Revenue Marketing

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• Other Pages Related to Revenue Marketing
• What is Revenue Marketing Handbook
• Revenue Marketing Handbooks
• Revenue Marketing KPI Definitions

Other Pages Related to Revenue Marketing

• Business Operations
  • Resources
• Reseller Handbook

What is Revenue Marketing Handbook

The Revenue Marketing department includes the Sales Development, Field Marketing and Digital Marketing Programs (including Online Marketing & Marketing Program Management). The units in this functional group employ a variety of marketing and sales crafts in service of our current and future customers with the belief that providing our audiences value will in turn grow GitLab's business.

Revenue Marketing Handbooks

• Sales Development
• Field Marketing
• Digital Marketing Management
• Marketing Programs Management

Revenue Marketing KPI Definitions

• Many of these can be found on the Marketing Metric Dashboard

• Total # of MQLs by month: Total number of Marketo Qualified Leads per month

• Net New Business Pipeline Created ($s): The combined IACV of the net "New Business" opportunities

• Lead follow-up response time: The amount of time (Days, hours, minutes) it takes for a Lead/Contact to move from MQL to another status - this indicates how long it took for a sales rep/xDR to respond to the record becoming a MQL.
• Opportunities per XDR per month created: The net number of unique opportunities that are created and have a "sales development representative" assigned/attached to the opportunity segmented by xDR and by month.

• Pipe-to-spend per marketing activity: Pipeline (IACV on Opportunities) divided by the total marketing spend, broken down by marketing activity.
• Marketing Efficiency Ratio: Marketing efficiency for a given month is calculated as the ratio of IACV from closed won opportunities for the current month and the 2 preceding months vs the Marketing Operating Expenses (IACV / Marketing Operating Expenses) for the same time period. GitLab's target is greater than 2.