Focus Account Lists

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2. Handbook
3. Marketing
4. Revenue Marketing
5. Account Based Strategy
6. Focus Account Lists

Maintained by:

On this page

• Focus Account Lists
  • How we develop our focus account lists
• Q1 FY22 criteria
  • GL4300 FAL Criteria
    • First Order Logo ICP
    • Expand Account ICP
  • MM4000
• Account hierarchy
• Connected New Customer / Net New Logo
  • Data sources
  • When an account moves to/from our GL4300 & MM4000 focus account lists
    • T-minus two weeks from end of quarter
    • Last day of quarter
    • First business day of new quarter
• Accounts are identified in Salesforce by the GTM strategy field in Salesforce:
• Account Sources
  • Aberdeen Data
• Where can I see the GL4300 and MM4000 account lists?
• How do I surface an account for review to be added to the Focus Account Lists?

Focus Account Lists

At Gitlab we have a Focus Account List (FAL) for both our Large and Mid-Market segments. These lists account for our Account Centric marketing motion. FAL will always include our ICP accounts but because priorities shift and we may choose to focus on different dev counts, industries, regions etc the definition of our FAL will change periodically and will be documented below. Additionaly, we are currently aligned to sales goals and the percentage of accounts per region will be reflected as such. This is not a true intent driven model because, for example, there may be lower overall intent in APAC versus US West, however from a marketing perspective, because we are aligned to sales goals, we will have accounts in FAL that have a lower intent scoring that the accounts in US West.

How we develop our focus account lists

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.

1. accounts identified by sales as strategic by region and match our ICP
2. accounts in our database that match our ICP
3. lookalike accounts: account that act, look & behave like our existing best customers
4. agreed upon sales & marketing identified strategic accounts

Q1 FY22 criteria

While our ICP remains relatively static, occasionally the criteria for our FAL will change based on the GTM strategy for the business. The current criteria will be documented below for both Large and Mid Market.

GL4300 FAL Criteria

GL4300 stands for GitLab & the number of focus accounts we are marketing to. This list represents only those accounts in our Large segment. Currently this list consists of 80% first order logo accounts and 20% expand accounts.

First Order Logo ICP

Expand Account ICP

MM4000

The focus list for the Mid Market segment. The current MM4000 list is based on a true intent based model and does not follow regional sales goals.

MM4000 stands for MidMarket & the number of focus accounts we are marketing to. This list represents only those accounts in our MidMarket segment.

Account hierarchy

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.

Connected New Customer / Net New Logo

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.

Data sources

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.

When an account moves to/from our GL4300 & MM4000 focus account lists

Both Focus lists will be reviewed and modified during the last 2 weeks of each quarter. The process is as follows:

T-minus two weeks from end of quarter

1. ABM nominations are made by sales

Last day of quarter

1. Closed won logos will be filtered out and the lists will be refilled based on next up ideal customer profile accounts.
2. Accounts not showing an increase or are showing a decrease in engagement will be removed from the Focus list
3. Any additional accounts identified by sales as not a good prospect due to lack of budget, etc

First business day of new quarter

1. Salesforce is updated with all changes to the focus acccount list and shared with the organization

Accounts are identified in Salesforce by the GTM strategy field in Salesforce:

Volume Default selection for all accounts.

ICP TOTAL ADDRESSABLE MARKET All accounts that fit our current account centric ICP (please see the definitions above).

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.

Account Sources

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

Aberdeen Data

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.

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

Where can I see the GL4300 and MM4000 account lists?

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.

How do I surface an account for review to be added to the Focus Account Lists?

Because we do not have all of the data possible in Salesforce, some accounts are not surfaced through our process for refilling the FAL's quarterly. If you have an account that should be reviewed, please ensure the following is complete in Salesforce, then chatter @emilyluehrs to flag the account for review.

• number of developers (potential users verify field)
• technology stack is up to date (please use the Gainsight stage technology fields to do this)
• account hierarchy is up to date