The mission of Field Marketing at GitLab is to strategically support the Large, Mid-Market & Public Sector go-to-market teams at a regional level through in-person and virtual interactions (quality vs. quantity) as well as serving as the voice of the regional go-to-market teams to the wider marketing team, and being the voice of marketing into the go-to-market teams we support, in order to create, accelerate, and expand the sales pipeline with our direct sellers and partner ecosystem. In alignment with the marketing mission of being New First Order focused, Field Marketing also supports the expand motion with customers.
We want to be the most innovative and pipeline centric team within the marketing organization that uses data to make informed decisions while also continuing to invest in ourselves to promote career growth and opportunities.
In alignment with the FY24 Marketing strategy, Field Marketing focuses on specific countries. Details can be found here in our internal handbook.
A Field Marketer should have no more than 5 cities - cities with the largest LAM - that you want to build a ground swell in and be physically present at least 2/quarter.
A Field Marketer should have no more than 3 Tier 2 cities - cities you want to be physically present in at least 1/quarter.
FMMs should work with Large & MM sales teams to determine these cities.
GitLab Connect is a full or half day event with both customers and prospects in attendance sharing stories & lessons learned about GitLab. SAE's will be responsible for asking customers to speak and Marketing, through a combination of SDR outreach, database and ad geotargeting will drive attendance to the event. If you would like to propose a GitLab Connect in your city, please follow these instructions for requesting an event. Interested in seeing a GitLab Connect in action? Check it out.
For information regarding process, epic codes, templates and more, please visit our Field Marketing Owned Virtual Events page.
We will sponsor regional 3rd party events in an effort to build the GitLab brand and also to gather leads. Different types of 3rd party events include, but are not limited to:
Executive Roundtables can be run virtual or in-person and differ from webcasts/events mainly due to the size of the audience and the interactivity level. A roundtable is run as an open discussion between the host (usually 3rd party vendor), GitLab presenter and the audience. The host would open with an introduction of themselves and the topic for the session, then introduce the GitLab presenter and have them give an overview of GitLab followed by the host asking questions directly to specific people in the audience for them to openly answer and discuss. The advantage of a roundtable is that you can document the meeting more closely and understand more about an organization’s pains and problems.
Below are best practices when running a roundtable:
Field Marketing works closely with our Marketing Program Managers to functionally set up and execute our in person events. For complete details on our shared process, including the epic/issue creation process, please review our event execution page.
Being the marketing experts for the region, GitLab Field Marketers are also responsible for using other tactics to help generate leads to build pipeline. We have options such as survey tools, both of current employees and past employees based on the 3rd party vendor we use, webcasts, direct mailings, and also various digital tactics.
Go to the Reachdesk page for instructions on campaign set up and best practices.
Please ensure you are using our UTM tracker (look up
Google Analytics Campaign Tagging Tool - UTM generator for tracking in the Gdrive to find doc). In order to identify which campaigns are from the Field Marketing team, you must add the letters fmm at the end of your campaign name in column E. All lowercase with no spaces or special characters. This allows us to pull ROI reporting, so please don't leave these letters out or else you will lose reporting from a dashboard standpoint.
Remember, an account-centric micro-campaign consists of at least 2 different account-centric tactics. If you are planning an individual tactic, follow the plan to WIP process. Refer to the information provided in Steps for the Creation and Organization of Micro-Campaign Epics & Issues, for how to create the issues & epics if needed.
When working in GitLab issues and epics, please remember that due to GitLab's value of Transparency, many of our issues and epics are, by default, public. Best practice is to avoid including any PII or login details in issues and epics directly. If posting details of this nature is a necessity, please remember to always make your issue or epic
Confidential when doing so. Please also be diligent in your issues and epics regarding comments made by other team members as well. If you notice another team member has posted details that should not remain public, immediately make the issue or epic
Confidential. Other options to allow our issues to remain public, are including PII in a spreadsheet or document posted in the issue or epic that are only accessible by certain people. If logins need to be shared, please utilize the Marketing Vault in 1pass.
For more information regarding confidentiality levels and compliancy, please visit this handbook page.
Field Marketing utilizes the below issue templates and epic codes for virtual events and other campaign tactics.
After Field Marketing has run a campaign, the Field Marketing Manager is responsible for ensuring that the campaign has operationally fully run to include the following:
Custom Linkssection of each SFDC campaign. This allows you to view the MQL score of the campaign members, whether they be a lead or contact, all within one view.
For complete instructions on FMM ROI, please see here.
For instructions on how to add a SFDC campaign to a lead for attribution, please watch this two minute instructional video (you must be signed into GitLab Unfiltered to view).
To help with reporting within SFDC, each Field Marketing Manager is assigned the accounts based on SAE/AE assignment. Field Marketing has decided to align with the SAE/AE vs. 100% geo focused in an effort to foster collaboration.
Routing for geo reps is done through zip codes worldwide. Named accounts and the US Public Sector are manually handled differently. Sales Ops will run monthly audits to update PubSec and Named accounts. Field Marketing Management works with Sales Ops to keep this information up to date.
Should you come across an account you believe should be owned (or perhaps NOT owned by you) please follow these steps:
Complete details on how GitLab Sales handles rules of Account Engagement can be found here.
Via our Marketing Operations team, Field Marketers can request Author Role access to PathFactory to upload and curate assets into tracks that are then disseminated for use in Marketo, about.gitlab.com, and other campaign-related channels. Field Marketing currently has Reporter level access. To view the difference in user roles, head over to the PathFactory page.
Visit the user role section of the PathFactory page to learn more about the author role.
Please review the Pathfactory Training videos (specifically the author role training) before submitting an AR to request author role access.
This section will continue to be fleshed out as we rollout to the global Field Marketing team.
The following is the process for when a Field Marketing issue moves from
FMMs are to provide a 5 business day lead time for all plan to WIP requests in order to give FMCs time to complete the request. Also keep in mind that we have a 5 business day SLA with Marketing Ops, so please plan ahead accordingly.
Plan to WIP Video - You must be logged into GitLab Unfiltered to view.
When an event is rescheduled or cancelled, the FMC is responsible for updating the Marketing Calendar.
Please see process here for rescheduling and here for cancelling.
Please see process here for rescheduling and here for cancelling.
Please see process here for rescheduling and here for cancelling.
As of Nov 2022, when applicable, please follow the instructions found on the campaigns and programs handbook page to set expirations on program assets during program set up.
There are two options for closing Marketo landing pages:
The FMC will track all open Marketo LPs and will be responsible for requesting the LP form be closed by Marketing Ops once the event occurs or if an event reaches capacity.
To close the LP registration form, the FMC will re-open the Marketo LP issue and request Marketing Ops follow one of the below processes (depending on campaign type, as Marketo program templates vary across different tactics). In the LP issue, the FMC will request Marketing Ops remove the registration form and will provide Marketing Ops specific verbiage for the top of the LP page. Please see standard verbiage options below. If the event is a workshop that was listed on the demo/workshop page, the FMC will also request Marketing Ops remove the listing. The FMC will update the due date of the issue.
@dambroldin the issue to remove the email from the nurture streams.
The below verbiage can be utilized/sent to Marketing Ops when closing a Marketo LP form after an event has occurred.
Thank you for your interest in this [insert event type]. This event has concluded and registration is now closed, but GitLab has a number of hands-on events and educational programs scheduled at any given time. Please visit our events page for more information on upcoming events and dates.
The below verbiage can be utilized/sent to Marketing Ops when closing a Marketo LP form if an event is at capacity.
Thank you for your interest in this [insert event type]. The event has reached capacity and registration is now closed, but GitLab has a number of hands-on events and educational programs scheduled at any given time. Please visit our events page for more information on upcoming events and dates.
These instructions explain how to close a Marketo LP form and how to update the LPs verbiage at the top of the page. The page and the information on it will still be visible to visitors, but there will no longer be a form to fill out for registration.
See instructions here.
See instructions here.
See instructions here.
We market our workshops on both the GitLab events page and via the below EMEA regional workshop/demo page (the AMER and APAC demo pages have been deprecated). The GitLab events page listings require an MR to add new events (see instructions here) and events will automatically drop off the page once the event date passes. But the regional workshop/demo pages require manual adjustment. When an EMEA workshop LP is created by Marketing Ops, they will add to the EMEA workshop/demo page once the LP is approved. When the workshop is completed and the FMC requests that Marketing Ops closes the LP, Marketing Ops will also remove the listing from the regional workshop/demo page.
Marketing Ops will add EMEA workshops only to the EMEA Tech Demos and Workshop page.
For more information regarding the regional workshop/demo pages, please visit this handbook page.
These instructions are standard across all campaign types and will close down the entire LP and re-routes visitors to our about.gitlab.com page. If you have set up asset expiration previously, this step will occur automatically.
Registration Landing Page
Landing Page Actions
Unapprovebutton in the pop up box
If you have closed a Marketo LP registration form because your event has reached capacity but need to add in an important registrant after the fact, please follow the below instructions.
IMPORTANT NOTE: Field Marketing does not have access for the below actions. Please ping Marketing Operations in the
#mktgops Slack channel to add registrants when needed.
Important context: The landing page and form themselves have no bearing on whether or not someone is synced. The sync relies solely on
Program Members and their statuses. Thus, a person can fill out a form, but if their program member status is never updated to
Registered, they will never sync over into the webcast in Zoom. Likewise, we can update someone's status to
Registered without any form every being filled out, and they will still sucessfully sync to Zoom.
Databasetab in Marketo
NEWin the upper ribbon and add a
new person. It will take up to 10 minutes for them to then show in the lead database)
Person Actionsfrom the upper ribbon
Programsand click on
Change Program Status...
RUN NOWto execute the action
Registeredscoring will trigger for the registrant
You can use these steps to add anyone to a Marketo program.
If a registrant is having issues registering for an event on a GitLab landing page, please have them first try the below fixes. If these still do not work, open a bug issue with Marketing Ops to help determine if there is a problem with the landing page.
There are times that Field Marketing will run campaigns that involve building a landing page in Marketo in order to collect addresses for shipping swag. Examples of these instances are a 5k run, GitLab-hosted tasting event, direct mail campaigns, etc. When collecting addresses, please follow the below instructions for ensuring PII compliancy.
When collecting addresses on our Marketo landing pages, make sure to always include the following verbiage on the page -
By giving us your address, you are giving us permission to mail items to your home or office. We will not use this data for any other purposes.
Please note that due to PII compliancy, addresses collected in Marketo landing pages are not synced to SFDC. As a result, Marketing Ops support is required to pull the address list from Marketo (Field Marketing does not have this level of access in Marketo).
Once the report is downloaded (or the event/tactic has ended and all swag has been sent), Marketing Ops will then also delete the PII information directly in Marketo. To request this support, please review this page and open an export request issue to specify when a list pull and PII deletion is needed. Also remember to delete PII from any order spreadsheets once swag has shipped.
The AMER Field Marketing team utilizes GitLab's swag and fulfillment vendor Boundless, and their contracted warehouse, A51 Logistics for all of our swag and event asset requirements. Boundless is available to produce, ship and store swag and event assets.
Field Marketers are responsible for accessing the Boundless Portal via their individual logins to order all swag and assets for their events.
Watch Training Video Here (Note: You must be logged in to GitLab Unfiltered to view)
For Boundless support, please reach out directy to our Boundless Branded Merchandise Specialist, Savanah Sporer. For any questions or concerns, please reach out to
Savanah Sporer email@example.com 785.672.2647
@krogeldirectly. All new swag items must be approved by the Brand team for brand consistency.
It is recommended that each Field Marketer keep a separate GitLab tablecloth, popup banner and table runner with them at home for easy access and to be utilized for events. Ordering instructions are provided during onboarding, but if replacement items are needed, please contact
@krogel. Additional event assets utilized for shows (including backwalls, tablecloths, popup banners, DevOps Days kits, etc.) are stocked at the Boundless warehouse and can be shipped via the Boundless Portal.
It is the FMM’s responsibility to not only ship assets to events, but to also ensure the onsite event DRI ships the items back within 3 days of the end of the event. Every order placed through the Boundless portal will include a clearly marked return label inside of each box. The FMM is to make sure the onsite event DRI is aware of the location of the return shipping labels and of their responsibility to ship the items back.
PLEASE NOTE: Trash should not be put into the return shipping boxes. All event assets are to be packed up cleanly and securely in their original boxes. All tool kit items should be returned to the tool kits for future event use. Do not send small numbers of swag back to the warehouse if the items were bundled. Only send full bundles back to the warehouse for restock. Example: If pens come in bundles of ten, please do not send back 2 pens as these cannot be rebundled. Feel free to keep small quantities of extra swag to give out to customers, if appropriate. Also, only open swag bundles as they are needed so items can be returned if not used. If you have any questions, please contact
A51 Logistics Account: GitLab 4465 W Hacienda, Suite 105 Las Vegas, NV 89118 702-353-4547
For sticker orders, please utilize our Stickermule account. The login for Stickermule can be found in the Marketing 1pass. Delivery options and timelines are provided during the ordering process. Any new sticker designs must be approved by the Brand team for brand consistency. For new sticker design requests, please open a design issue using the design issue template here. Please note that we are currently not producing specialty Tanuki designs at this time.
In order to stay environmentally-friendly, we generally do not provide large quantities of print collateral at events. However, if you do need printouts or gift bag stuffers for events, we utilize Vistaprint. Please log in using the Marketing 1pass. Another option in lieu of hundreds of printed handouts is to have a handful of printed and laminated pieces of collateral to utilize for visual reference while speaking with customers at an event. Additionally, you can create a QR Code to display at your event with that same piece of content for customers to download to their own devices.
If you are interested in ordering new swag, please open a Swag Request Issue and assign
@krogel. If you believe the swag item is something the entire AMER team would be interested in utilizing, you can add an item to our weekly team agenda or send a message in the
#amerfmteamctf Slack channel to check and see if any other FMMs would be interested in also ordering the item and splitting the cost. If splitting the cost between regions, please remember to utilize the
ALL AMER plan in Allocadia for budgeting and to indicate which regions are sharing the cost in the Swag Request Issue.
The EMEA Field Marketing team utilises Reachdesk to source, fulfill, ship and store (European adn Uk warehouses) swag branded swag items. We also utilise vendor Ten&One who can source swag items and who also currently store all EMEA event material. The FMC is responsible for ensuring adequate stock levels and coordinating field event swag logistics.
Invoicing: All invoices for Field Marketing are required to include the campaign's Allocadia ID to allow for proper finance coding.
@helenadixonfor current inventory levels.
@helenadixonfor assistance with ordering. Delivery options and timelines are provided during the ordering process. Any new sticker designs must be approved by the brand team for brand consistency. You can suggest new designs in the swag slack channel or more formally in an issue in the Swag Project.
EMEA_SWAG_Request_template. This will add all labels automatically.
If you are looking to order swag or event assets for a non-Field Marketing event or would like to order swag for a customer, please see details here.
For details regarding this process, please visit our Events Page here.
The Field Marketing team utilizes the Field Marketing Fedex Account for shipping (details located in the Marketing 1pass). Please always include a reference when using the account (Allocadia ID, name of event, etc.) so charges can be tracked appropriately. For any questions regarding the Field Marketing Fedex account, please contact
The AMER Field Marketing team utilizes Grubhub and Pizzatime for all virtual events with a food and beverage component. Both vendors offer a wide range of food and beverage options to fit the needs of your virtual event best.
Grubhub will be utilized for smaller, owned, and partner events that will host executive-level registrants. Cost per person to be between $35-$50.
It is important to note that Grubhub will be utilized for post-event meal credit distribution. The FMM is responsible for taking account of registrants who attend in the first 30 minutes of the event. The FMM will utilize the list of attended registrants to upload to Grubhub prior to the conclusion of the event.
It is important to note that there is a limit on link sharing when utilizing the Grubhub platform. When registrant information is uploaded to the platform for event preparation, said registrants will receive a unique, non-sharable link to place their order.
How to access the Admin Portal
The Admin Portal is where you manage all aspects of your Corporate Account from adding employees and creating meal credits to viewing invoices and order history.
If you do not see the Business account page, you are not an assigned Admin user on the account. Contact your FMC and they will request the appropriate access.
Watch Training Video Here - (Note: You must be logged in to GitLab Unfiltered to view)
Watch an overview of the Grubhub Ordering Process - (Note: You must be logged in to GitLab Unfiltered to view)
More detailed instructions are listed below.
Before you create a Meal Credit, make sure that you have created a Group to associate with that credit.
Employees in the Grubhub portal refer to our registrants for an event.
Before you create a Meal Credit, make sure that you have created a Group to associate with that credit (details above).
Employees in the Grubhub portal refer to our registrants for an event.
How do I create meal credits?
Can I change a meal credit after it starts?
My employee is not seeing their meal credit balance and/or is being asked to enter their personal credit card upon checkout. There could be a few reasons. Check to make sure all the below items are addressed. If you’re still facing this issue, please reach out to Grubhub Corporate Support.
@krogelare the DRIs for the Grubhub monthly invoice.
You are able to upload new employees to your corporate account manually. We recommend that you upload employees manually if you have 10 or fewer; otherwise, we recommend uploading them in bulk.
How do I create another admin user?
Removing Individual Employees
How do I change a user’s email address?
What if a user has already registered their email with a personal Grubhub account?
Pizzatime will be utilized for larger, virtual-owned events that will host mid to executive-level registrants. Cost per person to be between $20-$40.
It is important to note that Pizzatime will be utilized for pre-event meal credit distribution.
It is important to note that there is no limit on link sharing when utilizing the Pizzatime platform. Meaning, once registrants receive the link to place their order, they can share it with non-registrants who can then redeem it for a meal.
Watch Training Video Here - (Note: You must be logged in to GitLab Unfiltered to view)
Field marketers are always looking for new ways to support the sales teams within their regions and to provide unique, alternative ways to draw potential prospects closer to our company and show value to our current customers in order to expand within those accounts. Field marketers have a vast tool kit of marketing initiatives for precisely that. However, sometimes a gap is identified and field marketers will look to external third party vendors to help fill that gap when it comes to achieving their goals to their marketing metrics.
When souring and selecting a new third-party vendor, there are a few things that should be considered:
Once you feel confident that you have chosen the right 3rd party vendor, now is the time to begin the following review process.
The below epic is for tracking venues we would like to utilize for future events, or as a way to evaluate event venues we have already worked with to note the pros and cons of various event space across different regions.
In Field Marketing, the FMCs manage all Zip requisitions for their regions. For contracts or invoices ready to submit for approval, the FMM will open an issue utilizing the
Contract_Request template and follow the instructions to provide important details required before assigning to the regional FMC. SLA for FMC to complete the Contract Request issue is 3 business days from the date all needed info is filled out by the FMM in the Contract Request issue. FMM to leave a note if turnaround is urgent (FMCs have been averaging 1-2 business days currently).
|Region||FM DRI||GitLab User ID||Slack Channel|
|AMER - East - NE SE & NYC Metro||Beth Parker||
|AMER - East Canada||Beth Parker||
|AMER - East - South Central & Mid Atlantic||Jonathan Santiago||
|AMER - East - LATAM||Jonathan Santiago||
|AMER - West -Northwest & North Central||Julie Wyatt||
|AMER - Southwest & Bay||Lisa Rom||
|AMER - Public Sector DoD/NSG/Alliances||Kira Aubrey||
|AMER - Public Sector SLED/Civ||Haley McComber||
|Japan - link WIP||Shu Kawaguchi||
|EMEA Southern Europe||Marcus Hall (Mat Cover for Juliette Francon)||
|EMEA Northern Europe||Elena Sheveleva||
|EMEA UK||Neha Pujari||
|EMEA Central Europe||Sarina Kraft||
NOTE: to see the full list of events, you need to be logged into your GitLab account. There are times we make issues private.
To find out what upcoming events GitLab will be involved in please visit our Events Page.
For details on how we handle events please visit the GitLab Event Information page.
It is the responsibility of each field marketing manager to ensure that this tracker is up to date with all AMER Field Marketing initiatives. Sales should consider this spreadsheet live and current daily.
If you prefer to see the events in an actual calendar view please refer to the following:
If you are interested in requesting Field Marketing's support for a particular in-person or virtual event or tactic, please follow the process listed on our Events Page.
It is our goal to have planning for each qtr completed four (4) weeks before the next quarter starts. At this time, we have the following time line set for regional plans:
A standard deck will also be used to ensure consistency across the world in terms of how the plan is presented.
The SSOT of the plan remains in GitLab on our various issue boards.
Shortly following the day that the regional plans are due, each region will hold its own QBR. The regional Manager of Field Marketing will be responsible for setting up this meeting and inviting the necessary team members. The point of the QBR is for the Field Marketing Manager to share their qtrly long plans with their SDR Manager colleagues, Field Marketing colleagues, and Field Marketing Leadership. This time together is meant to be informative and also educational to all who are attending.
This deck should also be used to present the regional plans to the sales teams.
|VP of Integrated Marketing|
|Director of FMM|
|Manager of FMM, REGION|
|Regional FMMs & FMC/S|
|Manager of SDR, REGION|
|Mktg Ops (optional)|
|Regional Campaign Manager (optional)|
|Anyone else the Manager of FMM REGION deems necessary|
In an effort to share the FMM team plans with the rest of the marketing team, the below steps will be followed.
Within two days of the FMM plan being locked by Finance in Allocadia, the Director of Field Marketing will download the team's plans from Allocadia and will upload to the shared marketing calendar.
If any dates change after the upload has happened the FMC will make the date update within the marketing calendar.
In order to ensure the formulas carry over properly, the download from Allocadia will need to be cleaned, similiar to how we clean our leads for list upload.
The Calendar cleaner spreadsheet should be used to do this. Once the data is cleaned, it then can be copied into the marketing calendar.
Video walk through on how to clean. *on GitLab Unfiltered.
All plans with the various channel partners can be found within the marketing calendar.
Details on how Field Marketing shares quarterly plans with the Digital team can be found here.
By the 15th of the 3rd month of the quarter, all asks for the Portfolio Marketing team for the upcoming quarter should be opened up for their review. Following their process outlined here. It's the responsibility of each FMM to ensure their asks are in by this time. The ~Field Marketing label must be added to the request in order for the PM team to review. We will use this list to review.
This section is WIP as we have new team members and will need to build a new process.
After the quarterly FMM plans have been added to the marketing calendar, the regional Manager of FMM will set up an alignemnt meeting with the Director of Market Strategy & Insights. The regional FMMs as well as the regional customer reference manager should also be invited to this meeting. During this meeting, the team will review asks into the Customer reference team and agree on asks for the quarter.
You will note in Allocadia in the details panel if you need a customer speaker. Video walk through (you must be logged into GitLab Unfiltered to view.)
After the quarterly FMM plans have been added to the marketing calendar, the regional Manager of FMM will set up an alignemnt meeting with the Regional Manager of BDR and Director, Sales Dev Operations. The regional FMMs as well as the regional managers should also be invited to this meeting. During this meeting, the team will review asks into the BDR org. Further details on this process can be found here.
You will note in Allocadia in the details panel if you need BDR support. Video walk through (you must be logged into GitLab Unfiltered to view.)
After the quarterly FMM plans have been added to the marketing calendar, the regional Manager of FMM will set up an alignemnt meeting with the Regional Manager of SAs. The regional FMMs as well as the regional managers should also be invited to this meeting. During this meeting, the team will review asks into the SA org.
You will note in Allocadia in the details panel if you need SA support. Video walk through (you must be logged into GitLab Unfiltered to view.)
WIP TO BE UPATED based on FY24.
The complete list of Select Channel Partners are identified in SFDC here. (*Please note, SFDC is the SSOT for our roster of Select Partners.)
In order for a GitLab Partner to reach Select status, the Select Partner must:
|AMER East & Canada||Beth Parker||Maria Henry|
|AMER South Central & LATAM||Jonathan Santiago||Rodrigo Rios - LATAM and Joe McAninch - Central|
|AMER North Central||Julie Wyatt||Joe McAninch - Central|
|AMER Southwest & Northwest||Lisa Rom||TBD|
|AMER Public Sector||Kira Aubrey & Haley McComber||Chris Novello|
|APAC||Kate Baker||Dirk de Vos|
|APAC - Japan||Shu Kawaguchi|
|EMEA Southern Europe||Marcus Hall (Juliette Francon on Mat Leave)||Tristan Ouin|
|EMEA MEA||Marcus Hall (Juliette Francon on Mat Leave)||Matthew Coughlan|
|EMEA Northern Europe||Elena Sheveleva||Michal Kulakowski|
|EMEA UK/I||Neha Pujari||Matthew Coughlan|
|EMEA Central Europe||Sarina Kraft||Ilaria Pazienza|
|EMEA CEE||Sarina Kraft||Ilaria Pazienza|
|EMEA Russia||Elena Sheveleva||Matthew Coughlan|
Jointly with their regionally algined CAM, Field Marketers should be executing 50% of their in region campaigns with Select level regional partners. The primary goal of this activity is to convert MQLs to PSOs.
In order for FMM to engage in lead generation activity, the CAM needs to fill out the Channel Lead Gen request issue template.
Detailed planning process is outlined here. Week by week details can be found here.
Note: The Channel Partner Enablement team is the DRI to make sure each Select Partner is fully enabled prior to FMM engagement. FMMs should not be involved in any channel enablement.
Select Partner marketing activities can be:
Please refer to the Channel Partner Joint GitLab events handbook page for details on how we set up our joint campaign and also lead sharing with the channel as a result of those campaings.
All campaigns we are working with channel partners must flow through the outlined process as a way to ensure we are tracking the success of the campaign properly.
Please refer to the Field Marketers within SFDC section.
The below list is not exhaustive.
If you are a FMM receiving requests to add a partner logo to our website, then please direct the CAM or partner to Channel Marketing.
If you are a FMM receiving questions about the Channel Portal, then please direct the CAM or partner to Channel Programs.
Please head over to their page to check out their work and process. For more details on what the Channel Programs team does, please head to their page.
As incentive for attending an event, GitLab can promote and process a monetary donation per participant to a charitable organization. For example: GitLab promotes a $25 donation per attendee for attending an event, 100 attendees participate in the event and GitLab donates $2,500 to the selected charity. Please Note: Donations are not to be made in a participant's name or reference a participant's organization.
In alignment with the PubSec team's process to lock down shared data that is accessible to teams outside of our US PubSec team - (will link to handbook page once its been created!) the Public Sector Field Marketing Managers, by default, will mark their calendar details as private. Google calendar has a feature that allows you to share your calendar with individuals once its been marketed as private and at a minimum, the FMM team member should share their calendar with both their direct manager as well as their aligned Field Marketing Specialist, pending those people are US Citizens.
Please see the PubSec website page here.
The content for the PubSec page lives in the
Buyer Experience repository, in the public-sector.yml file (starting around line 240). To edit this file, please keep the same structure as the current content to avoid any errors. Feel free to use the Web IDE or single file editor to update the information.
The event cards section of the file will look something like this:
- icon: "/nuxt-images/features/resources/icon_partners.svg" event_type: "Conference" header: "AWS Summit Washington, DC 2022" date: May 23-25, 2022 link_text: "Event Details" image: "/nuxt-images/features/resources/resources_partners.png" href: "https://portal.awsevents.com/events/DCSummit2022/registration?trk=b182ae87-ed10-41fb-844b-446696bfe55f&sc_channel=el" data_ga_name: "Collaboration without Boundaries" data_ga_location: resource cards
header: "Space: The Final Frontier".
After making your edits, please tag an Engineer on the Digital Experience Team as a
Reviewer. For further assistance, feel free to post a question in the #digital-experience-team slack channel.
To build a community of GitLab users within Government and Education where peers can share best practices, connect with GitLab Team members and collaborate on how to best serve the public sector.
To provide opportunities for discussion, education and community building for individuals who serve the Public Sector through Meetups (both virtual and in person), training and team building
Transformation, Collaboration, Education, Iteration, Inclusion
To ensure a positive experience we will adhere to the GitLab code of conduct found here
Join us as we build a community of GitLab users within Government and Education where peers can share best practices, connect with public sector GitLab Team members and collaborate on how to best serve the public sector.
We are committed to providing opportunities for discussion, education and community building for individuals who serve the public sector. We look forward to connecting through both virtual and in person events, training and team building!
Consider the following items:
Getting Started with Meetup.com
User Group Event Checklist
- Invite Copy - Confirmation email copy - Resources for confirmation email - Coffee order link (if applicable) - Graphics - Email banner - Social - Slide template - Zoom background - Script - Poll questions - Thank you email - Resources - Invite for next event (or meetup.com save the date link)
iPad Pro 12.9 inch/256GB/wifi iPad Pro 12.9 inch Smart Keyboard Folio
In the AMER region, we utilize this issue to track the team's iPads.
In the EMEA region, Ten&One is utilized for the team's iPad tracking.
Field Marketing Apple ID
Marketo Check-in App
Google Drive and Slides
If you are a Field Marketing Manager and you would like to make a request in order to achieve better business results aligned to our values, please submit an issue using the Field Marketing Leadership request issue template.
FM leadership team will review all requests on a bi-weekly basis, and will prioritize as necessary or will share with you relevant issues if the request is already being worked on.
Why we use this template: Funneling similar requests from a global team and addressing shared pain points in a single issue with a DRI will help to reduce noise and churn for other teams we collaborate with and ideally helps to improve a process that works for the WW Field organisation.
This issue should not be used as a shortcut to get questions answered but for request where FM leadership can help to improve a process which does contribute to our success as a team.
For information on how Field Marketing tracks campaign expenses, please visit the Marketing handbook page section here.
The Field Marketing team works from issues and issue boards. If you need our assistance with any project, please open an issue and use the
Field Marketing label anywhere within the GitLab repo.
Field Marketing: Issue initially created, used in templates, the starting point for any issue that involves Field Marketing
FY24-Q4: What event or activity is set to take place or be due in this quarter in the specific year
mktg-status::plan: work that is proposed, in an exploratory state
mktg-status::wip: work in progress that has been accepted and assigned to a DRI
Events: Issues related to events - this label is held at the gitlab.com level
FMM-Other Tactics: Issues related to non-event tactics
FMM-MicroCampaigns: Issues related to regional integrated micro-campaign, which are built to drive a specific strategy in a region
Content Syndication: Issue related to content syndication
DevOpsDays: Issue related to DevOps Days
Direct Mail: Issue related to Direct Mail
Executive Roundtable: Issue related to Executive Roundtables
GitLab Connect: Issue related to GitLab Connects
Hybrid Conference: Issue related to Hybrid Conferences
In-Person Conference: Issue related to In-Person Conferences
Meeting Setting: Issue related to Meeting Setting
Owned Event: Issue related to Owned Events
Self-Serve: Issue related to Self-Service events
Webcast - Sponsored: Issue related to Sponsored Webcasts
Survey: Issue related to Surveys
Vendor Arranged Meetings: Issue related to Vendor Arranged Meetings
Virtual Conference: Issue related to Virtual Conferences
Webcast - GitLab Hosted: Issue related to GitLab-Hosted Webcasts
workshop: Issue related to GitLab workshops
APAC: Issues that are related to the APAC sales team
EMEA: Issues that are related to the EMEA sales team
FM AMER ALL: Issues that are related to the AMER ALL Allocadia plan
Central Europe: Issues that are related to the EMEA Central Europe (DACH) sales team
Europe CEE: Issues that are related to the EMEA Central Eastern Europe sales team
Southern Europe: Issues that are related to the EMEA Southern Europe (France, Italy, Spain, Portugal, Greece, Cyprus) sales team
Northern Europe: Issues that are related to the EMEA Northern Europe (Nordics & Benelux) sales team
UK/I: Issues that are related to the EMEA UK & Ireland sales team
Russia: Issues that are related to the EMEA Russia & Ukraine sales team
MEA: Issues that are related to the EMEA MEA (Middle East & Africa) sales team
East - NE & NYC Metro: Issues that are related to the US East - NE sales team and East - NYC sales team
East - SE & Mid Atlantic: Issues that are related to the East - SE sales team and East - Mid-Atlantic sales team
EAST - South Central: Issues that are related to the EAST - South Central sales team
WEST - SW & Bay Area: Issues that are related to the West - SW sales team and West Bay Area sales team
WEST - NW & North Central: Issues that are related to the West - NW sales team and Central - North Central sales team
LATAM: Issues that are related to the LATAM sales team
Public Sector US: Any issues related to US Public Sector
AMER PubSec - FED: AMER FED tactics
AMER PubSec - SLED/CIV: AMER SLED tactics
AMER - DOD: AMER DOD tactics
AMER - CIV: AMER Civilian tactics
AMER - SLED: AMER SLED tactics
AMER - NSP: AMER National Security tactics
FMS AMER NE/SE/PubSec: Issues that the FMS AMER NE/SE/PubSec is actively working
FMS AMER NE/SE/PubSec - Tracking: FMS AMER NE/SE/PubSec issue tracking
FMS AMER NE/SE/PubSec - Swag: FMS AMER NE/SE/PubSec tracking for swag and event assets
FMS AMER NE/SE/PubSec - WS/WC: FMS AMER NE/SE/PubSec task tracking for workshops and webcasts
FMS AMER NE/SE/PubSec - Contracts: FMS AMER/NE/SE/PubSec task for tracking contract requests
FMC AMER East-Central/West: Issues that the FMC East-Central/West is actively working
FMC AMER East-Central/West - Contracts: FMC East-Central/West task for tracking contract requests
FMC AMER East-Central/West - WS/WC: FMC East-Central/West task tracking for workshops and webcasts
FMC AMER East-Central/West - Tracking: FMC East-Central/West issue tracking
FMC EMEA: Apply this label for the attention of the Field Marketing Coordinator-EMEA
FMC EMEA - Event Tracking: Event/deadline tracking related to FMC EMEA
SDR-GO Live: Label FMMs add to the SDR Request issue that notifies the SDR team that the issue has been completed and is ready to be worked by the SDRs. SDR-GO Live Summary board.
For more information on how Field Marketing utilizes GitLab for agile project management, please visit Marketing Project Management Guidelines.
Field Marketing manages its budget in Allocadia. Specific instructions on how we manage our expenses:
Please note that there is a limit of $75 USD annually per person on customer speaker gifts.
Field Marketing executes contracts with outside vendors to support the work we do. We do so by following the company procure to pay process. All legal approvals will flow this process.
It should be a rare occasion (and not a result of poor planning), that a contract would need to be urgently (less than 5 business days) turned around. Only after all FMM approvals have happened, should the FMC ping legal on slack asking them to please approve an urgent ask.
Field Marketing follows the legal team's process here for contests and sweepstakes.
New vendors are popping up frequently and in the spirit of iteration and testing, the Field Marketing team at time may want to engage with a vendor that is brand new to the space (remember, at one point in time way back in 2011, GitLab the company was brand new too!). You should work with your leader to assess these opportunties. To ensure we are protecting our own company, you should follow these steps when working with a brand new vendor:
Field Marketing utilizes regional email aliases for pre and post tactic outreach. Please see this section for more details.
lessons learnedsection where each Country Field Marketing Manager will select 1 FMM event or other tactic event recap to review.
Event Recaplink from the
Event Planning and Recapto the agenda
Since we are a remote company, we utilize a Slack plugin called Geekbot to coordinate status updates. Field Marketing world wide currently conducts 1 weekly standup. Geekbot shares this update in the public #im-hangout slack room.
The Weekly Status Update is configured to run at 9 AM local time on Monday, and contains a series of rotating questions. Below is an example of questions you may see:
You will be notified via the Geekbot plug in on slack at 9 AM your local time on Mondays, as stated above. It is important to note, that unless you answer all questions in the Geekbot plug in, your answers will NOT be shared with your colleagues, so please be sure to complete all questions!
We follow the processes documented in the Communicating your time off section of our handbook page.
Everyone can contribute, although not everyone has merge rights. Within the Field Marketing team, when someone submits an MR, the submitter needs to assign to their direct line manager to review, and then their manager will assign to the Director of Field Marketing to review. Once the Director has reviewed/approved, it is their responsibility to ensure all threads are addressed and resolved and all merge conflicts are resolved, then merge.
Should a Country Manager of Field Marketing or Director of Field Marketing submit a process change in the handbook, then all Country Managers should sign off via approving the MR or commenting their approval. At which point, the Director ensures all threads are addressed and resolved and all merge conflicts are resolved, then the Director will merge.
At times, Field Marketers may want to create a SPIF (sales performance incentive fund) to help drive sales behavior in a campaign they are running. While this should not be our standard to offer a SPIF, should one need to be used, we do need to report back to payroll any incentve that was paid and to who. The process is as follows:
Account based marketing is separate but sits next to field marketing. For info on account based marketing, please head over to the ABM page.
Can be found on the DemandBase1 Handbook page.
The health and safety of our team members continue to be a top priority. If you are a Marketer who is planning on attending an event, please follow instructions listed in our Policy & Guidelines section.
In an effort to support the events the corporate marketing team runs, Field Marketing will rank the shows on an annual basis that corporate marketing runs.
Field Marketing will:
Field Marketing will:
We feel like this info is too good to delete, and while we currently aren't using either the tool that is descirbed or the process, we just aren't ready to delete…..its like that sweater you just can't seem to get rid of in case you may need it one day…
The below steps can be followed to set up and run a giveaway campaign using Printfection for field marketing. If you come across any steps that you can’t follow in Printfection, post in the #swag Slack channel so a Community Advocate can update your permissions levels.
Queuedit could trigger a confirmation email and when the status changes to
Shippedthe SDRs will begin follow up sequence (example here)
The purpose of the regional integrated micro-campaign is to build and drive a specific strategy in a region (with a specific list of targeted accounts/look-a-like accounts). This could be based on intent data pulled from our ABM tool, DemandBase, or it could be based on accounts you’ve agreed to target with your SAE. A micro-campaign must include a minimum of 2 different account-centric tactics.
At times, Field Marketing will run an account-centric approach to its in-region campaigns. Account-Centric is an approach where both sales and marketing are focusing their efforts on a very specific list of targeted accounts in order to increase engagement and ultimately pipeline creation within this list of accounts. The SAE/FMM/SDR are responsible for outlining which accounts are account-centric and accounts can easily pop in and out of being in the account-centric play based on the strategy that’s being executed. i.e. If a FMM is targeting to get 15 people into an interactive roundtable discussion, that will greatly impact the number of accounts that are targeted for that specific tactic vs if they were trying to 100+ people into that same discussion.
In order to track engagement, you need to start with a baseline and over time, track the progress on how engaged that account is with us. Right now this is a manual process where this SFDC report should be modified by pulling in all the accounts that are in the account-centric GTM Strategy per rep and then you must take a snap shot in time (SFDC does not allow for historical data pulls) by exporting the data and saving to a gsheet. Example of gsheet. Depending on your campaign, you can export this data on a weekly or monthly cadence to monitor progress.
In order to change the GTM Strategy field for accounts in SFDC from
Account-Centric, you can employ two options: a) Change the GTM Strategy field for each account manually if you have <20 accounts in the campaign, or b) Create a MOps request to have all accounts changed from
Account-Centric in bulk. To request the bulk adjustment, please utilize this MOps template.
Account-Centric is different from Account Based Marketing in the sense that ABM focuses on accounts as markets of one versus account-centric targeting a group of accounts. At GitLab we run a 3-Tiered approach to ABM focused around our ICP and target 100-150 accounts in our ABM strategy at any given time. For complete details on how GitLab runs its Account Based Marketing, please head to the GitLab ABM page.
At GitLab, we utilize Bizible for attribution tracking. In order to track the touchpoints of your campaign, modify this linear IACV SFDC report . This report shows Opportunity: Incremental ACV and Linear iACV.
Salesforce Campaignequals .
Ad Campaign Nameequals . We use the same UTM per channel, so all channels (paid ads, LinkedIn Mail, DemandBase, etc.) will pull all influenced iacv. Stay tuned for more details on Bizible.
FMM opens a field marketing issue using the Micro-Campaign and Individual Tactics Template, listing the tactics to be used from the list below in step 2. At this point, the issue is in
WHY? The purpose of opening the overarching micro-campaign issue is to discuss the plan with any teams that would require work and gain agreement on SLAs before opening epics and issues. Remember - as of today, epics cannot be made confidential, they cannot show up on issue boards, and there is no such thing as an epic template.
Here is what needs to be included before moving from
Detailssection of the micro-campaign template
For anything that’s listed in the
Tactics included section of the template the FMM needs to be clear about their specific ask & what the desired outcome will be. If the FMM does not know, it's ok to set up a call to talk through ideas and strategies.
FMM opens additional issues relevant to their micro-campaign, if required.
WHY? The purpose of opening the issue is so that each individual tactic shows up on the FMM boards. Remember - as of today, Epics cannot be made confidential, they cannot show up on issue boards, and there is no such thing as an epic template.
Issue Templates for Each Tactic: Please see the Field Marketing Issue Templates and Epic Codes list HERE for a comprehensive list of templates to be utilized for each tactic.
FMM follows the instructions for epic creation based on the tactics decided.
WHY? The purpose of opening the epics and issues is to organize the campaign in GitLab with the epic being equivalent to the project/campaign and issues being equivalent to the tactical execution steps to complete the campaign.
How to create the epic:
Micro-Campaign Epic Code This epic will include the general details of your micro-campaign.
<--- Name this epic using the following format, then delete this line: [Micro-Campaign Tactic Name] - [3-letter Month] [Date], [Year] ---> ## [Micro-Campaign Issue >>]() ## :notepad_spiral: Details (copy and pasted from your micro-campaign issue) /label ~"mktg-status::wip" ~"Field Marketing" ~"FMM-MicroCampaign" ~"FMM-Other Tactics"
Epic Codes for Each Tactic: Please see the Field Marketing Issue Templates and Epic Codes list HERE for a comprehensive list of epic codes to be utilized for each tactic.
At this point the FMM has the main issue (for agreement by teams), the tactic issue(s) (to show up on boards), and the tactic epics (to capture overarching tactic plan and organize issues). Now FMMs will create the issues to request the work and timeline of teams involved in each tactic.
In each epic code (from step 3), there are issue template links included that indicate what issues need to be created (example - follow up email, facilitate tracking, etc.) - if they do not say "optional" then they are required. The FMM will create each issue and link to the epic so that all tactical issues are organized together clearly in GitLab.
The FMM will designate DRI as indicated and set due dates based on SLAs for each item that is being requested. SLA workback sheet is available to help you.
Note: This is essentially creating the work-back execution plan using issues, DRIs, and due dates. If the date of the tactic is changed, the FMM is responsible for updating the due dates of all issues accordingly. It is also important to remember that the DRIs on the issues are not notified when due dates are added. If you create an issue and then add due dates at a later time (or change due dates), please remember to ping the DRIs in the issue so they are aware dates have been added or changed.
Your micro-campaign issue and epic is an overview of your micro-campaign strategy and each individual tactic supporting the micro-campaign requires its own issue and epic. When you add individual tactic epics to the micro-campaign epic, the micro-campaign epic automatically becomes the Parent Epic. Each individual tactic epic, when nested under the micro-campaign epic, automatically becomes the Child Epic. Whichever epic you nest the other epics under will automatically become the Parent Epic, so remember to always add your individual tactic epics to the micro-campaign epic and not the other way around.
For example - You have created a micro-campaign that will include a self-service event with promotion, a survey, LinkedIn InMail, and DemandBase targeted ads.
To organize your various tactic epics under your micro-campaign epic:
Video training on how to set up a Micro-Campaign. This video walks you though how to set up a Self Service webcast with promotion and LinkedIn InMail. Two tactics = Micro Campaign.
SimplyDirect is a third party company that helps companies identify buyers and early adopters using the latest in big data tools and high-response surveys. The program from SimplyDirect includes surveying (through GatePoint Research), responder intelligence, and custom content creation in the shape of a Pulse Report highlighting the overall findings from survey responses. These custom built surveys are developed via collaboration with GitLab sellers, Product Marketing, and Sales Development Reps, where the aim is to target accounts to create actionable sales intelligence which reveals an account’s needs, pain, plans and trends. In addition, GatePoint Research provides an incentive of a free gift upon completing the survey.
Our strategy is to leverage the data from the survey responses as well as the Pulse Report provided to set meetings and create sales-accepted opportunities. The data gathered from the surveys will also help the Digital Marketing Team and Campaign Managers by providing insight into the respondents current state of DevOps use and strategy as well as pain points and challenges.
At this time, SimplyDirect is only used by our AMER Field Marketing team.
Strategic success is contingent upon close alignment and communication between Marketing and Sales. Marketing will work collaboratively with Sales, Product Marketing and Campaign Managers to develop the survey. Best practice for the survey is 10 questions max. SDR’s will create a follow-up Outreach sequence to leverage when reaching out to those who’ve completed the survey.
Once the survey is complete, SDR’s will leverage the individual results and work with their SAE to:
Our focus will be geared towards key-decision makers or fellow team members who can help push to key decision makers. This opens up our outreach to anyone in DevOps, DevSecOps, IT and other related fields with titles ranging from Developer Team Lead to Executives.
Examples of personas/titles include: Director/VP of Engineering, Director / VP of Machine Learning (or AI), Director/VP of Enterprise Architecture, Director/VP of Product Development/Engineering, VP of Digital Transformation, Director of Applications, Director of Security (Information Security, IT Security, Application Security), VP of Operations.
SimplyDirect defines engagement by targets filling out the survey. The SimplyDirect<>Marketo integration adds anyone who fills out the survey automatically into the salesforce campaign.