This handbook page is to walk through the technical and operational setup of different partner campaign types from Marketo → SFDC → Vartopia, including Marketo and SFDC campaign set up for MDF, Joint Gitlab and Partner, Trials and Partner Managed Campaigns.
The general steps required for creating a partner campaign include:
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
.
Note that the smart list, SSOT - ALL EMAILABLE already excludes partner leads.
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.
Leads generated from partner campaigns are shared to Partner in Vartopia where they can accept, reject and action by Partners. There are specific fields that are required to allow leads to sync, to list a few: Vartopia Partner Account
, Prospect Share Status
and Partner Prospect Status
. Learn more, see the Vartopia handbook page.
Note that Channel Partners refer to Vartopia as Prospects
in the Partner Portal, as they can only access Vartopia through SSO via the portal.
The recall process is built to be able to pull back partner leads that are not being actioned in Vartopia. Not all partner leads are subject to recall, only Joint GitLab and Partner campaign leads can be recalled. See the full overview.
Partners have many different type of campaigns that fit into specific categories. Each campaign has it's own ROE for lead routing and email practices. See the campaign flow chart to understand how leads are distributed.
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.
MDF campaigns involve financial support or funds provided by GitLab to the Channel Partners to manage a lead generation campaign. These campaigns follow their own processes not found on the campaigns-and-programs page.
🖇️ Quick Links: Lead Routing
Before starting this steps, note you'll need to have already set up the Allocadia subcategory and line item.
Step 1: Setup Marketo Program
Save
.{{my.Partner Name}}
with Partner Name and {{my.CRM Partner ID}}
with Account ID (18).Step 2: Sync Marketo Program to SFDC
Salesforce Campaign Sync
, click on Not Set
.Salesforce Campaign Sync
will pop up, with a Campaign
dropdown, select Create New
, then Save
. This will automatically populate the campaign tag, so you do not need to edit anything.Step 3: Update SFDC Campaign
Vartopia Partner Information
, select the Partner Account
and check Sync to Vartopia
for the campaign to sync to Vartopia.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.Step 4: Update List Upload Request Issue
The list import issue will be automatically be created via Allocadia - GitLab issue integration.
Skip to step 2 of the list import instructions for partner leads.
When GitLab and Partners participate in campaigns together including events, webinars and more.
🖇️ Quick Links: Lead Routing
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 Campaign - Lead Capture via Form/Landing Page
These instructions must be completed prior to launch.
{{my.Partner Name}}
with Partner Name and {{my.CRM Partner ID}}
with Account ID (18).Registration Landing Page
to use FORM 3146: Partner + GitLab Joint Event with Token
Registration Landing Page
, edit draft.FORM 3146: Partner + GitLab Joint Event with Token
and click Swap
.Landing page Action
select for the dropdown menu, then click Approve and Close
.Registration
Smart Campaign
Activate
smart campaign.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 UTM Paramter URL 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 Campaign - Lead Capture via List Upload
If a form/landing page isn't available to capture registrations, see List Import for Partner Leads.
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 must be followed.
Step 1: Should there be any Partner sponsors, the Partner Marketing team specify to Marketing Operations team which campaign/program and Channel Partners are the sponsors.
Step 2: Marketing Ops team will need to update the program flow.
Step 2a: Update the smart campaign flow according to the lead creation method:
01b - Registration
02b - Manual Upload Processing
Step 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 empty, leave blank (Do Nothing).
Step 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
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. Each page must have the UTM utm_partnerid
in the URL populated, otherwise we cannot pass to the partner. See the UTM Paramter URL section for more on how to set up the URL for partners.
🖇️ Quick Links:
Every partner trial campaign can utilize setup from Partner - Trial - Self-managed
campaign, without creating a new Marketo or SFDC campaign.
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.
🖇️ Quick Links:
Each page must have the UTMs in the URL :
glm_source
and glm_content
to pass to the partnerutm_source
to track online touchpointsExample
https://gitlab.com/-/trial_registrations/new?glm_source=partner&utm_source=partner&glm_content=0014M00001pg2zmQAA
NOTE: 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.
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.
Partner managed campaigns are marketing activities organized and leads generated are owned by partners.
Note that this type of campaign are not generated by MDF.
Step 1: Setup in Marketo
{{my.Partner Name}}
with Partner Name and {{my.CRM Partner ID}}
with Account ID (18).Step 2: Sync to Salesforce Campaign
Salesforce Campaign Sync
, click on Not Set
.Salesforce Campaign Sync
will pop up, with a Campaign
dropdown, select Create New
, then Save
. This will automatically populate the campaign tag, so you do not need to edit anything.Step 3: Update Salesforce Campaign
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 availableIs a Channel Partner Involved?
= Yes
Channel Partner Name
Save
.Step 4: List Import
Follow the steps in List Import for Partner Leads.
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.
Step 1: Setup in Marketo
{{my.Partner Name}}
with Partner Name and {{my.CRM Partner ID}}
with Account ID (18).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)Step 2: Update SFDC Campaign
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
Save
.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:
Step 1: Update Tokens in Marketo
{{my.Partner Name}}
with Partner Name and {{my.CRM Partner ID}}
with Account ID (18).Step 2: Update SFDC Campaign
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
Save
.Step 3: Update CRM Partner ID
Column in Google Sheet
CRM Partner ID
value in the spreadsheet column. If the lead is not associated with an Alliance partner, leave the column blank.Step 4: Update List Upload Request Issue
CRM Partner ID
column is populated with the Account 18 (ID)Opt-In
, unless they specifically opted in to GitLab emails.CRM Partner ID
Vartopia Partner Account
- if CRM Partner ID is asociated to a Channel Partner.Partner Consent
= True
The UTM parameter URL plays a huge part on partner lead routing and reporting. We utilize utm_partnerid
in the UTM parameter URL to capture the Account ID (18) of the Partner Account, which populates into the CRM Partner ID
. This process is embedded as a hidden field in all our partner-related Marketo forms. Each page must have the utm_partnerid
in the URL, otherwise we cannot pass to the partner.
You can use the UTM link builder to create your URLs.
Note that, the Account ID (18)
is case sensitive when populating utm_partnerid
into the URL. This means it has to be an exact match when you input the ID in the URL, otherwise partners will not receive their leads.
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.
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 populated with the Salesforce Account ID (18)
of Partner Account.
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 Partner Qualified Lead
to be attributed to and sourced by 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.