| Fiscal Quarter | Large | Mid-Market | SMB |
|---|---|---|---|
| Q3FY21 | 4,708 | 4,500 | 26,893 |
| Q4FY21 | TBD | TBD | TBD |
| Q1FY22 | TBD | TBD | TBD |
| Q2FY22 | TBD | TBD | TBD |
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.
Jackie Gragnola Manager, Marketing Campaigns
Agnes Oetama Sr. Marketing Campaign Manager
Jenny Tiemann Sr. Marketing Campaign Manager
Zac Badgley Sr. Marketing Campaign Manager
Nout Boctor-Smith 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.
Most of our team meetings are recorded and can be found here.
Is our single source of truth (SSoT) for processes and relevant links
⏱ The SLA (Service Level Agreement) - 5 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 2020- - 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.
mktg-status::triage in order for the request to be reviewed again.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 hereTo be built out
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.
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 shortcutDemand Generation 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.
One of the dashboard functionalities that will be built out is the ability to drill into SFDC records that make up each chart/table.
In the interim, here are example SFDC reports mirroring the Sisense dashboards which can be used when needing to deep dive into SFDC record details.
Please do not overwrite the example reports. Instead, clone and tweak the filters accordingly to the desired campaign landing page and utms.
SFDC reports and dashboards to track program performance real-time. Data from the below SFDC reports/dashboards along with anecdotal feedback gathered during program retros will be used as guidelines for developing and growing various marketing campaigns.
The SFDC report/dashboard is currently grouped by program types so MPMs can easily compare and identify top performing and under performing programs within the areas that they are responsible for.
Note: Virtual Events include Webcast, Live Demos and Virtual Sponsorship
Total net new leads and Total net new contacts to get the overall total net new names.Campaigns with Influenced opportunities report type because Bizible was implemented in June'18 and therefore the attribution report did not capture data prior to this. We plan to migrate webcast and live demo influenced pipe reports to Bizible attribution report in the next dashboard iteration so they align with overall marketing reporting.The Webcast Dashboard tracks all webcasts hosted on GitLab's internal webcast platform. It is organized into 3 columns. The left and middle columns tracks 2 different webcast series (Release Radar vs. CI/CD webcast series). The right column tracks various one-off webcasts since Jan'18.
The Live Demo Dashboard is organized into 2 columns. The left column tracks the bi-weekly Enterprise Edition product demos (1 hour duration). The bi-weekly Enterprise Edition product demos ran between Q1'18 - Q2'18. The right column tracks the weekly high level product demo + Q&A session (30 minutes duration). The weekly high level product demo + Q&A session was launched in Q4'18 and currently running through the end of Feb 2019.
The Virtual Sponsorship Dashboard focuses on events that are hosted by a 3rd party where GitLab has purchased a virtual booth or sponsorship.
