All members of the Sales, Support, Billing and Deal Desk teams should familiarize themselves with the Low Touch Sales Motion/ Pooled Model in AMER. This sales motion leverages team-level account alignment so Pooled SMB customers have a team of AE’s to assist them. Every AE on the Pooled Account Team is equipped to work with a Pooled customer as the sales point of contact.
Pooled SMB customers are all SMB customers with a CARR of <$1k, and in some cases SMB customers with a CARR of <$3k.
Pooled Accounts are owned by Poooled AE's (Tier 1/1.5 accounts), and by Pooled Sales User (Tier 2/3 accounts). Note that accounts owned by the Pooled Sales User closely monitored and should not be considered ownerless.
All Pooled SMB customers are now auto ranked/ tiered based on a criteria devised by the Self Service team. These auto ranks are based on a combination of factors and thresholds (see table below).
| Tier ↓/SFDC Field → | CARR $ | Total Funding $ | Industry | LAM (LAM dev count) | Combination |
|---|---|---|---|---|---|
| Tier 1 | 2,964 | 134,985,000 | N/A | 103 | Any 1 |
| 2,400 | 44,909,650 | SaaS, FinTech, Healthcare | 44 | Any 2 | |
| 1,916 | 20,624,700 | SaaS, FinTech, Healthcare | 29 | Any 3 | |
| Tier 3 | <1500 | N/A | N/A | <25 | Both |
| Tier 2 | N/A | N/A | N/A | N/A | Not equal to Tier 1 or Tier 2 |
Rank 2 & 3 accounts are re-ranked on a monthly basis, and should any meet the criteria to be a Rank 1 account, their rank will be updated and the account auto assinged to a Pooled AE.
If they are re-ranked from Rank 2/3 to Rank 1, it will be due of 1 of 3 scenarios;
Rank 1 accounts will not be re-ranked on a monthly basis. They will only be re-ranked at time of renewal. This means that the Pooled AE owning this account will own them throughout their subscription term.
If an account churns, it is possible that the account will be downtiered, and moved to the Pooled Sales User.
If an AE engages with a Rank 2/3 account via a case (Rank 2/3 account case creation is detailed below), they can nomiate the account to be uptiered to a Rank 1.
They can only do this if strict criteria is met;
An AE cannot manually uptier or downtier an account.
A Pooled AE can is however free to prioritize the accounts they own, by shifiting them from to a Rank 1, to 1.5. This will not change account ownership.
Pooled AEs own all Pooled accounts where the Rank = 1/ 1.5. As detailed above, accounts are auto ranked by Self Service Ops. At the start of FY24, all Pooled AEs will own approx 50 accounts. Based on our analysis, this will increase to 80 as new accounts enter the Pool throughout the year. This represents approx 15% of the total Pooled Account base. These customers have high growth potential, and require dedicated AE coverage
The Pooled Sales User will own all accounts where the Rank = 2/ 3. This represents 85% of the total Pooled Account base. These customers are mainly self serve and do not warrant dedicated AE focus. They will only be engaged with on a transactional basis, when sales assistance is absolutely nessecery.
Each Pooled AE will own all opportunities under the accounts they own (Pooled Accounts where the Rank = 1/1.5) This includes QSR and Web Direct opp that are auto created & auto closed won under these accounts.
The Pooled Sales User will own all opportunities under Pooled accounts (Pooled Accounts where the Rank = 2/3), including scenarios where an AE was required to engage to transact the renewal opportunity. This includes QSR and Web Direct opportunities that are auto created & auto closed won under these accounts.
Pooled AEs own Rank 1/1.5 Accounts and Opportunities, and they should focus on growing these accounts. These accounts/ opps can be viewed and worked through any report/ list view set to 'My Accounts', or 'My Opportunities'
Since Rank 2/3 accounts are owned by the Pooled Sales User, Pooled AEs will only engage with these customers when any of the below scenarios are triggered, and will engage through the subsequent case that is created.
Triggers are split into 3 categories based on the scenario type. The category a trigger falls into it is annotated in the subsequent case subject line;
These customers think they are going to auto renew, but they will not. They need a Pooled AE to help them transact the renewal.
Every month, the Product team identifies all Auto Renewal Opps that are destined to fail. Once identified, this list of renewal opportunities, that now require Sales Assistance, is published via Highspot, and on a SFDC dashbaord. Once the list is published, Self Service Ops will create cases for each opp due to fail.
The cases are expected to enter the [Pooled Sales Team Case Queue at least 30 days before the opp close date.
Once these cases enter the queue, they should be picked up on a first in first out basis.
Should the AE need to adjust the close date, add notes, create a new quote on the opp in question (which will be listed in the case), they are free to do so.
Once resolved, the case and the opp should be closed by the AE.
Once cases are created based on auto renewal opps that are due to fail, an AE should pick up the case on a first in first out basis. The oldest open case in the queue should always be picked up first, regardless of the case subject. When they work the case, and set to the opp to close won, credit will fall under the Pooled Sales User
A customer may need education on the QSR process and assistance in transacting, or purchasing additional licenses.
On a daily basis, Self Service Ops will identify QSR opps owned by the Pooled Sales User, that are greater than 14 days old and are not set to closed won.
This means that the opp failed to reconcile and the customer needs assistance.
Cases will be created for these QSR opps that are > 14 days old, which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed under the preceding trigger, however the case will have the subject RT: Failed QSR: XX.XX.XXXX
EoA customers are unable to auto renew.
On a daily basis, Self Service Ops will identify EoA opps owned the Pooled Sales User, that are 60 days out. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject RT: Upcoming EoA Renewal: XX.XX.XXXX
Bespoke non standard term subscriptions are unavailalble for auto renew.
On a daily basis, Self Service Ops will identify Multi Year opps owned the Pooled Sales User, that are 60 days out. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject RT: Upcoming Multi Year Renewal: XX.XX.XXXX
Purchases made via a PO are unable to be auto renewed.
On a daily basis, Self Service Ops will identify PO Required opps owned the Pooled Sales User, that are 60 days out. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject RT: Upcoming PO Required Renewal: XX.XX.XXXX
A customer has chosen not to auto renew.
On a daily basis, Self Service Ops will identify Non Auto Renewing opps owned the Pooled Sales User, that are 60 days out. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
Ss detailed above, however the case will have the subject RT:Upcoming Non Auto Renewal: XX.XX.XXXX
If a customers renewal is past due, there service may be paused/ switched off.
On a daily basis, Self Service will identify past due renewal opps owned the Pooled Sales User. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
Note that a case may be created based on a past due renewal opp that also previously triggerd one of the above scenarios i.e an overdue renewal opp where a PO is required. When this occurs, the newer case will be auto assinged to the owner of the prior open case on the account.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject RT: Past Due Renewal: XX.XX.XXXX
A Self Managed customer with an upcoming renewal, who is still on a GitLab version prior to 14.1. Being on <14.1 means that the customer in ineligible for cloud licensing.
On a monthly basis, Self Service Ops will identify Self Managed renewal opps for customers on a version prior to 14.1, that have a close date <60 days out. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject RT:Upcoming SM Renewal not on 14.1: XX.XX.XXXX
If a customers renewal is past due, there service may be paused/ switched off.
On a daily basis, Self Service will identify past due renewal opps owned the Pooled Sales User. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
Note that a case may be created based on a past due renewal opp that also previously triggerd one of the above scenarios i.e an overdue renewal opp where a PO is required. When this occurs, the newer case will be auto assinged to the owner of the prior open case on the account.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject RT: Past Due Renewal: XX.XX.XXXX
Accounts that were recently updated and now have a PTE of 5, indicating there is potential for growth.
On a daily basis, Self Service Ops will identify accounts owned by the Pooled Sales User that were updated to 5* PTE in the last 30 days. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject PRO: New 5* PTE Account
Accounts that were recently updated and now have a PTC of 1, indicating there is a high chance they will churn.
On a daily basis, Self Service Ops will identify accounts owned by the Pooled Sales User that were updated to 1* PTC in the last 30 days. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject PRO: New 1* PTC Account
Accounts that were recently updated and now have Likely to Downtier set to True, meaning they are likely to switch from a paid to free plan.
On a daily basis, Self Service Ops will identify accounts owned by the Pooled Sales User that were updated to Likely to Downtier = True in the last 30 days. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject PRO: Account likely to downtier (Paid to Free)
Similar to accounts with a high PTE, these customers could benefit from features found in Ultimate.
On a daily basis, Self Service Ops will identify accounts owned by the Pooled Sales User that were updated to say 'Likely to upgrade to Ultimate = True'. Cases will be created for these which will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject PRO: Likely to Upgrade
These customers will likely need to purchase additional licenses.
On a daily basis, Self Service Ops will identify Self Managed accounts with overages of > $1k and SaaS accounts with an overage of >$0k, that are 60 days out, and create cases for these. These cases will subsequently drop into the Pooled Sales Queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject PRO: New overage detected
A customer has visitied the dedicated Pooled customer landing page, and submitted a question.
When a customer fills in the Pooled Team Web Form form, a case is automatically created that enters the Pooled Sales Team case queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject New Case [Contact] at [Account]
A customer has visited the Contact Us landing page, and submitted a question.
When a customer fills in the Sales Contact Us form, a case is automatically created that enters the Pooled Sales Team case queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject HR: Contact Sales Request
A customer has requsted assistance from within the product.
When a customer Hand Raises, a case is automatically created that enters the Pooled Sales Team case queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject HR: Hand Raise PQL
A customer is willing to share their feedback, and has submitted a survey response.
When a customer completes a survey, Self Service Ops creates a case that enters the Pooled Sales Team case queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject HR: NPS/CSAT Survey Response
A customer is willing to share thier feedback, even though they recently decided to part ways with GitLab.
When a customer completes a survey, Self Service Ops creates a case that enters the Pooled Sales Team case queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject HR: Post Churn Survey Response
A customer has interacted an SDR, most likely via live chat. They now need assistance an Account Executive.
When an SDR they interacts with a Pooled Customer, and they need to hand over the customer to the Pooled AE, they create a case that drops into the Pooled Sales Team case queue.
As detailed under the preceding trigger.
As detailed above, however the case will have the subject HR: SDR Created
If the Pooled Customer raises a support ticket, it will be picked up via Zendesk by a Support Engineer. If this Support Engineer now needs to loop in Sales, and the owner of the account in SFDC is Pooled Sales User [ DO NOT CHATTER ], the Working with Sales - Salesforce Account Owner is POOLED USER [ DO NOT CHATTER ] workflow should be followed.
| Day 1 | Day 3 | Day 5 | Day 7 |
|---|---|---|---|
| Call |
Q. Will Cases be added to the queue everyday?
A. Yes, we expect new Cases to be created daily, and to total approx. 80 per month.
Q. Can I pick up any Case in the queue?
A. No, you must pick up the oldest Case currently in the queue.
Q. Is there an SLA in place?
A. Yes, all Cases should be picked up and responded to within 24 hours (8 business hours) of entering the queue.
Q. What happens if a Case comes into the queue, and another Pooled AE is working a case under the same Account?
A. In this scenario, the new Case will automatically assigned to the owner of the current open case. Regardless, when picking up a case you should check the account to double check no open Pooled Sales Cases exist on the case.
Q. Where can I provide feedback on this model/ process?
A. Please submit all feedback via the #self_service_ae_feedback_loop slack channel
Q. Is additional enablement material available?
A. Yes, please see this slide deck, and this enablement video.
