles

There are two roles assigned to account coverage - Account Manager (AM) and Technical Account Managers (TAM). For definitions of the account size, refer to market segmentation which is based on a company's total employee count.

Customer On-boarding Checklist

  1. Welcome! — Welcome the customer aboard GitLab, introduce yourself and your purpose within the company and how you will support them throughout the relationship with the business and what they can expect from you. Provide the introduction to support and how to obtain support "For enterprise, Enterprise Edition receives next business day support via e-mail. Please submit your support request through the support web form.
  2. Personal introduction — (2-5 days) Create a task in Salesforce to conduct a personal introduction to your new account contacts. This should be quick and informal phone call, this is not an opportunity for discovery but an outreach for you to build rapport and open lines for communication.
  3. Installation follow-up — (7-10 days) Create a task in Salesforce to follow-up on the installation, was it successful did they have encounter any issues, were the issues self resolved by using documentation or was the help of support required. This time is a good opportunity to share with the customer the vision of GitLab "Idea to Production" YouTube video.
  4. Education — (20-30 days) Create a task in Salesforce for product education. Remind your customer that our releases are on the 22nd of each month per our Direction. Depending on your timing of this correspondence you may inform them of any major enhancements that have been released or are about to be released.
  5. Discovery — (60 days) Now that your customer has had some time and experience using GitLab, set out to discover the need for GitLab commercial features and functionality (Bronze, Silver, Gold, Starter, Premium, and Ultimate) by running through Sales Qualification Questions.
  6. Check-in — (90 days) Create a task in salesforce for check-in with customer. Ask if the customer has any outstanding issues. Do they have any feature requests? This is also an opportunity to identify if there has been any changes in the organization, or an opportunity for further user adoption for their goals. For a status check, also identify that key decision makers and license contacts are still current.
  7. Outlook — (6 months) Same as 90 day Check-in task, additionally discuss what the customer roadmap and outlook looks like for the next 6 months. What can we expect in terms of growth, what does the customer expect in terms of our product and offerings.
  8. Renewal/Expansion — (10 months) Check in with the customer and let them know they are soon due for renewal. Are there any changes to who is responsible for the renewal or otherwise? Good time to ask about their team growth to see if they need more seats. Good time to educate and develop need for GitLab Products.
  9. Renewal — (11 months) Check in with the customer if they have not yet renewed, if there are any blockers to renewal or any changes to expect.
  10. Renewal — (12 months) Follow up with the customer, if we have lost their renewal discover the reasons why we did not succeed and if any changes can be made or improved. If they have moved to another solution, which and why?
  11. Expansion — For Strategic Deals, an Account Expansion Template should be created.

Customer Engagement

When there is a new assigned account/customer to engage, start with the Checklist by sending a formal request for an informal introduction. Prior to this, become familiar with information about the customer's role within the company, how GitLab brings value to their organization, and any feedback or outstanding issues they may currently have.

Ensure that your contact records are populated with as much information as possible for data integrity. It is important to gather details and verify accuracy as early as possible. Utilize previous correspondence or additional resources such as LinkedIn for your core data.

  1. Title
  2. Role
  3. Email
  4. Contact number

Note, it may be important to record the salutation of a contact/lead from APAC, where possible it should be identified.

Additionally schedule out the following for the account onboarding:

  1. Create a 'task' in salesforce to follow up 30 days from the last point contact. Consider asking how they felt a issue is being handled or how it was resolved, did they have any feedback on the latest release or feature? Did they have a feature request?
  2. Create a 'task' in salesforce to follow up on 60 days for Discovery.

Consider creating other tasks as interactions and events occur with the particular account.


So, you got a response! Now what?

Create an entry in the Feedback section of Salesforce at any time input is received on an account.


Continue with the Checklist, and follow any other interaction that may arise.

Unsuccessful Customer Engagement

You've sent your customer introduction and they do not reply. To reduce chances for unsuccessful engagement and the overall onboarding, exhaust other outreach beyond a personal introduction by deploying some of the product focused tasks below.

Tip, use HTML format for your emails - Salesforce will let you know if your recipient has read your email.

Using Cases in Salesforce

As mentioned in the Sales Handbook, there are multiple email addresses that will create a Case record in Salesforce.

New Business Inquiries

Existing Customer Inquiries


Renewal Notifications

The following are the different types of renewal notifications from Zuora. Renewal notifications are sent from and will create a Case upon response.

Types of Inquiries and How to Handle Them

Other Account Management Topics