The health and safety of our Field Marketing team members continues to be a top priority. Given the continuing situation with Covid-19, the Field Marketing leadership team have decided that we will not consider participating (sponsoring or hosting) in in-person events until August 1 at the earliest. We will of course reassess as the situation changes but for now we appreciate your support and understanding on this decision. If you have any questions please feel free to reach out to the Sr. Director of Revenue Marketing, the Director of Field Marketing, or your direct line manager.
If you are considering an in-person event in Q3 or Q4 there will be a vetting process, please open the field marketing issue, and tag your manager and the Global Director of Field Marketing. Starting in Q3, we will consider smaller in person events with no more than 40 people.
Not to fear, the Field Marketing team is busying still helping to create pipeline via our other tactics. Check out all the awesome work on the regional issue boards.
The role of field marketing is to support marketing messages at a regional level through in-person and virtual interactions (quality vs. quantity) coupled with multi-touch activities. Field Marketing programs are focused on relationship building with customers and prospects to support land and expand opportunities as well as pulling pipeline through the funnel more quickly.
Account based marketing is separate but sits next to field marketing. For info on account based marketing, please head over to the ABM page.
GitLab Connect is a full or half day event with both customers and prospects in attendance sharing stories & lessons learned about GitLab. SAL's will be responsible for asking customers to speak and Marketing, through a combination of SDR outreach, database and ad geotargeting will drive attendance to the event. If you would like to propose a GitLab Connect in your city, please follow these instructions for requesting an event. Interested in seeing a GitLab Connect in action? Check it out.
Field Marketers will work with Product Marketing & Solution Engineers to put together various types of workshops depending on the needs of the region. Workshops available to date can be found here.
We will sponsor regional 3rd party events in an effort to build the GitLab brand and also to gather leads. Different type of 3rd party events include, but are not limited to:
Field Marketing works closely with our Marketing Program Managers to functionally set up and execute our in person events. For complete details on our shared process, including the epic/issue creation process, please review our event execution page.
Being the marketing experts for the region, GitLab Field Marketers are also responsible for using other tactics to help generate leads to build pipeline. We have options such as survey tools, both of current employees and past employees based on the 3rd party vendor we use, webcasts, direct mailings, and also various digital tactics.
The below steps can be followed to set up and run a giveaway campaign using Printfection for field marketing. If you come across any steps that you can’t follow in Printfection, post in the #swag Slack channel so a Community Advocate can update your permissions levels.
Register and send the items you will be using to Printfection by following these steps
Add a Printfection code column to your event spreadsheet with your leads. Copy over unique codes (generated above in the Printfection Giveaway Campaign) to assign a code to each lead
Complete list upload prior to the email send date (example list upload here)
Work with your MPM to determine post redemption email needs. The options are follow up email and an automated confirmation email. The confirmation email triggers upon redemption of codes, the follow up email is sent at one time to a group of receipients. If an automated cofirmation email is needed, define what status in SFDC should trigger the follow up email
using the Direct Mail campaign status progressions. (for example, when a person's campaign status changes to
Queued it could trigger a confirmation email and when the status changes to
Shipped the SDRs will begin follow up sequence (example here)
Once all above steps are complete, the Giveaway Campaign is ready to run. Make sure the Giveaway is changed from Paused to Running if you did not do this already in Step 3
To run plays where we are targeting a specific geography or where we would like to propose content syndication, we work through our Digital Marketing Programs team. Please create an issue utilizing DMPs Paid Digital Request Issue Template if you'd like them to do work for you.
To run plays where we are targeting a specific list of accounts, we work with our ABM team utilizing this issue template.
In order to track engagement for any work we do with PMG (our global digital marketing partner), a campaign UTM code will be created by the DMP team. The DMP team uses this UTM code to create a SFDC UTM Report (example here) which tracks all leads coming in from digital tactics. Please note a SFDC UTM Report is not the same as a SFDC Campaign (which pulls in registrations for events, webinars and content syndication leads). It is a dedicated report for our paid digital efforts only, and currently the only way to view leads coming in from PMG efforts.
In addition, PMG has a Field Marketing Dashboard that provides a more granular report for each digital campaign, including the most updated spend, clicks, impressions, CPL by channel, geo and/or content. If you do not have access to this dashboard, please speak with your manager. Filter the dashboard by campaign code (which is exactly the same as the campaign UTM code) to analyse the data and optimise future campaigns. The DMP/PMG team usually provides a campaign wrap-up summary in the relevant issues as well.
For more information on UTM's at GitLab can be found here..
The purpose of the regional integrated micro-campaign is to build and drive a specific strategy in a region (with a specific list of targeted accounts/look-a-like accounts). This could be based on intent data pulled from our ABM tool, DemandBase, or it could be based on accounts you’ve agreed to target with your SAL. A micro-campaign must include a minimum of 2 different account-centric tactics.
At times, Field Marketing will run an account-centric approach to its in-region campaigns. Account-Centric is an approach where both sales and marketing are focusing their efforts on a very specific list of targeted accounts in order to increase engagement and ultimately pipeline creation within this list of accounts. The SAL/FMM/SDR are responsible for outlining which accounts are account-centric and accounts can easily pop in and out of being in the account-centric play based on the strategy that’s being executed. i.e. If a FMM is targeting to get 15 people into an interactive roundtable discussion, that will greatly impact the number of accounts that are targeted for that specific tactic vs if they were trying to 100+ people into that same discussion.
In order to track engagement, you need to start with a baseline and over time, track the progress on how engaged that account is with us. Right now this is a manual process where this SFDC report should be modified by pulling in all the accounts that are in the account-centric GTM Strategy per rep and then you must take a snap shot in time (SFDC does not allow for historical data pulls) by exporting the data and saving to a gsheet. Example of gsheet. Depending on your campaign, you can export this data on a weekly or monthly cadence to monitor progress.
In order to change the GTM Strategy field for accounts in SFDC from
Account-Centric, you can employ two options: a) Change the GTM Strategy field for each account manually if you have <20 accounts in the campaign, or b) Create a MOps request to have all accounts changed from
Account-Centric in bulk. To request the bulk adjustment, please utilize this MOps template.
Account-Centric is different from Account Based Marketing in the sense that ABM focuses on accounts as markets of one versus account-centric targeting a group of accounts. At GitLab we run a 3-Tiered approach to ABM focused around our ICP and target 100-150 accounts in our ABM strategy at any given time. For complete details on how GitLab runs its Account Based Marketing, please head to the GitLab ABM page.
At GitLab, we utilize Bizible for attribution tracking. In order to track the touchpoints of your campaign, modify this linear IACV SFDC report . This report shows Opportunity: Incremental ACV and Linear iACV.
Ad Campaign Nameequals
Field Marketing Manager - overarching DRI responsible for opening the micro-campaign issue, reviewing the intent data from the ABM DRI, and building the strategy based on what the intent data is suggesting (i.e. are a lot of folks searching to Kubernetes? Is it digital transformation? What call to action do we have? Do you want a direct mail piece involved? Do you want to drive to an On-Demand or scheduled webcast?), owning, and driving the mico-campaign, including epic and issue creation and communicating timelines and actions needed of other team members with relevant SLAs from request to delivery.
Account Based Marketing (ABM) Manager - will work with FMM to produce target account list based on intent data and known targets & will also lead strategy session with Demandbase Campaign Manager, should the FMM decided its part of the strategy to deploy ads via Demandbase.
Sales Development Rep (SDR) - Will assist in building out the actual target people & build Outreach cadence to support agreed upon CTA.
Digital Marketing Programs - Can assist in deploying paid digital strategies (ex: display ads, paid search, paid social, and/or paid publisher placement) and geo focused ads via our digital agency. They can also help get our digital agency involved should the FMM want to engage with the agency.
Marketing Program Managers - Setup of Marketo and Salesforce campaigns with correct program type to support the tactic. Guidance on system tracking, setup of Marketo email follow up, and addition of needs to existing email nurture programs (all as needed). Facilitate new program types with MOps and other MPMs as necessary.
FMM opens a field marketing issue using the Micro-Campaign and Individual Tactics Template, listing the tactics to be used from the list below in step 2. At this point, the issue is in
WHY? The purpose of opening the overarching micro-campaign issue is to discuss the plan with any teams that would require work and gain agreement on SLAs before opening epics and issues. Remember - as of today, epics cannot be made confidential, they cannot show up on issue boards, and there is no such thing as an epic template.
Here is what needs to be included before moving from
Detailssection of the micro-campaign template
For anything that’s listed in the
Tactics included section of the template the FMM needs to be clear about their specific ask & what the desired outcome will be. If the FMM does not know, it's ok to set up a call to talk through ideas and strategies.
FMM opens additional issues relevant to their micro-campaign, if required.
WHY? The purpose of opening the issue is so that each individual tactic shows up on the FMM boards. Remember - as of today, Epics cannot be made confidential, they cannot show up on issue boards, and there is no such thing as an epic template.
Tactic options and related issue templates (and handbook pages also linked for details):
FMM follows the instructions for epic creation based on the tactics decided.
WHY? The purpose of opening the epics and issues is to organize the campaign in GitLab with the epic being equivalent to the project/campaign and issues being equivalent to the tactical execution steps to complete the campaign.
How to create the epic:
Micro-Campaign Epic Code
This epic will include the general details of your micro-campaign.
<--- Name this epic using the following format, then delete this line: [Micro-Campaign Tactic Name] - [3-letter Month] [Date], [Year] ---> ## [Micro-Campaign Issue >>]() ## :notepad_spiral: Details (copy and pasted from your micro-campaign issue) /label ~"mktg-status::wip" ~"Field Marketing" ~"FMM-MicroCampaign" ~"FMM-Other Tactics"
Links to epic code for FMM to use to create additional epics (based on tactic):
These epics will fall under your micro-campaign epic.
At this point the FMM has the main issue (for agreement by teams), the tactic issue(s) (to show up on boards), and the tactic epics (to capture overarching tactic plan and organize issues). Now FMMs will create the issues to request the work and timeline of teams involved in each tactic.
In each epic code (from step 3), there are issue template links included that indicate what issues need to be created (example - follow up email, facilitate tracking, etc.) - if they do not say "optional" then they are required. The FMM will create each issue and link to the epic so that all tactical issues are organized together clearly in GitLab.
Note: This is essentially creating the work-back execution plan using issues, DRIs, and due dates.
If the date of the tactic is changed, the FMM is responsible for updating the due dates of all issues accordingly. It is also important to remember that the DRIs on the issues are not notified when due dates are added. If you create an issue and then add due dates at a later time (or change due dates), please remember to ping the DRIs in the issue so they are aware dates have been added or changed.
Your micro-campaign issue and epic is an overview of your micro-campaign strategy and each individual tactic supporting the micro-campaign requires its own issue and epic. When you add individual tactic epics to the micro-campaign epic, the micro-campaign epic automatically becomes the Parent Epic. Each individual tactic epic, when nested under the micro-campaign epic, automatically becomes the Child Epic. Whichever epic you nest the other epics under will automatically become the Parent Epic, so remember to always add your individual tactic epics to the micro-campaign epic and not the other way around.
For example - You have created a micro-campaign that will include a self-service event with promotion, a survey, LinkedIn InMail, and DemandBase targeted ads.
To organize your various tactic epics under your micro-campaign epic:
Remember, an account-centric micro-campaign consists of at least 2 different account-centric tactics. If you are planning an individual tactic (account-centric or not), follow the below steps. Refer to the information provided in Steps for the Creation and Organization of Micro-Campaign Epics & Issues, for how to create the issues & epics if needed.
Reminder for what what needs to be included before moving from PLAN to WIP:
You decide you would like to create a Content Syndication piece. Here is how you would utilize the above Steps for the Creation and Organization of Micro-Campaign Epics & Issues to do so:
You decide you would like to host a Self-Service Virtual Event. Here is how you would utilize the above Steps for the Creation and Organization of Micro-Campaign Epics & Issues to do so:
Video training on how to set up a Micro-Campaign. This video walks you though how to set up a Self Service webcast with promotion and LinkedIn InMail. Two tactics = Micro Campaign.
After Field Marketing has run a campaign, the Field Marketing Manager is responsible for ensuring that the campaign has operationlly fully run to include the following:
Custom Linkssection of each SFDC campaign. This allows you to view the MQL score of the campaign members, whether they be a lead or contact, all within one view.
We sometimes work with third party vendors and use other tools for outreach, event production etc. Below is a list of whom we work with currently and the epic that tracks whom we have evaluated/worked with in the past.
@lilphilcurrently has an admin login and can add others as users, reach out to be added or for more info on using
The below epic is for tracking venues we would like to utilize for future events, or as a way to evaluate event venues we have already worked with to note the pros and cons of various event space across different regions.
|Region||FM DRI||GitLab User ID|
|AMER East NE & SE||Ginny Reib||
|AMER East-Central||Jake Sorensen||
|AMER West-PacNorWest||Rich Hancock||
|AMER West - NorCal/SoCal/Rockies||Rachel Hill||
|AMER Public Sector||Helen Ortel||
|EMEA Southern Europe||Tina Morwani||
|EMEA MEA||Tina Morwani||
|EMEA Northern Europe||Kristine Setschin||
|EMEA UK/I||Kristine Setschin||
|EMEA Central Europe||Jeffrey Smits||
|EMEA CEE||Jeffrey Smits||
|EMEA Russia||Kristine Setschin||
NOTE: to see the full list of events, you need to be logged into your GitLab account. There are times we make issues private.
To find out what upcoming events GitLab will be involved in please visit our Events Page.
For details on how we handle events please visit the GitLab Event Information page.
If you are interested in requesting Field Marketing's support for a particular in-person or virtual event or tactic, please follow the process listed on our Events Page.
It is our goal to have planning for each qtr completed four (4) weeks before the next quarter starts. At this time, we have the following time line set for regional plans:
A standard deck will also be used to ensure consistency across the world in terms of how the plan is presented.
The SSOT of the plan remains in GitLab on our various issue boards.
In April 2020, as part of our GTM strategy, GitLab launched its channel sales program. As part of that program, each Channel Account Manager (CAM) will have a maximum of 3-5 Select Channel partners for P0 and P1 regions. After the CAM has the 3-5 Select Channel partners identified (note: FMM could work with Open partners depending on their MDF proposal, and that will be handled on a case by case basis), it's the responsibility of the regional FMM to work with the channel team in the following manner:
Lead Management in the Channel:
_This is a WIP in process. As we start to work with channel partners, we will refine this process. _
As incentive for attending an event, GitLab can promote and process a monetary donation per participant to a charitable organization. For example: GitLab promotes a $25 donation per attendee for attending an event, 100 attendees participate in the event and GitLab donates $2,500 to the selected charity. Please Note: Donations are not to be made in a participant's name or reference a participant's organization.
Within our public sector team we have a team lead. Our PubSec Team Lead will:
To ensure we know who within the company currently has a company owned ipad, please see here.
Field Marketing Apple ID
Marketo Check-in App
Google Drive and Slides
If you are a Field Marketing Manager and you would like to make a request in order to achieve better business results aligned to our values, please submit an issue using the Field Marketing Leadership request issue template.
FM leadership team will review all requests on a bi-weekly basis, and will prioritize as necessary or will share with you relevant issues if the request is already being worked on.
Why we use this template:
Funneling similar requests from a global team and addressing shared pain points in a single issue with a DRI will help to reduce noise and churn for other teams we collaborate with and ideally helps to improve a process that works for the WW Field organisation.
This issue should not be used as a shortcut to get questions answered but for request where FM leadership can help to improve a process which does contribute to our success as a team.
The Field Marketing team works from issues and issue boards. If you need our assistance with any project, please open an issue and use the
Field Marketing label anywhere within the GitLab repo.
General Field Marketing Labels:
Field Marketing: Issue initially created, used in templates, the starting point for any issue that involves Field Marketing
FY21-Q4: What event or activity is set to take place or be due in this quarter
mktg-status::plan: work that is proposed, in an exploratory state
mktg-status::wip: work in progress that has been accepted and assigned to a DRI
Events: Issues realted to events - this label is held at the gitlab.com level
FMM-Other Tactics: Issues related to non-event tactics
FMM-MicroCampaigns: Issues related to regional integrated micro-campaign, which are built to drive a specific strategy in a region
Regional Field Marketing Labels:
APAC: Issues that are related to the APAC sales team
EMEA: Issues that are related to the EMEA sales team
Central Europe: Issues that are related to the EMEA Central Europe (DACH) sales team
Europe CEE: Issues that are related to the EMEA Central Eastern Europe sales team
Southern Europe: Issues that are related to the EMEA Southern Europe (France, Italy, Spain, Portugal, Greece, Cyprus) sales team
Northern Europe: Issues that are related to the EMEA Northern Europe (Nordics & Benelux) sales team
UK/I: Issues that are related to the EMEA UK & Ireland sales team
Russia: Issues that are related to the EMEA Russia & Ukraine sales team
MEA: Issues that are related to the EMEA MEA (Middle East & Africa) sales team
East: Issues that are related to the East sales team
East - Central: Issues that are related to the US East-Central sales team
East - NE: Issues that are related to the US East- NE sales team
East - SE: Issues that are related to the East-SE sales team
WEST: Issues that are related to the US West sales team
WEST - Bay Area: Related to the US WEST Bay Area sales team
WEST - BigSky: Issues that are related to the US WEST Midwest sales team
WEST - FM Planning: Issues related to West FM planning
WEST - FMM: Issues related to the West FMM
WEST - PacNorWest: Issues that are related to the US WEST Pacific North West sales team
WEST - SW: Issues that are related to the US WEST Southwest and SoCal sales team
Public Sector US: Any issues related to US Public Sector
FMM AMER PubSec: All issues and tasks related to the FMM AMER for PubSec
AMER - DOD: AMER DOD tactics
AMER - CIV: AMER Civilian tactics
AMER - SLED: AMER SLED tactics
AMER - NSP: AMER National Security tactics
FMC AMER NE/SE/PubSec: Issues related to the FMC AMER East & PubSec
FMC AMER NE/SE/PubSec - Tracking: Deadline tracking related to FMC AMER East & PubSec
FMC AMER NE/SE/PubSec - Swag: FMC AMER East & PubSec tracking for swag and event assets
FMC AMER - West/East-Central::Watching: Issues that the FMC AMER West is tracking
FMC AMER - West/East-Central::Working: Issues that the FMC AMER West is actively working on
FMC EMEA: Apply this label for the attention of the Field Marketing Coordinator-EMEA
FMC EMEA - Event Tracking: Event/deadline tracking related to FMC EMEA
For more information on how Field Marketing utilizes GitLab for agile project management, please visit Marketing Project Management Guidelines.
Field Marketing executes contracts with outside vendors to support the work we do. We do so by following the company procure to pay process.
We have an expectation of a 5 business day turnaround for a GitLab executed contract (could be longer depending on the amount of the contract & how many chains of approval the contract needs to go through).
To help expedite the legal review process, every Wednesday the FMC APAC will ask in the #fieldmarketing slack channel if there are any outstanding issues that require legal approval. If an issue has been sitting for more than 5 business days and does not have approval from legal, then the FMC is to add the issue in a thread. At the end of the day on Wednesday, the FMC AMER West will ping legal in the issue reminding them to please review. If the FMC APAC or AMER West will be out of the office on Wednesday, it is their responsibility to assign a delegate.
It should be a rare occasion (and not a result of poor planning), that a contract would need to be urgently (less than 5 business days) turned around. Only after all FMM approvals have happened, should the FMC ping legal on slack asking them to please approve an urgent ask.
lessons learnedsection where each Country Field Marketing Manager will select 1 FMM event or other tactic event recap to review.
Event Recaplink from the
Event Planning and Recapto the agenda
Since we are a remote company, we utilize a Slack plugin called Geekbot to coordinate status updates. Field Marketing world wide currently conducts 1 weekly standup. Geekbot shares this update in the public #fieldmarketing slack room.
The Weekly Status Update is configured to run at 9 AM local time on Monday, and contains a series of rotating questions. Below is an example of questions you may see:
What was your favorite part of the weekend?
The goal with this question is for you to get to know your colleagues and for you to be able to share what excited you from the previous few days when you weren't working.
What's happening in your life?
Is there anything you'd like the team to know about what's going in your life? Feel free to share as much or as little as you feel comfortable sharing.
Are you traveling anywhere this week? If so, where and why. <— This question is paused for the moment. :)
As Field Marketers, we travel up to 50% of the time. Sharing where you are is important, especially if are in a different timezone.
What are your top 1-3 priorities for the next week?
These top 3 priorities should be focused on what you plan to accomplish that week.
Anything blocking your progress?
Of those 1-3 items listed, do you need any roadblocks removed in order to accomplish the priorities?
You will be notified via the Geekbot plug in on slack at 9 AM your local time on Mondays, as stated above. It is important to note, that unless you answer all questions in the Geekbot plug in, your answers will NOT be shared with your colleagues, so please be sure to complete all questions!
Everyone can contribute, although not everyone has merge rights. Within the Field Marketing team, when someone submits an MR, the submitter needs to assign to their direct line manager to review, and then their manager will assign to the Director of Field Marketing to review. Once the Director has reviewed/approved, it is their responsibility to ensure all threads are addressed and resolved and all merge conflicts are resolved, then the Director will assign the MR to the VP of Revenue Marketing for the MR to be merged.
Should a Country Manager of Field Marketing or Director of Field Marketing submit a process change in the handbook, then all Country Managers should sign off via approving the MR or commenting their approval. At which point, the Director ensures all threads are addressed and resolved and all merge conflicts are resolved, then the Director will assign the MR to the VP of Revenue Marketing for the MR to be merged.