The health and safety of our team members continue to be a top priority. Given the continuing situation with COVID-19 worldwide, our eGroup has decided that we will not invest in any in-person marketing events. We do not have an ETA we can commit to at this time as to when we will begin sponsoring in person events again. If you have any questions please feel free to reach out to the VP of Revenue Marketing, the Director of Field Marketing, or your direct line manager.
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.
For information regarding process, epic codes, templates and more, please visit our Field Marketing Workshop and Webcast How To page.
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:
Executive Roundtables can be run virtual or in-person and differ from webcasts/events mainly due to the size of the audience and the interactivity level. A roundtable is run as an open discussion between the host (usually 3rd party vendor), GitLab presenter and the audience. The host would open with an introduction of themselves and the topic for the session, then introduce the GitLab presenter and have them give an overview of GitLab followed by the host asking questions directly to specific people in the audience for them to openly answer and discuss. The advantage of a roundtable is that you can document the meeting more closely and understand more about an organization’s pains and problems.
Below are best practices when running a roundtable:
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.
Alyce is a direct mail campaign used to land and accelerate deals to fuel pipeline progression using personalized gifts from information pulled via social media accounts as a thank you meeting with our Sales team. Our strategy will be limited to digital only during covid-19 using email campaigns, social media, and other SDR outreach methods until we can safely return to physical mailing as our prospects move back into the office.
We currently have an SOW the AMER FMM team is utilizing that includes the ability for 1,000 sends in a 180 day timeframe. At the end of the 180 days or upon completion of the 1,000 sends (which ever comes first), the AMER team will assess the results and decide if the team will renew. If you are outside of the AMER FMM team and are interested in using Alyce for our own campaign, please see section
Processing a New Alyce SOW and Campaign Setup, below (NEED TO LINK).
Note: Gift recipients will always be able to donate the value of their gift to a meaningful charity or exchange for something different with equal or lesser value.
At this time, Alyce is only used by our AMER Field Marketing team via a pilot program.
Strategic success is contingent upon close alignment and communication between Marketing and Sales. Alyce believes that prospecting by building rapport, earning trust and driving loyalty are the keys to success and have built their entire platform from this model. SDRs will leverage templates available in the Alyce tool that they are able to customize.
We will work together to complete the following:
To be successful, there will be a series of training sessions to enable the Sales and Marketing team success.
Alyce defines influence as engagement, which would be any opportunity/pipeline with an Alyce gift that passed through viewed and/or accepted. We have integrated the Alyce dashboard into SFDC for easy access HERE. There is also a report folder for Alyce, which can be found here.
Our focus will be geared towards key-decision makers or fellow team members who can help push to key decision makers. This opens up our outreach to anyone in DevOps, DevSecOps, IT, and other related fields with titles ranging from Developer Team Lead to Executives.
Building rapport with a personalized experience that’s relatable, relevant, and respectful will be our cornerstone framework for any persona. Preferably, we’ll have had previous conversation before using Alyce.
Every deal has multiple layers and multiple teams involved. This can lead to opportunities stalling unless you can re-engage and advance the conversation. Once a SAL has identified that they need to move the needle, our team will engage specifically with Alyce to move the conversation along.
If the SAL or the SDR has already started early stages discussion, a post-meeting follow-up will keep the relationship moving forward. By using information learned at their earlier communications they can send a personal thank you.
Once a target person has been identified within the Alyce system, the system needs 6-12 hours to come to you with suggested gifting options specific to that person.
@krogelfor the Alyce sales rep contact details.
SimplyDirect is a third party company that helps companies identify buyers and early adopters using the latest in big data tools and high-response surveys. The program from SimplyDirect includes surveying (through GatePoint Research), responder intelligence, and custom content creation in the shape of a Pulse Report highlighting the overall findings from survey responses. These custom built surveys are developed via collaboration with GitLab sellers, Product Marketing, and Sales Development Reps, where the aim is to target accounts to create actionable sales intelligence which reveals an account’s needs, pain, plans and trends. In addition, GatePoint Research provides an incentive of a free gift upon completing the survey.
Our strategy is to leverage the data from the survey responses as well as the Pulse Report provided to set meetings and create sales-accepted opportunities. The data gathered from the surveys will also help the Digital Marketing Team and Campaign Managers by providing insight into the respondents current state of DevOps use and strategy as well as pain points and challenges.
At this time, SimplyDirect is only used by our AMER Field Marketing team.
Strategic success is contingent upon close alignment and communication between Marketing and Sales. Marketing will work collaboratively with Sales, Product Marketing and Campaign Managers to develop the survey. Best practice for the survey is 10 questions max. SDR’s will create a follow-up Outreach sequence to leverage when reaching out to those who’ve completed the survey.
Once the survey is complete, SDR’s will leverage the individual results and work with their SAL to:
Our focus will be geared towards key-decision makers or fellow team members who can help push to key decision makers. This opens up our outreach to anyone in DevOps, DevSecOps, IT and other related fields with titles ranging from Developer Team Lead to Executives.
Examples of personas/titles include: Director/VP of Engineering, Director / VP of Machine Learning (or AI), Director/VP of Enterprise Architecture, Director/VP of Product Development/Engineering, VP of Digital Transformation, Director of Applications, Director of Security (Information Security, IT Security, Application Security), VP of Operations.
SimplyDirect defines engagement by targets filling out the survey. The SimplyDirect<>Marketo integration adds anyone who fills out the survey automatically into the salesforce campaign.
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.
Queuedit could trigger a confirmation email and when the status changes to
Shippedthe SDRs will begin follow up sequence (example here)
Lieferando or Takeaway is a leading online food delivery marketplace in Europe, focused on connecting consumers and restaurants through its platform. Takeaway offers an online marketplace where supply and demand for food delivery and ordering meet.
In EMEA we organise Lunch & Learn virtual sessions in collaboration with our SDR and SAL colleagues. These are virtual client/prospect meetings, normally reserved for those accounts which fall into our large segment, where we invite a company to participate in a presentation. We provide the RSVP'd attendees with lunch e-vouchers so they can order food directly to their office/home. We have a Lieferando/Takeaway Pay B2B account (monthly invoicing) in place that can be utilised for these Lunch & Learn virtual events.
Takeaway Pay (their booking platform for B2B) currently operates in the following countries (note only € currency is available at this moment): Germany, Austria, Switzerland, Belgium, Netherlands, France, Poland and Romania
Please contact @helenadixon on slack for assistanve with ordering the vouchers.
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.
Salesforce Campaignequals .
Ad Campaign Nameequals . We use the same UTM per channel, so all channels (paid ads, LinkedIn Mail, DemandBase, etc.) will pull all influenced iacv. Stay tuned for more details on Bizible.
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.
Issue Templates for Each Tactic: Please see the Field Marketing Issue Templates and Epic Codes list HERE for a comprehensive list of templates to be utilized for each tactic.
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"
Epic Codes for Each Tactic: Please see the Field Marketing Issue Templates and Epic Codes list HERE for a comprehensive list of epic codes to be utilized for each tactic.
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:
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.
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 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:
There are times that Field Marketing will run campaigns that involve building a landing page in Marketo in order to collect addresses for shipping swag. Examples of these instances are a 5k run, GitLab-hosted tasting event, direct mail campaigns, etc. When collecting addresses, please follow the below instructions for ensuring PII compliancy.
When collecting addresses on our Marketo landing pages, make sure to always include the following verbiage on the page -
By giving us your address, you are giving us permission to mail items to your home or office. We will not use this data for any other purposes.
Please note that due to PII compliancy, addresses collected in Marketo landing pages are not synced to SFDC. As a result, Marketing Ops support is required to pull the address list from Marketo (Field Marketing does not have this level of access in Marketo). Once the report is downloaded, Marketing Ops will then also delete the PII information directly in Marketo. To request this support, please review this page and open an export request issue to specify when a list pull and PII deletion is needed. Also remember to delete PII from any order spreadsheets once swag has shipped.
Field Marketing utilizes the below issue templates and epic codes for virtual events and other campaign tactics.
Please note the below templates are only to be used for potential future in-person events. These templates are not currently updated and should not be utilized at this time.
After Field Marketing has run a campaign, the Field Marketing Manager is responsible for ensuring that the campaign has operationally 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.
For a complete picture of GitLab Marketing Metrics, please refer to our Marketing Metrics page.
This section will go into specifics on the workflow for a Field Marketer to check their results.
At the highest level, Field Marketing is responsible for helping to create Sales Accepted Opportunities with the Sales Development team. We also track campaign contribution to the sales pipeline as well as velocity of the opportunities that interact with our campaigns.
Field Marketing Goals for FY22 can be found by searching for the
FY22 Revenue Marketing Goals shared document in GDrive.
Campaign Owner Nameto filter to your specific campaigns. Feel free to play around with the filters and save your own copy as well!
This can be calculated by heading to the Marketing Linear Attribution Dashboard. NOTE: Ensure you’ve got your filters properly dialed in.
If you spent money on digital ads to drive registration, then you’ll also want to check on the ROI of your spend. Head down to the How to track the ROI of your Digital Tactics section, which is relevant for all digital spend.
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. 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. For more information on UTM's at GitLab can be found here.
You will follow this process when you are working with our 3rd party digital agency to serve your target audience ads/LinkedIn InMails.
At the highest level, it's interesting to see the spend, clicks, impressions, CPC (cost per click), inquiries, and CPI (cost per inquiry). This is done by going to the Field Marketing Specific digital spend Dashboard via PMG agency, linked in the
Useful Links section and searching for your campaign using the campaigns UTM code. Here is the report as well, because we know sometimes you just want the link in the exact place you are looking for it in ;) . WW SFDC Field Marketing Digital Report
Inquiries (people who end up registering for your event or engaging with your ad) are the most important to look into and really the status of them attending your event or interacting with your campaign, eventually leading to an SAO and then pipeline!
If you were driving people to register for something, then hop over to your SFDC campaign. Then go down to the
Custom Links section and click on the
View All Campaign Members report.
You’ll then want to sort by
Ad Campaign Name (FT), which answers the question “What was the 1st touch ad this record interacted with?” and also the
Ad Campaign Name (LC), which answers the question “What ad created this lead?”.
If you did not have a specific SFDC Campaign you were driving to, and you wanted to see the success of your campaign, then you would still refer to the WW SFDC Field Marketing Digital Report, add in your campaigns UTM there, using the filter
Ad Campaign Name [contains] and add your UTM.
Please note that whilst you can track leads via SFDC campaigns or UTM reports, pipeline generated should be viewed on Sisense only, as SFDCs last touch model is different from our multi touch attribution model.
If you have a quick 1 off question on reporting, then please feel free to ask the question in the #fieldmarketing slack channel.
If you have several questions or a more robust analysis of data you'd like help with, please open a FMM leadership request and assign it to your manager. Your manager will review and will pull in the Director or other folks as needed.
To help with reporting within SFDC, each Field Marketing Manager is assigned the accounts based on SAL/AE assignment. Field Marketing has decided to align with the SAL/AE vs. 100% geo focused in an effort to foster collaboration. The assignments are done through Lean Data, which is our lead routing tool.
Routing for geo reps is done through zip codes worldwide. Named accounts and the US Public Sector are manually handled differently. Sales Ops will run monthly audits to update PubSec and Named accounts. Field Marketing Management works with Sales Ops to keep this information up to date.
Should you come across an account you believe should be owned (or perhaps NOT owned by you) please follow these steps:
Complete details on how GitLab Sales handles rules of Account Engagement can be found here.
Via our Marketing Operations team, Field Marketers can request Author Role access to PathFactory to upload and curate assets into tracks that are then disseminated for use in Marketo, about.gitlab.com, and other campaign-related channels. Field Marketing currently has Reporter level access. To view the difference in user roles, head over to the PathFactory page.
Visit the User Role section of the PathFactory page to learn more about the Author Role: the Getting started video series and Author role training (Do not share externally - PII data presented are mandatory trainings to complete prior to submitting an AR to MOps.
This section will continue to be fleshed out as we rollout to the global Field Marketing team.
The following is the FMC process for when a Field Marketing issue moves from
mktg-status::wip(Reminder: Event Details and FMC Checklist must be filled out in full and line item complete on your budget tab to move an issue to WIP)
Generally, we leave event landing pages open as they include event dates and it is easy to determine when a landing page is for a past event. However, some landing pages might not have specific start and end dates listed. In this case, it is good practice to close your landing page once the campaign is complete to avoid confusion and make sure you do not receive any late registrations for a campaign that is no longer active. To close a landing page in Marketo, follow the below instructions.
Registration Landing Page
Landing Page Actions
Unapprovebutton in the pop up box
Follow up: planned from Field Marketingsection.
At times, there is a need to translate content outside of the priorities countries, please follow the process below. Keep in mind that only content used as part of a campaign and in support of a revenue goal will be approved.
For complete details on Smartling, our translation tool, please see the Smartling page.
The AMER Field Marketing team utilizes our swag vendor, Nadel and their contracted warehouse, DG Fulfillment. Nadel is available to produce, ship and store swag and event material. The FMM is responsible for accessing the Nadel Portal via the Field Marketing team login available in the 1Password Marketing Vault to order all swag and trade show items for their events.
email@example.com. Please make sure to specify all shipping requirements and deadlines when ordering your items. DG Fulfillment will provide return shipping labels with each order for easy return shipping to the warehouse after your event.
@krogelfor assistance on placing a new order.
Each FMM and FMC is to keep a GitLab tablecloth, popup banner and table runner with them to be utilized for events. Ordering instructions are provided during onboarding, but if replacement items are needed, please contact your Field Marketing Coordinator. Additional event assets (including popup booths) are stocked at the Nadel warehouse and can be shipped via the Nadel Portal utilizing the Field Marketing team login available in the 1Password Marketing Vault.
It is the FMM’s responsibility to not only ship assets to events, but to also ensure the onsite event DRI ships the items back within 3 days of the end of the event. When shipping items via the Nadel portal, there is an option to include return shipping labels during the ordering process so items can be sent back to Nadel directly. The return shipping labels will be included on the outside of the box in a sleeve marked
Return Documents Enclosed. The FMM is to make sure the onsite event DRI is aware of the location of the return shipping labels. If a return shipping label is not included for any reason during the Nadel ordering process, the FMM is to provide the Field Marketing Fedex account number (available in the 1Password Marketing Vault) and the return shipping address listed below to the onsite event DRI. The onsite event DRI will then need to drop off the items to a Fedex location.
DG Receiving Dept - GIT476 (FM) 2270 E 220th Street Deliveries To: Dock Door 21 Carson, CA 90810
New AMER sales team members will be provided the AMER Sales Welcome Swag Kit Order Form in their Google Classroom training module. Please take note of the approved sales teams listed in the form to make sure you are eligible for a kit and please limit to one kit per person. New orders are placed once a week and order confirmations, as well as shipping confirmations, will be sent out by our swag vendor, Nadel. For any questions please contact
Please utilize the Printfection Sales Swag link. This link is for GitLab internal use only and you must log in with your @gitlab.com address. If you are a new user enter your @gitLab.com address in the login page and follow the instructions to set up your account.
The EMEA Field Marketing team utilises the swag vendor Ten&One. Ten&One is available to source, fulfillment, ship and store swag and event material. The FMC is responsible for ensuring adequate stock levels and coordinating field event swag logistics.
Invoicing: All invoices for Field Marketing are required to include the Campaign Tag
swag_field to allow for proper finance coding.
@helenadixonfor current inventory levels.
@helenadixonfor assistance with ordering. Delivery options and timelines are provided during the ordering process. Any new sticker designs must be approved by the brand team for brand consistency. You can suggest new designs in the swag slack channel or more formally in an issue in the Swag Project.
EMEA_SWAG_Request_template. This will add all labels automatically.
The Field Marketing team utilizes the Field Marketing Fedex Account (details located in the Marketing 1pass) for shipping.
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 FM vendor evaluation epic that tracks whom we have evaluated/worked with in the past.
@lilphil and @krogelcurrently have admin logins and can add others as users, reach out to be added or for more info on using
Field marketers are always looking for new ways to support the sales teams within their regions and to provide unique, alternative ways to draw potential prospects closer to our company and show value to our current customers in order to expand within those accounts. Field marketers have a vast tool kit of marketing initiatives for precisely that. However, sometimes a gap is identified and field marketers will look to external third party vendors to help fill that gap when it comes to achieving their goals to their marketing metrics.
When souring and selecting a new third-party vendor, there are a few things that should be considered:
Once you feel confident that you have chosen the right 3rd party vendor, now is the time to begin the following review process.
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.
In Field Marketing, the FMCs manage all Procurement Issues for their regions. For contracts or invoices ready to submit for approval, the FMM will open an issue utilizing the
Contract_Request template and follow the instructions to provide important details required before assigning to the regional FMC. SLA for FMC to complete the Contract Request issue is 3 business days from the date all needed info is filled out by the FMM in the Contract Request issue. FMM to leave a note if turnaround is urgent (FMCs have been averaging 1-2 business days currently).
|Region||FM DRI||GitLab User ID|
|AMER East NE & SE||Ginny Reib||
|AMER East-Central||Rachel Hill||
|AMER West-PacNorWest||Rich Hancock||
|AMER West - NorCal/SoCal/Rockies||Rachel Hill||
|AMER Public Sector||Helen Ortel & Kira Aubrey||
|EMEA Southern Europe||Sarina Kraft||
|EMEA MEA||Sarina Kraft||
|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.
Shortly following the day that the regional plans are due, each region will hold its own QBR. The regional Manager of Field Marketing will be responsible for setting up this meeting and inviting the necessary team members. The point of the QBR is for the Field Marketing Manager to share their qtrly long plans with their SDR Manager colleagues, Field Marketing colleagues, and Field Marketing Leadership. This time together is meant to be informative and also educational to all who are attending.
For the EMEA region, the regional Field Marketing Managers are invited to the respective regional sales QBRs to present their quarterly plan and numbers. Following our efficiency value, the EMEA Field Marketing QBR will be set to the first week of the quarter start to allow to have a complete quarter to review and to avoid having to update the presentation again for the sales QBRs. This does not change the due dates for the quarterly plan as agreed in the planning section.
|VP of RevMktg|
|Director of FMM|
|Manager of FMM, REGION|
|Regional FMMs & FMC/S|
|Manager of SDR, REGION|
|Mktg Ops (optional)|
|Anyone else the Manager of FMM REGION deems necessary|
GitLab launched its channel sales program in April 2020.
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. The complete list of Select Channel Partners are identified in SFDC here. (*Please note, SFDC is the SSOT for our roster of Select Partners.)
GitLab will continuously iterate on Select Partners, so it is a best practice to check the SFDC list frequently. Each regional Field Marketing Manager should work closely with their CAM to become familiar with the Select Partners within their respective regions and their core competencies.
In order for a GitLab Partner to reach Select status, the Select Partner must:
Once the 3-5 Select Channel partners (per region) are identified as such in SFDC, regional Field Marketing Managers (FMM) will collaborate with their regional CAM in the following manner:
|AMER East NE & SE||Ginny Reib||Sergio Cortes|
|AMER East-Central||Rachel Hill||Sergio Cortes|
|AMER West-PacNorWest||Rich Hancock||Jen Bailey|
|AMER West - NorCal/SoCal/Rockies||Rachel Hill||Jen Bailey|
|AMER Public Sector||Helen Ortel & Kira Aubrey||Chris Novello|
|APAC||Pete Huynh||Amelia Seow|
|EMEA Southern Europe||Sarina Kraft||Ilaria Pazienza|
|EMEA MEA||Sarina Kraft||Matthew Coughlan|
|EMEA Northern Europe||Kristine Setschin||Kevin Franklin|
|EMEA UK/I||Kristine Setschin||Kevin Franklin|
|EMEA Central Europe||Jeffrey Smits||Ilaria Pazienza|
|EMEA CEE||Jeffrey Smits||Ilaria Pazienza|
|EMEA Russia||Kristine Setschin||Matthew Coughlan|
Field Marketing Initiated/Funded
Assess how enabled the Select Partners are (how well does the partner know and understand the GitLab solution and how equipped they are to sell it) and escalate to the CAM and Channel Partner Enablement team if necessary for improvement prior to engagement. Note: The Channel Partner Enablement team is the DRI to make sure each Select Partner is fully enabled prior to FMM engagement.
Identify and include Select Channel partners as a portion of their overall quarterly territory plan (minimum 10% of total regional marketing plan each quarter) with the primary goal being MQL to SAO conversion. Sample types of activities to engage with Select Partners:
Funding: Each global region has a channel specific portion of their quarterly budget allocation, held by the Country Field Marketing Manager. Once an activity with a Select Partner has been identified, the regional FMM will request budget from the Country Manager; upon approval, those funds will be transferred to the regional budget.
Select Partner marketing activities can be:
CAM/Partner Initiated (MDF Funded)
In order for FMM to engage in lead generation activity, the CAM needs to fill out the Channel Lead Gen request issue template.
As outlined in the Channel Handbook - [MDF section](https://about.gitlab.com/handbook/resellers/#the-market-development-funds-mdf-program), GitLab Select partners have access to the proposal-based GitLab Marketing Development Funds (MDF) Program.
The DRI for budget tracking and ROI measurement will be the Channel Marketing team with Field Marketing being the DRI for the 3rd step in the approval of the MDF proposal within their respective region.
Step 1 in the approval process is the CAM approving the MDF request Step 2 is the Channel Marketing team approving the request. The full approval process can be reviewed here.
Note: FMMs may work with “Open” partners outside of P0 and P1 regions depending upon the strength of their MDF proposal AND their potential/desire to elevate to Select status. Those proposals will be considered on a case by case basis, and final approval lies with GitLab Channel Marketing, unless Field Marketing support is requested, in which case final approval lies with the regional FMM involved.
Lead Management in the Channel
GitLab will own the leads and lead management if the Channel Partner is participating in a GitLab led initiative (FMM led and funded).
The Channel Partner will own leads and lead management if GitLab is participating in a Channel Partner led initiative. (MDF Co-Funded)
Both GitLab and the Channel partner will work the leads and lead management if GitLab asks a Channel partner to sponsor (paid sponsorship) a GitLab led initiative. GitLab and the Channel partner will collaborate and agree on a clearly laid out plan for how the leads will be jointly worked in advance of the activity taking place.
The Channel Partner will own leads and lead management if the lead gen activity is a joint GTM push where both the partner and GitLab are a part of the solution (i.e. GitLab software + partner implementation services + partner integration services)
Please remember that from a sales perspective, channel deals (MQLs, SAOs, PSOs and won deals) are considered comp neutral so both the partner and the GitLab sales field team gets compensated. So for every deal/lead/PIO/Closed partner deal we ALL get 'credit'.
GitLab Field Marketing receives
creditfor the Partner Sourced Opportunity if the opportunity has a Bizible touchpoint from the FMM campaign.
For more details on what the Channel Programs team does, please head to their page.
If you are a FMM receiving requests to add a partner logo to our website, then please direct the CAM or partner to Channel Marketing.
If you are a FMM receiving questions about the Channel Portal, then please direct the CAM or partner to Channel Programs.
Please head over to their page to check out their work and 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 campaign tag should be created based on the program name (underscore) and the starting date (ISO format) of the campaign. NetSuite has a max of 30 characters that our campaign tags can be, so this has been taken into consideration in the formula.
You may use this Campaign Tag creator if you would like assistance in creating your code.
The Field Marketing team will always associate a charge with a campaign tag when applicable. If a charge is not associated with a specific event, we will then utilize the below regional tags.
There might be campaigns we manage where we ask someone to attend or we get an invitation to speak at an event where we do not expect to receive any leads, therefore we do not need to setup additional tracking issues, SFDC campaigns, or campaign tags.
We may be given a sponsorship or have someone speak where we DO receive the leads and in that case, we create a line item in the QTR budget file with a $0 USD amount and use that tag.
Swag Tags - These tags are utilized for swag purchases not associated with a specific event (example - a bulk order of pens) as well as overall swag management costs (warehouse storage fees, order entry fees, inventory management, etc.).
General Tags - These tags are utilized for any general purchase not related to swag or associated with a specific event (example - banner stands, table throws, popup displays, etc.).
Shipping Tags - These tags are utilized for shipping charges. Example - Shipping charges through our Field Marketing Fedex Account.
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 in the specific year
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 related 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
workshop: Issue related to hands on GitLab workshop
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
FMS AMER NE/SE/PubSec: Issues that the FMS AMER NE/SE/PubSec is actively working
FMS AMER NE/SE/PubSec - Tracking: FMS AMER NE/SE/PubSec issue tracking
FMS AMER NE/SE/PubSec - Swag: FMS AMER NE/SE/PubSec tracking for swag and event assets
FMS AMER NE/SE/PubSec - WS/WC: FMS AMER NE/SE/PubSec task tracking for workshops and webcasts
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
SDR-GO Live: Label FMMs add to the SDR Request issue that notifies the SDR team that the issue has been completed and is ready to be worked by the SDRs. SDR-GO Live Summary board.
For more information on how Field Marketing utilizes GitLab for agile project management, please visit Marketing Project Management Guidelines.
Field Marketing manages it budget in Allocadia. Specific instructions on how we manage our expenses:
paste values only.
Transfer fundsbutton within the activity plan you want to pull from.
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).
If an issue has been sitting for more than 5 business days and does not have approval from legal, the FMC managing the issue is to ping legal in the issue reminding them to please review. If an FMC will be out of the office while a contract review is pending, it is their responsibility to assign a delegate to manage.
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:
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.
At times, Field Marketers may want to create a SPIF (sales performance incentive fund) to help drive sales behavior in a campaign they are running. While this should not be our standard to offer a SPIF, should one need to be used, we do need to report back to payroll any incentve that was paid and to who. The process is as follows: