Currently WIP to break down geo-specific MQL targets. Targets are derived from Approved Second Half FY21-22 Segment Marketing Plan (GitLab internal team members may view this information).
OKRs = Objective + Key Result
The Campaigns Team is aligned to sales segments with a geo breakout. Our number one focus is driving outbound MQLs, while collaborating across marketing (working closely with field marketing, sales, and SDRs in region) to develop strategies contributing to SAOs and closed won revenue against target accounts.
In line with GitLab's overall communication guidelines, campaign managers work through MRs first and issues second (in order to preserve documentation), and our slack channel #marketing_programs is used for team updated and quick questions.
The #demand-gen channel is used for weekly check-ins and interaction with the larger demand generation team.
Most of our team meetings are recorded and can be found here.
Is our single source of truth (SSoT) for processes and relevant links
We ask that teams request work using our issue templates in the campaigns project. These templates clarify what information and details are required in order to complete the request.
The following issue templates are used by the campaigns team to organize their work, with appropriate labels applied for project management.
Beginning Q3 FY21, the demand gen campaigns team will begin an issue intake process to evaluate comprehensive details of request and assign based on milestone bandwidth and priorities. Requests may be submitted using the correct issue templates.
Issues will be triaged as demonstrated in the diagram below. Please note: All required details in a given issue template must be completed in order for the SLA timeline to begin.
You will enter this mural in View Only mode.
mktg-status::triagein order for the request to be reviewed again.
Submitter Checklistsufficiently complete in order to begin work? (if yes, request moves to "ready-to-build" status)
volunteerlabel will be applied, alerting the team
Rules will now apply the "volunteer" label when an issue has been moved to the status of "ready-to-build" (campaign managers will subscribe to this label at the start of the triage process)
When a team member is picking up an issue from the backlog:
/label ~"mktg-status::wip" /assign @ /milestone %mktg:
This will change the status to wip (work in progress), allow quick assignment and add to the appropriate milestone.
The campaigns team uses the overall 2-week marketing milestones (format of Mktg: YYYY-MM-DD) to organize, prioritize, and balance campaigns, projects, and requests.
Q3 FY21 Marketing Milestones:
Campaigns Team Backlog Milestones:
Request Intake Board - this board provides a high-level status view of incoming issue requests.
All Milestones Board - this board provides high level of all milestones in consecutive order
All Milestones by Team Member
All Team Members by Milestone (Current Quarter)
In marketing programs project (to be sunsetted upon move to campaigns project):
In campaigns project (transition of new requests to new project):
Example: in an issue to update all of MPM, instead of typing out every name, I have added a shortcut in my computer to populate all of the MPMs GitLab handles when I type
asdf + Enter.
Texton the top nav options
+at the bottom of the option list
Replacecolumn, add the shortcut that you would type in to populate the repetitive text
Withcolumn, add the repetitive text that you want to populate when you type in the shortcut
Marketing Programs uses Sisense dashboards to report on integrated campaigns performance, specifically:
The Integrated Campaigns dashboards use Bizible touchpoints to track Inquiries, MQLs, and SDR Accepted metrics. We use the Linear Bizible Attribution touchpoints model to track Opportunities, Total IACV$, SAO, Pipeline IACV$, Won Deals count, and Won IACV $.
These dashboards were created by @aoetama and she is in the process of building out additional functionalities outlined in this epic.