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Success Plans

View the TAM Handbook homepage for additional TAM-related handbook pages.

Success Plan Overview

What is a Success Plan?

A Success Plan is an interactive map to align the purchase (or renewal!) reasons to customer outcomes, develop joint accountabilities, measure progress and evolve as customers’ needs change. Put another way, it’s the way the customer can see and know that they’re attaining significantly more value than the cost of a product or service.

Slide deck: Success Plans: Foundation for Success

What is NOT a Success Plan?

What’s the purpose of a Success Plan?

What are the strategies and tactics of a Success Plan?

How will a Success Plan be used?

A Success Plan is the guiding document which connects the customer’s pain (often purchasing reason) to their GitLab solution to verified business outcomes. EBRs will showcase the status of a Success Plan.

##How to Create a Success Plan

Google Doc Template Setup

  1. Make a COPY of the Google Doc Template
    1. Don’t forget to rename it for the customer
  2. Add the URL the Salesforce Account (under Customer Success section, see screenshot below)
  3. Progressively fill out the Success Plan using the next few steps

Step 1: Customer Review

New Customer Intake

Existing Customer

Step 2: Identify Business Objectives

What are the objectives of a Success Plan?

The objectives should be written from the customer’s perspective and in their words, not ours. For example, an Objective should be “Reduce our Cycle Time from X to Y - from Issue creation to production” rather than “find value from utilizing Manage stage” or “get customer to adopt X stage”.

You should be able to answer:


Type Numerical Goals - Quantitative Initiatives - Qualitative
Description A lagging indicator such as time saved or money earned Description of an outcome that will be a substantial strategic win for the Org.
  • 20% reduction in Cycle Time
  • XX% change to Deployment Frequency
  • “Migrate to single App for DevOps lifecycle”
  • “Launch SAST and DAST across the company”
Common Pitfalls
  • Unrealistic: we can easily say “50 increase in IACV”
  • Not the real goal: “activate 50% of users” when we really want to measure the impact of GitLab to their bottom line
  • Not measurable: “Delight the customer!”
  • In the weeds: technical jargon that your contact may not, but not the decision-maker, sponsor, or Exec team
  • Nice-to-have or Out-of-date: are we focused on the #1 or #2 company initiative, or #5 or #6?
  • Ambiguous: “more things faster” or “increase team collaboration”

Step 3: Strategy Session


All stakeholders agree on the business objectives that the project is pursuing, which products & services will help them reach that goal, and to keep the scope focused to 1-3 objectives.

Key Topics

Step 4: Documenting the Success Plan

Review the Command Plan

While reviewing the Command Plan in Salesforce, put special focus on:




Customers can have multiple Objectives, though it’s best to limit it to 1-3 for focus and achievability.

Key components of the objectives in the Success Plan include:

Step 5: Track Value

  1. Drive Progress
  2. Record and Demonstrate Success
  3. Validate and Update Business Objectives

Drive Progress

Record and Demonstrate Success

Validate and Update Business Objectives