Sales Performance Indicators

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On this page

• Executive Summary
• Key Performance Indicators
  • Sales Pipeline Coverage
  • Percent of Ramping Reps at or Above 70% of Quota
  • Percent of Ramped Reps at or Above Quota
  • Win Rate
  • New ARR
  • New Logos
  • IACV vs Plan
  • ProServe Revenue vs Cost
  • ProServe Deal and Dollar Attach Rate
  • Time to First Value
  • Total Renewal Rate
  • On Time Renewal Rate
  • Net Retention
  • CAC Ratio
  • Self-serve Sales Ratio (deal and dollar)
  • New Hire Location Factor
  • Sales Capacity
  • Licensed User Growth
  • ARPU
  • ARR YoY
• Other PI Pages
• Legends
  • Health
• How to work with pages like this
  • Pages
    • Helper Functions
  • Data
  • Guidelines

Executive Summary

KPI	Health	Status
Sales Pipeline Coverage	Unknown	to be updated
Percent of Ramping Reps at or Above 70% of Quota	Okay	to be updated
Percent of Ramped Reps at or Above Quota	Unknown	to be updated
Win Rate	Okay	to be updated
New ARR	Unknown	to be updated
New Logos	Unknown	to be updated
IACV vs Plan	Okay	106% of target for Sept
ProServe Revenue vs Cost	Okay	2.23 against a target of 1.1
ProServe Deal and Dollar Attach Rate	Unknown	to be updated
Time to First Value	Unknown	to be updated
Total Renewal Rate	Unknown	to be updated
On Time Renewal Rate	Unknown	to be updated
Net Retention	Okay	99% of target for Sept
CAC Ratio	Unknown	to be updated
Self-serve Sales Ratio (deal and dollar)	Problem	to be updated
New Hire Location Factor	Okay	.818 against a target of .72
Sales Capacity	Unknown	to be updated
Licensed User Growth	Unknown	to be updated
ARPU	Unknown	to be updated
ARR YoY	Unknown	to be updated

Key Performance Indicators

Sales Pipeline Coverage

IACV of pipeline with close dates in a given period (quarter) divided by IACV target.

Target: On day one of the current quarter, total pipeline coverage should be 2.4X, total pipeline for the following quarter should be 2.2X, and total pipeline for 2 quarters out should be 1.0X. On day one of the current quarter, stage 3+ pipeline coverage should be 1.5X and stage 3+ pipeline for the following quarter should be 0.8X.

Health: Unknown

• to be updated

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 70%

Chart (Sisense↗)

Health: Okay

• to be updated

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. Industry average is 45%-65% of reps achieving 100% of quota.

Target: greater than 55%

Chart (Sisense↗)

Health: Unknown

• to be updated

Win Rate

For a given month (using opportunity close date), the win rate is calculated as the count of closed won sales-assisted, new first order opportunities divided by the total count of closed sales-assisted, new first order opportunities.

Target: 60% for SMB, 50% for Mid-Market, 45% for Large

Chart

Health: Okay

• to be updated

New ARR

ARR for a customer's first paying month.

Target: Monthly target set by Finance

Chart

Health: Unknown

• to be updated

New Logos

Count of new customers by month

Target: Monthly targets set by Sales & Marketing

Chart

Health: Unknown

• to be updated

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

Health: Okay

• 106% of target for Sept

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↗)

Health: Okay

• 2.23 against a target of 1.1

ProServe Deal and Dollar Attach Rate

Deal Attach Rate is the number of Professional Services closed won opportunities divided by the number of total closed won opportunities during a given month (by opportunity close date). Dollar Attach Rate is the Professional Services Value of closed won opportunities divided by the IACV of closed won opportunities during a given month (by opportunity close date).

Target: 13% for Deal Attach Rate, 6% for Dollar Attach Rate

Chart

Health: Unknown

• to be updated

Time to First Value

Number of days from the original contract start date for a customer to activate at least 10% of their purchased licenses.

Target: 30 days

Chart

Health: Unknown

• to be updated

Total Renewal Rate

Dollars that renewed (at any time) divided by dollars that were supposed to renew in a given month.

Target: to be determined

Chart

Health: Unknown

• to be updated

On Time Renewal Rate

Dollars that renewed in a given month divided by dollars that were supposed to renew in that month.

Target: to be determined

Chart

Health: Unknown

• to be updated

Net Retention

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

Target: Above 130%

This KPI cannot be public.

URL(s)

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

Health: Okay

• 99% of target for Sept

CAC Ratio

Sales and Marketing expenses (including the cost of free users of gitlab.com) over trailing twelve months divided by current quarter ARR annualized minus ARR from the same period in the prior year annualized. Details on CAC can be found in the sales handbook page.

Target: Monthly target set by Finance

This KPI cannot be public.

URL(s)

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

Health: Unknown

• to be updated

Self-serve Sales Ratio (deal and dollar)

For a given month, the self-serve sales ratio (deal count) is calculated as the count of closed won web-direct opportunities divided by the count of all closed won opportunities. The self-serve sales ratio (IACV) is calculated as the net IACV of closed won web-direct opportunities divided by the net IACV of all closed won opportunities.

Target: greater than 10% (IACV), greater than 60% (deal count)

Chart

Health: Problem

• to be updated

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↗)

Health: Okay

• .818 against a target of .72

Sales Capacity

Total number of sales reps adjusted for their tenure

Target: Monthly targets set by Sales

Chart

Health: Unknown

• to be updated

Licensed User Growth

The increase or decrease in contracted users on active paid subscriptions from one period of time to the next. Excludes OSS, Education, Core and other non-paid users. The data source is Zuora.

Target: 3% increase per month

Chart

Health: Unknown

• to be updated

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: 2% increase per month

This KPI cannot be public.

URL(s)

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

Health: Unknown

• to be updated

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: Monthly target set by Finance

This KPI cannot be public.

URL(s)

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

Health: Unknown

• to be updated

Other PI Pages

• Performance Indicator Maturity Table
• Engineering Function Performance Indicators
  • Customer Support Department Performance Indicators
  • Development Department Performance Indicators
    • Dev Sub-Department Performance Indicators
    • Ops Sub-Department Performance Indicators
    • Secure Sub-Department Performance Indicators
    • Threat Management Sub-Department Performance Indicators
    • Growth Sub-Department Performance Indicators
    • Enablement Sub-Department Performance Indicators
  • Infrastructure Department Performance Indicators
  • Quality Department Performance Indicators
  • Security Department Performance Indicators
  • UX Department Performance Indicators
• Product Performance Indicators
  • Dev Section Performance Indicators
  • Ops Section Performance Indicators
  • Sec Section Performance Indicators
  • Enablement Section Performance Indicators
  • Stage and Group Performance Indicators
• Corporate Finance Performance Indicators
• Recruiting Performance Indicators
• People Success Indicators
• Data Team KPI Index

Legends

Health

Value	Level	Meaning
3	Okay	The KPI is at an acceptable level compared to the threshold
2	Attention	This is a blip, or we’re going to watch it, or we just need to enact a proven intervention
1	Problem	We'll prioritize our efforts here
0	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 add, delete, or update (K)PI information (including title, description, etc), make changes to the corresponding Performance Indicators data file. See more details in the Data section below.
• 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 corresponding 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_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 Performance Indicators data files and returns a signed chart URL for embedding a Sisense chart into the handbook.

Data

The heart of pages like this are Performance Indicators data files which are YAML files. 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. For Product PIs, product hierarchy should be separate from name by " - " (Ex. {Stage Name}:{Group Name} - {PI Type} - {PI Name}
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. For GMAU, the target should be quarterly.
org	Required	the organizational grouping (Ex: Engineering Function or Development Department). For Product Sections, ensure you have the word section (Ex : Dev Section)
section	Optional	the product section (Ex: dev) as defined in sections.yml
stage	Optional	the product stage (Ex: release) as defined in stages.yml
group	Optional	the product group (Ex: progressive_delivery) as defined in stages.yml
category	Optional	the product group (Ex: feature_flags) as defined in categories.yml
is_key	Required	boolean value (true/false) that indicates if it is a (key) performance indicator
health	Required	indicates the (K)PI health and reasons as nested attributes. This should be updated monthly before Key Meetings by the DRI.
health.level	Optional	indicates a value between 0 and 3 (inclusive) to represent the health of the (K)PI. This should be updated monthly before Key Meetings by the DRI.
health.reasons	Optional	indicates the reasons behind the health level. This should be updated monthly before Key Meetings by the DRI. Should be an array (indented lines starting with dashes) even if you only have one reason.
urls	Optional	list of urls associated with the (K)PI. Should be an array (indented lines starting with dashes) even if you only have one url
funnel	Optional	indicates there is a handbook link for a description of the funnel for this PI. Should be a URL
sisense_data	Optional	allows a Sisense dashboard to be embeded as part of the (K)PI using chart, dashboard, and embed as neseted attributes.
sisense_data.chart	Optional	indicates the numeric Sisense chart/widget ID. For example: 9090628
sisense_data.dashboard	Optional	indicates the numeric Sisense dashboard ID. For example: 634200
sisense_data.shared_dashboard	Optional	indicates the numeric Sisense shared_dashboard ID. For example: 185b8e19-a99e-4718-9aba-96cc5d3ea88b
sisense_data.embed	Optional	indicates the Sisense embed version. For example: v2
sisense_data_secondary	Optional	allows a second Sisense dashboard to be embeded. Same as sisense data
sisense_data_secondary.chart	Optional	Same as sisense_data.chart
sisense_data_secondary.dashboard	Optional	Same as sisense_data.dashboard
sisense_data_secondary.shared_dashboard	Optional	Same as sisense_data.shared_dashboard
sisense_data_secondary.embed	Optional	Same as sisense_data.embed
public	Optional	boolean flag that can be set to false where a (K)PI does not meet the public guidelines.
pi_type	Optional	indicates the Product PI type (Ex: AMAU, GMAU, SMAU, Group PPI)
product_analytics_type	Optional	indicates if the metric is available on SaaS, SM (self-managed), or Both.
is_primary	Optional	boolean flag that indicates if this is the Primary PI for the Product Group.
implementation	Optional	indicates the implementation status and reasons as nested attributes. This should be updated monthly before Key Meetings by the DRI.
implementation.status	Optional	indicates the Implementation Status status. This should be updated monthly before Key Meetings by the DRI.
implementation.reasons	Optional	indicates the reasons behind the implementation status. This should be updated monthly before Key Meetings by the DRI. Should be an array (indented lines starting with dashes) even if you only have one reason.
lessons	Optional	indicates lessons learned from a K(PI) as a nested attribute. This should be updated monthly before Key Meetings by the DRI.
lessons.learned	Optional	learned is an attribute that can be nested under lessonsand indicates lessons learned from a K(PI). This should be updated monthly before Key Meetings by the DRI. Should be an array (indented lines starting with dashes) even if you only have one lesson learned
monthly_focus	Optional	indicates monthly focus goals from a K(PI) as a nested attribute. This should be updated monthly before Key Meetings by the DRI.
monthly_focus.goals	Optional	indicates monthly focus goals from a K(PI). This should be updated monthly before Key Meetings by the DRI. Should be an array (indented lines starting with dashes) even if you only have one goal
metric_name	Optional	indicates the name of the metric in Self-Managed implemenation. The SaaS representation of the Self-Managed implementation should use the same name.

Guidelines

• Each KPI chart should be a timeseries chart.
  • Use Purple bars to denote values.
  • Use a Red stepped-line for timeseries target.
  • Directional targets will be used:
    • Above ...
    • Below ...
    • At ...
    • At or above ...
    • At or below ...
  • Optional: Use a single Green bar for the current month (in progress). Preferred for metrics which accumulate through a month but optional due to the performance impact to render the chart.
  • Optional: Use a Black line for rolling average.
• 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 corresponding Performance Indicators data file under the sisense_data property
• Multi-series performance indicators should consider the following guidelines:
  • If series are mutually exclusive, use stacked bars for each series with a monthly time series
  • If series are not mutually exclusive, use grouped bars for each series with a monthly time series
  • Do not graph any targets in the chart.
  • Current month styling guidelines will not apply
• 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 :