To be determined
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.
Jackie Gragnola Manager, Marketing Campaigns
Agnes Oetama Sr. Marketing Campaign Manager
Jenny Tiemann Sr. Marketing Campaign Manager
Zac Badgley Sr. Marketing Campaign Manager
Eirini Panagiotopoulou Sr. Marketing Campaign Manager
Indre Kryzeviciene Marketing Campaign Manager
Each team member contributes to making day-to-day processes more efficient and effective, and will work with marketing operations as well as other relevant teams (including field marketing, content marketing, and product marketing) prior to modification of processes.
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.
In between bi-weekly Campaigns Team Connect calls:
UPDATE: <brief description> (i.e. UPDATE: Marketo segmentation live for sales segment)DISCUSS
DISCUSS: <brief description> (i.e. DISCUSS: Marketing tool champions)Most of our team meetings are recorded and can be found here.
Is our single source of truth (SSoT) for processes and relevant links
DG-Priority::Top: Immediate action needed, aligned to OKRs, GTM motions/sales plays, or segment/region MQL generation. This category will be limited because not everything can be a priority. Timeframe: Immediate action needed.DG-Priority::High: Not requiring immediate action, but aligned to OKRs, GTM motions/sales plays, or segment/region MQL generation. Timeframe: Within weeks.DG-Priority::Med: Requests submitted that align to OKRs, GTM motions/sales plays, or segment/region plans. Process improvements to fix broken processes, or improve campaign team efficiency. Timeframe: Within months.DG-Priority::Low: Requests submitted that would be helpful, but can be pushed for higher priority issues. Nice-to-have improvements for campaign team processes. Timeframe: No specific timeline.DG-Priority::ToBePrioritized: Requests that have not yet been prioritized by Demand Gen.mktg-demandgen: DRI is in Demand Gen teamdg-campaigns: DRI is in Campaigns teamdg-request: Issue requesting Demand Gen support (did not originate from DRI team)mktg-status::triage: the issue will be evaluated to determine if full details are included, and ask questions as needed if the scope/details are not clearmktg-status::blocked: there were insufficient details in the issue for work to be triaged
mktg-status::triage in order for the request to be reviewed again.mktg-status::wip: the issue is assigned and moved into appropriate time-based milestonemktg-status::plan: this is used for work that is in an earlier stage of planning and a specific request has not been made
NOTE: this section will be retired (and communicated). Prioritization of activities aligned to demand generation goals, and consideration against current and planned milestones and projects, will take precedence over a time-based requirement to complete work. The Marketing Campaign Manager role requires focus on top-funnel lead generation, and new issues will be reviewed against workload and prioritized accordingly.
⏱ The SLA (Service Level Agreement) - 15 business days - begins when all details (including 100% final copy) is provided in the issue.
Copy must be 100% final in order to be triaged. This includes final edits for copy, grammar, sentence structure and readability, as well as review by relevant stakeholders (such as managers, product mktg, content mktg, sales, etc.
The issue requester is responsible for ensuring that appropriate mktg-status labels are applied to the issue (issue templates have the tags built in to assist).
The due date applied when the issue is submitted is not final. The workback calculator is a guideline to assist your project planning, however if details are not provided in the issue 5 business days prior by requestor, the issue timeline will be at risk and likely to be pushed out.
We ask that teams request work using the following issue templates in the campaigns project. These templates more clearly indicate what information and details are required in order for the request to be triaged.
Note on timelines: The campaigns team is focused on top-funnel campaign strategy, execution, and optimization. Team member milestones include work to support top funnel goals as part of Segment Marketing Plan and requests will be committed to as bandwidth permits. Please see section on turnaround time & SLAs.
The following issue templates are used by the campaigns team to organize their work, with appropriate labels applied for project management.
The following issue templates are used by the campaigns team to organize their work, with appropriate labels applied for project management.
/assign @ - issues should have only DRI based on who will complete the work in the issue. If work needs to be completed by multiple people, consider breaking into separate issues with clear deliverables and due dates. (example: /assign @jgragnola)/due 2021- - add due date based on workback schedules (example: /due 2020-07-13 or /due tomorrow or /due 07/13/2020)/milestone % - add milestone based on the due date of the issue (example: /milestone %"Mktg: )/weight - add weight between 1-5, with 1 being easiest (between 1-4 hours of time) and 5 being most complext (a full week of work). The majority of issues should fall into 1-2. If estimation is weight of 3+, break into separate issues for more manageable pieces to fit into milestones. (example: /weight 1)/epic - add epic of the overarching campaign or project to keep things organized. In almost all cases, there is a larger initiative that the issue relates to, so it is best practice to associate issues to the most relevant epic for visibility. (example: /epic [https://gitlab.com/groups/gitlab-com/marketing/-/epics/370](https://gitlab.com/groups/gitlab-com/marketing/-/epics/370))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.
Team manager completes daily review of issues in triage assessing the following standards:
Submitter Checklist sufficiently complete in order to begin work?
mktg-status::wip, assign based on triage diagram, and put in current milestone (to be adjusted as needed by assignee)mktg-status::blocked with reminder that SLA will begin when the details are submitted - more details hereWhen a team member is picking up an issue from the backlog:
/label ~"mktg-status::wip"
/assign @
/milestone %Mktg:2021-
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.
FY22 Marketing Milestones:
Campaigns Team Backlog Milestones:
Campaigns Team Current Milestone - this board provides a high-level status view of issues in the current milestone by team member.
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.
How to:
System PreferencesKeyboard sectionText on the top nav options+ at the bottom of the option listReplace column, add the shortcut that you would type in to populate the repetitive textWith column, add the repetitive text that you want to populate when you type in the shortcutSee reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
See reporting on Demand Generation Hanbook Page: https://about.gitlab.com/handbook/marketing/demand-generation/#reporting
