Sales Performance Indicators

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On this page

• Executive Summary
• Key Performance Indicators
• Other PI Pages
• Legends
  • Health
  • Instrumentation
• How to work with pages like this
  • Pages
    • Helper Functions
  • Data

Executive Summary

KPI	Health	Status
IACV vs Plan	Okay	nearly met plan for April, despite COVID challenges
Field Efficiency Ratio	Attention	we are at 98% efficiency, but our goal is 200%
IACV Efficiency	Okay	we are below our target but beat our adjusted plan number for FY21-Q1
TCV vs Plan	Okay	we came in close to our target, despite COVID challenges
ARR YoY	Attention	YoY growth is dropping
Win Rate	Okay	we are still winning deals, despite COVID challenges
Percent of Ramped Reps at or Above Quota	Unknown	we are ironing out discrepancies in our new WIP graphs before making a health call
Percent of Ramping Reps at or Above 70% of Quota	Okay	we are ironing out discrepancies in our new WIP graphs before making a health call
Net Retention	Okay	we ended the quarter within 13% of our target
Gross Retention	Okay	we are above target
ProServe Revenue vs Cost	Problem	we do not have regular proserve revenue to meet this target
Services Attach Rate for Strategic	Problem	only ~3% of our large parent accounts purchase professional services, but our goal is 80%
Self-serve Sales Ratio	Problem	we averaged ~10% for FY21-Q1 against a goal of 30%
Licensed Users	Unknown	we need to set a goal for this KPI
ARPU	Unknown	we need to set a goal for this KPI
Active SMAU for Paying Customers	Unknown	this KPI is not currently measurable, but we are working towards gathering the data to measure it
New Hire Location Factor	Okay	we are beating our target

Key Performance Indicators

IACV vs Plan

The year-to-date cumulative sum of IACV divided by the year-to-date plan for IACV. Details on IACV can be found in the sales handbook page.

Target: greater than 1

This KPI cannot be public.

URL(s)

• https://app.periscopedata.com/app/gitlab/446004/Sales-KPIs?widget=6933430&udv=0

Status: Okay

• nearly met plan for April, despite COVID challenges

Field Efficiency Ratio

Field efficiency for a given month is calculated as the ratio of IACV from closed won opportunities for the current month and the 2 preceding months vs the Sales Operating Expenses (IACV / Sales Operating Expenses) for the same time period. Sales Operating Expenses are the sum of debits minus the sum of credits within the "Sales" Parent Department within Netsuite from accounts between 6000 and 6999. GitLab's target is greater than 2.

Target: greater than 2

Chart (Sisense↗)

Status: Attention

• we are at 98% efficiency, but our goal is 200%

IACV Efficiency

The IACV efficiency for a given month is calculated as the ratio of IACV from closed won opportunities divided by the Sales and Marketing operating expenses over a rolling three month period. Sales & Marketing Operating Expenses are the sum of debits minus the sum of credits within the "Sales" and "Marketing" Parent Departments within Netsuite from accounts between 6000 and 6999. Industry guidance suggests that average performance is 0.8 with anything greater than 1.0 is considered very good. GitLab's target is greater than 1.

Target: greater than 1

Chart (Sisense↗)

Status: Okay

• we are below our target but beat our adjusted plan number for FY21-Q1

TCV vs Plan

TCV for a given month divided by the planned TCV for a given month. Details on TCV can be found in the sales handbook page.

Target: greater than 1

This KPI cannot be public.

URL(s)

• https://app.periscopedata.com/app/gitlab/446004/Sales-KPIs?widget=6922179&udv=0

Status: Okay

• we came in close to our target, despite COVID challenges

ARR YoY

ARR for a given month divided by ARR twelve months prior. Details on ARR can be found in the sales handbook page.

Target: 190%

This KPI cannot be public.

URL(s)

• https://app.periscopedata.com/app/gitlab/446004/Sales-KPIs?widget=6933786&udv=0

Status: Attention

• YoY growth is dropping

Win Rate

For a given month, the win rate is calculated as the count of closed won sales-assisted opportunities divided by the count of closed sales-assisted opportunities.

Target: 30%

Chart (Sisense↗)

Status: Okay

• we are still winning deals, despite COVID challenges

Percent of Ramped Reps at or Above Quota

A Rep is considered ramped if they have a tenure greater than 12 months in that particular role at GitLab. The percentage of attainment calculation is the the quota divided by the gross IACV from closed won opportunities in a particular month.

Target: greater than 70%

Chart (Sisense↗)

Status: Unknown

• we are ironing out discrepancies in our new WIP graphs before making a health call

Percent of Ramping Reps at or Above 70% of Quota

A Rep is considered ramping if they have a tenure of less than or equal to 12 months in that particular role at GitLab. The percentage of attainment calculation is the the quota divided by the gross IACV from closed won opportunities in a particular month.

Target: greater than 80%

Chart (Sisense↗)

Status: Okay

• we are ironing out discrepancies in our new WIP graphs before making a health call

Net Retention

Net Retention Calculation is extensively explained in the Customer Success's Vision page.

Target: 180%

This KPI cannot be public.

URL(s)

• https://app.periscopedata.com/app/gitlab/446004/Sales-KPIs?widget=6055135&udv=0

Status: Okay

• we ended the quarter within 13% of our target

Gross Retention

Gross Retention Calculation is extensively explained in the Customer Success's Vision page.

Target: 180%

This KPI cannot be public.

URL(s)

• https://app.periscopedata.com/app/gitlab/446004/Sales-KPIs?widget=6062086&udv=0

Status: Okay

• we are above target

ProServe Revenue vs Cost

For a given month, revenue from professional services divided by professional services operating expenses. Details on professional services revenue can be found in the sales handbook page.

Target: greater than 1.1

Chart (Sisense↗)

Status: Problem

• we do not have regular proserve revenue to meet this target

Services Attach Rate for Strategic

The percent of large parent accounts that have professional services associated with it or any linked SFDC accounts.

Target: greater than 80%

Chart (Sisense↗)

Status: Problem

• only ~3% of our large parent accounts purchase professional services, but our goal is 80%

Self-serve Sales Ratio

For a given month, the self-serve sales ratio is calculated as the count of closed won web-direct opportunities divided by the count of closed won opportunities.

Target: greater than 30%

Chart (Sisense↗)

Status: Problem

• we averaged ~10% for FY21-Q1 against a goal of 30%

Licensed Users

The number of contracted users on active paid subscriptions. Excludes OSS, Education, Core and other non-paid users. The data source is Zuora.

Target: unknown

Chart (Sisense↗)

Status: Unknown

• we need to set a goal for this KPI

ARPU

The number of contracted users on active paid subscriptions. Excludes OSS, Education, Core and other non-paid users. The data source is Zuora.

Target: unknown

This KPI cannot be public.

URL(s)

• https://app.periscopedata.com/app/gitlab/446004/Sales-KPIs?widget=6936923&udv=0

Status: Unknown

• we need to set a goal for this KPI

Active SMAU for Paying Customers

The Stage Monthly Active Users (SMAU) for paying customers. The data source comes from versions.gitlab.com and gitlab.com data, but may also depend on Salesforce depending on the definition of paying customers.

Target: unknown

This KPI cannot be public.

Status: Unknown

• this KPI is not currently measurable, but we are working towards gathering the data to measure it

New Hire Location Factor

The average location factor of all newly hired team members within the last rolling 3 month as of the end of the period.

Target: less than 0.72

Chart (Sisense↗)

Status: Okay

• we are beating our target

Other PI Pages

• Performance Indicator Maturity Table
• Engineering Function Performance Indicators
  • Development Department Performance Indicators
    • Growth Section Performance Indicators
  • Infrastructure Department Performance Indicators
  • Quality Department Performance Indicators
  • Security Department Performance Indicators
  • Support Department Performance Indicators
  • UX Department Performance Indicators
• Product Performance Indicators
• Corporate Finance Performance Indicators
• Recruiting Performance Indicators
• People Team Indicators
• People Success Indicators
• Data Team KPI Index

Legends

Health

Level	Meaning
Okay	The KPI is at an acceptable level compared to the threshold
Attention	This is a blip, or we’re going to watch it, or we just need to enact a proven intervention
Problem	We'll prioritize our efforts here
Unknown	Unknown

Instrumentation

Level	Meaning
Okay	We are correctly capturing and measuring data for GitLab.com and self-managed instances.
Attention	Missing one of: GitLab.com or self-managed data.
Problem	Missing both: GitLab.com and self-managed data.
Unknown	Unknown

How to work with pages like this

Pages

Pages, such as the Engineering Function Performance Indicators page are rendered by an ERB template that contains HTML code.

• Any changes to the Performance Indicator (PI) ERB template will cascade to all links under the Other PI Pages section
• To update the options for the maturity table, make changes to the Performance Indicators Maturities ERB file
• To update the way each individual (K)PI displays:
  • make changes to the Performance Indicators List ERB file for how the (K)PI is displayed on the KPI Index page
  • make changes to the Performance Indicators ERB file for any other properties and its format
• When adding a new PI page,
  • create the new PI page in the business division's handbook section (like the Engineering Division page)
  • include the relative link to the PI page in the Performance Indicators List ERB file
  • add all the (K)PI information into the Performance Indicators data file

Helper Functions

These ERB templates calls custom helper functions that extract and transform data from the Performance Indicators data file.

• The kpi_list_by_org(org) helper function takes a required string argument named org (deparment or division level) that returns all the KPIs (pi.is_key == true) for a specific organization grouping (pi.org == org) from the Performance Indicators data file.
• The pi_maturity_level(performance_indicator) helper function automatically assigns a maturity level based on the availability of certain data properties for a particular PI.
• The pi_maturity_reasons(performance_indicator) helper function returns a reason for a PI maturity based on other data properties.
• The performance_indicator_target(name) helper function returns the target value from the target property for a specific PI from the Performance Indicators data file.
• The performance_indicators(org) takes a required string argument named org (deparment or division level) that returns two lists - a list of all KPIs and a list of all PIs for a specific organization grouping (department/division).
• The signed_periscope_url(data) takes in the sisense_data property information from the Performance Indicators data file and returns a signed chart URL for embedding a Sisense chart into the handbook.

Data

The heart of pages like this is the Performance Indicators data file which is in YAML file. Each - denotes a dictionary of values for a new (K)PI. The current elements (or data properties) are:

Property	Type	Description
name	Required	String value of the name of the (K)PI
base_path	Required	Relative path to the performance indicator page that this (K)PI should live on
definition	Required	refer to Parts of a KPI
parent	Optional	should be used when a (K)PI is a subset of another PI. For example, we might care about Hiring vs Plan at the company level. The child would be the division and department levels, which would have the parent flag.
target	Required	The target or cap for the (K)PI. Please use Unknown until we reach maturity level 2 if this is not yet defined.
org	Required	the organizational grouping (Ex: Engineering Function or Development Department)
is_key	Required	boolean value (true/false) that indicates if it is a (key) performance indicator
health	Required	has two additional elements/property - level (inclusive value between 0-3) and reasons. This should be updated monthly before Key Meetings by the DRI.
urls	Optional	list of urls associated with the (K)PI
sisense_data	Optional	contains elements/properties related to Sisense, including chart (numeric Sisense widget ID), dashboard (numeric Sisense dashboard ID), shared_dashboard (Sisense shared dashboard ID), embed (v2)
public	Optional	boolean flag that can be set to false where a (K)PI does not meet the public guidelines.
instrumentation	Optional	has two additional elements/property - level (inclusive value between 0-3) and reasons. This should be updated monthly before Key Meetings by the DRI.

Here are some additional tips:

• Each KPI chart should be a timeseries chart.
• Each KPI should have a standalone dashboard with a single chart representing the KPI and a text box with a link back to the handbook definition.
  • In Sisense, create a shared dashboard link to get the shared dashboard ID.
  • In Sisense, use the Share Link action of the chart to get the chart (widget_id) and the dashboard ID.
  • Add the shared_dashboard, chart , and the dashboard key-value pairs to the Performance Indicators data file under the sisense_data property
• Avoid : in strings as it's an important character in YAML and will confuse the data parsing process. Put the string in "quotes" if you really need to use a :
• urls: should be an array (indented lines starting with dashes) even if you only have one url
• Both maturity.level and health.level display a value between 0 and 3 (inclusive). The health value is a manual input while the maturity is an automated value based on other discrete (K)PI data properties.