Sales Handbook

Reaching the Sales Team (internally)

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Other Sales Topics in Handbook

Sales Resources outside of the Sales Handbook

GitLab Tech Stack

For information regarding the tech stack at GitLab, please visit the Business Operations section of the handbook where we maintain a comprehensive table of the tools used across the Marketing, Sales and Customer Success functional groups, in addition to a 'cheat-sheet' for quick reference of who should have access and whom to contact with questions.

Sales Team Meetings and Presentations

Sales Team Call

Sales Brown Bag Training Call

Sales Team Functional Update

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.

You can save your work and find work created by others in our Google Sales Drive


Elevator pitch

The Problem - Customer perspective

Right now every large enterprise is suffering from a lack of consistency:

And they have processes which block reducing time to value, for example:


GitLab is the only integrated product that can help you reduce time to value.

GitLab is an integrated product for the entire software development lifecycle. It contains chat, issue tracking, kanban boards, version control, continuous integration, release automation, 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 go faster to market by reducing the cycle time and simplifying the toolchain development and operations use to push their software to market. 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 gain visibility on how long each part of the software development lifecycle is taking and how you can improve it.

Email intro

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 lifecycle. It contains not only issue management, version control and code review but also Continuous Integration, Continuous Delivery, and monitoring. Organizations 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.

GitLab Positioning

Market segmentation

Organization size

Our market segmentation for organizations is based on the people in a function that can use an application like GitLab:

  1. Strategic: 5000+ IT + TEDD employees
  2. Large: 750 - 4999 IT + TEDD employees
  3. Mid Market: 100 - 749 IT + TEDD employees
  4. SMB: less than 100 IT + TEDD employees (SMB stands for small and medium businesses)

Initial owner

The people working with each segment and their quota are:

  1. Strategic & Large: Strategic Account Leader (SAL) with a quota of $1.25M incremental annual contract value (IACV) per year
  2. Mid market: Account Executive with a quota of $750,000 incremental ACV (IACV) per year
  3. SMB: SMB Customer Advocate can close SMB deals directly by referring them to our self-serve web store or assisting them with a direct purchase.

Quotas may be adjusted based on geographic region.

Variable Compensation takes the following into consideration:

Quota Ramp

For all quota carrying salespeople, we expect them to be producing at full capacity after 6 full months. We have the following ramp up schedule and measure perforamnce based on this schedule:

For the purposes of our internal analytics tool, InsightSquared, we have the first 3 months at 25%. We do this so we do not have overinflated %'s when a salesperson does sell something in months 1 and 2.'

Customer Success

See our customer success page in the handbook for more details but the summary is:

  1. Strategic and Large: the Strategic Account Leader stays with account, they can rely on Solution Architects pre-sale and Technical Account Managers (TAM) post-sale (TAM is only for strategic accounts, not for large ones).
  2. Mid market: Directly after the initial sale this is no longer owned by the account executive but by our account managers.
  3. SMB: There are no dedicated customer success people.

How Sales Segments Are Determined

Sales Segmentation information can be found in the Business Operations - Database Management section.

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 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?

Here is a Training Video to explain in greater detail.

GitLab CE Instances and CE Active Users on SFDC Accounts

In an effort to make the Usage/Version ping data simpler to use in SFDC, there are 2 fields directly on the account layout - "CE Instances" and "Active CE Users" under the "GitLab/Tech Stack Information" section on the Salesforce account record.

The source of these fields is to use the latest version ping record for and usage record for each host seen in the last 60 days and combine them into a single record. The hosts are separated into domain-based hosts and IP-based hosts. For IP based hosts, we run the IP through a reverse-DNS lookup to attempt to translate to a domain-based host. If no reverse-DNS lookup (PTR record) is found, we run the IP through a whois lookup and try to extract a company name, for instance, if the IP is part of a company's delegated IP space. We discard all hosts that we are unable to identify because they have a reserved IP address (internal IP space) or are hosted in a cloud platform like GCP, Alibaba Cloud, or AWS as there is no way to identify those organizations through this data. For domain-based hosts, we use the Clearbit domain lookup API to identify the company and firmographic data associated with the organization and finally the Google Geocoding API to parse, clean, and standardize the address data as much as possible.

These stats will be aggregated up and only appear on the Ultimate Parent account in SFDC when there are children (since we don't really know which host goes to which child).

To see a list of accounts by # of CE users or instances, you can use the CE Users list view in SFDC. To filter for just your accounts, hit the "edit" button and Filter for "My Accounts". Make sure to save it under a different name so you don't wipe out the original. These fields are also available in SFDC reporting.

A few caveats about this data:

For the process of working these accounts, appending contacts from third-party tools, and reaching out, please refer to the business operations section of the handbook.

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

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.

Creating a New Business Opportunity

Since a new opportunity is being created with no previous campaign attribution, we must first associate this opportunity to a lead or contact. This will accomplish two things: first, we will attribute all of the lead or contact's previous campaigns to an opportunity for attribution; and second, the lead or the contact will become the primary contact on the new opportunity.

  1. From Lead Conversion: Once you have qualified the prosect via our sales development qualification process (please see the Sales Development handbook for more information), you will convert the lead.

  2. From the Contact Record: On the contact page, click on the New Opportunity button. Then enter all required fields, including Opportunity Name, Stage, and Close Date. Then click Save.

Creating an Add On Business Opportunity

An add on opportunity will inherit information (including marketing attribution) from the original new business opportunity, so instead of creating an add on opportunity from a converted lead or from a contact record, an add on opportunity is created from the original new busienss opportunity record. This establishes a parent-child relationship between the original new business opportunity and the add on opportunity you are creating.

  1. Go to the original new business opportunity that will become the parent opportunity. For example, if you are selling additional seats to an existing subscription, you shoud go to the original new business opportunity.
  2. Click on the "New Add On Opportunity" button.
  3. Update the Opportunity Name (see the Opportunity Naming Conventions).
  4. Enter the Lead Source, Close Date, and Stage.
  5. If there are other fields you'd like to populate you can do so.
  6. Click Save.

Once the parent-child opportunity hierarchy is established, as mentioned earlier some information will pass from the parent (new business) to the child (add on) opportunity. This information will be used in our reporting and analysis to track add on business opportunities to their initial sources and team members.

Please note the addition of some validation rules with the new marketing attribution requirements:

Tracking Sales Qualified Source in the Opportunity

Sales Qualified Source is dimension used when analyzing pipeline creation, lead conversion, sales cycles, and conversion rates. Sales Qualified Source may be different from the Lead Source of an Opportunity, which captures the original source (event, campaign, etc). For example, if a prospect originates from a trial (lead source), that prospect can be qualified by a BDR, SDR, Account Executive, Channel Partner, or the Web (sales qualified source).

The logic for the Sales Qualified Source is as follows:

  1. If the Business Development Representative field (Opportunity) is populated, regardless of opportunity owner, the Sales Qualified Source is "BDR Generated"
  2. If the Sales Development Representative field (Opportunity) is populated, regardless of opportunity owner, the Sales Qualified Source is "SDR Generated"
  3. If both the Business Development Representative and Sales Development Representative fields are NULL and the opportunity owner is:
    • a Regional Director, Account Executive, or Account Manager, the Sales Qualified Source is "AE Generated"
    • a GitLab team member that is not a Regional Director, Account Executive, or Account Manager, the Sales Qualified Source is "Other"
    • an authorized reseller, the Sales Qualified Source is "Channel Generated"
    • the Sales Admin, the Sales Qualified Source is "Web Direct Generated"

Reseller Opportunities

Opportunities utilizing a reseller require slightly different data:

Opportunity Naming Convention

Opportunities for subscriptions will use the following guidelines:

Abbreviation of Products:

Opportunity Types

There are three things that can be new or existing:

That gives 4 types of of opportunities:

  1. New account (new account, new subscription, new amount) 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.
  2. New subscription (existing account, new subscription, new amount) If an existing account is purchasing a new license for another GitLab instance, this will be new business.
  3. Add-on business (existing account, existing subscription, new amount) 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 their 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.
  4. Renewal (existing subscription, existing subscription, existing amount) 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 Renewal business can be a negative amount if renewed at less than the previous dollars paid for the subscription (renewal rate). Only the part that is more or less than the old amount is IACV, the rest is part of the the renewal opportunity.

New business is the combination of new account and new subscription.

Deal Sizes

Deal Size is a dimension by which we will measure stage to stage conversions and stage cycle times. Values are in USD.

  1. Jumbo- any opportunity equal or greater than USD 100,000.
  2. Big- any opportunity between USD 25,000 and USD 99,999.99.
  3. Medium- any opportunity between USD 5,000 and USD 24,999.99.
  4. Small- any opportunity below USD 5,000.

Opportunity Stages

Also see the Customer Lifecycle

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.

0-Pending Acceptance: This is the initial stage once an opportunity is created.

1-Discovery: Uncover as much intelligence about the project as you can, which will be confirmed at later stages throughout the sales cycle.

2-Scoping: Uncover business challenges/objectives, the competitive landscape, realizing fit.

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.

4-Proposal: Business and technical challenges and been uncovered and resolved. A proposal is drafted and delivered to the prospect.

5-Negotiating: The prospect or customer has received the proposal and is in contract negotiations.

6-Closed Won: Congratulations!! The terms have been agreed to by both parties.

7-Closed Lost: An opportunity was lost and the prospect/customer has decided not to pursue the purchase of GitLab.

8-Unqualified: An opportunity was never qualified.

9-Duplicate: A duplicate opportunity exists in the system.

Opportunity Stage Movement Considerations

Note that once you qualify an opportunity via our standard qualification process, you cannot revert an opportunity back to the following stages: 00-Pre Opportunity, 0-Pre AE Qualified, or 8-Unqualified. If you need to revert an opportunity you've previously qualified to one of these stages, please contact Sales Operations and we can determine why the opportunity (once qualified) is no longer qualified.

Capturing "MEDDPIC" Questions for Deeper Qualification

MEDDPIC is a proven sales methodology used for complex sales process into enterprise organizations. These questions should be answered in the "1-Discovery" Stage of the sales process. These questions will appear in the MEDDPIC Section of the Opportunity layout and will be required for all new business opportunities that are greater than $25,000 IACV.

Tracking Proof of Concepts (POCs)

In Stage 3-Technical Evaluation, a prospect or customer may engage in a proof of concept as part of the evaluation. If they decide to engage, please fill in the following information, as we will use this to track existing opportunities currently engaged in a POC, as well as win rates for customers who have engaged in a POC vs. those that do not.

  1. In the opportunity, go to the 3-Technical Evaluation Section.
  2. In the POC Status field, you can enter the status of the POC. The options are Not Started, Planning, In Progress, Completed, or Cancelled.
  3. Enter the POC Start and End Dates.
  4. Enter any POC Notes.
  5. Enter the POC Success Criteria, ie how does the prospect/customer plan to determine whether the POC was successful or not.

Submitting Weekly Forecasts

Each week, SALs, AEs, AMs, and Channel Managers are responsible for submitting a weekly forecast for the current quarter in InsightSquared. Regional forecasts are due by Monday 10 AM Pacific Time. The regional numbers will be documented and shared on the weekly forecast call.

There are two categories that opportunities will fall into when submitted for a forecast:

Please use these terms correctly and don't introduce other words. Apart from the above the company uses two other terms:

To submit a forecast, complete the following steps:

  1. Log into InsightSquared and go to Settings on the top right.
  2. Select Forecast Entry.
  3. Go to the month you'd like to forecast.
  4. Click on the magnifying glass icon next to the Commit field.
  5. Select the opportunities you'd like to add to your commit for that month. You can include opportunities up to three (3) months out.
  6. As you select opportunities, you will see the total value field increase. Once you're done, click on the Use This Number field.
  7. Click on the magnifying glass icon next to the Best Case field for that same month.
  8. Repeat Steps 5 and 6.
  9. Then repeat this for all of the months available (three months).
  10. Note that you should not select the same opportunity for both a Commit and a Best Case, otherwise this will cause duplicate entries into your forecast.

If you are a Regional Director or oversee a team of sales reps, you can overwrite your entire team's forecast or that of an individual team member:

  1. Log into InsightSquared and go to Settings on the top right.
  2. Select Forecast Entry.
  3. If you want to overwrite your entire team's forecast, go to the very top line of the forecast hierarchy and enter the value that you believe will close. The box should include your title or role (eg, Regional Director- EMEA).
  4. If you want to overwrite an individual team member's forecast, go to that team member's line in the forecast hierarchy and enter the value you believe will close.
  5. Enter the Commit and Best Case for each of the months that you would like to overwrite.
  6. Click Save.

The final forecast will appear in the Regional Director Forecast by Team report in the Sales Forecast dashboard in InsightSquared.

Escalation to Support

During the sales cycle potential customers that have questions that are not within the scope of sales can have their queries escalated in different ways depending on the account size:

  1. For Large accounts that will have a dedicated Solutions Architect, engage the SA so that they can triage and develop the request.
  2. For questions that you think technical staff can answer in < 10 minutes, see the internal support section of the support handbook.
  3. If a potential customer has already asked you a question, forward a customer question via email to the support-trials email address. - It's important the email is forwarded and not CC'd to avoid additional changes required once the support request is lodged.

How Support Level in Salesforce is Established

Once a prospect becomes a customer, depending on the product purchased, they will be assigned a Support Level (Account) in Salesforce:

GitLab EE

  1. Premium: Enterprise Edition Ultimate customers; Enterprise Edition Premium customers; any Enterprise Edition Starter customer who has purchased the Premium Support add on
  2. Basic: any Enterprise Edition Starter customer without the Premium Support add on
  3. Custom: any customer on Standard or Plus legacy package

  1. Gold: Gold Plan
  2. Silver: Silver Plan
  3. Bronze: Bronze Plan

If a customer does not renew their plan, their account will be transitioned to an "Expired" status.

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 organization that is interested in an EE feature and you have commented in the issue and added a link to the account in salesforce, please follow the process outlined on the product handbook to arrange a call with the product manager and account to further 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).

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.