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Purpose

This page is to walkthrough the tehcnical setup of different partner campaign types from Marketo>SFDC>Vartopia, including Marketo and SFDC campaign set up for Joint Gitlab and Partner Events, Partner Trials and MDF funded campaigns. The sections below describe them in detail.

Email Management

When a lead is passed to a partner, they will be suspended from GitLab marketing unless they opt-in specifically to GitLab marketing after being passed, or the partner returns the lead to GitLab. Read more on the email management page.

Partner CRM Ids

For a running list of partners and their CRM Ids, which is critical to the processes below, click here.

Types of Partner Campaigns

Each campaign has it's own ROE for lead routing and email practices. Follow the Mural to find the type of event and the follow up that results from it.

Partner Only Campaigns - MDF funded

These campaigns are GitLab funded via MDF, but all leads are passed to the partner. We upload these lists into our systems to be able to track pipeline from resulting Deal Registrations in Vartopia.

Joint GitLab and Partner Events

When GitLab and Partners participate in events together, they will share leads.

Lead statuses that are considered GitLab actively working are leads/contacts in Accepted, Qualifying and Qualified statues. Being marked as such does not mean they will not be passed to the partner - follow the mural above for those rules.

Trials from Partners

Partners can host our self-managed trial form. They will have a specific UTM parameter that is captured upon form submit that allows us to pass that lead directly to the partner. Below explains the backend for the activity. Each page must have the UTM utm_partnerid in the URL populated, otherwise we cannot pass to the partner.

You can find the UTM builder here. For a list of the partner IDs to add, go here.

Form is hosted on a GitLab or Partner landing page. Partners should always use the FORM 2983: Partner Self-Hosted Enterprise Trial Form Form.
- This form has a hidden field that captured utm_partnerid
Once submitted, Marketo then appends that value to the CRM Partner ID (lookup) and Vartopia Partner Account ID fields
Marketo processes the lead and sends the trial activation key via email to the prospect
Marketo suspends emails being sent from GitLab to prospect
Marketo sends email alert to partner team and syncs lead to SFDC
!!!Lean Data: PLEASE ENTER DESCRIPTION OF WORK HERE @bpeterson LeanData picks up the lead and assigns to the CAM
Vartopia picks up lead and assigns to partner based on ID
Lead/Contact fields for Partner information are automatically populated
Vartopia Lead Management: @cfarris

Setup in Marketo

Trial Campaign Set Up

There is no marketo program or SFDC campaign setup necessary to track self-managed trials. Every partner trial campaign can utilize setup from Partner - Trial - Self-managed campaign, without making any changes. Follow directions above to understand what form to use and what processes to follow.

Joint Marketing Campaign Set Up

Follow directions on campaigns and programs page. The main difference is updating the correct tokens for partner tracking.

MDF funded Campaigns

These campaigns follow their own processes not found on the campaigns-and-programs page.

Step 1: Clone Marketo program (TBC)

Marketo program template to be created…

Update description with the link to the SFDC MDF request and Coupa ID and Allocadia ID (if you have it)

Step 2: Sync Program to SFDC

At the program main screen in Marketo, where it says Salesforce Sync with "not set", click on "not set"
Click "Create New." The program will automatically populate the campaign tag, so you do not need to edit anything.
The description should copy over from the step above.
Click "Save"

Step 3: Update Tokens in Marketo

Update {{my.Partner CRM ID}} with the 15-digit CRM ID of the partner that will be following up with these leads.

Step 4: Update SFDC Campaign

Go to SFDC and search for the name of your program.

Update Campaign Type Details to reflect the type of MDF campaign it is.
Change the Campaign Owner to your name
Update Large Bucket based on criteria
Change the Enable Bizible Touchpoints to Include only "Responded" Campaign Members
Update Start Date to the date of launch
Update End Date
Update Budgeted Cost - If cost is $0 list 1 in the Budgeted Cost field. - NOTE there needs to be at least a 1 value here for ROI calculations, otherwise, when you divide the pipeline by 0 you will always get 0 as the pipe2spend calculation.
Update Region and Sub-region if you have the data available
Update Status to In Progress or the approriate selection
Click Save
Add the Marketo program link and SFDC campaign link to the epic.

If you DID NOT include the Allocadia ID, you will need to fill in these additional fields.

Budget Holder
Is this an in person event?
Is a Channel Partner Involved?
Channel Partner Name
Is an Alliance Partner Involved?
Alliance Partner Name

Step 5: Create List Upload Request Issue

Create List upload request issue to have these leads imported in.
- Issue template: TBC
- Please follow the list import criteria and guidelines
NOTE: Leads should not be marked as opt-in unless they specifically opted in to GitLab emails.

Step 6: Load List and Activate Smart Campaign

Once list is loaded, loader should go to the 01 - Processing campaign and Run Once
- Campaign will assign leads to CAM and assign to the partner you specified in step 3

Channel Marketing