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SMB Customer Advocate



Performance Indicators

As with all roles in the Sales Department the SMB Customer Advocate participates in the Sales KPIs.

SMB Operations

Renewal/account intake:

Renewal/account intake involves responding to customers that contact GitLab through the following channels:

  1. Salesforce Cases (where our live)
  2. Zendesk
  3. Direct email (customers, partners)

The instructions below describe the basic process for properly handling inquiries from each of these channels.

Salesforce Cases (proactively monitor, check at least three times daily):

Zendesk (proactively monitor, check at least three times daily):

Ticket status can be updated in the following ways:

Direct email (proactively monitor, check at least three times daily):

Pitch and Negotiation


Here are some basic resources for pitching Gitlab and our different product offerings:

Pitching GitLab on the SMB team:

Normally we do not use a “pitch deck” given the nature of why SMB customers are coming to us at this time. The vast majority of customers that are wanting to speak with us have already done their research on GitLab and are familiar with the product. Therefore, it is not currently necessary to present company details and product vision at the SMB level for the bulk of our customer conversations. It is our job to validate their decision to go with GitLab and create as much value as possible.

The “pitch” is mainly dependent on listening to the customers needs and figuring out which product is right for them.

Pitching for the upgrade:

When dealing with a potential upgrade, it is again important to listen to the customers needs. If no need to upgrade currently exists, it is possible to uncover one.

Drivers for each product edition:

Below are some common drivers the SMB team has seen for a customer to gravitate towards a certain product edition. It is important to be aware of these drivers when determining and suggesting the right product tier for both new and current customers.


Some resources for negotiation:

  1. Starter/Bronze editions - we do not do any negotiations whatsoever

  2. Premium/Silver editions - we typically do not negotiate, but we can sometimes make exceptions in special cases such as multi-year agreements and high volume deals

    • By default, we do not offer any discounts

      • If they are unhappy with that, bring up the idea of multi-year pricing

        • Multi-year pricing can be especially helpful if the company plans on adding more users in the following year
    • Bring up the idea of discussing Ultimate

  3. Ultimate

    • For customers who are coming up on renewal and are on early adopter pricing, there is an increase to our current Ultimate price

      • In these cases, refer to the pricing approval matrix to reference how you can assist them
    • Always bring up multi-year deals and more users added in advance

    • It’s important to identify the customer’s needs around Ultimate to see how they will be using it. This is why proving the value of Ultimate prior to negotiating is crucial.

Hiring Process

Avoid the confidence gap; you do not have to match all the listed requirements exactly to apply. Our hiring process is described in more detail in our hiring handbook.

Candidates for this position can expect the hiring process to follow the order below. Please keep in mind that candidates can be declined from the position at any stage of the process. To learn more about someone who may be conducting the interview, find her/his job title on our team page.

Additional details about our process can be found on our hiring page.


Your compensation will be 50% base, 50% bonus based on overall team performance in achieving IACV goals in the SMB market. See our market segmentation for detail on how the SMB market is defined at GitLab. Also see the Sales Compensation Plan.


Please note that if we are actively hiring for a position, you will see it listed on our jobs page, where all of our current openings are advertised. To apply, please click on the name of the role you are interested in, which will take you to our applicant tracking system (ATS), Greenhouse.

Avoid the confidence gap; you do not have to match all the listed requirements exactly to apply. Our hiring process is described in more detail in our hiring handbook.

About GitLab

GitLab Inc. is a company based on the GitLab open-source project. GitLab is a community project to which over 1,000 people worldwide have contributed. We are an active participant in this community, trying to serve its needs and lead by example. We have one vision: everyone can contribute to all digital content, and our mission is to change all creative work from read-only to read-write so that everyone can contribute.

We value results, transparency, sharing, freedom, efficiency, self-learning, frugality, collaboration, directness, kindness, diversity and inclusion, boring solutions, and quirkiness. If these values match your personality, work ethic, and personal goals, we encourage you to visit our primer to learn more. Open source is our culture, our way of life, our story, and what makes us truly unique.

Top 10 reasons to work for GitLab:

  1. Work with helpful, kind, motivated, and talented people.
  2. Work remote so you have no commute and are free to travel and move.
  3. Have flexible work hours so you are there for other people and free to plan the day how you like.
  4. Everyone works remote, but you don't feel remote. We don't have a head office, so you're not in a satellite office.
  5. Work on open source software so you can interact with a large community and can show your work.
  6. Work on a product you use every day: we drink our own wine.
  7. Work on a product used by lots of people that care about what you do.
  8. As a company we contribute more than we take, most of our work is released as the open source GitLab CE.
  9. Focused on results, not on long hours, so that you can have a life and don't burn out.
  10. Open internal processes: know what you're getting in to and be assured we're thoughtful and effective.

See our culture page for more!

Work remotely from anywhere in the world. Curious to see what that looks like? Check out our remote manifesto and guides.