As a company we have to be great at providing multiple journeys. The contributor, user, and buyer journey involve different people going through them, different metrics, different hand-offs, and different teams providing them. Most companies never master a journey, a few companies master one: Ubuntu mastered the contributor journey, Atlassian the user journey, and Oracle the buyer journey. Our ambition is to master all three.
The hard thing is that during a journey you have multiple hand-offs between departments and teams. These hand-off points need to be well defined and work for both teams. It is essential to measure all steps of the journey to see where an improvement would have the greatest effect.
A contributor is someone who contributed to GitLab with code, documentation, a blog article, a tweet, a talk, a meetup, and/or helping on the issue tracker/forum/irc.
People might skip parts of this journey, for example by never contributing code. That is perfectly fine.
|Stage||Measured By||GitLab Owner|
|Install||# Usage Pings ?||Distribution|
|Single User Experience||Usage Ping||UX|
|Invite Other Users||Usage Ping||?|
|Adopt All Features||Usage Ping||? Product & Marketing|
|Invite Other Departments||Usage Ping||?|
|Stage||Measured By||GitLab Owner||Activities|
|Awareness||Impressions/Share of Voice||Marketing||Blog, SEO, Ads, Campaign, AR, PR|
|Initial Contact||Get in touch with us||Marketing||Trial, chat, or contact sales|
|Willing to Talk||Marketing and Sales||Initial Qualifying Meeting|
|Enter Buying Cycle||Pipeline stage movement||Sales||Progress through pipeline stages|
|Purchase||Dollar amount in contract||Sales, Finance, Legal||Sign our paper/submit PO|
|Adoption||Usage ping of different DevOps stages||Customer Success|
|Reference||Scale of reference-ability: e.g. more points for video; then blog; public reference; private reference||Customer Advocates||Published material or entry to reference database|
|Contribute||More than a reference, the customer contributes to the GitLab project or community||Community Advocates||Code; feature requests; Customer Advisory Boards|