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Commercial Sales

Welcome to the Commercial Sales Handbook

About

The Commercial Sales department is part of the overall GitLab Sales functional group. We focus on SMB and Mid-Market customers to deliver maximum value throughout the entire journey with GitLab.

Center of Excellence

The Center of Excellence (COE) in the Commercial Sales context refers to the team's research and development of a particular focus area to drive new initiatives and improvements across the organization.

Why call it Center of Excellence?

How?

  1. Choose one of the active Topics currently available below. Refer to the team list to see what is unassigned. Note, to take a topic you do not have to be a Subject Matter Expert (SME) in the area or DRI as they may belong to a different functional group.
  2. Pick an achievable set of commitments and nail it. These should be forecastable and not something too aspirational for the timeframe
  3. Decide for yourself if you want that same topic for 3 or 6 months
  4. Start with the problem related to your subject that you think needs to be solved

Commercial COE Topics

Here are the current active topics for individual team members on COE alignment. This center in its first iteration started with the team's QBR in 2019.

Events

When traveling please consider ROI of both any costs plus your time: If you are going to an event you think first:

Given the rough calculation above, you've to be committed driving/booking enough iACV at the event prior to you going to the event Note: this doesn’t mean you can’t get travel approval without booking meetings. It means once you get travel approval it is on you to go get people to the event/meetings to create pipeline.

Trip Notes

The ultimate purpose of attending any GitLab field event is to gain insight and add value. Sid Sijbrandij, our CEO, talks about the importance of conferences and events here. He believes the main goal of GitLab team participation should always be to connect with our customers and prospects and not to solely attend presentations. Trip notes are our internal process for tracking and capturing this data.

Why and When?

Trip notes are required for the entire Commercial Sales Team anytime a team member travels for the company while working at GitLab. We believe it would be fun and valuable if you also shared trip notes when you traveled for personal reasons; however, that is up to your discretion.

How to properly document your trip notes?

Please follow the best practice process and use the trip note template as a format to prepare for your future trip.

Trip Notes Best Practice

  1. Commercial attendee will write up their notes in a google doc.
  2. Please save your notes as GitLab internal read only for Commercial Team review in the Commercial Sales Drive Trip Notes Folder.
  3. Once saved, please slack and share a link to your notes in the commercial_global_all channel to alert the team of your recent trip.
  4. Finally, please share your Post Trip feedback for the entire company and the Field Marketing team directly in the specific Event Issue on the ‘Post Event Recap & Feedback’ spreadsheet.

Give Back Project

What is the Give Back Project?

Why is there a Give Back Project?

How does the Give Back Project differ from the Center of Excellence?

How to properly document a Give Back Project

Give Back Projects

Customer AMAs: Meetings for GitLab team members with current customers that provide an opportunity to ask them about anything in regards to their experience with GitLab

Customer Meetings: Sharing the best practices for conducting any kind of external meeting at GitLab

Trip Notes: allows team members who attend field events to track and capture data in order for the rest of the team to gain insight

Doing Business with Partners/Channels: Guidelines on how to work with partners and resellers in order to ensure value is maximized in these areas

How to Handle New Customers After They Purchase: Best practices for handling new GitLab customers based on the scope of their purchase

Technical Evaluation of Customers: How to properly evaluate a customer’s current technical environment in order to create organizational alignment and prescribe how GitLab can best solve their problems

For a complete list of our Give Back Projects and other Onboarding assignments our team is working on, please click the private link here.

Continuous Learning

Below is a list of resources considered highly valuable for continuous learning and development by Commercial Sales team members at GitLab. Note that some of these resources are not publicly available, so consult a fellow teammate for access where necessary.

Commercial Team Groups

SMB Customer Advocates

SMB Customer Advocates "SMB CA" act as Account Executives and the face of GitLab for SMB prospects and customers. They are the primary point of contact for companies that employ between 1 to 99 employees. These GitLab team members are responsible for working new business in their territory as well as handling the customer journey for new and existing customers. SMB Customer Advocates will assist prospects through their evaluation and buying process and will be the customer's point of contact for any renewal and expansion discussions.

Responsibilities

Inbound Queue Management

New Business

Customer Journey

Inbound Queue Management

Zendesk: Managing incoming requests received through support@gitlab.com and renewals@gitlab.com

The goal and focus of working Zendesk tickets for the SMB team is to help with upselling and renewals

Within timezone (WIP), the Support team is responsibile to take the lead on all incoming ZD tickets in the License Renewals and Upgrades queue. In off-hours, the SMB team will triage and handle any tickets which will breach during their timezone.

Support will take the lead on all incoming requests in the queue and only forward to the sales owner when:

Salesforce Hygiene & Activity

Opportunity Management in Salesforce

  1. Sort by stage, placing highest priority stage at the top
  2. Prioritize the opportunities you are going to work on first by stage, amount, and close date
  3. Ensure "Next Steps" and "Next Step Date" are current with actionable and informative information that helps guide you on how to move the opportunity through the pipeline
  4. If a potential future opportunity that require action greater than 30 days out create an event with detailed notes on your agenda or action items
  5. Once stages Discovery - Awaiting Signature are updated, begin working on Pending Acceptance. Prioritize with the same criteria as above, rinse and repeat

Opportunity Next Steps Best Practices

  1. Always keep Next Steps Date and Next Steps up to date as an assignment to a future version of yourself on how you will take action to continue the customers buying process.
  2. When you start your day you need to check all inputs like email, zendesk, and lead queue so you can triage those requests into your priorities for that day.
  3. Allocate times of your day in four ways:
    • Customer meetings scheduled
    • Proactive email and internal efforts
    • Proactive calling efforts
    • Time to check inputs again
  4. When beginning a proactive time block, open your opportunities view and sort by Next Steps Date.
  5. Your Next Steps should be specific and compelling so that you can take action on them within 3 minutes of reading.

Web Direct Oppty Management in Salesforce

  1. Check that there are no open opportunities that could have been a duplicate by viewing the opportunities listed under the Account
  2. If not a duplicate, place the main contact in the opportunity on the outreach sequence "SMB_Web Direct Outreach" - by: Madeline Hennessy
  3. Dependent on the opportunity and company if personal outreach is preferred, you must log your activity and have a next step date to follow up on your activity

Licensing/Subscription Management

License Key Management for On-Premise Trials & Subscriptions

GitLab.com Trials & Subscription Management

Troubleshooting Resources for Licensing/Subscription Management

Upgrades

All upgrades are processed manually for both on-premise and GitLab.com customers. To provide an upgrade quote, follow the instructions below:

  1. Locate the customers account detail in Salesforce.
  2. Navigate to Opportunities located in the account details.
  3. Select the earliest opportunity.
  4. Create New Add-On Opportunity.
  5. Once the new add-on opportunity is created, select New Quote.
  6. Create an amendment quote adding the additional product.

Downgrades

If a customer requests to downgrade the product they are currently using, communicate that we are unable to process refunds within 45 days of purchase; however, we are able to downgrade their plan.

True-Up Error

We currently charge 100% for users added during the year of their subscription. At renewal, it has become a common occurrence that our customers have miscalculated the number of true-up users required for their license.

The true-up must match the number of users over license data collected on their admin dashboard or else the license will fail to register.

Example:

Customer purchased 10 users at the start of their subscription; during the year of their subscription, they had 12 total users in license, adding 2 additional. Their admin dashboard would read 2 users over license. At the time of their renewal, they will be responsible for paying for those 2 users over license in addition to however many users they want to renew for, and once paid for, those 2 users will be added to their new subscription license key. If the true-up is not added or has the incorrect number of users over the license, the license key will not work.

The customer is always free to renew for as many users as they would like, even if this number is lower than the previous year; the true-up amount just needs to be paid for in full.

If a customer is having issues obtaining the number of licenses needed to purchase, you can request a screenshot from them or else access their usage ping data through https://version.gitlab.com/. If there is no data available through usage ping, we can conclude that the usage ping has not been enabled from the customer, and you will need to obtain this information manually.

Refund Request

For all refund requests, send an email to AR@gitlab.com to request a refund for the customer. Include all subscription information and link to SFDC account record.

Quotes | Sales Order Processing

More information about sales order processing can be found in the Business Ops handbook section.

Mid Market Account Executive

Midmarket Account Executives are the primary point of contact between prospective and existing customers of Gitlab within a space defined as mid-market, which currently works with companies that employ between 100 to 1,999 employees. These Gitlab team members manage the spectrum of project sizes, ranging from small fast growing teams in smaller agile organizations to complex enterprise projects advising on the journey with Gitlab to achieve specific business outcomes.

Mid-Market AE’s work closely in tandem with the business development team and sales management to manage a broad book of business spread over a large opportunity value range and focus on exceeding client expectations.

Core Responsibilities

New Business

Selecting Target Accounts for marketing

Customer Journey

Account Ownership Rules of Engagement for Commercial Sales

It's expected from the Commercial Sales Team to follow the Account Ownership Rules of Engagement This section provides step by step clarity on how to follow the ROE.

Process to follow:

  1. Check Datafox data - wholly wrong? Go to step 2
  2. Check DiscoverOrg data - wholly wrong? Go to step 3
  3. Check LinkedIn Data - wholly wrong?
  4. Search for 3rd party resources which provide SMB/MM segment prove (only needed when 1 of the above resources do not provide leading data to go with)
  5. Paste the source and the gaps all found that led you to it in Chatter on the Account level and cc VP Commercial Sales to review
  6. VP of Commercial Sales will provide the leading decision

Note:

Opportunity Next Steps Best Practices

  1. Always keep Next Steps Date and Next Steps up to date as an assignment to a future version of yourself on how you will take action to continue the customers buying process.
  2. When you start your day you need to check all inputs like email, zendesk, and lead queue so you can triage those requests into your priorities for that day.
  3. Allocate times of your day in four ways:
    • Customer meetings scheduled
    • Proactive email and internal efforts
    • Proactive calling efforts
    • Time to check inputs again
  4. When beginning a proactive time block, open your opportunities view and sort by Next Steps Date.
  5. Your Next Steps should be specific and compelling so that you can take action on them within 3 minutes of reading.

Account Tiering

It is expected from the Commercial Sales Team to tier their accounts using the fields on the Account Object. This helps prioritize the accounts to go after when prospecting for new or expansion. Please see below definitions specific to SMB CA, and Mid-Market AE.

Small Business Customer Advocate Definitions for Account Tiering

Mid-Market Account Executive Definitions for Account Tiering