content subject to change as we iterate and source feedback! All feedback is welcome- everyone can contribute.
Premium => Ultimate CI/CD: find and use the sales playbook here.
Convert accounts from premium to ultimate that are using GitLab CI
Upsell and expand
NA, EMEA, what else? APAC is in consideration, looking for feedback on if other team members agree or have past data to validate successful results with CI/CD campaigns
Full list of Premium accounts (added March 22nd 2021): here
Emphasis on large due to the relation to verticals + regulated industries, but all should be included
ENT: Do more with less when you expand your benefits from using GitLab by adding Security capabilities of GitLab Ultimate all within the DevOps platform your teams already know and love. Bring security scanning to the developer's existing workflows to empower them to find and fix vulnerabilities, while at the same time simplifying your tool set and eliminating integration efforts. Unify teams to work more efficiently and collaboratively through a shared platform so you can deliver business value faster while staying secure and compliant.
MM: Don't let security slow you down. Improve efficiencies, collaboration, and eliminate bottlenecks by enabling security capabilities on your existing GitLab Platform. Spend time on planned work instead of maintaining and integrating tools. Get expertise and support that assures you can meet your strategic goals along the way.
SMB: Go fast, go safely, and do it easily by using even more of the GitLab platform. Take your continuous integration up a notch by seamlessly adding security scanning and collecting the vulnerabilities all in one easy-to-use place. You don't have to be a security expert to see your risks and where to resolve them. Start right before inefficiencies get in the way of scaling out successfully.
PubSec: Reap the full rewards of the platform you are already using. Upgrade to Ultimate to manage risk from security and regulatory compliance by identifying vulnerabilities and compliance issues before the code ever leaves the developer's hands. Stop worrying about audits!
SALs, Account managers, and TAMs
See this section in the working doc
Budget and influence are key for this play, so our basic assumption is that upleveling to someone’s boss isn’t going to be enough - people need to reach out to additional business units, namely security, and bring in “fresh” teams and opportunities within existing accounts. Additionally, we need to enable and equip current premium customers and their teams to be more “active champions” and essentially show them the light that is the value of Ultimate. (Think risk! and protecting the business)
With the heavy tie to security for value with Ultimate, all regulated industries should be a focal point
Get maximum benefits from using GitLab by adding Security capabilities of Ultimate all within the DevOps platform your teams already know and love. Bring security scanning to the developer's existing workflows to empower them to find and fix vulnerabilities, while at the same time simplifying your tool set and eliminating integration efforts. Unify teams to work more efficiently and collaboratively through a shared platform so you can deliver business value faster while staying secure and compliant.
1) Stop choosing between velocity and risk — test all of your code, on every commit, automatically, i.e. not just critical apps or periodic scans - without costly tool chain integrations.
2) Better leverage your scarce security resources by putting app sec tools, that are meant for the developer, into the hands of the developer, so they remediate more and earlier.
3) Improve visibility while at the same time reducing friction between processes and tools used by dev and app sec teams.
Partners will appreciate the size of the Ultimate deals as well as the stickiness that use of its capabilities provides. Security is an ideal candidate for professional services assistance as well. Become an expert in end-to-end DevSecOps through a platform already used and loved by many.
Which GitLab stages/feature make up this sales play:
Key capabilities in Ultimate center around security, compliance, insights/analytics, and releasing better + faster
Ultimate also includes priority support (4 business hour support), live upgrade assistance, and a Technical Account Manager who will work with you to achieve your strategic objectives and gain maximum value from your investment in GitLab.
Identifying customers who are already using GitLab Premium and leveraging us for SCM and CI capabilities, as well as have a need for reporting, insights, analytics, and security. We want to understand their challenges and primary objectives. Often they have started shifting security left but struggling to scale across all projects. Bonus points if they’re trying to extend their automation or start automating their deployments and have a need for modern CD with compliance. We want to understand what they need first, and then plug in what value we can provide in Ultimate among the major themes: Security, compliance, releasing safely and efficiently (not trading velocity for risk or quality and having control over deployments/environments), end-to-end visibility and insights, and collaboration that unifies teams.
Land SCM/CI and Expand CD/Security
How does GitLab uniquely deliver this business outcome vs. competitors?
In addition to product advantages,
Differentiator notes and brainstorming
Potential tagline: Status quo doesn’t get it done. “Deliver faster. Deliver secure. With GitLab”