Business Development

Business Development Handbook

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Welcome to the team!

Welcome to GitLab and congratulations on landing a job with the best open source tech company, GitLab. We are excited to have you join the team! We look forward to working closely with you and seeing you grow and develop into a top performing salesperson.

As a BDR your focus will be on qualifying inbound leads and SDR focuses on generating demand via outbound efforts.

On this team we work hard, but have fun too. We will work hard to guarantee your success if you do the same. We value results, transparency, sharing, freedom, efficiency, frugality, collaboration, directness, kindness, diversity, solutions, and quirkiness.

Being a BDR can come with what seems as long days, hard work, frustration, and even at times, failure. If you have the right mindset and come to work with a tenacious, hungry attitude you will see growth personally and in your career. security. GitLab is a place with endless opportunity. Let’s make it happen!

Your Role

As a BDR, you will be dealing with the front end of the sales process. You play a crucial role that helps bridge the gap between sales and marketing. You will be tasked with generating qualified opportunities for GitLab as you look for leads, research companies, industries, and different roles.

As you gain knowledge, you will be able to aid these key players in solving problems within the developer lifecycle. There are numerous resources at your fingertips that we have created to help you in this process. You have:

  1. BDR Handbook - This will help you with your day to day workflow. You can find information on how to prospect, best practices, customer FAQs, buyer types, cadence samples and more. Use the BDR handbook in conjunction with the marketing and sales handbooks. This will help you bridge the gap between the two and learn the product and process faster.
  2. GLU GitLab University - These trainings will teach the fundamentals of Version Control with Git and GitLab through courses that cover topics which can be mastered in about 2 hours. These trainings include an intro to Git, GitLab basics, a demo of, terminology, and more. You can also find information about GitLab compared to other tools in the market.


  1. The GitLab Genral Onboarding Issue will typically fill up the majority of your first week. This is a step by step guide and checklist to getting everything in your arsenal set up like equipment, gmail, calendly, slack, security, and your account. These todo’s provide you with the fundamentals.

  2. The BDR Onboarding Issue will more specifically bring you up to speed with your role as a BDR. Do not take this to be concrete. We hire very talented individuals who take initiative and advantage of the opportunities and situations presented to them. Be creative, learn and try different ways of doing things. We are excited to have you and cannot wait to see what you bring to the team!

Workflow/Lead Routing

MQL Definition

A Marketing Qualified Lead (MQL) is a lead that reaches a certain point threshold based on a demographic information, engagement, and/or behavior. We have two MQL buckets: (1) hand raisers and (2) passive leads.

Hand Raisers (A Leads)

Hand raisers are leads who have filled out a sales contact us form or signed up for a free EE trial. These leads are automatic MQLs regardless of demographic information because they have exhibited clear interest in GitLab’s ability to fulfill a software need. These leads are auto-routed to the sales team.

Passive Leads

Passive leads are leads who have not filled out a contact us form or signed up for a free EE trial. For a passive lead to become an MQL, they must meet our maximum lead score of 100. A passive lead becomes a MQL via a combination of demographic score and behavior/engagement score. See the lead scoring model below.

Because these leads can MQL without showing clear interest in GitLab paid products, they are routed to Business Development Representatives (BDRs) to qualify and assess sales-readiness.

Inbound Process

Each Business Development Rep (BDR) will be placed into the Marketo Queue and will receive a high volume of leads to work on a monthly and quarterly basis. Criteria for those leads are set by Marketo and the Director of Demand Generation

Help Marketing create campaigns focusing on:

Rules of engagement

BDR & BDR Team Lead

Formal Weekly 1:1

Research Process

3 X 3 X 3

Three things in three minutes about the:

Where to Start?

  1. Salesforce
    • Report of prospects and customers with 500+ seat potential.
      • Check with Account Owner on how they would like you to proceed with the account.
      • If a customer, also check Customer Success Issue Tracker to see if an account expansion plan exists. If one does, please collaborate and contribute in the issue.
    • Lost deals, users and customers (CE and EE)
    • Contacts
      • What relevant titles should we be reaching out to
    • Activity History
      • Who in the org have we called before that we can follow up with or reference
    • Cross reference with to see their version and available other usage info
  2. Linkedin
    • Summary/Bio - Anything mentioned about job responsibilities or skills
    • Previous work - Any Gitlab Customers that we can reference
    • Connections - Are they connected to anyone at GitLab for a possible introduction
  3. Website
    • Mission Statement
    • Press Releases/Newsroom
    • (ctrl F) search for keywords

Buyer Types

Technical Buyer

Functional Buyer

Economic Buyer

Your messaging for each one will be different. An end user or lower level developer will not care much about the ROI on our product.


Email Prospecting


Email Components

Basics of Call Prospecting

Structure of a Prospecting Call

Cold Call Framework

Hi. This is (Name) from GitLab

Ask for Time
“Do you have just a moment?”

“Have you heard of GitLab before?”

Initial Message with IBS
“GitLab helps (Title) in the (Industry) industry solve issues around (pain & need) or
“(Industry specific client) used GitLab to (Case study value proposition)

Confirm that they are the right person
“I understand you are in charge of application/program development, is that correct?

Initial Benefit Statement example
"GitLab is an end-to-end developer lifecycle solution that allows developers to collaborate on code, project management, and to create a seamless workflow between teams across the entire org"

Schedule meeting
"Do you have 15 minutes on (specific day and time) to discuss your (example - developer life cycle)?"


Email Response Guide

Warm Calls

Call guide for warm calls

Lead Management

What leads to qualify, how to do it, and who to send them to

Lead Types

Lead Segmentation

Qualification Criteria

The following doc outlines the BDR qualifying process

The following doc outlines how to convert a lead to an opportunity

Lead Routing

Sending leads to the right person

How to Videos/Tutorials

Helpful Tutorials

Getting Organized


Coined Terms

Frequently Asked Questions

How do I get help/assistance?

What are my work hours?

Who should I connect with for my 10 1:1 onboarding calls?

Additional FAQ's

Variable Compensation Guidelines

Full-time BDRs have a significant portion of their pay based on performance and objective attainment. Performance based "bonuses" are based on results. Actions for obtaining results will be prescribed and measured, but are intentionally left out of bonus attainment calculations to encourage experimentation. BDRs will naturally be drawn to activities that have the highest yield, but freedom to choose their own daily activities will allow new, higher yield activities to be discovered.

Guidelines for bonuses:


Additional Resources