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?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.
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.
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 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.
Attribute | Description | |
---|---|---|
Core criteria (must haves) | Number of developers | 500+ |
Tech stack (regional) | Includes GitHub, Perforce, Jenkins, BitBucket or Subversion | |
Cloud provider | AWS or GCP | |
High intent account | Account is trending as high intent based on our data in Demandbase | |
Type | First order logo (not a current PAID customer for GitLab anywhere within the organization) | |
Additional criteria (attributes to further define) | Digital transformation | identified C-suite initiative |
Attribute | Description | |
---|---|---|
Core criteria (must haves) | Number of developers | 500+ |
Tech stack (regional) | Includes GitHub, Perforce, Jenkins, BitBucket or Subversion | |
Cloud provider | AWS or GCP | |
LAM | High LAM availability | |
TAM Score | Both Green and TAM priority 1 in SF | |
Additional criteria (attributes to further define) | Digital transformation | identified C-suite initiative |
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.
Attribute | Description | |
---|---|---|
Core criteria (must haves) | Number of employees | >500 |
Tech stack (regional) | Includes GitHub, Perforce, Jenkins, BitBucket or Subversion. Also include a LACK of tech stack in smaller companies | |
Prospect | First order logo (not a current PAID customer for GitLab anywhere within the organization) | |
Additional criteria (attributes to further define) | New hire | CIO |
High intent account | Account is trending as high intent based on our data in Demandbase |
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.
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 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 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.
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.
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.
potential users verify
field)stage technology
fields to do this)