Sales Handbook

Reaching the Sales Team (internally)

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Other Sales Topics in Handbook

Sales Resources outside of the Sales Handbook

Sales Team Call

  1. The Sales team call is every Monday 9:00am to 9:30am Pacific Time.
  2. 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.
  3. 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.
  4. 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 e-mail account.
  5. We start on time and will not wait for people.
  6. Person who has first item on the agenda starts the call.
  7. If you are unable to attend just add your name to the Sales Team Agenda as 'Not attending'.
  8. 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.
  9. 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.

Sales Brown Bag Training Call

  1. When: Happens every Thursday at Noon EDT
  2. Where:
  3. What: Agenda


Elevator pitch

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 Positioning

Market segmentation

Sales segments the market based on IT or TEDD employees

  1. Strategic: 5000+ employees
  2. Large: 750 - 4999 employees
  3. Mid Market: 100 - 749 employees
  4. SMB: less than 100 employees

We have two sales positions focused on selling into these markets.

  1. Sr. Account Executive for Strategic and Large Accounts
  2. Account Executive for Mid Market Accounts
  3. SMB is our transactional business, managed by the Business Development Team and processed through our web portal.

Expected quota for each sales segment is:

  1. Strategic Account Leader - Strategic/Large Accounts is $1.5M incremental annual contract value (ACV)
  2. Account Executive - Large/Mid-Market accounts ranges from $700,000 - $1,000,000 incremental ACV

Quotas may be adjusted based on geographic region.

GitLab Version Check

Before prospecting and engaging with a prospect, check to see if they are using CE. To do this, use GitLab Version Check. Everything about GitLab Version Check.

Parent and Child Accounts

When to create an Opportunity

Before a lead is converted or an opportunity is created the following must occur:

  1. Authority
    • 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
  2. Need *Identified problem GitLab can solve
  3. Required Information
    • Number of potential EE users
    • Current technologies and when the contract is up
    • Current business initiatives
  4. Handoff
    • The prospect is willing to schedule another meeting with the salesperson to uncover more information and uncover technical requirements and decision criteria
  5. Interest by GitLab salesperson to pursue the opportunity. Are you interested in investing time in pursuing this opportunity.

Reseller Opportunities

Opportunities utilizing a reseller require slightly different data:

Opportunity Naming Convention

Opportunities for subscriptions will use the following guidelines:

Abbreviation of Products:

Opportunities for Customer Training will use the following guidelines:

Types of Training:

See for the most up to date trainings offered.

Gitorious Opportunities:

Opportunity Types

  1. New Business - This type should be used for any new account (business) 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.
  2. Existing Account - New Division- This type should be used for new business sold into an existing account but a new division, a new purchasing group.
  3. Add-on Business- This type should be used for any incremental/upsell business sold into an existing account and division mid term, meaning not at renewal.
  4. 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 growth/loss as a field in

New Business vs. Existing Account - New Division:

The primary difference between these two opportunity types is based on whether the prospect will sign a new subscription agreement versus using an existing subscription agreement. If the prospect would like to sign their own Subscription Agreement as the basis for their agreement with GitLab, then the custoemr is considered "New Business". If the customer would like to piggy back off an existing service agreement previously signed by the parent account or another business unit under the parent account, then it is considered an Existing Account - New Division type.

Opportunity Stages

To help move opportunities through the buying process, here is a guide based on the MEDDIC sales process

  1. Discovery - research, fact finding, identify contacts, current situation,
  2. Developing - isolate the opportunities, assess needs, qualify the opportunities, build rapport, access decision makers, understand decision process and criteria, Collaborate on solutions, define the business case, assess competition
  3. Present Solution - Tailor the presentation, coordinate the team, present recommendations, present pricing, isolate value proposition, gain feedback
  4. Negotiating - negotiate business terms resolve objections, set close plan (sequence of events), gain commitment
  5. Verbal Commitment - how a company approves s business teams desire to purchase, how the company vets purchases from a legal, info security, risk, compliance, and vendor management perspective
  6. Won - Deal won and booked
  7. Lost - Opportunity not won at this time
  8. Unqualified - This should only be used when an opportunity is passed from the BDR team, but does not meet our standard qualification criteria. Once you've moved the opportunity to Discovery or later, the opportunity can no longer be marked as Unqualified.

Escalation to Support

Customers that require technical assistance or have questions that are not within the scope of sales can have their queries escalated to the GitLab support team via the following channels.

  1. Create a new ticket on behalf of the customer in the support web form
  2. For quick questions, see the internal support section of the support handbook.
  3. 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.

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).

Per 740.13(e)(2)(ii) of the EAR, there are restrictions on "Any knowing export or reexport to a country listed in Country Group E:1 in Supplement No. 1 to part 740 of the EAR".

As a consequence of this classification, we currently do not do business in Iran, Sudan (excluding South Sudan), Syria, North Korea, and Cuba.