Marketing Campaign Managers strategize, execute, and optimize data-driven demand generation campaign strategies to achieve sales goals for an assigned geographic or firmographic defined market segment.
They are responsible for developing and deploying integrated marketing campaigns, including crafting strategy, aligning internal teams, developing audience segments, building email nurtures, owning top funnel virtual events, and measuring results.
The Campaigns Team is highly collaborative, working closely with marketers across our team and the company, to deliver pipeline aligned to sales goals.
The goals for new first-order MQLs and SAOs are derived from workbacks of sales pipeline projections. These differ by segment and geo, and can be discussed internally.
OKRs = Objective + Key Result
The Campaigns Team is aligned to sales segments with a geo breakout. Our number one focus is driving MQLs (Marketing Qualified Leads) and SAOs (Sales Accepted Opportunities) in collaboration with marketing, SDRs, and Sales.
| Segment | Region | Campaign Manager |
|---|---|---|
| Enterprise | N. America | Agnes Oetama `@aoetama` |
| Enterprise | EMEA | Eirini Pan `@eirinipan` |
| Enterprise | APAC / S. America | Jenny Tiemann `@jennyt` |
| Commercial | Americas | Shari Rances `@tbd` |
| Commercial | EMEA/APAC | Indre Kryzeviciene `@ikryzeviciene` |
| PubSec | Global | TBH |
| Lifecycle Marketing | Global | Luis D'Ambrosio `@dambrold` |
Jackie Gragnola Senior Manager, Marketing Campaigns
Agnes Oetama Sr. Marketing Campaign Manager
Jenny Tiemann Sr. Marketing Campaign Manager
Eirini Panagiotopoulou Sr. Marketing Campaign Manager
Indre Kryzeviciene Sr. Marketing Campaign Manager
Shari Rances Sr. Marketing Campaign Manager
Luis D'Ambrosio Sr. Lifecycle Marketing 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
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 campaign strategy, execution, and optimization. Team member milestones focus on work to drive MQLs and SAOs, and requests will be committed to as bandwidth permits at discretion of Campaign Team Manager.
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))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::blockedWhen 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.
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
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