Marketing Operations

Welcome to the Marketing Operations Handbook.

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Marketing Operations (Mktg OPS) supports the entire Marketing team as well as other teams within GitLab. Mktg OPS works closely with Sales Operations to ensure information between systems is seamless and we are using consistent terminology in respective systems.

Marketing Tech Stack

Our current marketing tech stack consists of the following tools:

Tech stack contract details and admins

How-tos & FAQs

Marketing Team OKR Issue Board

For Q4 2017, we will be using an Issue Board to track our department OKRs.

To create an OKR issue do the following:

When you start working on an OKR, update the label from ‘Not Started’ -> ‘Progressing’. If creating "sub-Issues" related to your META OKR Issue, associate using the 'Related Issue' section.

Merge Requests related to OKRs should also be associated ‘Q4 2017’ Milestone and contain ‘OKR’ & team label.

Webcast & Event Setup

When creating an event (live or online), webcast, or gated content its important to integrate the campaign across the three main platforms used - Unbounce (landing page), Marketo (Marketing Automation) and Salesforce (CRM). This provides transparency about the event to anyone with access to Salesforce, namely the Sales and Marketing teams.

Instructions to create an event from scratch or clone an existing event.


Mktg OPS is responsible for setting up and maintaining the lead routing for all inbound leads and also managing the database. There are two main tools used for lead routing: Marketo for form fillouts, lead enrichment and scoring, and Lean Data for account matching and routing based on account type (customer, prospect, strategic, etc), region and sales segment.

Lead routing rules can be found in the Sales Operation section of the handbook.

As leads are created they are scored based on a collection of demographic information, engagement and/or behavioural data. Once a lead reaches a score of 90 points or more they are considered a Marketing Qualified Lead (MQL). Currently there are two MQL buckets: (1) hand raisers (A leads) and (2) passive leads. Detailed information about the Lead definition can be found in the Business Development section of the Handbook.

The MQL Scoring Model is based on a 100-point system. Positive and negative points are assigned to a lead based on their demographic and firmographic information, and their behaviour and/or engagement with the GitLab website and marketing campaigns.
This model was implemented on 13 February 2017 and only impacted leads moving forward. For reporting purposes, it was decided not to retroactively adjust scores and MQL dates.

Email Management

Email database management is a core responsibility for Mktg OPS. Ensuring GitLab is following email best practices, in compliance with International spam laws and overall health of active database are all priorities.

Requesting an Email

To request an email, create an issue in Marketing and assign it to JJ Cordz and tagging Mitchell Wright (in addition to whomever else needs to be aware of email). Required request information, please be as complete as possible in providing detail related to the email:

Email Communication Policy

As of 22 August 2017, all email marketing communications are explicit opt-in. Using the Email Subscription Center, users can control their email communication preferences. There are currently 4 email segments.

Email Segments

Reoccuring database segments and how someone is subscribes to specific segment:


Current list of email aliases used in Marketo to send email:

Types of Email

Breaking Change Emails
These are operation emails that can be sent on a very selective as needed basis. This is an operational-type email that overrides the unsubscribe and does not provide the opportunity for someone to opt-out. Usage example: GitLab Hosted billing change, Release update 9.0.0 changes, GitLab Page change and Old CI Runner clients. It is very important to have Engineering and/or Product team (whoever is requesting this type of email) help us narrow these announcements to the people that actually should be warned so we are communicating to a very specific targeted list.

Sent bi-monthly (every 2 weeks). Content Team is responsible for creating the content for each Newsletter.

Security Alerts
Sent on an as needed basis containing important information about any security patches, identified vulnerabilities, etc related to the GitLab platform. These emails are purely text based.

Invitation and/or notification emails sent about future webcasts.

Live Events
Invitation emails to attend a live event (VIP or Executive Lunch), meetup, or in-person training. These emails are sent to a geolocational subset of the overall segment. This type of email is also used when we are attending a conference and want to make people aware of any booth or event we may be holding and/or sponsoring.

Alert Emails

Alert emails are sent directly to the Lead Owner on record. If Lead is owned by a Partner, the alert email is sent to the BDR Email Address on record.
APAC & NCSA -> To: Molly Young, Kyla Gradin, Jameson Burton (evenly distributed)
EMEA -> To: Conor Brady
Federal -> To: Brent Caldwell; cc: Paul Almeida

New Trial Lead Alert
Sender: ALERT - Lead
From Email/Reply-to: leads@
Subject Line: Enterprise Premium Trial: {{lead.Last Name}} from {{company.Company Name}}

Contact Request
Sender: ALERT - Contact
From Email/Reply-to: leads@
Subject Line: Contact Sales Request: {{lead.Last Name}} from {{company.Company Name}}

Consultancy Request
Sender: ALERT - Consultancy
From Email/Reply-to: leads@
Subject Line: Consultancy Request: {{lead.Last Name}} from {{company.Company Name}}

Development Request
Sender: ALERT - Development
From Email/Reply-to: leads@
Subject Line: Development Request: {{lead.Last Name}} from {{company.Company Name}}

Federal Contact Sales Request
Sender: ALERT - Federal Contact
From Email/Reply-to: leads@
Subject Line: Federal Contact Sales: {{lead.Last Name}} from {{company.Company Name}}

New Lead MQL
Sender: ALERT - New MQL Lead
From Email/Reply-to: leads@
Subject Line: New MQL Lead: {{lead.Last Name}} from {{company.Company Name}}