This section is to walkthrough the technical 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.
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.
Keep in mind, they will still be eligible for operational
email sends - which includes most follow up emails. If you want to exclude them, you will need to add a parameter to the smart list of that send campaign to say Prospect Share Status
not equal to Pending, Sending to Partner, Accepted
.
Leads that are actively being worked by the partner will be excluded from scoring. Once they are no longer being worked by the partner, they will be scored again. More details on the scoring page.
In order for the Partner to be able to see and action the lead in Vartopia, the SFDC fields must be populated: Vartopia Partner Account
, Prospect Share Status
and Partner Prospect Status
. Learn more about Vartopia.
We intend to launch the first phase of the recall process for partner leads in the “Prospects” module in the GitLab Partner Portal on April 18, 2023. The recall process is built to be able to pull back leads that are not being actioned. See the full overview.
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.
In an attempt to extend our GitLab CREDIT values to our partner ecosystem, the EMEA teams have decided to run a pilot with partners where the partner will be invited to collaborate in GitLab issues for joint event execution. More info can be found in the Partner Pilot Issue.
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. You can find Marketo and SFDC Campaign set up here.
When a lead/contact is associated to a campaign the following steps occur:
Marketing Suspended
and syncs to SFDC.Partner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
.DRI for the operalization of this process: Channel Marketing
When GitLab and Partners participate in events together, they will share leads. The mural above has a visual workflow of these steps. Go here for Marketo/SFDC campaign set up.
NOTE: Phone numbers are required in order for the lead to be passed to Vartopia. If a phone number has not been supplied via the list, Marketo will appended a phone number automatically of 555-555-5555
.
When a lead/contact is associated to a campaign the following occurs:
Is a Channel Partner Involved?
= Yes
.Person Status
is not Accepted
, Qualifying
nor Qualified
, or Actively Being Sequenced
= False
.Partner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
, then Traction assigns to Partner Queue
.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 2983: Partner Self-Hosted Enterprise Trial Form
.
utm_partnerid
Vartopia Partner Account
fields.Partner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
if Partner Account
is not NULL
.Partner Queue
.Partner Prospect Admin
.Returning Trial Requesters
GitLab allows only one self-managed trial license key per user. In the case, when a lead returns and attempts to fill out the self-managed trial form from Partners, they will be prompt with a rejection email.
As partner leads are suspended from receiving marketing communications, the Marketing Suspended
status is temporarily switch to False
to send the email to the recipient.
Partners can use the SaaS free trial submission via GitLab.com. 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 UTMs in the URL :
glm_source
and glm_content
to pass to the partnerutm_source
to track online touchpointsNOTE: glm source
and utm_source
should always be equal to partner
and glm_content
will be equal to the CRM Partner ID
associated with the partner account.
Vartopia Partner Account
fields.Partner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
if Partner Account
is not NULL
.Partner Queue
.Partner Prospect Admin
.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 creating a new Marketo or SFDC campaign. Follow directions above to understand what form to use and what processes to follow.
There is no marketo program or SFDC campaign setup necessary to track SaaS trials. Every partner trial campaign can utilize setup from Partner - Trial - SaaS
campaign, without creating a new Marketo or SFDC campaign. Follow directions above to understand what form to use and what processes to follow.
NOTE: For Vartopia sync, the campaign field, Is Channel Partner Involved?
= Yes
.
First, use the general set up, found in campaigns and programs page. The partner steps are nested in the typical Marketo program templates to clone. Once the campaign is cloned, follow the steps below in addition to the other setup steps found on the campaigns and programs page.
All Marketo templates will have 2 tokens added to them that the campaign owner should update, {{My.Partner Name}} and {{My.CRM Partner ID}}
By registering for this GitLab and {{My.Partner Name}} event....
Online Events: (Lead capture via forms) BEFORE Launch
FORM 3146: Partners w/ consent+token
FORM 3146: Partners w/ consent+token
and click swap
utm_partnerid
to associate to the partner and captures contact consent for the partner.FORM 3146: Partners w/ consent+token
or another partner form (translations)CRM Partner ID
Vartopia Partner Account
Partner Consent
= True
The process above will work for an event with multiple partners driving to it. Make sure they have their utms correct when sending traffic to the registration page. You still need to fill out the token, but only one value will be accepted. Please decide ahead of time who the default
partner is that will receive the leads they did not source.
Offline Events: (Lead capture via list uploads, not)
If a form isn't available to capture registration, follow these steps:
CRM Partner ID
and add the value. - All partner IDs can be found here. If the partner did not source the lead (AKA GitLab did), then leave that column blank.CRM Partner ID
Vartopia Partner Account
Partner Consent
= True
The process above will work for an event with multiple partners driving to it. Make sure they have the partner ID properly appended to each person on the list. You still need to fill out the token, but only one value will be accepted. Please decide ahead of time who the default
partner is that will receive the leads they did not source.
GitLab allows Channel Partners to sponsor our owned events. The leads acquired by the Channel Partner will be shared regardless of their Lead Status
and BDR Prospecting Status
and will not be applicable to the recall process despite Lead Source
= Owned Event
and not Partner Qualified Lead
.
Lead Acquisition Source
needs to be manually updated to Partner Sponsored Event
in the Marketo program flow. To do so, the steps below much be followed.
2a. Update the smart campaign flow according to the lead creation method:
01b - Registration
02b - Manual Upload Processing
2b. Update the data change value from:
If
Vartopia Partner Account
is not empty,Lead Acquisition Source
change value toOwned Event
to
If
Vartopia Partner Account
is not equal toAccount ID of the Partner Sponsor(s)
,Lead Acquisition Source
change value toOwned Event
2c. Add Choice: If Vartopia Partner Account
is equal to Account ID of the Partner Sponsor (s)
, Lead Acquisition Source
change value to Partner Sponsored Event
These campaigns follow their own processes not found on the campaigns-and-programs page.
{{my.CRM Partner ID}}
with the 15-digit CRM ID of the partner that will be following up with these leads.{{my.Partner Name}}
with the name of the partner who will be following up.If you included the Allocadia ID, follow these steps. Otherwise, you'll need to update additional fields below.
Budgeted Cost
in SFDC pulls from your plan number, not your forecast number from Allocadia. If you do not have a plan cost in Allocadia then Budgeted Cost
in SFDC will remain blank. If this is the case, you will want to add in your Budgeted Cost
manually into your SFDC campaign.Campaign Type
and make sure it still says Partner - MDF
. If it does not, please update the field.If you did not include the Allocadia ID in the description, you'll need to update the steps below:
Campaign Type Details
to reflect the type of MDF campaign it is.Campaign Owner
to your nameStart Date
to the date of launchEnd Date
to when the campaign concludesBudgeted 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.Region
and Sub-region
if you have the data availableBudget Holder
Is this an in person event?
Will there be MDF Funding?
Is a Channel Partner Involved?
Channel Partner Name
opt-in
unless they specifically opted in to GitLab emails.01 - Processing
campaign and Run Once
This section is to walk through the technical setup of webcasts hosted by GitLab and/or Alliance Partner. Unlike Channel leads, Alliance leads follow the regular lead and contact statuses and scoring model.
All Marketo templates will have 2 tokens added to them that the campaign owner should update,{{My.Partner Name}}
and {{My.CRM Partner ID}}
.
The CRM Partner ID
can be retrieved by identifying the Account ID (18)
of the Alliance Partner - refer to this list.
First, use the general set up found in campaigns and programs page. The partner steps are nested in the typical Marketo program templates to clone. Once the campaign is cloned, follow the steps below in addition to the other setup steps found on the campaigns and programs page.
GitLab can drive webcasts with Alliance Partners using On24. To incorporate the steps required for partners, follow these additional steps.
{{my.CRM Partner ID}}
with the Account (18) of the partner.{{my.Partner Name}}
with the name of the partner.FORM 3299: Alliances
with a hidden field that captures utm_partnerid
.01a Registration Flow (single timeslot)
00 Interesting Moments
and interesting moments will dynamically change if there is a partner involved to reflect that.CRM Partner ID
CRM Partner ID (Look up)
Partner Type
= Alliance Partner
(by Salesforce)Campaign Type Details
Campaign Owner
to your nameStart Date
to the date of launchEnd Date
to when the campaign concludesBudgeted 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.Region
and Sub-region
if you have the data availableBudget Holder
Is an Alliance Partner Involved?
Alliance Partner Name
NOTE: Upon list import, ensure the Google sheet column for CRM Partner ID
is populated, this will help associate the partner lead with the Alliance partner.
If a form isn't available to capture registration, follow these additional steps:
{{my.CRM Partner ID}}
with the Account (18) of the partner.{{my.Partner Name}}
with the name of the partner.Campaign Type Details
Campaign Owner
to your nameStart Date
to the date of launchEnd Date
to when the campaign concludesBudgeted 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.Region
and Sub-region
if you have the data availableBudget Holder
Is an Alliance Partner Involved?
Alliance Partner Name
CRM Partner ID
Column in Google SheetCRM Partner ID
value in the spreadsheet column. If the lead is not associated with an Alliance partner, leave the column blank.Below are the glossary of fields used for Channel and Alliance partner campaigns and workflows.
Channel Partner | Channel Partner | Distributor | Distributor | Alliance Partner | Alliance Partner | |
---|---|---|---|---|---|---|
Leads | Records | Leads | Records | Leads | Records | |
Alliance Record | X | |||||
Channel Record | X | X | ||||
CRM Partner ID | X | X | X | |||
CRM Partner ID (Look Up) | X | X | X | |||
Lead Acquisition Source | X | |||||
Partner Consent | X | X | ||||
Partner Managed | X | |||||
Partner Manager | X | |||||
Partner Type | X | X | X | |||
Subscribe - Partner | X | X | X | |||
Vartopia Partner Account | X |
Go to the Vartopia page to review fields that are relevant to Vartopia.
This field shows when a record belongs to an Alliance Partner meaning they are an employee of said Alliance Partner. When this field is checked = true
, the record will be suppressed from general marketing communications.
This field shows when a record belongs to a Channel Partner meaning they are an employee of said Channel Partner. When this field is checked = true
, the record will be suppressed from general marketing communications.
This field is the Salesforce Account ID (18)
associated with the partner account.
For a running list of Channel Partners and their CRM IDs, which is critical to the channel partner lead flow, click here, while the CRM Partner ID
for Alliance Partners can be found here.
If you are working with an Open or Select partner who is not listed in the linked SFDC report, their partner ID which can be found in their Partner Account record within SFDC, in the 9th section called Vartopia Deal Registration Access
. If you can't find the field, do a quick commandF
for the word Account ID (18)
and that will take you to the ID or you can retrieve the 18 character ID from the Salesforce URL. If for some reason the ID is missing, reach out in the #channel-programs-ops slack room.
The lookup field retrieves the name of the partner account associated with the Account ID (18)
.
This field records the source type of the partner lead. The biggest driver for this field is to isolate the source type that applies to the recall process including Owned Event
and Trial - Enterprise
.
The reason why Initial Source
isn’t used for this use case is because the field value must equal to Channel Qualified Lead
to be attributed to and sourced by Channel Partner.
This field indicates when a lead has granted consent to allow their information to be shared with a Partner. This only applies to Channel Partners because Alliance Partners are not enrolled in the lead-sharing module.
This field specifies when a partner lead is associated with a Channel or Alliance Partner account.
This field marks when a lead is managed by a Channel Partner via Vartopia. Vartopia Partner Account
must be populated and their Prospect Share Status
and Partner Prospect Status
must have a status that suggests they are being worked on by a Channel Partner.
Qualifying
, Qualified
or Converted to DR
, orSending to Partner
, Pending
or Accepted
.This field reflects the Account Owner
, Channel Account Manager or Partner Account Manager associated to the partner account.
This field records when a lead has opted-in to GitLab marketing communications. Subscribe - Partner resides only in Marketo and mainly to Alliance Partner leads.
Channel Partner leads are immediately marked as marketing suspended and this field does not apply to them until they come back (recalled) to GitLab.