GitLab Channel Partners are the primary audience for this Handbook page.
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, cloud platform partners, independent software vendors, managed service providers, resellers, distributors and ecosystem partners — to maximize customer value through the GitLab platform, and their value-added GitLab and DevOps services.
GitLab is experiencing tremendous growth, which creates incredible opportunities for our partners. Partners have the opportunity to create revenue growth for their companies through:
Companies need skilled, qualified experts to help them implement the latest DevOps best practices and technologies 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 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 growing annual recurring revenue by over 100%. As our customer base grows, your business opportunities grow. Additionally, you can help the thousands of users of the open source GitLab Community Edition that could benefit from an upgrade to the expanded features and functionality of the GitLab Enterprise Edition.
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 three tracks to support the different ways our partners go to market:
To engage with GitLab, partners start by completing the online registration process on about.gitlab.com/reseller page, executing the GitLab Partner Agreement and completing the partner onboarding steps.
Once a partner contract is executed , you will have access to the GitLab Partner Portal and other members of your team will be able to register and be associated with your account. At that time, you will be able to enter deal registrations and referral transactions. You will also have access to sales tools, technical resources, and training courses.
| GitLab Open | GitLab Select (Invitation only) | GitLab Technology | |
|---|---|---|---|
| Overall Program Requirements | |||
| GitLab Partner Agreement | X | X | X |
| # of Sales Certified resources | 2 | 5 | |
| # of Technical Certified resources | 1 | 3 | |
| Exec Sponsored Joint Business Plan | X | ||
| Program Rev Targets Min - BusPlan Committed | $300K | ||
| Sales Benefits | |||
| Deal Registration Discounts | X | X | |
| Referral Fee | X | X | X |
| Renewals Discounts | X | X | |
| Support Benefits | |||
| Partner Helpdesk | X | X | |
| Level 2 Support Hotline | X | ||
| Dedicated Channel Manager | X | ||
| Free Limited Instance of GitLab Ultimate/Gold - 5 users/6mo | X | ||
| Marketing | |||
| Partner Portal | X | X | X |
| Proposal Based MDF | X | X | |
| Sales & Pre-Sales Technical Enablement | X | X | X |
| Program Logo | X | X | X |
| Program & Certification Badges | X | X | |
| GitLab.com Listing | X | X (featured) | X |
| Demand Generation Resources | X | X | X |
| Leads | X | ||
| Separate Partner Tracks | |||
| Services | |||
| Packaged Professional Services Discounts | X | X | |
| Product Services Certification | X | ||
| Operational Services Certification | X | ||
| Customer Success Certifications | X | ||
| Managed Services | |||
| Managed Services certification | X | ||
| Managed Services Support Discount | X |
GitLab’s 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 three tracks that support the different ways our partners go to market:
Technology partners drive GitLab solutions through product integrations and marketplaces as part of our Technology Alliances program. They are key to completing our customer solutions through integrations with cloud platforms, legacy DevOps solutions and other solutions needed to meet customer requirements.
For additional information about our Technology Alliances program, please visit the Alliances Handbook Page.
| GitLab Open | GitLab Select (Invitation only) |
GitLab Technology | |
|---|---|---|---|
| Overall Program Requirements | |||
| GitLab Partner Agreement | X | X | X |
| # of Sales Certified resources | 2 | 5 | |
| # of Technical Certified resources | 1 | 3 | |
| Exec Sponsored Joint Business Plan | X | ||
| Program Rev Targets Min - BusPlan Committed | $300K | ||
| Sales Benefits | |||
| Deal Registration Discounts | X | X | |
| Referral Fee | X | X | X |
| Renewals Discounts | X | X | |
| Support Benefits | |||
| Partner Helpdesk | X | X | |
| Level 2 Support Hotline | X | ||
| Dedicated Channel Manager | X | ||
| Free Limited Instance of GitLab Ultimate/Gold - 5 users/6mo | X | ||
| Marketing | |||
| Partner Portal | X | X | X |
| Proposal Based MDF | X | X | |
| Sales & Pre-Sales Technical Enablement | X | X | X |
| Program Logo | X | X | X |
| Program & Certification Badges | X | X | |
| GitLab.com Listing | X | X (featured) | X |
| Demand Generation Resources | X | X | X |
| Leads | X | ||
| Separate Partner Tracks | |||
| Services | |||
| Packaged Professional Services Discounts | X | X | |
| Product Services Certification | X | ||
| Operational Services Certification | X | ||
| Customer Success Certifications | X | ||
| Managed Services | |||
| Managed Services certification | X | ||
| Managed Services Support Discount | X |
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:
On-demand, online training courses are available on the GitLab Partner Portal. Registration for courses delivered to a live audience will also be available on the Partner Portal. Sales Core training takes aproximately 3.5 hours to complete, Solution Architect training takes aproximately 5 hours to complete.
Upon completion of each certification program, partners will earn a badge and will address the corresponding company certification requirement.
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 discount table in the Program Documents folder in the Asset Library.
Authorized Public Sector Partner 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 discount table in the Program Documents folder in the Asset Library.
GitLab employees can access the disount table here.
Partner Assist Opportunity is a discount earned for a GitLab-sourced opportunity where the partner assists our sales team in closing the deal. This may include demonstrating GitLab software, organizing executive meetings, delivery of services, etc. This is an upfront discount and the amount depends on your track within the GitLab Partner Program. To qualify for Partner Assist discounts, partners must submit a deal registration to GitLab via our Partner Portal, and it must be approved by GitLab Sales to qualify. Please visit the Deal Registration Program guideline in the Program Guide for additional details.
Partner Fulfillment Opportunity is fulfilled by a partner but closed independently by the GitLab sales team. The partner only processes the order and doesn’t provide additional support to close the deal.
Services Attach requests shall be submitted to GitLab via the Partner Portal as a deal registration, Services Attach requests shall be submitted to GitLab via the Partner Portal as a deal registration (Deal Registration Type = Services Attach), must include reasonable information and documentation (as requested by GitLab) to demonstrate the Referral Clients receipt of the Partner Professional Services and must be approved by GitLab Sales.
Each rebate paid out quarterly, 45 days after the end of each quarter.
Subscription Renewals - At the end of their GitLab license subscription, customers must renew to continue their subscription. 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.
In some cases, a customer purchased their most recent subscription directly from GitLab, but is directed to a partner for renewal. GitLab has a significant install base of these customers with a high propensity for up/cross-sell and services opportunities. Partners are encouraged to engage with these customers but for now, the first renewal of a formerly direct customer will not be discounted for partners. However, these new customers will create additional opportunities for growth through:
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.
Only a properly completed Deal Registration Form can initiate an engagement. It is therefore in all parties’ best interest that you complete a Deal Registration Form as soon as a qualified sales opportunity is identified. 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.
Deal registration and associated discounts are only available to partners that have signed the GitLab Partner Program Agreement, and for deals approved by GitLab Sales. In the GitLab Partner Program, you need to register individual sales opportunities. Partners may not register an account or combine opportunities.
GitLab Open and Select partners have access to the proposal-based GitLab Marketing Development Funds (MDF) Program, which provides funding support for eligible marketing and partner enablement activities that help to:
Help partners educate their GitLab teams
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) |
| Funded Head (By Invitation Only) | Headcount dedicated to sell or develop GitLab solutions. These include sales resources (such as sales engineers). Each funded head project needs an approved business plan and request form that describes objectives of the role and time frame. | • Contract between GitLab and your partner business plan• Quarterly objectives and results |
| Promotional Items (Distribution Only) | Merchandise, items or gifts imprinted with the GitLab logo. | • REQUIRED one of the following – Digital photos or graphic files of promotional items showing integration of GitLab logo, brand solutions |
You are asked to use reasonable efforts to promote and market the GitLab products and services to prospects within your territory.
Professional Services are a cornerstone of the GitLab Partner Program. Professional services provide partners a major source of revenue as they help partners deploy, integrate and optimize their GitLab solutions.
Whether you are working with new customers, transitioning from open-source to licensed editions, 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.
Develop Specialized, In-Depth Expertise
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.
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 will 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. Additional training materials can be found in the GitLab Handbook:
Our GitLab Deal Registration process allows us to incentivize our partners to source and close GitLab products and services opportunities and avoid channel conflict. The following provides instructions for this process.
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.
*scenario percentages are for example only and may not reflect your actual discount
| Scenario #1 - GitLab Finds Lead - Partner Fulfills |
- 2% Discount of IACV |
|---|---|
| Scenario #2 - GitLab finds Premium Customer - Requires OPEN Channel Assist - Partner delivers QuickStart |
10% Discount or Referral Fee of IACV - 2.5% Extra Discount or Referral for delivering services |
| Scenario #3 SELECT Partner finds Ultimate Customer - Sells GitLab Education - Delivers QuickStart - Delivers DevOps Assessment (6 mo. later) |
20% Discount of IACV - 10% Discount of GitLab Education Service - 2.5% Discount of IACV (Service Attach/QuickStart) - 2.5% Discount of IACV (Service Attach/QuickStart) |
| Scenario #4 - OPEN Partner Finds Premium or Ultimate Customer |
- 10% Discount or Referral Fee of IACV |
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 From 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 pre-sales technical issues, please contact your local GitLab sales team
Tools and Resources
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.
The GitLab team handbook is the central repository for how we run the company. Printed, it consists of over 5,000 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.
New Partners - need to sign a new contract
Existing Partners who signed GitLab contracts before Oct 1, 2019 - Sign new agreement by July 1, 2020
Existing Partners who signed GitLab contracts on or after Oct 1, 2019 - Sign new agreement by October 1, 2020
If the new program contract is signed before quotes are created, the new program discounts will be used in the quote. Otherwise, legacy contract discount levels will be used.
New licences = New customer, incremental licenses at existing customers or upgrades for existing customers.
Renewal = Contract extension for existing licenses.
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 partners@gitlab.com.
