Sales Development

Table of Contents


Welcome to GitLab and congratulations on landing a job with the best open source tech company! We are excited to have you join the team and look forward to working closely with you and seeing you grow and develop into a top performing salesperson.

As a SDR (Sales Development Representative) your focus will be on qualifying inbound leads, and creating outbound generated opportunities, ultimatley leading to closed won business. On this team we work hard, but have fun too. We will work hard to guarantee your success if you do the same. We value results, transparency, sharing, freedom, efficiency, frugality, collaboration, directness, kindness, diversity, solutions, and quirkiness.

Being a SDR can come with what seems like long days, hard work, frustration, and even at times, failure. If you have the right mindset and come to work with a tenacious, hungry attitude you will see growth personally and in your career. GitLab is a place with endless opportunity. Let’s make it happen!

Your Role

As a SDR, you will be dealing with the front end of the sales process. You play a crucial role that helps bridge the gap between sales and marketing. You will be tasked with generating qualified opportunities for GitLab as you look for leads, research companies, industries, and different roles.

As you gain knowledge, you will be able to aid these key players in solving problems within the developer lifecycle. There are numerous resources at your fingertips that we have created to help you in this process. You have:

  1. SDR Handbook - This will help you with your day to day workflow. You can find information on how to prospect, best practices, customer FAQs, buyer types, cadence samples and more. Use the BDR handbook in conjunction with the Marketing and Sales handbooks. This will help you bridge the gap between the two and learn the product and process faster.
  2. GLU GitLab University - These trainings will teach the fundamentals of Version Control with Git and GitLab through courses that cover topics which can be mastered in about 2 hours. These trainings include an intro to Git, GitLab basics, a demo of, terminology, and more. You can also find information about GitLab compared to other tools in the market.
  3. Gmail
  4. Salesforce
  5. Outreach
  6. LinkedIn
  7. Grovo - A learning management system with short, engaging tracks focused on specific skills.
  8. Slack
  9. Google Drive

Inbound SDR Handbook

SDR Inbound Workflow



You will be assigned an onboarding issue by Peopleops. Tasks in the issue will fill up the majority of your first week. This is a step by step guide/checklist to getting everything in your arsenal set up, such as equipment, tools, security, and your account. These todo’s provide you with the fundamentals.

SDR Inbound Weekly Onboarding Schedule - This 3 week schedule will get you up to speed with the basics of BDRing.

SDR & SDR Team Lead

Formal Weekly 1:1

Inbound SDR Workflow

Lead/MQL Definition

A Marketing Qualified Lead (MQL) is a lead that reaches a certain point threshold (100 pts) based on a demographic information, engagement, and/or behavior. Each BDR will be placed into the Marketo Queue and will receive a high volume of MQLs to work. Criteria for those leads are set by Marketo and the Lead Generation team. We have two MQL buckets: (1) hand raisers and (2) passive leads.

Hand Raisers (A Leads)

Hand raisers are leads who have filled out a sales contact us form or signed up for a free EE trial. These leads are automatic MQLs regardless of demographic information because they have exhibited clear interest in GitLab’s ability to fulfill a software need.

Passive Leads

Passive leads are leads who have not filled out a contact us form or signed up for a free EE trial. For a passive lead to become an MQL, they must meet our minimum lead score of 100 pts. A passive lead becomes a MQL via a combination of demographic score and behavior/engagement score.

Because these leads can MQL without showing clear interest in GitLab paid products, they are routed to Business Development Representatives (BDRs) to qualify and assess sales-readiness.

Lead Management

What leads to qualify, how to do it, and who to send them to.


AM = Account Manager
AE = Account Executive
RD = Regional Director
BDR = Business development Rep
SDR = Sales Development Rep (FKA Outbound BDR)
CS = Customer Success (Sales Engineer)
Sales Admin = Sales Administrator (US and EMEA)
TEDD = Technology, Engineering, Development and Design dataset from



(can be found on account page in Salesforce)
Strategic = 5000+ users
Large = 751-4999 users
Mid Market = 101-750 users
SMB (Small Medium Business) = 1-100 users



Asia Pacific RD = Michael Alessio


Europe, Middle East, and Africa RD = Richard Pidgeon

US East

RD = Mark Rogge

US West

RD = Haydn Mackay


Director of Federal Sales = Paul Almeida

Lead Routing

Lean Data is used to auto route MQLs to the correct individual. See Rules Here: (LINK)

Lead Source

Lead Source is set upon first "known" touch attribution. It should never be changed or overwritten. If merging leads, keep the Lead Source that was created first (if you can tell). If creating a Lead/Contact and you are unsure what Lead Source to use, ask on #Lead-Questions channel in Slack.

Lead Status

Lead status definitions are in the process of changing/transitioning, if you have questions about current status please ask in #Lead-Questions channel on Slack.


3 X 3 X 3

Three things in three minutes about the:



Company Website


Email Prospecting

Structuring a Prospecting Email

Call Prospecting

Structuring a Prospecting Call

Warm Discovery Calls

Purpose: To qualify leads faster and more accurately (SQL Qualification Criteria) than in an email exchange.

Process: In your reply message to setup/initiate a call, ask a few of your normal BDR questions to prep for the call. To save a step in emails include your Calendly link so leads may schedule the call directly.

“Hi (lead name), this is (BDR) from GitLab. How are you today?”

“Great, is now still a good time to talk about (primary issue)?”

After you’ve established the conversation is good to move forward, ask questions and guide the conversation in a way that enables the lead to tell you what their issue/problem is while also providing answers to the SQL QC. Your primary role is to gather information, and decide more appropriately how to provide assistance and/or qualify the lead for a call with an AE.

“Great (lead name), thank you for sharing that information. I have a better feel now for how to move forward with your request/issue. I’m going to follow-up with an email recapping what we discussed, send over that documentation I promised and get you in touch with (account executive)”


Your goal is to generate Sales Qualified Leads (SQLs) by gathering all pertinent information needed for an Account Executive to take action. Some examples of sales qualification questions can be found here.

SQL Qualification Criteria

Current Defined Need


Buying Process


Product Fit


Next Steps

When to Create an Opportunity

When you have successfully qualified a lead, you will need to create an opportunity and hand it off to the assigned Account Executive (AE)/Account Owner.

How to Convert a Lead Into an Opportunity

This document provides a step by step process on how to convert a lead to an opportunity. It includes the following information:

Inbound Handoff Process

Schedule a Discovery Call with the Account Owner/AE, or Intro the Lead via email to the AE


Variable Compensation Guidelines

Full-time Inbound SDRs have a significant portion of their pay based on performance and objective attainment. Performance based "bonuses" are based on quota attainment.

Actions for obtaining results will be prescribed and measured, but are intentionally left out of bonus attainment calculations to encourage experimentation. Inbound SDRs will naturally be drawn to activities that have the highest yield, but freedom to choose their own daily activities will allow new, higher yield activities to be discovered.

Guidelines for Bonuses

Additional Resources


Don't hesitate to ping one of your colleagues with a question, or someone on the team who specializes in what you're searching for. Everyone is happy to help, and it's better to get your work done faster with your team, than being held up at a road block.

Questions specific to:


Lead Questions or Issues





What are my work hours?

The handbook says “You should have clear objectives and the freedom to work on them as you see fit. Any instructions are open to discussion. You don’t have to defend how you spend your day. We trust team members to do the right thing instead of having rigid rules”.

Who should I connect with for my 10 1:1 onboarding calls?

You can connect with whomever you please. Check out the Team Page for ideas. Though you will be working most closely with the Sales and Marketing teams, it is encouraged you get to know people all around the organization.


Outbound SDR Handbook

Table of Contents

Your Role

As a Outbound SDR, you will be dealing with the front end of the sales process. You play a crucial role that helps bridge the gap between sales and marketing. You will be tasked with generating qualified opportunities for GitLab as you hunt for prospects, research companies, industries, and different roles.

As you gain knowledge, you will be able to aid these key players in solving problems within the developer lifecycle.

Outbound SDR Onboarding

To prepare you to be a successful Outbound SDR at GitLab we have created a four week bootcamp. At the end of 4 weeks, success is defined as preparing you to have conversations with prospects and create sales opportunities. Each week there will be a defined goal of what you should learn and be able to apply with information and training to support the learning objective.

Working with AE’s

Account Executives are provided support from the Outbound SDR team. Weekly or biweekly strategy meetings should be held and consist of the following:

Note: This is just a guideline and example

AEs have direct impact on the Outbound SDR's success. Forming a strategic relationship around the assigned accounts will play a crucial role in obtaining quota each month.

Account Distribution

SDR Compensation


Monthly Target

Criteria for a Outbound SDR created opportunity

Walk-throuh of an SDR created opportunity from a high level

Note - A first no show should not be rejected. An opportunity should only be rejected if the prospect verbally declines our services. The SDRs will be accountable for rescheduling the initial Qualifying Meeting (IQM) and teeing the opportunity up again.

Criteria for Sales Accepted Opportunity (SAO)

Salesforce Hygiene for your opportunites

Outbound SDR created opps This is the report that the leadership uses to see all the Outbound SDR created opportunities.