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Commercial Sales

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Welcome to the Commercial Sales Handbook


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?


  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.

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

Commercial Team Groups

SMB Customer Advocates

SMB Advocates act as a primary point of contact and the face of GitLab for SMB prospects and customers. They 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.


Customer Advocate

New Business

Customer Journey

Inbound Queue Management

Zendesk: Managing incoming requests received through

Account Management Queue: Managing incoming requests received through

Licensing/Subscription Management

License Key Management for On-Premise Trials & Subscriptions Trials & Subscription Management

Troubleshooting Resources for Licensing/Subscription Management


All upgrades are processed manually for both on-premise and 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.


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.


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 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 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.