Force Management's definition of Command of the Message is "being audible ready to define your solutions to customers’ problems in a way that differentiates you from your competitors and allows you to charge a premium for your products & services.” Critical sales skills to demonstrate Command of the Message include:
Value drivers describe what organizations are likely proactively looking for or needing and are top-of-mind customer topics that exist even if GitLab doesn’t. Value drivers may cause buyers to re-allocate discretionary funds, and they support a value-based customer conversation. Organizations adopt and implement GitLab for the following value drivers:
|Asset Title||Why / When Use|
|GitLab Value Framework||primary asset with in-depth information on GitLab's value drivers and defensible differentiators|
|GitLab Value Framework Summary||1-page quick guide, also great for sharing with internal champions|
|GitLab CXO Digital Transformation Discovery Guide||3-page conversation guide for executive discussions|
|Proof Points||don't take our word for it…3rd party validation from customers, analysts, industry awards, and peer reviews|
|GitLab Customer Use Case Solution Summary||quick reference guide highlighting how GitLab is uniquely positioned to address key software development customer use cases|
|Customer deck based on value drivers||alternative to the standard GitLab pitch deck that starts with the customer's perspective and aligns to the 3 value drivers (video here)|
|Command Plan||how GitLab has operationalized Command of the Message and MEDDPPICC into the opportunity management process|
|MEDDPPICC||proven methodology used for strategic opportunity management and complex sales process orchestration for enterprise organizations|
|Demystifying the Metrics Conversation||tips and tricks for navigating the Metrics conversation with customers|
Differentiators can influence a technical buyer's decision criteria in defining the required capabilities for the solution they are seeking. Effective differentiators must be perceived as valuable by the customer and be defensible.
The Mantra is a framework you can use to clearly demonstrate that you have a complete understanding of your customer's goals, needs, and metrics for success. It also provides you with a customer-focused context to transition from the customer's needs which you have clearly articulated into how GitLab helps meet those needs. The Mantra is also a very good meeting preparation tool to determine how well you know your customer. If you cannot clearly articulate a customer-specific mantra, then you are not ready to progress the deal and you need to do more research. Below is a breakdown of the CoM Mantra framework which can be adjusted and articulated in your own words.
Over time, the GitLab Value Framework and associated content above will iterate and evolve. To ensure these changes are easily consumable, iterations will be made on a predictable cadence. We will start with a quarterly cadence.
vff::accepted) - Value Framework feedback that will be actioned on
vff::deferred) - Value Framework feedback that will be deferred until more information is gathered
vff::declined) - Value Framework feedback that is declined (no action will be taken)
vff::acceptedlabel is added, a version label will be applied (
ver::1.2, etc.) to indicate the version of the Value Framework in which the improvement will be implemented
vff::completedlabel will be applied
Below is a summary of enhancements made to the GitLab Value Framework and CoM materials since the original version 1.0 launch in Aug 2019.
Version 1.1 (May 2020)
Version 1.2 (Aug 2020)