GitLab Channel Partners are the primary audience for this Handbook page.
We invite organizations interested in becoming a GitLab Channel Partner to APPLY NOW.
The GitLab Partner Program is a new kind of program. It’s open to everyone and like our overall company culture, everyone can contribute. Although we welcome all partners, our program is structured to provide additional rewards for partners that make a commitment and investments in a deeper GitLab relationship.
The GitLab Partner Program enables partners and potential partners — including systems integrators, managed service providers, resellers, and distributors — to maximize customer value through the GitLab platform and their value-added GitLab and DevOps services.
This page provides an overview of the program, requirements, benefits and instructions. Additional information about our services program and certifications can be found on the following pages:
Training and Certifications Page
For information about our Alliance Partner program, please visit the Alliances Handbook Page.
GitLab is experiencing tremendous growth, which creates incredible opportunities for our partners. Partners have the opportunity to create revenue growth with GitLab through:
Companies need skilled, qualified experts to help them implement the latest DevOps technologies and best practices to improve the quality and speed of their software development. GitLab is the only vendor offering an end to end software development lifecycle solution. This means that you can offer your customers the most complete solution on the market and help them develop efficient, integrated end to end DevSecOps processes. The result? Simplified development toolchains, faster delivery of quality software, and improved security and compliance.
And it’s not just the completeness of the solution that creates opportunities for you. By joining the GitLab Partner Program, you will be partnering with a company that is rapidly growing annual recurring revenue and global customer base. As our customer base grows, your business opportunities grow. Additionally, you can help the thousands of users of the open source GitLab Free Edition that could benefit from an upgrade to the expanded features and functionality of the GitLab Premium or Ultimate tiers.
Whether you are working with new customers, customer transitions from open-source to licensed editions, customer expansions or addressing other needs, your customers will need your help, creating a tremendous opportunity to expand your software sales and services businesses.
Collaborate with GitLab to build a well-planned, go-to-market approach to success. With co-marketing, co-selling and service delivery, we provide the tools to successfully grow your customer base and increase profits.
GitLab offers a wide range of meaningful enablement and support programs – including training and certifications. Help customers get started on their journey with GitLab by offering deployment and integration services. Utilize your GitLab skills to expand your business with companies of all sizes, industries and geographies.
Your company has unique expertise and best practices in helping companies optimize their software development systems and processes. Our goal is to help you benefit from your know-how as you help companies deliver software more efficiently, with higher quality and security.
The GitLab Partner Program makes it easier for partners to maximize the value of your DevOps expertise and the GitLab platform. To unlock that value, GitLab is making significant investments across our partner lifecycle, including:
The GitLab Partner Program consists of two tracks to support the different ways our partners go to market:
To engage with GitLab, partners start by completing the online Channel Partner registration process on partners.gitlab.com which leads partners through executing the GitLab Partner Agreement and getting access to our Partner Portal where partners complete their onboarding.
Execution of the Master Partner Agreement results in access to the GitLab Partner Portal. Other members of your team will be able to register and be associated with your account by registering at partners.gitlab.com. At that time, you will have access to sales tools, technical resources, and training courses. Once one member of your team completes the GitLab Sales Core training, your company will also be able to enter deal registrations and referral transactions.
The GitLab Channel Partner Program offers market-leading training, tools, and support to help accelerate sales opportunities and grow your business with GitLab.
This Partner Program Guide will provide you with details on the rules of engagement around the program, how to complete specific tasks as you work with GitLab, and highlight key GitLab resources available to you. In it you will find:
In this section, we cover:
The GitLab Partner Program consists of two tracks that support the different ways our partners go to market:
Open partners must meet the minimum requirements in the Program Requirements and Benefits below to earn program benefits:
Since participation in the Select Track is by invitation only, partners are not automatically upgraded. To be considered, they must meet the requirements in the Program Requirements and Benefits below:
| GitLab Open | GitLab Select (Invitation only) |
|
|---|---|---|
| Overall Program Requirements | ||
| GitLab Partner Agreement | X | X |
| # of Sales Verified (Sales Core) resources | 2 | 4 |
| # of GitLab Sales Professional Certificatied resources | 1 | |
| # of Solution Architect Verified resources | 1 | 2 |
| # of Professional Services Certified resources | 1 | |
| Exec Sponsored Joint Business Plan | X | |
| Program Rev Targets Min - BusPlan Committed | $300K | |
| Sales Benefits | ||
| Deal Registration Discounts | X | X |
| Referral Fee | X | X |
| Renewals Discounts | X | X |
| Support Benefits | ||
| Partner Helpdesk | X | X |
| Level 2 Support Hotline | X | |
| Dedicated Channel Manager | X | |
| Not for Resale Licenses | X | X |
| Marketing | ||
| Partner Portal | X | X |
| Proposal Based MDF | Through Distribution | X |
| Sales & Pre-Sales Technical Enablement | X | X |
| Program Logo | X | X |
| Program & Certification Badges | X | X |
| GitLab.com Listing | X | X (featured) |
| Demand Generation Resources | X | X |
| Leads | X | |
| Services | ||
| GitLab Professional Services Discounts | X | X |
| Professional Services Certification | X | X |
| Training Services Certification | X | X |
| Managed Services | ||
| Managed Services certification | X | X |
| Managed Services Discount | X | X |
GitLab has created a Services program that enables, trains, certifies and provides incentives to partners that deliver services to GitLab customers. The GitLab Channel Services program is designed to help new or existing partners design service portfolios around the DevOps Lifecycle, helping customers transition to a single DevOps Platform with GitLab.
To learn more about the GitLab Services Program program offerings and requirement and available services opportunities, visit:
Professional Services are a cornerstone of the GitLab Partner Program. Professional services provide partners a major source of revenue as they help customers deploy, integrate and optimize their GitLab solutions.
Whether you are working with new customers, transitioning from free to subscription tiers, proposing customer expansions or addressing other needs, your customers will need your help, creating a tremendous opportunity to expand your software sales and services businesses. As part of your services practice, you will grow your business when you:
GitLab offers a wide range of meaningful enablement and support programs – including training and certifications. Help customers get started on their journey with GitLab by offering deployment and integration services. Utilize your GitLab skills to expand your business with companies of all sizes, industries and geographies.
Your company has unique expertise and best practices in helping companies optimize their software development systems and processes. Our goal is to help you benefit from your know-how as you help companies deliver software more efficiently, with higher quality and security.
As part of our GitLab Partner Program, we provide resources, training and other investments to help you build out your services practice. Your Channel Account Manager will help you develop a plan and utilize GitLab resources to build your GitLab services business.
GitLab has developed core training and certification for sales, solution architects (pre-sales engineers), and post sales engineers and consultants. The GitLab certification program is designed to provide our partners with similar training as GitLab employees themselves. GitLab is announcing three certifications for the GitLab Partner Program:
For more details, visit the Channel Training, Certifications and Enablement page.
The GitLab Partner Program helps develop your practice to best fit your business model. You can earn one-time and recurring revenues from product and services sales, referrals, and services delivery and resale.
To view the GitLab Partner Program Discount and Referral Fee Table please visit the GitLab Partner Portal (must be an authorized Partner) and access the Incentive Guide in the Program Documents folder in the Asset Library.
Authorized Public Sector Partners can earn one-time and recurring revenues from product and services sales, referrals, as well as services deliver and resale. To view Public Sector Discounts please visit the GitLab Partner Portal (must be an authorized Public Sector Partner) and access the Incentive Guide in the Program Documents folder in the Asset Library.
GitLab employees can access the discount table here and the Public Sector matrix here.
NOTE: Discounts are off list price. If GitLab is deeply discounting a large ARR customer engagement, the partner can reasonably expect to share in that with a discount reduction. The Partner, GitLab Sales, Channel Account Manager must agree on the negotiated discount amount.
Partner Sourced/Initiated Discount - You can earn the largest available product discount with a Partner Sourced opportunity. A Partner Sourced opportunity is a new opportunity to our sales team, and can be for a new or existing customer. The Partner Sourced discount is an up front discount. The partner is expected to assist the GitLab Sales team in closing the sale. To qualify for a Sourced discount, partners must submit a deal registration to GitLab via the GitLab Partner Portal, and it must be approved by GitLab Sales to qualify. Partner Sourced is available for both resale and referral opportunities. Partners purchasing GitLab for their own internal production use and add-on licenses at renewal can also qualify for a Partner Sourced discounts, however they must first meet all program requirement for their specific program track (Open or Select). Please visit the Deal Registration Program guideline in the Program Guide for additional details.
Partner Co-Sell Opportunity is a discount earned for a GitLab-sourced opportunity where the partner assists our sales team in closing and/or transacting the deal. This may include demonstrating GitLab software, organizing executive meetings, supporting contract negotiations, delivery of services, fulfillment, etc. This is an upfront discount. To qualify for the Partner Assist discount, GitLab Sales team members will attach a partner to an opportunity, but partners do not need to submit a deal registration.
First Order Incentive is an incentive paid as a rebate for partner-sourced opportunities for customer new to GitLab. The customer must be on the First Order customer target list, which is available from GitLab Channel Sales team members. This incentive is only available for GitLab Select partners.
Services Attach Rebate is an incentive paid as a rebate for partner-delivered services provided to end customers related to their use of their Premium and Ultimate GitLab Software licenses. Applicaple services are reviewed in the Channel Services Catalog. The Services Attach incentive is based on a percentage of a customer's net annual recurring revenue (Net ARR) of a linked software sale made within the last six (6) months. To reward partners that have made an investment in developing GitLab expertise, this incentive is only available to GitLab Professional Services and Training certified partners.
Services Resale - Partners can earn discounts on partner-sold services delivered by the GitLab Professional Services team. Partners qualify for a program discount on services resale if the services are included on the order of a deal registered opportunity. Partners are able to resell complete GitLab service offering or include GitLab services as part of their own customer statement of work.
Subscription Renewals - At the end of their GitLab license subscription, customers must renew to continue their subscription. At renewal, partner can earn a renewal discount for licenses renewed at the same subscription level, although no discounts are available for Starter/Bronze product tier renewals. If a customer adds additional licenses, those new licenses are discounted at the standard Partner Sourced discount levels. If a customer upgrades their subscription level (e.g. Premium to Ultimate), the entire deal qualifies for the standard Partner Sourced discount.
For customers whose most recent GitLab purchase was through a reseller partner, the incumbent reseller can earn a discount on the resale based on their program track, unless 1) the incumbent partner is no longer in compliance or 2) the customer provides a written request to GitLab to renew with a different partner. A deal registration on the original opportunity is not required for a partner to earn incumbent status.
Most customers grow their GitLab deployment over time. As such, renewals create additional opportunities for growth through:
* Upsell and expansion opportunities
* New integration, operational and other professional services opportunities
* The sale and integration of GitLab Alliance partner solutions
* Add-on sales of other non-GitLab products
* Subscription renewal discounts on future renewals
To promote the growth and success of our channels, to manage channel conflict and provide a systematic approach to pursuing sales opportunities, GitLab has formalized our rules of engagement and deal registration procedures. Since the first qualified deal registration is approved, partners are encouraged to submit their deal registrations as early as possible to lock in the biggest discount. In the GitLab Partner Program, you need to register individual sales opportunities. Partners may not register an account or combine opportunities.
Only partners that have signed the GitLab Partner Program Agreement are able to register deals, earn program discounts and transact with GitLab. Unauthorized partners do not qualify. Additionally, at least one partner employee must complete the Sales Core training for the partner to qualify for deal registration and program discounts.
To learn how to enter a deal registration, visit the Deal Registration Instructions section below.
The GitLab NFR (Not-for-Resale) Program offers qualified GitLab partners access to our solutions at no cost to our partners. The NFR program provides partners with an opportunity to develop greater expertise on the GitLab platform. We encourage all GitLab Partners to participate in the program and set up GitLab solutions. Consider using your environment to create integrations with GitLab Alliance solution partners. This way your staff can fully understand the benefits and features of the GitLab products and be better prepared to demonstrate the products to customers.
Request your license by logging in to the Partner Portal, click the "Services" tab and the NFR Request form will be the first Quick Link.
*The Partner Help Desk manages all NFR requests that fall within the NFR program rules. Any requests outside the program need to be requested, managed, and tracked through the account manager.
NFR Program Eligibility
To be eligible for the NFR program, partners must:
NFR Renewals
GitLab NFR licenses expire after a 12 month subscription period, unless they are add-on licenses, in which case they expire with the partner’s oldest NFR licenses. For Select partners in good standing, the licenses will be automatically renewed. For Open partners in good standing, renewal must be requested.
NFR Program Terms and Conditions:
NFR Support
Support will be provided by the GitLab support team. GitLab Solution Architects may also be available to help partners build out training, testing and lab environments.
GitLab Select partners have access to the proposal-based GitLab Marketing Development Funds (MDF) Program. The MDF funds provide funding support for eligible marketing and partner enablement activities that help to:
Please note GitLab will only cover 50% of the total cost of the activity.
Proof of performance includes third-party invoices AND at least one of the following activities that shows GitLab or partner representation. For activities that require a lead list, you must submit it as part of your proof of performance as well.
| Eligible Activity | Description | Proof of Performance |
|---|---|---|
| Collateral Sales Tools | Printed or web-based material developed to assist in your efforts to promote GitLab solutions (product briefs, data sheets, case studies, etc.). The document must include the GitLab logo. | • Electronic version or hard copy of marketing collateral • Graphic files or digital photos that show the integration of GitLab brand/solutions • eDM/Direct mail |
| Events | Any industry or partner event that you plan to attend to promote or host GitLab solutions. This can be done in collaboration with other vendors that don’t compete with GitLab. Events may also include enablement activities. | • Electronic version or hard copy of invitation • Marketing collateral• Photo of display/booth/event • Lead list/Attendee list (to include: Company Name, Contact, Title, Email, Phone, Full Address), Funded Head (Distribution Only) |
| Partner Sponsorship | Participation in a partner-led event or activity or third-party event. | • Contract of signed sponsorship |
| Partner Training | In-person or virtual events focused on enablement, sales or technical training. | • Certificate of completion• Group class – attendee list REQUIRED (to include: Company Name, Contact, Title, Email, Phone, Full Address)• Catering/Facilities invoices (if applicable) |
| MarketingMaterials | The delivery of co-branded marketing materials (digital or physical) to promote GitLab solutions. Eligible assets include emails, direct mailers and social media posts, and must include the GitLab logo. | • Electronic version or hard copy sample of direct mail, newsletter• Lead list (to include Company Name, Contact, Title, Email, Phone, Full Address) |
| Lead Generation/ Telemarketing | Delivery of co-branded messages via telephone or other mediums to gain net-new customers. The message should focus on GitLab solutions. The contact list should include Company Name, First Name, Last Name, Title, Full Address, Email, Phone. | • Telemarketing script of how GitLab brand or solution were incorporated into the campaign• Itemized call record or campaign metrics• Lead list or call list (to include: Company Name, Contact, Title, Email, Phone, Full Address)• Internal invoice accepted |
| Webcast/Webinar | A syndicated or on-demand web event with the purpose of either lead generation or continuing education. This can be conducted in collaboration with GitLab or GitLab-approved third-party vendors. | • URL to recorded online event, podcast, or presentation that shows integration of GitLab brand and solutions• Lead list/Attendee list (to include: Company Name, Contact, Title, Email, Phone, Full Address)• Invitation to the online event/podcast• Follow up/additional activities |
| Sales Incentive | Awards or financial incentives provided to sales or technical team for successfully selling GitLab solutions. These can be SPIFFs, bonuses, vouchers, prizes, etc. (but not cash). | • List of qualified accounts and contact details as well as the account manager name (lead list)• Receipts for gifts purchased• Incentive program promotion/flyer• List of awardees and campaign report (to show what has been achieved) |
You are asked to use reasonable efforts to promote and market the GitLab products and services to prospects within your territory.
GitLab has the ability to automatically pass marketing-qualified leads (MQL’s) to partners that appear in the GitLab partner portal. These leads must be accepted within 5 business days, and actioned upon within 10 business days. Instructions on how to accept/reject/reassign a lead or register a deal and submit to GitLab for approval can be found via this link in the partner portal. Leads not accepted within 5 business days and/or not actioned upon within 10 business days, will automatically be reclaimed by GitLab and re-assigned.
MDF reimbursement requirements for demand generation efforts include a copy of the joint event lead list. This list is considered confidential and property of both GitLab and the authorized GitLab partner, and will be used for the sole purpose of tracking lead progress and calculating the activities return on investment. By submitting your MDF request, you agree to these terms and conditions.
Onboarding our partners is incredibly important to us at GitLab. We want to ensure that you quickly get the training and resources you need to get off to a strong start with GitLab.
In this section, we cover:
To get started with GitLab, register your company by going to https://partners.gitlab.com. The system will prompt you for your company information as well as your personal contact information. A GitLab Channel Account Manager may contact you for qualification. If you agree to proceed, your company will be required to sign a GitLab Reseller agreement. Once you are registered, you should:
GitLab training programs are available primarily through the GitLab Partner Portal. There you will find the certification courses and testing needed to meet your GitLab program requirements for sales, pre-sales technical and professional services training.
Our GitLab Deal Registration process allows us to incentivize our partners to source and close GitLab products and services opportunities and avoid channel conflict. You can find an overview of the deal registration program, including rules of engagement here. The following provides instructions for this process.
For detailed instructions and a step-by-step guide to submitting and maintaning a deal registration, click here
If any of the above requirements are not met—or you fail to promptly schedule a meeting or conference call with the customer—the GitLab Sales Rep may advise you that we cannot engage with you for this opportunity. GitLab will then reconsider other deal registration applications submitted for this deal, in order of submission. You may subsequently attempt to remedy this situation and submit another deal registration form for this deal, but this will be considered a new submission.
The Services Attached incentive is based on the volume of licensing opportunities with services attached to those licensing deals. The more licensing deals you attach services to the richer the program becomes.
Attached below is a sample quote. When you request a quote, you receive a document that looks very similar to this. This quote reflects your reseller price exclusive of incentive bonuses, and is not meant for the end customer. You will need to generate your own quote to the end customer.
The quote comes with a Sertifi link. E-signing the quote with Sertifi initiates the invoicing process and causes our systems to invoice you. Do not e-sign the quote until you are ready to be invoiced. Do not e-sign the quote if your customer will be paying us directly.
Note that we do not generate a quote, or fulfill an order, without an end user contact complete with email, shipping address, and postal code.
Once the order is invoiced and the customer accepts the EULA, they are able to download their GitLab license key. Note that you do not receive a license key - it goes directly to the customer.
You can arrange for payment either via invoice, or your customer can pay us directly.
If your customer will be paying us via a Purchase Order, then you must email us a copy so that we may invoice the customer. Please send the Purchase Order to POfulfillment@gitlab.com for fulfillment.
To pay via invoice, simply e-sign the reseller quote to initiate an invoice, then remit payment in USD to the bank listed on your quote.
All orders require an executed EULA when there's a new subscription or an add-on. There are 2 methods of obtaining a EULA:
An order is not complete without a signed agreement.
GitLab marketing resources can be found on the GitLab Partner Portal as well as in the GitLab Handbook. VIsit the portal or select the links below to the corresponding resources and instructions for usage.
Your website needs to have a landing page with information about GitLab. You can see what others have done from the Resellers page.
To obtain MDF funding, please complete the following steps prior to any activity being performed or expense incurred. Any activity that does not follow the process below and has the appropriate approvals is not eligible for reimbursement.
The GitLab MDF program is proposal-based. For prior approved marketing claims to be reimbursed, the following conditions must be met:
If MDF claims are not submitted in the given timeline, you will forfeit the funds.
MDF may not be used for capital expenses or the normal cost of business.
Partners can access the MDF Request Form from the GitLab Partner Portal home page, navigate to Marketing and select “MDF Request.” Upon selecting MDF Request, complete the first part of the firm to create a fund request. Once completed, submit it and it will be routed to a GitLab Representative for approval within 14 business days.
Once the marketing or enablement activity is completed, return to the original request and complete the proof of performance documentation as outlined in the Proof of Performance section above. **
While not required, we expect customers will, for the most part, contact you if they need help. It is in both of our best interests that they do so, as the more touch points you have with them, the more likely you are to further develop business with them. We do not expect you to be as knowledgeable about our products as our own support staff, and do expect that you may need to escalate some issues to our support staff. For more information, visit the GitLab Support page.
For pre-sales technical issues, please contact your local GitLab sales team
GitLab has introduced a new partner portal that serves as the primary source of information and transactions for our partners. In the initial release, the GitLab Partner Portal will have the following capabilities:
Visit the portal at partners.gitlab.com. There is a walk-through video available on the portal or you can visit the walk-through video here.
The GitLab team handbook is the central repository for how we run the company. Printed, it consists of over 8,000 pages of text. As part of our value of being transparent the handbook is open to the world, and we welcome feedback. Although the Portal is your first source of partner information, we often link to the Handbook for detailed information. If you are unable to find information you need on the Partner Portal, you are encouraged to search pages of GitLab Handbook.
All authorized GitLab resellers are invited to the GitLab #resellers Slack channel. channel allows you to reach out to our sales and marketing team in a timely manner, as well as other resellers.
Additionally, you can reach the GitLab channel team at partnersupport@gitlab.com.