Sales Handbook

Reaching the Sales Team (internally)

On this page

Other Sales Topics in Handbook

Sales Resources outside of the Sales Handbook

GitLab Tech Stack

Applications and Tools

Who Should Have Access?

Whom To Contact

If you have questions about any of the business applications in our tech stack, feel free to reach out to the following people:

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 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 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: The BDRs and SDRs can close these deals directly by referring them to our self serve web portal.

Quotas may be adjusted based on geographic region.

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 Segments Are Determined

Sales Segmentation can be determined by a few different criteria in Salesforce:

On the lead object, it can be defined by the following fields:

  1. Number of Developers Bucket field, which is captured on various web forms including EE trial signups
  2. How Many Developers Do You Have? qualifying question, which is asked during the qualification process

On the lead object, the Sales Segmentation will be determined by the larger of the two values. So if the Number of Developers field is >100 but the How Many Developers Do You Have? field is 200, the lead record will be categorized as Mid-Market.

On the account object, it can be defined by the following fields:

  1. How Many Developers Do You Have? field, which is populated on the opportunity object after lead conversion
  2. IT + TEDD employees The sum of IT and TEDD employees from DiscoverOrg.
  3. Number of Licenses field, which is populated from Zuora and captures the number of licenses that the customer has purchased
  4. Manual override of the Potential EE Users field. If you decide to overwrite the Potential EE Users field, please note that it must be more than the Number of Licenses since a customer cannot have less potential users than they purchased.

Note that the default value for leads and accounts where all of the controlling fields are NULL or 0 is Unknown.

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.

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.

How to Create an Opportunity

Once you have captured the information above, you can now create an opportunity. Creation of opportunities will be limited to two different methods. By employing these methods, we ensure that all opportunities will have a primary contact associated, and thus, will allow us to attribute all of the campaigns associated with the lead or contact:

  1. Converting a qualified lead into an account, contact, and opportunity. The lead you converted will become the primary contact on the opportunity.
  2. By going to the Contact record for the primary contact you will associate to the opportunity, navigating to the Opportunities related list, and clicking the New button. The Contact you created the opportunity from will become the primary contact.

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

  1. 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 existing account is purchasing a new license for another GitLab instance, this will be new business.
  2. 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 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.
  3. 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

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

Updated Sales Stages as of 2017-06-02.

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-Pre AE Qualification: 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, Account Executives and Account Managers are responsible for submitting a weekly forecast in InsightSquared. There are two categories that opportunities will fall into when submitted for a forecast:

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.

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.