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FY22 DevOps Platform Sales Play

Jump to Sales Play Tactics

Overview

Objective - .

Who is this sales play for?

Who to meet

Ideal Customer Profiles

Target Buyer Personas

Persona role Possible titles
Economic buyers Head of Product, CTO, CIO, CISO, VP / Director of App Development
Technical influencers Chief Architect, App Dev Manager, DevOps Engineer
Other Personas to consider PMO, Release & Change Management

Target Account Lists

Getting Started

Consider the following questions:

Value Discovery

Common Pains

An in-depth view of pain points and probing questions around them can be found on the DevOps Platform resource page

Common Benefits

By adopting GitLab's DevOps Platform, customers may experience one or more of the below benefits:

Desired Future State (“After Scenarios”) So What? (“Positive Business Outcomes”)
Seamless collaboration across entire SDLC. Complete context always available to any stakeholder, resulting in less misalignment of work, less context switching, and greater ability to execute quickly and independently.
No integrations to create or maintain. Staff can spend more time creating value, rather than managing infrastructure. Increased visibility across toolchain in the absence of API "chokepoints" between tools.
End-to-end traceability from discussion, to code, to review, to test and deploy. Painless audits, easy-to-understand forensic analysis to improve value flow and training.
Complete suite of DevSecOps functionality available out-of-the-box Predictable costs, even as needs evolve. Users more likely to partake of security and compliance features if they are readily available.
A single application with a single UX Reduce training costs and ramp time, increases ability of staff to move between roles and teams

Required Capabilities

To achieve the positive business outcomes highlighted above, what required capabilities does the customer need to solve for and how will success be measured?

Required capability Customer Metrics
Agile planning: Planning, initiating, monitoring, controlling, closing, and measuring the value created by Agile teams and projects. TBD
Control and manage different versions of the application assets from code to configuration and from design to deployment. TBD
Automate and streamline build and test to improve quality and velocity. TBD
Shift security left and make it relevant throughout the delivery lifecycle. TBD
Streamline and automate delivering and deploying code to different environments. TBD
Define, enforce and report on compliance policies and frameworks TBD
Organize multiple inputs into actionable workflows to allow the appropriate people to remedy anomalous conditions. TBD
Extend the system to work with business applications, external data sources, and legacy point solutions. Webhooks, APIs Customize DevOps platform to any workflow or business need, adopt end-to-end DevOps incrementally TBD
TBD TBD

Engaging the Customer

To better understand your customer's needs, choose from this list of discovery questions.

Positioning Value

Elevator pitches

Below are one-sentence summaries of value you can deliver to user and buyer personas to position relevant aspects of the DevOps Platform use case's value, based on the market segment of the persona's company.

SMB

User: Delaney - the Development Team Lead User: Devon - the DevOps Engineer Buyer: CTO* Buyer: CIO*
Receive immediate feedback on the quality, performance, and security of code as soon as you commit. Collaborate seamlessly among teams. Grow without having to build and support custom integrations. Collaborate in a single system, minimize context-switching, and increase developer productivity and focus. Grow without building and supporting custom integrations. Scale and manage a single system.

* CTO (Dev, external focus) and CIO (Ops, internal focus) personas in development and may vary per segment.

Mid-Market
User: Delaney - the Development Team Lead User: Devon - the DevOps Engineer Buyers: range from Erin - the Application Development Executive to the CTO* Buyers: range from Kennedy - the Infrastructure Engineering Director to the CIO*
Receive immediate feedback on the quality, performance, and security of code as soon as you commit. Collaborate seamlessly among teams. Increase reliability and eliminate ad hoc, team-based integrations. Collaborate in a single system, minimize context-switching and waiting, identify and remove productivity blockers, and deliver more value faster with more productive, focused developers. Increase reliability and performance while you grow by eliminating custom integrations. Scale and manage a single system.

* CTO (Dev, external focus) and CIO (Ops, internal focus) personas in development and may vary per segment.

Enterprise
User: Delaney - the Development Team Lead User: Devon - the DevOps Engineer Buyer: Erin - the Application Development Executive Buyer: Kennedy - the Infrastructure Engineering Director
Receive immediate feedback on the quality, performance, and security of code as soon as you commit. Collaborate seamlessly among teams. Increase reliability and eliminate ad hoc, team-based integrations. Collaborate in a single system, minimize context-switching and waiting, identify and remove productivity blockers, and deliver more value faster with more productive, focused developers. Increase reliability and performance while you grow by eliminating custom integrations. Scale and manage a single system.

How GitLab Does It

How GitLab Does It Better

With GitLab, organizations iterate faster, innovate together, and deliver more value, more quickly, at lower cost.

*Key GitLab differentiators] include:

  1. One UX to learn. Reduce onboarding and training time and complexity. Reduce friction as staff flows between projects.
  2. One application to support. Focus on building value instead.
  3. One source of truth. All information available to all roles at all times. True collaboration from ideation to delivery.
  4. Where the work hapens. Real-time data and actionable insights–fix problems as soon as you find them.
  5. Built-in security and compliance. Better coverage and peace of mind.

see provided link for additional details including value and videos

Proof points

Objection handling

Most common objections

Objection Response
"I don't want to rip and replace my toolchain." There's no need to do a rip-and replace. GitLab can coexist with any number of tools for as long as you need. You can start small on a green field project and prove out the value of GitLab before adopting more widely. If you have a tool you just can't move for now, simply integrate it, use GitLab for the rest, and consider replacing the legacy tool in the futre if that's right for you.
"We've spent a lot of time building/customizing/tuning product x." What if you could stop spending that effort on tool maintainence and spend it instead on delivering higher quality software faster?
"We have very specialized DevOps needs." We've developer a true DevOps Platform. That means you can build on it easily if you need to, either through our many integrations, or by contributing to our open source core. You probably won't need to, however. Our customers have very specific and demanding requirements, and we've been able to meet them.
"I'm not going to use all of it." You don't need to use everything GitLab has to offer, but it will always be available to you,and since we're a true platform delivered as a single application, adding new features when you're ready is really just as easy as pushing a button. We have thousands of customers who started with just one or two features and adopted the entire solution because it was more cost effective and simpler to maintain.

Services

GitLab (or a GitLab partner) offers the below services to help accelerate time to value and mitigate risk:

Additional Resources

Sales Play Tactics

TBD

Actions for sales to take

Note TBD: When sales gets the lead, will it show from which email it came? If so, sales will want to align the meeting purpose to the CTA from which the lead came. If sales will not see from which email the lead came, they can choose where in this flow is most appropriate to begin.

  1. Initial qualification meeting 1 - use #value-discovery above to assess business objectives. Use these recommended assets based upon areas of most interest:
    • TBD Milestones: Identify key value driver, champion, and economic buyer, agree to second meeting
      Metric: Sales Accepted Opp
  2. Meeting 2 - purpose is to understand customer’s interest in one or more of the topics of interest and provide a deep dive on:
    • TBD

Milestones: Identify key value driver, champion, and economic buyer, agree to meeting with economic buyer
Metric: Sales stage x

  1. Meeting 3 - purpose is to use the provided template and assess opportunity and show how TBD.
    • TBD Milestones: agree to next meeting
      Metric: Sales stage x

Resources to use

Will have specific resources under actions above. This is for additional resources.

How to measure progress

Milestones (identified by sales stages and/or SDLC fields)

Metrics:

Note: progress of the GTM Motion will be measured at the campaign level with clicks/opens/page visits, SAO (is there a code sales needs to use in SFDC?)

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