As a Business Development Associate (BDA), Sales Development Representative (SDR), or Business Development Representative (BDR) in the Sales Development Organization you need to have an understanding of not only product and industry knowledge, but also sales soft skills, and internal tools and processes. This handbook page will act as a guide to those topics as well as general information about the Sales Development Organization.
Please acknowledge any Slack messages from your managers in your Slack channels, if you have nothing to say at least be creative and funny with emojis so they know you are seeing their requests and updates and are not talking to an empty room!
|Sales Development Org Onboarding page|
|GitLab LevelUp Training channel|
|Sales handbook page|
|Go to Market page|
|Sales Development Org Manager resources page|
|Sales Development Org job family/levels|
In your first month at GitLab we want to help ensure you have everything you need to be successful in your job. You will go through enablement videos, live sessions, and activities covering a wide range of getting started topics.
The Sales Development Organization will conduct enablement and training on a wide range of topics such as workflow/processes, campaigns, alignment with other teams, tool training, product training, etc. BDR/SDR enablement sessions are scheduled on an as needed basis and will be made available for BDR/SDR teams to consume asynchronously.
To view previously recorded BDR/SDR Enablement content, you can view the BDR/SDR Enablement Video Library here
As part of your onboarding, you will begin an Sales Development Technical Development course with our Senior Sales Development Solutions Architect. The goal of this course is to enable you to be more comfortable have technical discussions - specifically when it comes to GitLab’s use cases. Each level of the course is tied to our levels in the BDR and SDR roles.
|Sales Development Resources||Description|
|Territory Alignment||Currently the single source of truth for BDR and SDR/Territory Alignment, Public Sector BDR territory here|
|Enterprise BDR Outbound Process Framework||Outbound process framework for the Enterprise BDR team. Note: These vary by team and geo|
|Sales Development Enablement Videos||Enablement videos and how-tos for BDRs and SDRs|
|Outreach sequence naming convention||* BDRs and SDRs should leverage the naming convention structure and speak to their team about whether the sequence should is approved to be a part of their team's collection of sequences|
|Marketing Resource Links||GitLab whitepapers, ebooks, webcasts, analyst reports, and more for Sales & Sales Development education|
|Marketing Events + Gated Content Assets + Webcasts||BDRs and SDRs can use this sheet to refer better understand the marketing assets that are being consumed by prospects. To view the ungated content, click on the link in the Pathfactory or PDF/YouTube columns. Note: Sharing non-gated assets requires manager approval|
|GitLab Buyer Personas||Resource to help GitLab sellers better understand our buyers and audiences|
|Sales handbook page||GitLab Sales team handbook|
|Sales resources page||Link to the Sales quick reference guide with links to learn more about the various sales teams & initiatives|
|Weekly sales enablement||These sessions take place every Thursday and BDRs/lSDRs have an open invitation to participate|
|Sales Training handbook page||Link to GitLab sales training|
|Command of the Message||"Command of the Message" training and the GitLab value framework|
|Most commonly used sales resources||Sales resources page|
|Flash Field newsletter||Learn more about sales' weekly newsletter|
|Accepted Lead||A lead that an SDR or BDR agrees to work until qualified in or qualified out|
|Account||An organization tracked in salesforce.com. An account can be a prospect, customer, former customer, integrator, reseller, or prospective reseller|
|BDA||Business Development Associate - focused on learning and sourcing|
|BDR||Business Development Represenative - focused on outbound|
|CAM||Channel Account Manager|
|EMEA||Europe, Middle East, and Africa|
|EULA||End User License Agreement|
|High intent||an event, webcast, demo that is a strong indicator of purchase or evaluation|
|Inquiry||an Inbound request or response to an outbound marketing effort|
|IQM||Initial Qualifying Meeting|
|LATAM||Latin America (includes all of Central & South America)|
|MQL||Marketo Qualified Lead - an inquiry that has been qualified through systematic means (e.g. through demographic/firmographic/behavior lead scoring)|
|MVC||Minimal Viable Change (not Model View Controller)|
|Qualified Lead||A lead that a BDR or SDR has qualified, converted to an opportunity and assigned to a Sales Representative (Stage
|ROW||Rest of World|
|SAL||Strategic Account Leader|
|Sales Admin||Sales Administrator|
|Sales Serve||A sales method where a quota bearing member of the sales team closes the deal|
|SAO||Sales Accepted Opportunity - an opportunity Sales agrees to pursue following an Initial Qualifying Meeting|
|SDR||Sales Development Representative - focused on inbound|
|Self Serve||A sales method where a customer purchases online through our web store. Also known as a "web direct"|
|SLA||Service Level Agreement|
|SQO||Sales Qualified Opportunity|
|TAM||Technical Account Manager|
|TEDD||Technology, Engineering, Development and Design - used to estimate the maximum potential users of GitLab at a company|
|Won Opportunity||Contract signed to Purchase GitLab|
Hyper-personalization - This is the concept of combining real-time data extracted from multiple sources to create outreach that resonates with prospects on an individual level. The desired outcome is to establish relevance with a prospect as a first step towards a conversation.
VIP (prospect) - A Very important top officer, executive buyer, C-level prospect, or important influencer. For these individuals, hyper-personalization is required. Examples: CTO, CIO, CSIO, C-level, IT Business unit leads, VPs, strategic project leaders.
Influencer (prospect) - An individual prospect that is suspected to be involved with IT decision-making, tooling, teams, roadmap, strategic projects, and/or budgets. Examples: Director or Manager of DevOps / Engineering / Cloud / Security, Enterprise Architects, IT buyers, SysAdmins, purchasing managers, and product owners.
User (prospect) - A prospect that has limited influence within an IT organization. Examples: Developers, Engineers, QA, consultants, and business users.
Groundswell - An outbound strategy focused on filling the top of the funnel by generating engagement, opt-ins, MQLs, and uncovering intent signals. This strategy typically incorporates more automation than other more direct outbound prospecting tactics. The strategy should be used with lower-level prospects and lower-tier accounts.
Snippets - Content created for BDRS and SDRs to use to create hyper-personalized sequences, one-off emails, or to use for reaching out to prospects via LinkedIn.
Warm Calling - The method used to strategically incorporate phone calls and voicemails into an outbound prospecting workflow. The idea is to optimize outbound productivity by only using the phone to call engaged, validated, and/or VIP prospects.
BDR Team Breakdown * PubSec * AMER Mid-Market * AMER Large Expand * AMER Large Land East * AMER Large Land West * EMEA Mid-Market * EMEA Large Expand * EMEA Large Land * APAC Large/MM
Attributes of team:
Attributes of team:
Attributes of team:
The Business Development team aligns to the Commercial,Large, and PubSec sales teams. These teams are broken down into three segments: Large, Mid-Market and SMB which are based on the total employee count of the Global account. *Note: The commercial sales team includes both Mid-Market and SMB. This segmentation allows BDRs and Sales to be focused in their approach and messaging. The segments are aligned to a region/vertical and then divided one step further via territories in the regions. Our single source of truth for determining the number of employees is Zoominfo.
We hold our Sales Development Org accountable to three pillars:
Uphold daily activity metrics, in terms of sequencing new leads, researching outbound accounts and actioning sequence steps in time.
MQLs to be sequenced within expected activity metrics.
Work lead records within Salesforce by leveraging relevant sequence libraries in Outreach.
Use our Business Intelligence platforms like ZoomInfo or LinkedIn to verify the validity of inbound lead datapoints. Take appropriate actions to clean up and assure accuracy and consistency of SFDC/Outreach data. Add any additional information sourced from your research, or correct wrong data altogether.
Maintain a sense of ownership of data integrity in Salesforce and Outreach. Clean up and assure accuracy and consistency of data. Add any additional information gathered from our Business Intelligence platforms, ZoomInfo or LinkedIn for example. about a LEAD, CONTACT, or ACCOUNT from our data source Zoominfo where you can into SFDC.
Sequence steps to be actioned within the same day of them being due. Move steps to a further date only because of national holidays affecting outreach (ie. Christmas day)
Maintain SFDC data integrity by following the outbound workflow in researching and prospecting accounts.
Maintain cross-functional relationships in terms of outbound account planning. Attend each initial qualifying meeting (IQM) with the AE/SAL you work with. Document accurate up-to-date notes in SFDC, including adding the Contacts you have been in communication with and attaching all corresponding connects and attempts to the Contact record. Communicating with the AE/SAL teams before and after the meeting to ensure accurate briefs are provided and tangible mutually agreed-upon next steps are set.
Displaying business and sales accumen in terms of appropriate use of sales methodologies and strategic preparation prior to each touchpoint with prospects.
Display business accumen and sales skills in personalizing inbound/outbound leads, in accordance with our CoM email writing principles.
Display business accumen and sales skills is preparing for cold-calls, in accordance with our CoM cold-calling principles
Display business accumen and sales skills is preparing for scheduled discovery calls, in accordance with our CoM sales training
Outbound accounts to be added in a weekly cadence, according with the expectations set within each regional team, in terms of outbound cycle (monthly, weekly) and volume of accounts.
Maintain cross-functional relationships, with the relevant stakeholders of your territory or segment, while enforcing the principles outlined above.
Quota is made up of the following depending on sales segment:
Team Member OTE (SDR/BDR MM, ENT Land & Pub Sec)
Team Member OTE (ENT Expand)
While the below measurements do not impact your quota attainment, they are monitored by Sales Dev leadership.
Daily outbound metrics * We aim for 45 touchpoints per day using the various methods above. This is a broad expectation and may vary per team given the segment, functionality and strategy of the team manager.
Promotion Criteria for Each Sales Development Position
At GitLab we have flexible working hours. This means that you can organize your working day as you like and are not expected to arrive and leave at a set time every day, but we do expect MQL’s to be followed up within 1 hour (during business hours) so communication with your manager will be necessary if you plan to be out for an extended period of time. Managers will provide direction on the routing of leads during that time.
With a prospect-facing role in Sales Development, do keep in mind when you are calling and emailing prospects:
In short, working at GitLab means that if you start the day early you can take a long lunch break to hit the gym or go grocery shopping in the middle of the day when it’s quiet, yet you can still do a full day’s work around that and don’t need to be accountable all the time, as long as you are available to call prospects and be available for prospect meetings during normal working hours for your region/territory.
You can find a detailed breakdown of the Sales Development Organizations tools and best practices on this page of the handbook
As a BDR or SDR, you will be focused on leads - both inbound and outbound. At the highest level, a lead is a person who shows interest in GitLab through inbound lead generation tactics or through outbound prospecting.
The GitLab marketing team uses digital channels - social media, email, mobile/web apps, search engines, websites, etc - as well as in-person marketing activities to meet potential buyers where they are. When people interact with GitLab, we use lead scoring to assign a numerical value, or points, to each of these leads based on their actions and the information we have about them. Once a lead reaches 100 points, they are considered a Marketing Qualified Lead or MQL.
SDRs are responsible for following up with MQLs by reviewing their information, reaching out, and working with them to understand their goals, needs, and problems. BDRs have the same responsibility for MQLs that come from one of their “actively working” accounts. Once you have that information, you can use our qualification criteria to determine if this is someone who has strong potential to purchase our product and therefore should be connected with sales for next steps. As you are the connection between Marketing and Sales you want to make sure every lead you pass to the Sales team is as qualified as possible.
These MQLs will show up in your S1 or B1 lead and contact views in Salesforce. The other views, listed here, allow you to see your leads in a categorized way to simplify your workflow. Leads are routed to you and flow into your views via the tool LeanData which takes each lead through a series of conditional questions to ensure it goes to the right person. Even though all SDRs leverage the same views, they will only show you leads that have been specifically routed to you. You will be responsible for following up with all of the leads in your MQL views by sequencing them using Outreach.io. Once sequenced, their lead status will change and they will move from your MQL views allowing you to have an empty view. Managers monitor all views to ensure they are cleared out. If you choose not to work a lead please unqualify it and state your reasons in the lead record.
The SDR Managers will be responsible for facilitating lead routing level changes at the beginning of each new month (when applicable) by making the requisite moves in LeanData and Drift.
Disclaimer: for SDRs that start mid-month, their first (partial) month will be deemed “month 0” for the purposes of these rules of engagement.
SDR Managers will monitor key metrics and ensure they are being handled effectively before advancing an SDR from Ramping to Expert:
Contact ownership is based on the BDR Assigned and Account owner fields. If you are the BDR Assigned on the account, you will be the owner of all contacts associated with that account. If there is no BDR Assigned, the account owner will be the owner of the contacts.
Rules of Engagement (RoE): Defines who has ownership over a lead, who gets credit for the SAO, and how the SDRs and BDRs can work together to achieve goals.
BDR Prospecting Status: Salesforce status that will includ Queued, Actively Working, Worked in FY, and Restricted
Partner Prospecting Status: If this is populated, the lead/contact is being worked by a partner and the Sales Dev team should not proceed with outreach. Instead the rep should change the ownership to Marketo Integration. BDRs should not bring these into their outreach on AWA’s.
Actively Working Status: An account researched and chosen by the BDR and/or SAL- based on alignment to ICP, news insights, company initiative, intent, ABM list etc. This is an account that the BDR will proactively be performing strategic outreach to. There is no limit to how long an account can stay in “Actively working” status as long as outreach is continuing to be made. BDRs will work these leads.
Begin with Enriching and using Find Duplicates
Matched Accountsection to see if the BDR prospecting status is “Actively Working”. If so, they will need to transfer to BDR.
Matched Contactsthat are a match. If so, then our merging process here will need to be followed.
Matched OpportunitiesSection to see if there is an active Opportunity for the account be it SAL/AE-owned or Channel owned (
Resale Partnerlast column) The lead owner should determine if this lead is related to any active opportunity and then pass along the lead if relevant.
Outreach & Marketo
If the lead is yours to work based on all of the above, sequence them in Outreach using the FY23 inbound sequence that correlates with the Last Interesting Moment. You can also look at the initial source and Marketo insights to get a holistic view of what a lead is looking into. There is an Outreach collection of sequences for inbound leads for each region. These collections contain a primary sequence for nearly every inbound lead scenario.
A high touch sequence should be used for higher-quality leads. High touch sequences require you to add in more personalization and have more touch points across a longer period of time, including phone calls and LinkedIn Connect requests. Low touch sequences are typically automated and run for a shorter period of time. We define higher quality leads based on the volume of inbound you have to manage as well as whether the lead has has 1-2 of the following for MM/Large accounts:
Technical questions from leads?
Every so often you may be assigned a lead that has no value to GitLab and is not worth keeping within our database. Qualities that define these types of leads include:
Batman Batmanare very low
When you come across leads that fall into this category, it is best to remove them from our Salesforce database entirely. The process to remove leads is to add the lead to the SPAM DELETION Salesforce campaign. A few details about this process:
campaign member statusused when adding to the campaign does not matter, only
campaign membershipmatters for this process
Marketo, runs once a day at 12:05am PDT
mktgopsSlack channel. Please keep unscheduled requests to a minimum
Lead/contact statuses allow anyone in Salesforce to understand where a lead is at in their journey. The automation mentioned below is all done through an Outreach.io trigger.
Inactive contactcheckbox, signifying that this person no longer works at the company, any running sequence will automatically be marked as finished.
Whether it be from inbound follow up or outbound prospecting, you’re going to be engaging with prospects who are directly involved in a project or team related to the potential purchase of GitLab within a buying group, either as an evaluator, decision-maker, technical buyer, or influencer. During those interactions, you’ll be looking to gather information related to the SAO qualification criteria.
Qualification criteria is a minimum set of characteristics that a lead must have in order to be passed to sales and become a Sales Accepted Opportunity (SAO), these are split into Inbound and Outbound Criteria.
As an SDR or BDR, you will work to connect with inbound/outbound leads that you get a response from to obtain the applicable information required. This information is tracked on the qualification criteria on the LEAD, CONTACT, and OPPORTUNITY objects in Salesforce. In order to obtain an SAO, you will need to have the 'required' information filled out on the opportunity including documented 2-way communication on the Contacts in the Opportunity.
You have scheduled time with AE/SAL to speak with the prospect.
If you are scheduling time with an AE/SAL to speak to the prospect based on a qualifying conversation you have had with the prospect, an opportunity needs to be created and placed in stage 0. On the opportunity, all "required qualification" fields need to be filled in.
You have obtained a commitment/willigness from a prospect to discuss further.
If you have a meaningful two-way communication with a prospect, but have not had the required qualification criteria to move to the Sales team, you can create an opportunity under your name so that you better track your warm conversations. These opportunities may also be used for better collaboration with your team, as they can be reviewed and brain-stormed upon during team huddles.
You have scheduled time with AE/SAL to speak with the prospect.
When you have entered the qualification criteria onto the opportunity, and have received calendar confirmation from all parties for the intro call with sales, you will change ownership to the AE/SAL. After you have saved opp owner, you will add yourself to the BDR/SDR field. The opportunity will remain in stage 0.
You have obtained a commitment/willigness from a prospect to discuss further.
At this point, the opportunity will be in your ownership but you can not have yourself listed in the Business Development Representative or Sales Development Representative field. There is a validation rule that will not allow the opp owner and the SDR/BDR representative field to be the same member.
After the SAL/AE meets with the prospect to verify and supplement qualification criteria, they will move the opportunity into Stage 1. The AE/SAL is expected to move the opportunity into the correct stage within 48 hours of the meeting reflected in the "Next Step" date field.
If the opportunity is for a new group of users in a Large account where sales is working on a large "central" opportunity, then your opportunity should be merged to that opportunity for you to get credit for the users you have brought to the deal. See under Stage 8 in the Sales Go To Market Handbook
Before scheduling the meeting with the AE/SAL, you will need to verify the sales organization RoE
BDR outbound lead generation is done by prospecting to companies and individuals who could be a great fit for our product. Prospecting is the process of finding and developing new business through searching for potential customers with the end goal of moving these people through the sales funnel until they eventually convert into customers.
BDRs will work closely with their dedicated SAL or AE to choose which accounts move into “Actively Working”. Together they will build a strategy for those companies. It is crucial that outreach is very intentional and strategic. When reaching out, we want BDRs to offer value and become a trusted advisor, ensuring a positive impression is left whether there is current demand or not.
You do not have to wait until the end of the month or quarter to change the BDR prospecting status, you just have to make sure you stay under the limit for your segment and move the account to either “Queued” or “Worked in FY” based on criteria.
BDR Account views are to help with territory organization. It is very important for BDRs and their manager to update the BDR assigned field for their territory. Contacts ownership will be based on the BDR Assigned to the account. BDRs will be responsible for contact follow up should they MQL. BDRs will also be responsible for any leads that MQL when they’re related to accounts where they are the BDR Assigned and the account is in “Actively Working” status.
Before moving an account into “Actively Working Status”, the BDR will do a search using this Demandbase list to make sure there have been no MQLs, or opportunities created, from that account within the past 30 days. Exception to the process, the BDR can see that the MQL was put into a low touch sequence. If so, can ask SAL to request via chatter on the lead record that this account be placed into “Actively Working” so that BDR can reach out to others at the account.
Accounts should not be moved to “Actively Working” until the BDR is ready to begin account research, strategy, and sequencing leads. There will be a set # of days that a BDR has to complete these actions before the account moves back to a BDR prospecting status of “Queued”
Ideas for account research and strategy: "coming soon"
Before calling any Lead or Contact, BDRs must ensure that the
Do Not Call box is unchecked. If you speak to any anyone, including prospects and existing contacts, who ask you not to call them again, you must check this box. However, please do not delete the number as we need to know which number requested not to be called again. For any individuals who are opted-in to email, you may ask them if they wish to be called. If they express a desire to be called, you are then permitted to uncheck the
Do Not Call box if it was previously checked. Also, if an individual expresses independently via email a wish to be called, you may uncheck the
Do Not Call box. This email must be present in SFDC as proof of your authority to uncheck this box. You cannot send email requests to individuals not opted-in to email asking whether they would like to be called.
Our cold-calling best practices typically consist of 4 elements. A pattern interrupt, an elevator pitch and, if required, objection/trap-setting questions and Up-Front Contracts.
To be effective, these need to be customized to the individuals we call as per the logic below:
Typically used for scheduled calls and Up-Front Contracts. UFCs can also be used as a defense mechanism when cold calling does not go as planned. For cold-calling, UFCs are used when the prospect can commit to 15’ at the time of the call. If they commit to a 15’ for a later time, UFCs are used to open the call and set the agenda then.
Explore the main documentation here
The questions below are suggestions to be used while doing a discovery call, in order to identify the decision making process, and to meet the outbound accepted SAO as per the guidelines here
The table below shows the Command of the Message Email Writing Checklist.
It aims to outline the structure of the emails we write to prospects. Emails should be written in each person’s language and tone and make sure to include the CoM frameworks as per the outline below. You can find additional resources here
|Personalized||Quote Familiar Names: Use Prospect’s name, Company name, or colleague’s name. Relate to their situation: Use recent company initiatives, technologies they use, Projects they have planned etc.|
|Curiosity and Urgency||Provide an image of their future situation: Guide the reader to imagine how their situation could change. Use compelling events to give a clear image of where they are currently.|
|CoM||Proof Points: Quote Case Studies or other customers. How We Do it Better: Make use of our defensible differentiators.|
|Avoid cliches||Stand out: Avoid losing email real-estate with cliche phrases like “just following up” or “hope all is well”. Brand yourself: Demonstrate that you have an understanding of the reader’s current situation and a clear idea of his required solutions.|
|CoM||Before Scenarios: Paint a clear image of their current situation and how that is causing them professional or personal pain. Ater Scenarios/PBOs: Tie the current situation with a clear image of a future situation that’s beneficial for the business and the individual.|
|Addressing Questions and Information provided||No Free Consulting: Answer questions just enough to give a narrative to your email and tie into the CTA. No Transactional Answers: Don’t make the reader feel like he’s interacting with an online form, a robot, or a sleazy salesman that doesn’t care.|
|CoM||Discovery Questions: determine which discovery questions tie into their current situation, questions asked or information provided. Trap-Setting Questions: if competitor technology or objections come up, use trap-setting questions to guide the reader into understanding our differentiators.|
|Clear Next Step, Agenda and benefit||Valuable: phrase your CTA in a way that’s clearly valuable to the reader and his specific situation. Defined: outline what will happen in the next step and how long will it take|
|CoM||Measurable: present metrics or PBOs that will be covered in the next step|
The SFDC prospect database is split into five segments: Core users, free GitLab.com users, trial prospects, current customer "leads" and other prospects. We have checkboxes for these, most of which will automatically populate. However, the
Core User checkbox in Leads and Contacts needs to be checked by the BDR/SDR or Sales rep once the prospect has confirmed in writing or on the phone that they are using Core as we cannot rely on our product analytics alone as it does not cover all users.
IMPORTANT: EMEA reps, old leads/contacts for EU nations can only be called or emailed if they were in our system from May 2018 or later. Any lead/contact that was brought into our system prior would need to optin to communication. Any new leads/contacts can only be called or emailed if they have been brought in from ZoomInfo. You can also leverage LinkedIn Sales Navigator.
The BDR outbound framework (sample is linked) will walk you through both strategy and execution of outbound prospecting.
When creating new prospects in SFDC these should be added as Leads to the system. New Leads can for example be prospects you are talking to on LinkedIn, prospects you are introduced to by someone at GitLab, or by other Leads or Contacts in SFDC. Everyone you are contacting should exist on SFDC so that you, your manager, and the Account owner have a full picture of who you are prospecting into. LinkedIn conversations can be sent to SFDC using the "Copy to CRM" feature within the LinkedIn Sales Navigator chat platform.
If you have a list you would like to import to SFDC please follow this List Import process on our Marketing Operations page which outlines how to import CSVs and ZoomInfo Prospects into the system.
Persona-based Messaging: Used for focusing on specific titles or personas
Business Resilience Messaging Revamped value driver messaging for companies impacted by the pandemic
Value Driver Messaging: Developed to align to the GitLab value framework
Situational Snippets Developed to help BDRs and SDRs respond to common prospect responses
Q: Should BDRs flag duplicate accounts? A: Yes. However, they do not have the ability to merge it themselves so should chatter @Sales Support to do it.
Q: How do we resolve a dispute over SAO credit?: A: SDR and BDR first try to talk through a solution If no agreement: Managers will determine a solution If no agreement between the managers: Escalate to Senior Leadership Double credit nor double compensation will be given
Q: Who will be handling inquiries from an SDR/BDR standpoint? A: Inquiries will go to an open queue. SDR’s will not work them. We want to give marketing time to progress these to MQLs. A: BDR’s can work leads in all statuses if they are related to their “Actively working” accounts. Outreach to these leads would be part of their account strategy.
Q: What if a prospect comes back directly to the BDR much delayed, when the account is not marked as “Actively Working” anymore, but resulting from personalized messaging? A: Yes, if they email, reply via LI, or call the BDR directly, the BDR will need to check that the lead is in queue ownership. If so, they must move the account back to “Actively Working”, so that the lead can be put into their ownership.
To increase engagement at Field and Corporate Marketing events, it’s helpful to have BDR’s involved with pre-event outreach, on-site participation, or a combination of both. Based on the level of BDR support involved, we would like to involve that specific part of the org in the lead follow up. In Q1 and early Q2 we will test whether speed to lead increases conversion of event leads by moving “Hot/Good” leads directly into SDR/BDR priority views with corresponding SLA of 60 minute response time.
The FMM Regional team & the AMER or EMEA/APAC Regional Senior BDR Manager will review the upcoming quarter event calendar to dicuss which events needs BDR support and what level of support would be needed. The Regional Senior BDR Manager will sign off on the related event support by levering the "BDR approved" column in the Marketing Calendar SSOT worksheet. FMMs will then open the related FMM/ISR/SDR issue mentioning the Regional Senior BDR Manager. The Regional Sr BDR Manager will assign a Manager DRI who will then include related BDRs participating in the event's BDR pre and post tasks.
Scenario 1: BDR support is needed prior to the event to help drive attendance/meetings. Support might also include event booth staffing either in person or virtually. (In person events over 30k (in spend) or AWS Summits, Workshops, Direct Mail) Scenario 2: BDR support is neeed only day of the event. (In person events under 30k spend)
Both scenarios will require post follow on leads that enter into the BDR or SDR Priority 1 views.
BDRs should not support joing partner related events where there the routing plan is to have the leads worked by the partner. Additionally, the following routing should be taken into the routing workflow.
Definition: A prospect who does not MQL but meets the following criteria:
S1 and B1 lead/contact views house these “Hot/Good” event prospects along with MQLs. They will have the same SLA but will not be considered MQLs (Marketing Qualified Leads)
When our Field Marketing Managers (FMMs) begin preparing for an event or campaign, they will create an issue using a regional issue template. If they need BDR or SDR Support they will open an SDR Request issue and the FMM will fill out/ensure the following sections are accurate:
Once the sections are populated and up to date, the senior regional Sales Dev Manager is looped in. That senior regional Sales Dev Manager will assign a BDR manager to be the manager DRI for this event.
The BDR Manager DRI will:
The mentioned BDR(s) will:
The corporate process is the same as the field process detailed above with the exception that they have a separate issue when looping in the Sales Development Organization for assistance that will link to the larger event issue.
Event Follow Up
BDRs have found particular success when organizing campaigns alongside regional Field Marketing Managers to ensure repeatable tactics and measurable results. The workflow below outlines what that process would entail should it be determined that you leverage this motion.
Step 1: Speak with your BDR Manager to identify the Field Marketing Manager (FMM) assigned to your SAL’s & AE's/Territory/Targeted Accounts. Set a meeting with the FMM to discuss existing Campaigns in motion, your ideas for Campaigns, and previously successful Campaigns (15-minute meeting over Zoom). Example of a Successful Campaign
Step 2: Once you've identified a Campaign to launch, work closely with your FMM (FMM will create an Issue in GitLab related to the campaign), and then go into Salesforce Reporting to generate a targeted Contact list for the campaign.
Workflow for creating a Salesforce report (Screenshots below): Go to Reports -> Create New -> Make a Report under Contacts & Accounts -> Add Field Filter Logic (BDR Assigned equals BDR Name, Contact Status does not contain Unqualified & Title Contains: Software Development, DevOps, Engineering, Security, Operations) -> Custom Date Range = from: last two years up to: the last two weeks and type in Last Interesting Moment into the field section and drag/drop the field into the Column Preview.-> Tip: - Organize your fields on the report to make it easier to read (First Name, Last Name, Account Name, Title, LIM, State, Country, Phone, Mobile, Email, Account Owner -> Run Report.
Please note, you can use this same Report workflow for generating a Lead Report. Simply select Leads from the New Report Options. Before you run the Report, please make sure that the Report Options -> Show is showing All Contacts/All Leads not My Contacts/My Leads by clicking the drop down and selecting All Contacts/Leads.
Save your Report by clicking the Save As tab. Make sure to Save Report under Business Development Representatives folder and add a Unique Report Name (see example)
Add Campaign name from SFDC Campaign that is listed in the Field Marketing BDR specific Issue. Example: 20200909_TShirtSurveyOutreachCa -> Member Status = Member -> Click Add.
Your Report for your FMM Campaign is now complete! Keep your Unique Report Name in mind for when you upload Report to Outreach (see Step 4).
Step 3: It's time to generate content for your Campaign in Outreach. Note, if the Campaign previously ran, use existing content (FMM will confirm). Otherwise, work with your FMM and BDR/SDR Manager to delegate the resources you need to create content for the Campaign. Outreach Campaign Example
Step 4: Bulk add Contacts or Leads pulled from Step 2 to the Campaign in Outreach (ensure Campaign content is revised and reviewed by BDR Manager and FMM). Workflow for Bulk Creating an SFDC Report in Outreach for Sequencing: In your Outreach 360 view, in the top left corner select Actions -> Select Bulk Create -> Select SFDC Report and type in your Unique Report Name
Select Next, then re-map any missing fields. Once Report is Uploaded and you are in Prospect View, select the Prospects you want to Add to Sequence and then add to the Campaign Sequence. You have now uploaded your Target Contact or Lead List SFDC Report into Outreach and Sequenced List into Campaign for Outbound prospecting!
Step 5: After Contacts or Leads are loaded into the appropriate Campaign Sequence, alert your Manager and FMM in the appropriate issue for review before activating (FMM approval recommended to start Campaign in Outreach).
Step 6: Check the Campaign daily in Outreach throughout the duration to ensure all tasks are completed. Provide updates in the Issue created in GitLab by the FMM related to the campaign (updates can include IQM conversion rate, Open rates, IQM to SAO conversion rates, etc.)
Step 7: Upon commencement of the Campaign, post a final update in the Issue that includes your results (updates can include the number of IQMs, Open rates, IQM to SAO conversion rates, etc.)
Step 8: Recommended to schedule 15-minute meeting with FMMs to recap the Campaign and provide feedback (this meeting can focus on final results, and if the Campaign should stop, continue, or be revisited in the future).
Optional Post Event Follow Up: Continue to monitor Contacts and Leads uploaded into the Campaign for lingering results (there are sometimes stragglers on Campaigns that respond after the Campaign has concluded). An easy way to monitor is setting one or two tasks in Outreach for 2 weeks and 4 weeks after the Campaign has concluded.
The US PubSec team covers all US Agencies, US Government Contractors (Federal Systems Integrators), and US-based Universities. For interal questions about PubSec Lead routing, please contact Josh Downey.
A Federal Systems Integrator (FSI) is a private company whom requires US-based support and/or has 75% or more of their business coming from the Government. In the case that a commercial SDR/BDR comes across a company that may or may not meet this ROE because they do both Government and Commercial work, they should work with the FSI BDR to determine if it meets the ROE. If it is not possible to determine if it meets the criteria and the prospect is definitively discussing Government work, the Commercial SDR/BDR must air on the side of caution and let the FSI BDR handle the lead until the criteria can be determined.
The US PubSec team does not cover Universities, Agencies, and Contractors who are not based in the US. These prospects will be routed to the respective Commercial BDR/SDR covering that territory.
The PubSec BDRs will work closely with PubSec FMM's and MPM's on pre and post-event outreach. For events that are limited in attendance capacity, the PubSec ISRs & SALs will own pre and post-event strategy, not the BDR's.
SDR PubSec Issue Board - used to track relevant GitLab issues involving the PubSec BDR team. This is a global issue board and will capture all issues in any group/sub-group in the GitLab.com repo when any of the following scoped labels are used.
SDR Pub Sec- Issues concerning the PubSec BDR team. When PubSec FMM's/MPM's add this tag to an event, these issues will appear on our board. When applicable, the PubSec BDR manager will create a BDR follow-up issue and relate it to the event issue so that marketing members can easily track our work.
SDR Pub Sec:: FYI- Needs attention.
SDR Pub Sec:: In Progress- Related work needed is in progress.
SDR Pub Sec:: Completed- Related work is completed and ready for BDR manager to review/close.
SDR Pub Sec:: Revisiting- Campaign is being revisited and additional outreach is being done.
SDR Pub Sec:: Josh FYI- Issues pertaining specifically to Josh.
The Enterprise Land BDR team is responsible for creating qualified meetings and sales accepted opportunities with net new customers in the Large - Enterprise Segment. The team is composed of BDRs who focus on account-centric, persona-based outreach, strategic outbound prospecting, social selling, and creative outreach to educate and create internal champions that align with the GitLab value drivers and use cases.
AMER Enterprise BDRs are aligned by accounts - see Salesforce report.
If you are trying to route a lead and the account is First Order Available and does NOT have an BDR Assigned on the account, please chatter Shamit Paul and she will assign to the BDR via round robin routing.
|Role||BDR||Lead & Account Assignments|
|Northern Europe - Land||Kalyan Nathadwarawala||UKI|
|NE & MEA - Land||Wasan Al-Nahi||UKI(Warren), Benelux(Nasser), Middle East, Africa|
|Nordics - Land||Sarah Van Damme||Nordics, Benelux(Aslihan)|
|Southern Europe - Land||Romain Santos||France, Southern Europe|
|DACH - Land||Christopher Allenfort||DACH (Germany, Switzerland, Austria)|
Named BDRs are responsible for:
BDRs and SDRs should be in regular communication with the SALs that they support. When taking on new accounts or supporting a new SAL, it is the responsibility of the BDR/SDR to set up a kickoff call to:
Recurring SAL<>BDR/SDR meetings can be scheduled or take place on an as-needed basis. As BDRs/SDRs are not directly aligned with SAL we encourage async updates as much as possible
Slack is encouraged for informal communication, but anything related to strategy, approach, or outreach should be documented.
Please add the above ICP Notes to your Account Research Fields on Salesforce
The next step after identifying all of the Net New focus accounts in a region is to prioritize them. The scoring model below should be used to determine the Priority level of the Net New Account which will help guide prioritization and prospecting efforts using the Outbound Prospecting Framework (below).
Priority 1 Actively Working Accounts (15%)
Priority 2 Actively Working Accounts (35%)
Priority 3 Actively Working Accounts (50%)
Other Good Account Scoring Qualifiers:
Outbound Prospecting Framework
|Priority Level||Account Strategy Includes||Next Step Date||Next Step Notes|
|Priority 1||Priority #, Any Details||Future based next steps||Hyper-personalized, simultaneous outreach, creative, direct mail, ads, groundswell, events|
|Priority 2||Priority #, Weekly Plan or Length of Sequence||Future based next steps depending on account strategy||Include the weeks outreach and overall strategy|
|Priority 3||Priority #||Update Next Step Date to next months outreach||BDR Next Step, What kind of nurture (Product Updates, Events, Ect)|
Examples of the Outbound Prospecting Framework Can be found here
The Global Enterprise Expand BDR team is responsible for creating qualified meetings, sales accepted opportunities, and pipeline within existing customer accounts (Accounts with total CARR in parent/children/subsidiaries in a hierarchy) in the Large - Enterprise Segment.
The team is composed of BDRs who focus on strategic account-based, persona-based outreach, strategic outbound prospecting, social selling, and creative outreach to create and expand internal champions that align with the GitLab value drivers and use cases.
The aim for the BDR is to find new business units within these customer account hierarchies who are looking to move from a competitor/GitLab Core/CE to a paid version of GitLab.
SALs alone are responsible for renewing/uptiering existing paid customer instances to a higher paid version of the product, eg from Standard to Premium.
Account alignment is based on the ultimate parent. If any account within the ultimate parent hierarchy is a customer and has a
Total CARR amount of $48 or over, then the entire hierarchy is considered a customer and worked by the Expand team.
Total CARR of $48 and below is deemed as a Land Account and these accounts are flagged with a check mark in the
First Order Available field on the account object.
Accounts with no check in the box fall to the Expand team.
AMER Enterprise BDR Expand Team is aligned to account territories in US West and US East regions. Each region has verified Growth scores/CARR per territory that help determine the equitable spread of BDR alignments as shown below. Target accounts are based on SAL strategy, potential CARR, Intent data (propensity to buy), and industry.
|Role||BDR||Territory Alignment||Strategic Account Leader|
|AMER||Andrew Finegan||Large-AMER-Central-3, Large-AMER-Central-2, Large-AMER-Northeast-4, Large-AMER-Southeast-4||Tony Scafidi, Brandon Greenwell, Matt Pretrovick, TBH|
|AMER||Bryan Tibbitts||Large-AMER-Southeast-1, Large-AMER-Southeast-2, Large-AMER-Central-4, Large-AMER-Northeast-5,||Patrick Byrne, Chris Graham, Ruben Govender, Katie Evans|
|AMER||Erica Wilson||Large-AMER-Southeast-3, Large-AMER-Northeast-2, Large-AMER-Northeast-1, Large-AMER-East-Named-4||Paul Duffy, Jim Bernstein, Josh Rector, Jon Schuster|
|AMER||Max Chadliev||Large-AMER-Northeast-3, Large-AMER-Central-1, Large-AMER-East-Named-2, Large-AMER-East-Named-5, Large-AMER-East-Named-6,||Mark Scheuber, Peter McCracken, Sean Billow, Tim Kuper|
|AMER||Steven Cull||Large-AMER-East-Named-1, Large-AMER-East-Named-3, Large-AMER-Southeast-5,||Mark Bell, Larry Biegel, April Marks, Chip Digirolamo|
|AMER||Léa Tuizat||Large-AMER-West-1, Large AMER-PNW/MW-1, Large-AMER-Bay Area-4, Large-AMER-PNW/MW-3, Large-AMER-Rockies/SoCal-1, Large-AMER-Rockies/SoCal-2, Large-AMER-Rockies/SoCal-3,||Adi Wolff, Brad Downey, Joe Miklos, Ashley Meiss, Todd Payes|
|AMER||John Belardi||Large-AMER-Bay Area-3, Large-AMER-Bay Area-5, Large-AMER-PNW/MW-2, Large-AMER-PNW/MW-4, Large-AMER-Rockies/SoCal-4||Michael Nevolo, Philip Wieczorek, Joe Drumtra, Steve Clark, Nico Ochoa|
|AMER||Tyler Thompson||Large-AMER-West-2, Large-AMER-Bay Area-1, Large-AMER-Bay Area-2, Large-AMER-Bay Area-6, Large-AMER-PNW/MW-5, Large-AMER-Rockies/SoCal-5||Jim McMahon, Michael Scott, Alyssa Belardi, Lydia Pollitt, Robert Hyry|
EMEA Enterprise BDR Expand Team is aligned to account territories in Northern Europe, DACH, France/Southern Europe, and emerging markets. Target accounts are based on SAL strategy, potential CARR, Intent data (propensity to buy), and industry.
|Role||BDR||Lead & Account Assignments|
|SE - France||Bastien Escude||Hugh Christey, Théo Deschamps-Peugeot, Yannick Muller, Simon Duchene|
|DACH / CEE||Julian Bede||Christoph Stahl, Dirk Dornseiff, Christoph Caspar, Dennis Pfändler, Mac Grzelak|
|DACH||Emir Korajcevic||Rene Hoferichter, Hedayat Paktyan|
|UKI / UKI PubSec - SE (Spain,Italy)||Randeep Nag||Peter Davies, Jessica Cousins, Phillip Smith, Pierre Goyeneix|
|Benelux / Nordics / Balkans||Tatiana Fernandez||Annette Kristensen, Aslihan Kurt, Nasser Mohunlol, Nicolas Poulakakis|
|UKI||Tom Elliott||Godwill NDulor, Warren Searle, Justin Haley, Nicholas Lomas, Steven Challis|
The EMEA MM FO team is split equally between North and South Europe. The 100-500 Segment is primarily targetting UKI, France and Germany as a P0 territory and the P1 territories below as a secondary target.
The team's baseline outbound activity revolves around at least 20 accounts per SDR per week. 15 from the P0 territories and 5 from their P1 territories. First Order BDRs source all 20 accounts from their territories.
|BDR||P1 Territory||P1 Territory Carve||P2 Territory||P2 Territory Carve||BDR Secondary Language Profficiency|
|Johan Rosendahl||Germany, South Europe / First Order||COM_MM_EMEA_SOUTH_FO_2, COM_MM_EMEA_CENTRAL_FO_2||UKI / Under 500||COM_MM_EMEA_NORTH_TERR_5||German, Swedish|
|Raquel Gulin||United Kingdom, Netherlands, Nordics / First Order||COM_MM_EMEA_SOUTH_FO_1, COM_MM_EMEA_NORTH_FO_1||UKI / Under 500||COM_MM_EMEA_NORTH_TERR_1||French, Italian, Spanish, Portugese|
|Luis Calixto||South Europe / First Order||COM_MM_EMEA_SOUTH_FO_4, COM_MM_EMEA_CENTRAL_FO_4||South Europe, UKI / Under 500||COM_MM_EMEA_SOUTH_TERR_6TBH, COM_MM_EMEA_SOUTH_TERR_2, COM_MM_EMEA_NORTH_TERR_1||Spanish|
|Daniel Fuller||Germany / Under 500||COM_MM_EMEA_CENTRAL_TERR_2, COM_MM_EMEA_CENTRAL_TERR_3TBH, COM_MM_EMEA_CENTRAL_TERR_4TBH||Nordics, UKI / Under 500||COM_MM_EMEA_NORTH_TERR_2||N/A|
|Barbara Schreuder||Germany / Under 500||COM_MM_EMEA_CENTRAL_TERR_1, COM_MM_EMEA_CENTRAL_TERR_5TBH||BeNeLux / Under 500||COM_MM_EMEA_NORTH_TERR_3TBH||French, Dutch|
|Denis Stete||United Kingdom, South Europe / First Order||COM_MM_EMEA_NORTH_FO_3, COM_MM_EMEA_SOUTH_FO_3||East Europe, MEA / Under 500||COM_MM_EMEA_SOUTH_TERR_1, COM_MM_EMEA_SOUTH_TERR_3TBH, COM_MM_EMEA_SOUTH_TERR_4TBH||Spanish, Romanian|
|Q3FY23 New Hire||France / First Order||COM_MM_EMEA_SOUTH_FO_4||France / Under 500||COM_MM_EMEA_SOUTH_TERR_7TBH, COM_MM_EMEA_SOUTH_TERR_5TBH||French|
In case of any AE requests for outbounding, the go-to BDRs for each Sales territory are below and may also be found here. The BDR team is briefed to incorporate as a priority any request for OB collaboration from AEs.
Expand BDRs should prioritize communication with the SALs within territories they are aligned to. BDRs will organize and schedule a kickoff call to:
|Recurring SAL||BDR meetings can be scheduled or take place on an as-needed basis.|
Slack is encouraged for informal communication (team slack channel), however, anything related to strategy, approach, or outreach should be documented.
A Professional Services Opportunity will be used to cover any integration, consulting, training or other service that a Sales rep will sell to a prospect/client and needs or wants to be invoiced separately. To invoice separately a new quote and opportunity must be created.
More information on the steps needed to create a Professional Services Opp can be found here
Having the Business Development Associate Team gives us the ability to develop individuals with loads of alignment to our GitLab values and limited Sales Development experience into strong SDR ready candidates. We do this by exposing them to different projects that strengthen their familiarity with our tools, processes, systems, messaging, teams, and GitLab culture. These projects ultimately are also aimed to support the Sales Development Organization in reaching their goals so that it's an all around win-win. Projects could include:
The manager will create a list of their focus area and criteria similar to what's outlined here. Past Business Development Associates have shared their best practice steps related to the sourcing process here.
While we have a "no ask, must tell" PTO policy we ask that, in accordance with the Time Off Policy, you give your manager a heads up early of your intended time off so that they can help arrange cover for your tasks, if necessary. We want to help our team members being able to fully unplug from work during their PTO, while not having to worry about their workload or target attainment. Based on this, we have created this PTO Territory Planning Issue that you can use to strategize your work and be aligned to the GitLab value of being a Manager of One.
To log a PTO Territory Planning request, please go to the Issue list on the SDR GitLab project here and choose
PTO_Planning_Issue from the
Description drop-down list.
|Decision Grid||Not Time Sensitive or Important||Important and/or Time Sensitive|
|Impacts Multiple Teams||Email Newsletter, Weekly Team Meeting||Sales Dev FYI Slack, All Hands Meeting, Weekly Team Meeting, Email Newsletter|
|Only Impacts a Select Team||Weekly Team Meeting||Sales Dev FYI Slack, Team Channel Slack, Weekly Team Meeting|
Qualifiers by Channel
|Sales Dev Global Slack||Shoutouts, Questions, Concerns, Share something that's working, Fun for Multiple Teams, New Team Members|
|Sales Dev FYI Slack||Announcements and Reminders that involve multiple teams or are of high importance|
|Email Newsletter||Impacts Multiple Teams|
|All Hands Meeting||Important updates that affect multiple teams|
|Weekly Team Meeting||Any updates that affect that specific team|
|Team Slack Channels||Important or Time Sensitivem, but only related to that specific team|
Sales Development Org Issue Board: used to track relevant GitLab issues involving the Sales Development Org. This is a global issue board and will capture all issues in any group/sub-group in the GitLab.com repo when any of the following scoped labels are used.
Sales Development Org Event Tracker: used to track upcoming events globally.
SDR- issues concerning the Sales Development Organization. This label will typically be removed and changed to one of the below labels once accepted by our team.
SDR::Priority- projects that we would like brought into RevOps meeting for feedback/next steps from other teams
SDR::Planning- Discussion about next steps is in progress for issues concerning the Sales Development Organization
SDR::In Progress- BDR/SDR action item is presently being worked on
SDR::On Hold- Project is put on hold after agreement from BDR/SDR leadership team
SDR::Watching- No direct SDR/BDR action item at this time, but BDR/SDR awareness is needed for potential support/questions
SDR::Enablement Series- Label to track and monitor upcoming topics for the Sales Development Org enablement series. All of these issues roll up to this epic.
SDR::AMER Event Awareness- Americas Sales Dev Org awareness is needed for potential support/questions in regard to events
SDR::APAC Event Awareness- APAC Sales Dev Org awareness is needed for potential support/questions in regard to events
SDR::EMEA Event Awareness- EMEA Sales Dev Org awareness is needed for potential support/questions in regard to events
SDR Pub Sec- PubSec Sales Dev Org awareness is needed for potential support/questions in regard to events
SDR West Staff Request- Utilized when a West BDR needs to be assigned to an issue
One of our Values is being handbook first. In order to align the SDR organization more closely to this ideal, below are suggested steps. Please remember that the Handbook is a living document, and you are strongly encouraged to make improvements and add changes. This is ESPECIALLY true when it comes to net new solutions that should be shared so the whole organization has access to that process. (aka The DevOps ideal of turning "Localized Discoveries" into "Global Knowledge".)
The end-user account determines the BDR/SDR alignment: If you are the SDR assigned to the 3rd party lead, please gather the information in point 1 and pass the lead to the correctly assigned BDR (the BDR assigned to the end-user account) who will complete points 2-6
The Community Relations team owns GitLab's Education, Open Source, and Startups programs. When a lead fills out the form to apply for one of these free community programs, Salesforce
Lead ownership will automatically change to the
Community Advocate Queue. If this Lead was in an Outreach sequence, it will automatically be marked as finished.
The Community Programs team (a sub-team of Community Relations), and the Program Managers for each program, will then work to qualify the lead. If the Lead does not end up qualifying for one of the programs, they will be passed straight to sales.