Highspot is a sales enablement tool we use to gather, categorize, and share content within GitLab and externally to our customers. It brings together native content and guidance, training and coaching, and engagement intelligence – all supported by actionable analytics. GitLab uses Highspot as a sales portal to:
To learn more about Highspot's features, check out this Highspot in Action video.
Because of the pace of business and rapid growth of the GitLab team, efficiently organizing and distributing content are key pain points for the GitLab GTM organization.
Upon surveying members of the Field team, we found that 92% of the Field organization felt that finding the resources they needed to do their jobs was moderate-difficult (source). Furthermore, we found that 85% of the organization only finds the resources they are looking for some of the time (source). Lastly, we found that Enterprise SALs spend an average of two hours per week simply searching for Sales content, which equates to 200 hours per week across the entire Enterprise team that could be used for revenue-generating activities instead (source).
GitLab ultimately chose to onboard Highspot as a sales enablement solution / sales asset management system to increase the efficiency of marketing spend, improve sales productivity and drive more visibility around content adoption and performance.
|Spot Title||Description||Viewable By||Contribution Status|
|Channel & Alliances||Channel marketing material to share with Partners and internal GitLab team members.||All internal team members||Locked|
|Competitive Intelligence||All internal competitive matters; to be used for self-education about our competitors.||All internal team members||Locked|
|Customer Success||CS Operations, Gainsight, Professional Services, Solutions Architects, Technical Account Management.||All internal team members||Locked|
|Customer-Facing Content||Case studies, industry research (publicly shareable), collateral, email templates.||All internal team members||Locked|
|Field Organization||Resources sent to keep the Field team informed of organization-wide changes or large projects.||All internal team members||Locked|
|Field Training & Enablement||Training, onboarding, recordings, manager resources.||All internal team members||Locked|
|Marketing||Internal marketing collateral, personas, value drivers, use cases, internal analyst reports.||All internal team members||Locked|
|Sales Plays||All active and past GitLab Sales Plays.||All internal team members||Locked|
|Sales Contributed Content||Collateral that Field team members have created for customers and prospects – examples of "what good looks like."||All internal team members||Locked|
|Personal Spot||Each team member with a Highspot account will have their own personal spot that they can use to upload content of their own. Naming convention is
||Account holder only||Open|
Highspot is currently available to select GitLab team members as part of a pilot program that launched on 2021-11-15, and runs through the remainder of CY21. The tool will become generally available for all members of GitLab's go-to-market (GTM) organization in early CY22.
Access to the tool is provisioned via SSO in Okta. To access Highspot, please navigate through the Highspot tile in your Okta dashboard.
Teams included in the GTM organization include:
How do I get access to Highspot?
Highspot is currently only available to tool administrators and a small group of team members participating in the pilot program. All members of GitLab's GTM organization will have access to the tool once it is generally available in early CY22.
If I have a recommendation for a piece of content that should be in Highspot for all to access, how do I contact the Spot owner?
If you have a piece of content or a resource that you think the entire GTM team could benefit from, please request that it be added to Highspot using the Highspot Content Submission Form. This could be anything from a Marketing resource you found that isn't already in Highspot or a presentation/document you created/found that would be helpful for team members to reference as an example of "what good looks like." If it's helpful for the team, we want to include it in Highspot!
How do I determine the owner(s) of a spot?
You can find the spot owner in the top right-hand corner of a spot or on the spot overview page, if applicable.
Can all team members upload content into Highspot?
There are only two spots in which all team members can upload content in Highspot: the Sales Contributed Spot and each team member's Personal Spot.
What's the best way to save a piece of content that I want to come back to later?
You can do this by selecting
Bookmark on the piece of content and bookmarking it into your Personal Spot.
How do I request to become a content owner?
Please request access from the manager of Field Communications & Content.
Can partners or other external audiences access Highspot?
Not at this time. GitLab's Highspot instance is only accessible by internal team members via SSO. External audiences can only see external content that is pitched to them via Highspot.
We are exploring the option of a Highspot instance for GitLab partners and will share more details in FY23.
Please see the short support videos below:
See recordings for internal, GitLab-specific Highspot trainings below:
Some content might fit in more than one spot. When this happens, you should bookmark content into an additional spot(s). Avoid uploading the same piece of content multiple times, as this will make version control difficult.
It is likely that this scenario will happen most often with the Customer-Facing Content spot, as content that fits under Marketing could also fit under Customer-Facing Content. Always default to adding the content within the primary spot first and then bookmark into Customer-Facing Content. In this scenario, you'd add the link/file to
Marketing and then bookmark to
Highspot includes the ability to "schedule" content. This allows you to set an expiration date for content. We should set an expiration date on almost ALL pieces of content, as it provides an opportunity to review that content on a regular basis and ensure that it is still relevant, the lists are still accurate, etc. If we don't set content to expire, we run the risk of letting outdated/inaccurate content exist on Highspot, compromising the efficacy of the resources.
The only exception to this would be links or files that you know will not change. (Which is unlikely, even URLs for handbook pages can change.)
The recommendation is to set a piece of content to expire one year from the upload date.
When a piece of content does expire, it will not be deleted. Instead, it will be moved into an Archived folder. All spot owners will receive a notification and can easily reset the content expiration date with the click of a button.
Highspot offers the ability to link files directly from GitLab's Google Drive. When adding a piece of content from Google Drive, you should always add the file directly from Drive versus add the link – i.e. select the + button –> Add Files –> From Cloud Services (Google Drive) vs. + –> Add Link. This will allow Highspot to keep that piece of content up-to-date as changes are made to the Google Drive file.
In addition, when adding files directly from Drive, ALWAYS select the
Automatically update content from Google Drive option to maintain version control.
When adding a link in Highspot, you will have the option to add an embed code to the content. You should always aim to use the embed code for links when possible.
The format for the embed code is:
<iframe src="https://URL HERE"></iframe>
Using the embed code will allow Highspot users to view the webpage content directly in Highspot instead of having to click out of the tool, which drives more efficiency and a more seamless user experience. Furthermore, if that link is marked as external and a Highspot user wants to pitch it out to a customer or prospect using Highspot, we will only be able to track engagement analytics on an embedded link, as a non-embedded link will cause the customer to land natively on the URL page where we cannot gather analytics.
For external YouTube links, you will need to use the embed URL provided by YouTube within the embed code vs. the standard url. To do this, navigate to the YouTube video –> click
Share underneath the video –> click
Embed –> copy the url that is a part of the embed code shown.
EXCEPTIONS FOR EMBEDDING
The following exceptions should be made for embedding links. Do not select
Use embed code when adding these types of links.
Use embed codeand then clicking on the item to check. You will see a broken link message if that link is unable to be embedded.
Only mark a resource as external if you are absolutely certain it follows the SAFE Guidelines. Under NO circumstances should anything marked as
External contain material non-public information including financial/performance metrics, non-approved customer logos, etc. Also ensure external content follows our Image/Logo Guidelines and Trademark Guidelines.
As a good best-practice, items marked as
External should only include decks that have been signed off by Marketing and Legal as fit for external use (ex. DevOps Platform deck) or resources that focus on the GitLab product.
For any internal Google Drive resources, you should also select the option to
Prevent users from downloading as GitLab team members should not keep copies of these documents on their local devices.
If you are unsure about whether a piece of content is fit to be external, please contact GitLab Legal in the #legal channel.