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.
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
For a running list of partners and their CRM Ids, which is critical to the processes below, click 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". The field labeled Account ID (18) contains their ID. 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. If for some reason the ID is missing, reach out in the #channel-programs-ops slack room.
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.
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 order for the Partner to be able to see and action the lead in Vartopia, the SFDC record must have the following fields updated. Vartopia calls SFDC every hour looking for updates to the SFDC record.
Partner Account ID
not equal to NULL
(set my Marketo)Prospect Share Status
= Sending to Partner
(set by LeanData)Partner Prospect Status
= Qualifying
(set by LeanData)Once synced sucessfully between systems, the Vartopia Transaction Id
in SFDC will update from Vartopia. If this ID is missing, the lead did not sync correctly. Make sure that the fields above are correctly populated, and if they are not, reach out to Vartopia support.
When assigned a lead in Vartopia, the admin will receive an email alert with information about the lead and SLAs attached to it. The Vartopia Prospect Id
(ex. L-555555) is a unique lead number identified populated by SFDC that shows in Vartopia and SFDC. We can use this as a non-PII identifier in both systems.
Watch this video for step by step instructions where partners can view, accept, reject, re-assign and convert leads to deal registration.
This SFDC field in the partner account MUST be filled in or else the records will be passed to no one.
When a prospect is ready to be shared with a partner there are 2 fields related to the sharing process.
The prospect share status governs the sharing of the lead and the receipt of the lead by the partner. The prospect share status has statuses that are set by both the manufacturer and the partner
The partner Prospect Status is updated by the partner and identifies the status of the lead as the partner works it though the sales process.
(WIP - Future state) Partners have 5 business days to accept a lead once they are assigned the lead in Vartopia. After accepting, they then have 10 business days to revise the lead status before the lead is re-routed back to GitLab for follow up.
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 SFDCPartner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
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:
Dietary Restriction
field until we have a new field with a better name.
Vegan
Nut Allergy
Nut Allergy
, LeanData updates the Partner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
Vegan
and has a status of Accepted
, Qualifying
or Qualified
, LeanData will assign to appropriate SDRVegan
and DOES NOT have a status of Accepted
, Qualifying
or Qualified
, LeanData updates the Partner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
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
Form.
utm_partnerid
Vartopia Partner Account ID
fieldsPartner Prospect Status
to Qualifying
, Prospect Share Status
= Sending to Partner
if Partner Account
is not NULL
.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.
First, use the general set up is found 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.partner crm id}}
By registering for this GitLab and {{my.partner name}} event....
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)partner crm id
is captured via the form, will be marked as GitLab sourced (Dietary Restriction
= Vegan
)partner crm id
Vartopia Partner Account ID
fields
Dietary Restriction
= Nut Allergy
(Partner Sourced), Vartopia Partner Account ID
will be updated with the value in Partner CRM ID
from the formDietary Restriction
= Vegan
(GL Sourced), Vartopia Partner Account ID
will be updated with the token value set at the program levelDietary Restriction
= Nut Allergy
)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.
NOTE: Phone numbers are required in order for the lead to be passed to Vartopia. Please make sure that field is populated.
If a form isn't available to capture registration, follow these steps:
CRM Partner ID
was captured on the list, then Marketo will set Dietary Restriction
= Nut Allergy
(Partner Sourced), Vartopia Partner Account ID
will be updated with the value in Partner CRM ID
from the form.CRM Partner ID
was not captured on the list, Dietary Restriction
= Vegan
(GL Sourced), Vartopia Partner Account ID
will be updated with the token value set at the program levelThe 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.
These campaigns follow their own processes not found on the campaigns-and-programs page.
{{my.Partner CRM 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.
Enable Bizible Touchpoints
to Include only "Responded" Campaign Members
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.For more information on Allocadia, go (here - tbd)
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 nameLarge Bucket
based on criteriaStart 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?
Is a Channel Partner Involved?
Channel Partner Name
Is an Alliance Partner Involved?
Alliance Partner Name
opt-in
unless they specifically opted in to GitLab emails.01 - Processing
campaign and Run Once