The Sales team call is every Monday 9:00am to 9:30am Pacific Time.
We cover several areas: where we are at with revenue, sales operation updates to help productivity, how the BDR and SDR team are contributing to our pipleine, product marketing sharing how they are enabling sales productivity and scrum.
We use Zoom for the call since Hangouts is capped at 15 people, link is in the calendar invite, and also listed at the top of the Sales Team Agenda.
The call is recorded automatically, and all calls are transferred every hour to a Google Drive folder called "GitLab Videos". There is a subfolder called Sales Team Meeting, which is accessible to all users with a GitLab.com e-mail account.
We start on time and will not wait for people.
Person who has first item on the agenda starts the call.
If you are unable to attend just add your name to the Sales Team Agenda as 'Not attending'.
We start by discussing the subjects that are on the agenda for today.
Everyone is free to add subjects. Please start with your name and be sure to link to an issue, merge request or commit if that is relevant.
When done with a point mention the subject of the next item and hand over to the next person.
When someone passes the call to you, no need to say, “Can you hear me?” Just begin talking. If we can’t hear you, we’ll let you know.
Even if you cannot join the call, consider reviewing the recorded call or at minimum read through the sales team agenda and the links from there.
Collaboration Applications used by Sales
To ensure everyone can collaborate and contribute, sales uses Google applications. We use Google Sheets instead of Excel. We use Googe Docs instead of Word. We use Google Slides instead of Keynote or Powerpoint.
GitLab is an integrated product for the entire software development life-cycle. It contains not only issue management, version control and code review but also CI, CD, and monitoring. 2/3 of the organizations that self-host git use GitLab, that are more than 100,000 organizations and millions of users.
Is it similar to GitHub?
GitLab started as an open source alternative to GitHub. Instead of focusing on hosting open source projects we focused on the needs of the enterprise, for example we have 5 authorization levels vs. 2 in GitHub. Now we've expanded the feature set with continuous integration, continuous delivery, and monitoring.
What is the benefit?
We help organizations reduce the cycle time between having an idea and seeing it in production. Before GitLab you needed 7 tools, it took a lot of effort to integrate them, and you end up with have different setups for different teams. With GitLab you get data on how long each part of the software development life-cycle is taking and how you can improve it.
GitLab makes it easier for companies to achieve software excellence so that they can unlock great software for their customers by reducing the cycle time between having an idea and seeing it in production. GitLab does this by having an integrated product for the entire software development life-cycle. It contains not only issue management, version control and code review but also Continuous Integration, Continuous Delivery, and monitoring. Organization all around the world, big and small, are using GitLab. In fact, 2/3 of organizations that self-host git use GitLab. That is more than 100,000 organizations and millions of users.
Sales segments the market based on IT or TEDD employees
Strategic: 5000+ employees
Large: 750 - 4999 employees
Mid Market: 100 - 749 employees
SMB: less than 100 employees
We have two sales positions focused on selling into these markets.
Sr. Account Executive for Strategic and Large Accounts
Account Executive for Mid Market Accounts
SMB is our transactional business, managed by the Business Development Team and processed through our web portal.
Expected quota for each sales segment is:
Strategic Account Leader - Strategic/Large Accounts is $1.25M incremental annual contract value (ACV)
Account Executive - Mid-Market accounts is $750,000 incremental ACV
Quotas may be adjusted based on geographic region.
GitLab Usage Statistics
Using GitLab Version Check, GitLab usage data is pushed into Salesforce for both CE, EE and EE trial users. Once in Salesforce application, you will see a tab called "Usage Statistics". Using the drop down view, you can select CE, EE Trails or EE to see all usage data sent to Gitlab. Since version check is pulling the host name, the lead will be recorded as the host name. Once you have identifed the correct company name, please update the company name. Example: change gitlab.boeing.com to Boeing as the company name.
To view the usage, click the hyperlink under the column called "Usage Statistics". The link will consist of several numbers and letters like, a3p61012001a002. You can also access usage statistics on the account object level within Salesforce. Within the account object, there is a section called "Usage Ping Data", which will contain the same hyperlink as well as a summary of version they are using, active users, historical users, license user count, license utilization % and date data was sent to us.
A few example of how to use Usage Statistics to pull insight and drive action?
If prospecting into CE users, you can sort by active users to target large CE instances. You can see what they are using within GitLab, like issues, CI build, deploys, merge requests, boards, etc. You can then target your communications to learn how they are using GitLab internally and educate them on what is possible with EE.
For current EE users who are below their license utilization, you can engage the customer to understand their plan to rollout GitLab internally and how/where we can help them with adoption.
For current EE users who are above their license utilization, you can leverage the data to engage the customer. Celebrate the adoption of GitLab within their organization. Ask why the adoption took off? How they are using it (use cases)? Engage them in amending their contract right now for the add-on? Update the renewal opportunity to reflect the increase in usage for the true-up and new renewal amount.
For current EE users who are not using a EE feature, i.e. CI or issues, you can engage the customer to understand why they are not using it. Do they know we offer it? Are they using a competitive tool? Have the integrated their current tool into GitLab? Are they open to learning more about what we offer to replace their current tool?
For EE trials. What EE features are they using and not using? If using a EE feature, what are they trying to solve and evaluate? If not using, why and are they open to evaluating that feature?
Requesting assistance/introductions into prospects from our investors
We have great investors who can and want to help us penetrate accounts. Each month we send out an investor update and within this update there will be a section called "Asks". Within this section, we can ask investors for any introductions into strategic accounts. To make a request, within the Account object in Salesforce, use the chatter function and type in "I'd like to ask our investors for help within this account". Please cc me and your manager within the chatter message. All requests should be made before the 1st of the month so they be included in the upcoming investor update.
If an investor can help, they will contact the CRO and the CRO will introduce the salesperson and the investor. Salesperson shall ask how the investor wants to be updated on progress and follow up accordingly.
Parent and Child Accounts
A Parent Account is the business/organization which owns another business/organization. Example: The Walt Disney Company is the parent account of Disney-ABC Television Group and Disney.com.
A Child Account is the organization you may have an opportunity with but is owned by the Parent Account. A Child Account can be a business unit, subsidiary, or a satellite office of the Parent Account.
You may have a opportunity with the Parent account and a Child Account. Example: Disney and ESPN may both be customers and have opportunities. However, the very first deal with a Parent Account, whether it is with the Parent Account or Child Account, should be marked as "New Business". All other deals under the Parent Account will fall under Add-On Business, Existing Account - Cross-Sell, or Renewal Business (see Opportunity Types section).
If the Parent and Child accounts have the same company name, either add the division, department, business unit, or location to the end of the account name. For example, Disney would be the name of the Parent Account, but the Child Account would be called The Walt Disney Company Latin America or The Walt Disney Company, Ltd Japan.
When selling into a new division (which has their own budget, different mailing address, and decision process) create a new account. This is the Child Account. For every child account, you must select the parent account by using the parent account field on the account page. If done properly, the Parent/Child relationship will be displayed in the Account Hierarchy section of the account page.
Remember that a child account can also be a parent account for another account. For example, Disney-ABC Television Group is the child for The Walt Disney Company, but is the parent for ABC Entertainment Group.
We want to do this as we can keep each opportunity with each child account separate and easily find all accounts and opportunities tied to a parent account, as well as roll-up all Closed Won business against a Parent Account.
When to create an Opportunity
Before a lead is converted or an opportunity is created the following must occur:
What role does this person play in the decision process? (i.e. decision maker, influencer, etc.) OR is this someone that has a pain and a clear path to the decision maker
Need *Identified problem GitLab can solve
Number of potential EE users
Current technologies and when the contract is up
Current business initiatives
The prospect is willing to schedule another meeting with the salesperson to uncover more information and uncover technical requirements and decision criteria
Interest by GitLab salesperson to pursue the opportunity. Are you interested in investing time in pursuing this opportunity.
Opportunities utilizing a reseller require slightly different data:
Opportunity Name: If the partner is an authorized reseller, rename the opportunity with the partner’s nick-name in front, then a dash. For instance; if it is a Perforce deal, the opportunity name should start with P4 - (whatever your opportunity name is) This is important for the workflow that solicits updates from the reseller.
Account Name: It is important that opportunities using a reseller are created on the END CUSTOMER’s account, and not the reseller’s account. The account name on an opportunity is never a reseller. Resellers do not buy licenses; they purchase them on the behalf of an end customer. For instance, the account name field on an opportunity should never be SHI.
Opportunity Owner: Should be the name of the AE who is working the deal with the reseller
Associating Contact Roles: After creating the opportunity, click “New” in the contact section to associate contacts with the opportunity.
The primary contact should always be a contact at the end user’s account and not a contact at the reseller. This is important as resellers come and go, and if we do not capture the contact at the end user account, we will not be able to sell to this account if the reseller ends their relationship with us or with the end account.
A reseller contact (say, the sales rep at ReleaseTEAM) can, and should be added to the opportunity with the role of Influencer. NOTE: A contact that works for a reseller should never be added to an end user account. For instance an employee of SoftwareOne should be a contact of the SoftwareOne account only, and not the Boeing account.
Associating Partners to an Opportunity: After creating the opportunity, click “New” in the Partners section to associate the reseller with the opportunity.
You can associate multiple partners with an opportunity if there is more than one reseller involved in the opportunity. This is not uncommon for government opportunities, or opportunities where the customer is asking multiple fulfillment houses (like SHI and SoftwareOne) to fulfill the order.
Opportunity Naming Convention
Opportunities for subscriptions will use the following guidelines:
New Business/Existing Customer - Cross-Sell:
[Name of Company]- [Quantity] [Abbreviations of Product]
Example: Acme, Inc- 50 EES
Example: Acme, Inc- 50 EES/Geo
Add-On Business (seats only):
[Name of Company]- Add [Quantity] [Abbreviations of Product]
Example: Acme, Inc- Add 25 EES
Example: Acme, Inc- Add 25 EE/Geo
Add-On Business (new products):
[Name of Company]- Add [Quantity] [Abbreviations of Product]
Example: Acme, Inc- Add 25 PS
Add-On Business (Upgrade from Starter to Premium):
[Name of Company]- Upgrade to EEP
Example: Acme, Inc- Upgrade to EEP
Add-On Business (Downgrade from Premium to Starter):
[Name of Company]- Downgrade to EES
Example: Acme, Inc- Downgrade to EES
Renewal Business (no changes):
[Name of Company]- [Quantity] [Abbreviations of Product] Renewal [MM/YY]
Example: Acme, Inc- 50 EES Renewal 01/17
Example: Acme, Inc- 50 EES/Geo Renewal 01/17
Renewal Business + Add On Business (seats):
[Name of Company]- [Quantity] [Abbreviations of Product] Renewal [MM/YY]+ Add [Quantity]
Example: Acme, Inc- 50 EE Renewal 01/17 + Add 25
Renewal Business + Add On Business (new products):
[Name of Company]- [Quantity] [Abbreviations of Product] Renewal [MM/YY]+ Add [Abbreviation of Product]
Example: Acme, Inc- 50 EE Renewal 01/17 + Add Geo
Renewal Business + Upgrade:
[Name of Company]- [Quantity] Upgrade to EEP + Renewal [MM/YY]
Example: Acme, Inc- 50 Upgrade to EEP + Renewal 01/17
Once all active customers are converted to either EE Starter or EE Premium, these products will no longer be available to sell a la carte.
Opportunities for Customer Training will use the following guidelines:
[Name of company]- [Type of training]
Example: Acme Inc- User Training.
Note to set up the actual training, click here, choose the template "Customer Training", and fill in the details under the Sales Heading. Assign the issue to John Woods (jwoods06) and Customer Success will handle the rest.
Types of Training:
See GitLab.com for the most up to date trainings offered.
Any deal coming from Gitorious has “(Gitorious)” added.
Example Acme, Inc-Gitorious- 50 EE
New Business - This type should be used for any new subscription who signs up either through the sales team or via the web portal. Paid training also falls under this type if the organization does not have an enterprise license. If an exsiting account is purchasing a new license for another GitLab instance, this will be new business.
Add-on Business- This type should be used for any incremental/upsell business sold into an existing subscription division mid term, meaning not at renewal. This may be additional seats for thier subscription or an upgrade to their plan. If an existing account is adding a new subscription, this would be new business, not an add-on.
Renewal - This type should be used for an existing account renewing their license with GitLab. Renewals can have their value increased, decreased, or stay the same. We capture incremental annual contract value growth/loss as a field in Salesforce.com
Deal Size is a dimension by which we will measure stage to stage conversions and stage cycle times. Values are in USD.
Jumbo- any opportunity equal or greater than USD 100,000.
Big- any opportunity between USD 25,000 and USD 99,999.99.
Medium- any opportunity between USD 5,000 and USD 24,999.99.
Small- any opportunity below USD 5,000.
Updated Sales Stages as of 2017-06-02. Please reference the Win Probability Tool for uncovering and confirming information throughout the sales cycle.
00-Pre Opportunity- This stage should be used when an opportunity does not meet our opportunity criteria. However, there is a potential for business, and it should be tracked for possible business.
Potential opportunity has been identified by an Account Executive or Account Manager; however, not all details have been confirmed to convert this to a real opportunity (time frame, budget, scope, urgency, etc).
The opportunity has been qualified by the AE and it meets our basic criteria for opporutnity creation, or
There is no opportunity and the stage would be updated to 0-Unqualified.
0-Pre AE Qualification- This is the initial stage once an opportunity is created. In this stage, AE will qualify information captured by BDR/SDR during the initial qualification call.
A prospect has talked with a BDR or SDR, and meets each team’s respective qualification criteria: BDR criteria; SDR criteria
AE will confirm the information captured by the BDR/SDR
Make sure to update Amount before qualifying the opp
Scheduled Discovery Call
1-Discovery: Uncover as much intelligence about the project as you can, which will be confirmed at later stages throughout the sales cycle.
Uncover Need to Buy, Internal Champion, Decision Making Process, Decision Criteria, Funding, and Business Drivers
Send Plan Letter/Recap Email to Attendees- Example
Scheduled Scoping Call
2-Scoping: Uncover business challenges/objectives, the competitive landscape, realizing fit.
Business Value Assessment, Competitive Awareness, Solution Fit
Confirm Need to Buy, Internal Champion
Complete a Demo (Optional)
Schedule a Technical Evaluation Call
3-Technical Evaluation: Confirming technical requirements. A proof-of-concept (POC) might occur at this stage. This is also the stage to confirm information before a proposal is delivered.
Define POC Scope and Plan (if applicable)
Confirm Technical Requirements, POC Scope, Business Value Assessment, Competitive Awareness, Decision Making Process, Decision Criteria, Funding, Solution Fit
Confirm Technical Win/POC Success
4-Proposal: Business and technical challenges and been uncovered and resolved. A proposal is drafted and delivered to the prospect.
Uncover Bill to/Sold to information; Billing Details, Vendor Registration Process
Deliver formal contract to the prospect
MSA may be delivered separately
Clear understanding of purchase/contract review process
5-Negotiating: The prospect or customer has received the proposal and is in contract negotiations.
Identify procurement/legal team
Agreement of all pricing and legal terms
Signed agreement, MSA, PO, and other forms uploaded to SFDC
EULA accepted by end-user organization (if applicable)
Subscription created in Zuora
Opportunity submitted for approval
6-Closed Won: Congratulations!! The terms have been agreed to by both parties.
Opportunity has been approved
Update Reason for Closed Won and add any pertinent notes
Forward a customer question via email to the support email address. - It's important the email is forwarded and not CC'd to avoid additional changes required once the support request is lodged.
Contributing to EE Direction
Being in a customer facing role, salespeople are expected to contribute to GitLab Direction. Each day we talk to customers and prospects we have the opportunity to hear of a feature they find valuable or to give feedback (positive and constructive) to an EE feature that there is an issue for. When you hear of feedback or you personally have feedback, we encourage you to comment within the issue, if one exists, or create your own issue on our EE Issue Tracker. Checking the GitLab Direction page and the EE Issue Tracker should happen throughout the week.
When you have an organziation that is interested in an EE feature and you have commented in the issue and added a link to the accout in salesforce, please follow the process outlined on the product handbook to arrange a call with the product manager and account to futher discuss need of feature request.
Export Control Classification, and Countries We Do Not Do Business In
GitLab's Export Control Classification (or ECCN) is 5D002.c.1 with CCATS number G163509. This means that GitLab source code can be exported and re-exported under the authority of license exception TSU of section 740.13(e) of the export administration regulations (EAR).