GitLab global and regional channel sales teams, global and local field sales teams, regional field marketing teams, channel account managers, the global alliances team and product marketing team.
Global Channel Marketing is a team of seasoned professionals supporting global channel sales objectives and providing support to the GitLab channel partner community. This small but mighty team is responsible for the development of channel marketing campaigns that leverage GitLab’s FY22 Go to Market Campaigns and sales plays. We work with partners to help them understand what the campaigns are, how to use them to help drive partner sourced opportunities, how to leverage upcoming GitLab webinars/webcasts to drive conversion and how to generate trials for GitLab that they can nurture with prospects. Channel partners are ultimately responsible for the execution of these campaigns.
The Channel marketing team provides support to partners by creating different campaign assets into leverageable go-to-market programs called Campaigns-in-a-box that partners can easily pick up and run with their customer or prospect lists. GitLab channel marketing is also responsible for the development, rollout and management of trial enablement programs by which partners can generate trials of GitLab directly from their website, and passing or providing trial leads generated from GitLab’s own website to be worked and converted by partners.
Channel marketing also enables channel go to market efforts through MDF funding and management, by identifying upcoming field marketing events and activities that channel partners can participate in, and by identifying opportunities for channel partners to participate with Alliances partners and GitLab on joint go to market activities.
We partner with regional Channel Account Managers and Field Marketing teams to work closely with channel partners and GitLab Alliances for inclusion in their field marketing plans.
As a service bureau to a wide variety of teams, we have support functions that are both in and out of scope at this time. We have ideated on a list of potential future service capabilities that, as this team is able to add resources and our business plan requires it, we will add to our list of service offerings. To recommend that we add a service offering to this growing list of potential offerings, please create an issue.
As GitLab evolves, the growth of the channel becomes a critical component to our overall strategy of growth and new logo capture. With established teams in place, it's time to take our engagement up a level and as such, review how we partner together for proactive, and efficient engagement that results in high quality demand generation plans and delivering actionable leads for our sales teams. In order for our collective plans to work, it's first important to verbalize the roles, responsibilities and focus areas for each functional team.
Own the strategy, relationship and ongoing, consistent engagement with the Select partners in their territory. The channel account manager is responsible for sharing a gap analysis of their business to the respective marketing teams to develop a plan for support. This should occur no less than 6 weeks prior to the start of Q3.
Sets the strategy for the region, manages the Channel Account Managers and approves the criteria for Select and Open partner selection in the region.
In partnership with field sales, drive MQL's to convert to SAO's. The field marketing managers are responsible for articulating which areas of the business require the most attention and where we need channel partner engagement to drive demand generation plans.
Develops the strategy and conversion targets for the team in partnership with field sales leadership.
Develops scalable demand generation campaigns and tactics for partners to generate Partner Sourced opportunities.
Once a plan for the quarter has been established it is imperative that the channel account manager and the field marketing manager stay in close, consistent alignment about plan execution. The strategy is driven by the channel account manager, while the field marketing manager is responsible for executing on that strategy in partnership with various support teams, including but not limited to the channel account managers.
MDF CAN and SHOULD be leveraged as much as possible when the partner is involved in an activity. Further information about how to initiate and MDF request can be found here.
GitLab Marketing receives 'credit' for opportunities that are partner sourced so long as the oportunity has a BATP (Bizable Touchpoint) from the campaign. Check out the field marketing handbook page that details the FMM process where CAMs can read more about how to complete the lead gen issue.
new_channel_mdf_requestfor the review and approval process for the MDF proposal - This kicks off the official process
Quarterly MDF Epic
channel_mdf_popand complete Step 1
When requesting support from our team, we commit to responding to your issue within 2 business days (when request is easily understood) or a Zoom meeting invite to understand the request, scope, timeline, goals and expectations.