The goal of the Customer Reference Program is to provide opportunities for customers to share their story on how GitLab has helped them overcome the challenges, blockers and pain points within their organizations. The Reference Program Managers work as a conduit to help connect customers with opportunities by balancing customer requests with company demands. By providing a single point for outreach to customers, the CRP team prevents customer burnout, sales team burnout, and ensures a diversity of customer stories are shared publicly.
Team of Experienced Customer Reference Professionals who are focused on building relationships within GitLab and with customers.
The team gathers and builds information and relationships with the purpose of distilling these impactful insights into action.
To manage our customer reference relationships like the precious resources they are to the maximum, quantified & qualified benefit for both customers and GitLab.
Quick links grid
|Quick Reference Links|
|Adding new reference customers||Requesting a reference for a sales call|
|Customer Case Studies||Search published case studies by use case, value driver etc|
|Customer Reference Collection||Customer Case Study Slides (individual slides per case study)|
|Requesting a customer to speak at an event||Peer Reviews||Customer Advisory Board|
|Offical Letter re Reference Process to share with customers||Customer Insight Page (Case Study Process)|
View information around customer reference pool, keep track of the latest case studies and find out how the Customer Reference team is helping share customer success stories.
Some examples of the types of assets we'd use as customer references once we have approval from the customer:
* What led you to GitLab, what problems were you trying to solve? * Why did you choose GitLab and what other tools were you using or considering? * What has been your experience with GitLab? * How did you make the business case for GitLab and what metrics have you seen improve? * What have you heard from GitLab users, what was their adoption curve like? * What has been the most unexpected success you have experienced? Adoption rates? Improved speed?
Please access the resources below to search for suitable references to send to your prospects/customers.
It is critical and the Customer Reference Management team’s responsibility to optimize our reference customer engagements to balance:
By default, we will request a customer support reference call (sales/analyst relations/public relations) no more than once per quarter per customer. In support of event speaking and/or other participation support (field, alliance, digital, community, etc.), we will request customer support at a maximum of once every two quarters per customer. The CRM ultimately decides if the reference request is suitable for the proposed customer based on a number of factors including but not limited to:
To create a new issue around the Customer Reference Program, open an issue on the Customer Reference Program Board. Make sure it has the label Customer Reference Program. Feel free to add any applicable labels around the request. Assign to Reference Program Manager as needed.
GitLab understands the value of our customer relationships and values customers that are willing to share their success with our team. We have a logo permission form that we require be signed before we promote the customer relationship using the customer logo. We understand and respect that corporate logos are considered intellectual property and are owned and licensed by the respective organization.
Customer Slide in the Pitch Deck
This slide is reviewed and updated on a 6 monthly basis by the PMM team and the Reference team. The CRM creates the review issue and works with the assigned PMM to review new logos and create a revised slide. Once the strategic marketing team approves the new slide; the CRM creates an issue for the brand team to review the slide. The CRM co-ordinates with the Pitch deck editor to update the new slide into the pitch deck.
Customer Case Study Slides Once the case study is published, the CRM creates a stand alone slide in the WIP folder, at the end of every quarter, the CRM raises a design review issue for the brand team to approve the new case study slides in WIP. When the new slides are approved by the design team; the CRM migrates these new slides into the Case Study Deck.
Full Customer Logo Deck The CRM reviews the deck above on a 6 monthly basis; working with the PMM team to update the deck. The CRM creates an issue for the brand team to review and publishes a new version of the customer logo deck. The CRM manages the versions of the deck and tracks the new additions.
The customer reference team supports an average of 12 customer requests per quarter; we prioritize speaking requests from teams that directly support demand generation activities (field marketing/campaigns/alliances/partner and corporate teams).
We can support the following customer speaker requests as a minimum commitment each quarter; beyond that we will need exceptional management review. Once a customer speaker request issue is raised, the CRM will link it to the appropriate tracking issue below.
Tracking issues are in this epic and the CRM will assign to the issue. Once the minimum commit number has been reached we will advise the team leads.
Field Marketing (4 per qtr) Campaigns (2 per qtr) Alliances/ Partners (1 per qtr)
To request a reference customer to speak and/or otherwise support an event the first step is to open the Customer Speaker Request template a minimum of 75 days before the event. This issue will be tracked on the Customer Reference Program board.
Process for fulfilling a request to support a Field Marketing, Corporate Marketing/Company, or Community Event
Note: If travel is required for a customer speaker, this will not be funded by the Customer Reference Program.
Process for fulfilling a request to support a Partner/Alliance Associated event
Note: If travel is required for a customer speaker, it is covered by different parts of the org. (Determined on a per request basis.)
Process to engage with the customer once agreement for presenting at an event is secured
Requesting a confidential request (Customer not named in report)
Purpose: To reflect our customer base we use customer logos to promote organizations that are using GitLab
Customer logos appear on our website and other marketing and promotional materials. To respect the intellectual property of companies that use our product, we request a signed permission form to use their logo. To request logo usage from a customer, please send the Logo permission form to the appropriate member of the customer organization. Please note this approval form includes permission for logo usage in case study/video and social promotion activities as per prior customer agreement.
Information about the GitLab Customer Advisory Boards is found on the CAB page
Learn about our Peer Review Management Program
The Customer Reference Team has created appreciation swag for customers to thank them for their support and for engaging with us in reference activities. Availability of these items is limited and managed by the Customer Reference Program team. For customers in the Americas, please reach out to Jen For EMEA-based customers, please reach out to Fiona