List of accounts that are first order logos (first paid customer within an organziation) for GitLab and fit our ideal customer profile. The lists are developed using the current data sources we have at our disposal and are refreshed quarterly at the beginning of each quarter.
The focus list for the large segment.
GL4300 stands for GitLab & the number of focus accounts we are marketing to. This list represents only those accounts in our Large segment.
The focus list for the Mid Market segment.
MM4000 stands for MidMarket & the number of focus accounts we are marketing to. This list represents only those accounts in our MidMarket segment.
If a subsidiary of a conglomerate is a customer, is the parent (and all other subsidiaries) considered a customer (i.e. not net new logo)? Yes, as our 2H plan is focused on NEW FIRST ORDER therefore if a child account is a customer, then an account would not be included. These would be considered Connected New.
Our GL4300 and MM4000 are focused on landing first order customers, therefore will not include connected new or expansion of any existing customer.
A connected new customer (sometimes called net new logo) is the first new subscription order with an Account that is related to an existing customer Account Family (regardless of relative position in corporate hierarchy) and the iACV related to this new customer is considered "Connected New".
There is a field called Order Type in Salesforce that on the back end automatically captures New - First Order, Connected New, and Growth. Marketing is currently focused on increasing New - First Order.
We take from a variety of data sets currently but the ideal state is to have all data flowing to Salesforce as our single source for qualifying and scoring accounts.
We use a variety of data sources to determine if an account matches one of our ideal customer profile data points. The table below shows the order of operation of where we look for this data.
| Attribute | Data Sources (in order of priority) |
|---|---|
| Number of developers | Aberdeen number of developers –> user/SAL input in Salesforce –> No. of employees as a proxy |
| Technology stack | Aberdeen technology stack –> user/SAL input in Salesforce –> Zoominfo tech stack |
| Cloud provider | Aberdeen technology stack –> user/SAL input in Salesforce –> Zoominfo tech stack |
| Prospect | Total CARR for all accounts within the hierarchy equals zero |
Both Focus lists will be reviewed and modified during the last 2 weeks of each quarter. The process is as follows:
Volume Default selection for all accounts.
ICP TOTAL ADDRESSABLE MARKET All accounts that fit our ideal customer profile.
ACCOUNT CENTRIC Indicates that an account is a focus for field marketing and account centric campaigns (GL4300 and MM4000).
ACCOUNT BASED- net new and ACCOUNT BASED- expand
This defines that an account is included in one of the three tiers of our account based strategy. Account based- net new will be included in the GL4300 as those are first order logo accounts. Account based- expand will not as those are connected new or expand opportunities. If an account is identified with either of these, the additional field of ABM Tier that will be completed as well which will identify which tier the account falls into in respect to our account based strategy.
ABM Tier
This field is a sub field of GTM Strategy and will be populated if Account Based is chosen in the GTM Strategy field. This field will identify which tier an account is currently in.
All accounts in Salesforce that are part of the ICP Total Addressable Market will also have the Net New Logo focus Account field completed.
Existing An account that already existed in our circumstances
Core Newly identified core user
Lookalike Account identified based on attributes that match our exisitng customer base
As part of the development of our ideal customer profile, we purchased data from Aberdeen to help us determine our ICP total addressable market. The data included number of developers, specific technologies installed, and cloud provider. The data is rolls up to the Ultimate Parent as we are looking for both the best entry point for an account and the overall environment.
| Data point | Salesforce field | Description & how to use the data |
|---|---|---|
| Number of developers | Aberdeen Ultimate Parent Developer Count |
This number is th total number of current developer contacts that Aberdeen has in their database for all sites of a company. Because it is impossible to have a database of ALL contacts at a company, we look to this data point to verify if an account has over 500 developers IF the account has a number >500 in this field but we don't exclude an account from our TAM if thecount is lower than 500 due to the nature of the data point, rather, we go to our next best data point to verify. |
| Competitive technology | Aberdeen Ultimate Parent Technology Stack |
This field identifies if a company has a certain technology in their technology stack that is part of our ideal customer profile |
| Cloud provider | Aberdeen Ultimate Parent Cloud Provider |
Tells us if an account has AWS, GCP, or both as their cloud provider. |
What does the Demandbase intent score mean? Demandbase handbook page You can read all about Demandbase and how they score accounts (both numerically and by H/M/L) in the handbook page dedicated to Demandbase.
As we run our campaigns against this list and learn more about which accounts are engaging/not, is there a process to take this learning into account for removing/adding accounts to the list? The GL4300 and MM4000 are both dynamic audiences. When an account is closed won/disqualified, it will be dropped from the list and refilled 1x a quarter ahead of sales QBR's.
For accounts outside the list that are engaging, how can we share that information so they can get added to the list? We are using Demandbase to look track all accounts that fit our ideal customer profile. We can see an increase in engagement in the platform and will be adding to the list quarterly.
At a high level, how does the intent data get collected? Handbook page
Both the GL4300 and MM4000 are identified in Salesforce by the GTM Strategy field = Account Centric. From the you can filter by segment to see the respective lists, or by account owner etc to filter further.
