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 SDR 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 Marketo Qualified Lead (MQL) is a lead that reaches a certain point threshold (90 pts) based on a demographic, firmographic, and/or behavioral information. Each I-SDR 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 Demand 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, signed up for a free EE trial, engaged us through the Web Chat channel, or attended a live Enterprise Edition (EE) Demo. 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 engaged wit us in an active manner or completed any of the Handraiser actions. For a passive lead to become an MQL, they must meet our minimum person score of 90 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 Inbound Business Development Representatives (FKA BDR) to qualify and assess sales-readiness.

Lead Management

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



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

Contact Requests

Incoming requests that are classified in the Strategic and Large Sales segment, will be routed to the Strategic Account Leader (aka Account Owner).

All other Contact Requests - Mid-Market & SMB - will be distributed to the respective Inbound SDR (aka BDR) team based on region (EMEA, NCSA, APAC). The contents of the Contact request will determine the follow up next steps:

Enterprise Trials (EE Trials)

Free trial requests are routed to the appropriate Inbound SDR (I-SDR, aka BDR) team based on region (EMEA, NCSA, APAC). An Enterprise Trial lead is automatically added to a five (5) touch automated nurture in Marketo that runs during the 30-days the trial is active. Additionally the I-SDR can choose to add the lead to an Outreach sequence that is timed to run in conjunction with the automated Marketo campaign.

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 & Contact Statuses

The Lead & Contact objects in Salesforce have unified statuses with the following definitions. If you have questions about current status, please ask in #Lead-Questions channel on Slack.

Status Definition
Raw Untouched brand new lead
Inquiry Form submission, meeting @ trade show, content offer
MQL Marketo Qualified through systematic means
Accepted Actively working to get intouch with the lead/contact
Qualifying In 2-way conversation with lead/contact
Qualified Progressing to next step of sales funnel (typically OPP created & hand off to Sales team)
Unqualified Contact information is not now or ever valid in future; Spam form fill-out
Nurture Record is not ready for our services or buying conversation now, possibly later
Bad Data Incorrect data - to potentially be researched to find correct data to contact by other means
Web Portal Purchase Used when lead/contact completed a purchase through self-serve channel & duplicate record exists


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, within our large and strategic account segmentation, 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.

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-through 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.


AM = Account Manager
AE = Account Executive
APAC = Asia-Pacific
BDR = Currently referred to as Inbound Sales Development Reps (I-SDR)
CS = Customer Success (Sales Engineer)
EMEA = Europe, Middle East and Asia
Inquiry = an Inbound request or response to an outbound effort
IQM = Initial Qualifying Meeting
MQL = Marketo Qualified Lead - an inquiry that has been qualified through systematic means (e.g. through demographic/firmographic/behaviour lead scoring)
NCSA = North, Central, South America
RD = Regional Director
Sales Admin = Sales Administrator (US and EMEA)
SAO = Sales Accepted Opportunity - an opportunity Sales agrees to pursue following an Initial Qualifying Meeting
SLA = Service Level Agreement
SCLAU = Abbreviation for SQO Count Large And Up
I-SDR = Inbound Sales Development Rep (FKA Inbound BDR)
O-SDR = Outbound Sales Development Rep (FKA Outbound BDR)
SDR-AL = SDR Accepted Lead - A lead Sales Development agress to work until qualified in or out
SDR-QL = SDR Qualified Lead - A lead Sales Development has qualified, converted and assiged to Sales (Stage 0-Pending Acceptance)
SQO = Sales Qualified Opportunity - An Opportunity that has past initial qualification and has progressed into the sales pipeline (Stage - 1 Discovery or Later)
TEDD = Technology, Engineering, Development and Design - Used to estimate the maximum potential users of GitLab at a company
Won Opportunity = Contract signed to purchase GitLab