Global Channel Marketing - MDF Operations Process

Planning

Step 1: Planning with Partners

1. In CMMs’ regular cadence with Partners, they discuss the date of event, event/campaign details, and requested amount.
   1. They review the information that will be entered into the Funds Request forms by the partners in Impartner on a PowerPoint
   2. The campaign details will be tracking on their individual spreadsheet

Step 2: Create Allocadia Items

1. Create subcategory with name convention: Partner Activity Name Location. ie: GitLab Demo Partner DevSecOps World Tour Paris
   1. Add Start Date
   2. Add End Date
   3. Is a Channel Partner Involved?
   4. Channel Partner Name
   5. Is Alliance Partner Involved?
   6. Alliance Partner Name
   7. Will there be MDF Funding
   8. Partner MDF Region Budget
   9. Customer Speaker?
   10. Geo
   11. Country
   12. User Handle
   13. Campaign Owner
   14. Campaign Type
   15. MDF Campaign - Type Details
   16. Operational Program Owner
2. Create line-item with name convention: MDF 000 Partner Activity Name Location. ie: MDF 000 GitLab Demo Partner DevSecOps World Tour Paris
3. Add the forecast amount in that month’s plan column
4. Select the “Create/Update MDF Epic/Issue” at the bottom of the details panel

Step 3: Update the Epic

1. Update the campaign details including location, event website, DR goals, budgeted costs, total cost of campaign, and sales territory
2. Add labels:
   1. Add FY25-Q4 (Label for the FY-Q)
   2. Add Region-XXXX
   3. Add Pending MDF Approval - to seek epic approval from Manager (automated)
      1. Once approved, update: MDF-Approved
3. Tagging stakeholders for visibility: ESM, marketing, field sales for visibility

Step 4: Update the Tracking Sheet

1. Region, MDF Amount, Epic Link, Line Item ID, End Date, Status

Step 5: Partner Submits Funds Request

1. At this point, Partner will submit the Funds Request in Impartner

Pre-Activity

Allocadia

Step 1: Confirm details are correct

1. When the approvals have been completed, review the Funds Request and Allocadia to make sure all the details match including the dates and amounts
   1. Revise accordingly is there are any discrepancy
   2. You can check the budgeted amount in MDF Tracking View

Step 2: Update MDF # in Allocadia & Epic

1. Replace MDF “000” in Allocadia line item name with the new MDF #
2. In the details panel, check the epic is linked correctly
3. Once confirmed, hit “Create/Update MDF Epic/Issues” to save changes

Marketo

Step 1: Create the Marketo Program

1. Go to Marketing Activities
2. Go to “Active Marketing Program” > “Partner Programs” > “MDF Campaigns” > “Templates - MDF Campaigns Folder”
3. Right click “YYYYMMDD__MDF_000_PartnerName_EventName_Region” and hit “Clone”
   1. Clone to - select Campaign folder
   2. Name - paste the Campaign Name from Allocadia
   3. Folder - insert the “FY#- Q# - MDF Campaigns”
      1. Example, if the campaign was during FY25 Q4, the folder you’ll want to select is “FY25 - Q4 - MDF Campaigns”
   4. Description: Allocadia Line Item ID and epic link
      1. Example: 2271710 https://gitlab.com/groups/gitlab-com/marketing/-/epics/4420

Step 2: Update Marketo Tokens

1. Go to the Marketo Program
2. Go on the My Tokens” tab and update the Partner Name (listed in the epic)

Step 3: Sync Marketo Program to SFDC

1. Go to the tab showcasing the Marketo Program Name
2. In the Summary, under Settings session, Salesforce Campaign Sync, click “not set”
3. Under Campaign, click on the dropdown and select “Create New”
4. In Description, paste the Allocadia Line Item ID and save

Step 4: Update Tracking Sheet and Epic

1. Add Marketo program to epic and tracking spreadsheet.

Zip

Step 1: Save MDF request in SFDC as a PDF

1. Go to the MDF Funds Request
2. On the Google Chrome Browser, select the three dots on the most right
3. Click on “Print”
4. Change the Destination to “Save as PDF” then save.

Step 2: Create a new Zip Request

1. Go to Zip > Create a “New Request”
2. Select a “Request a Purchase” and upload the MDF PDF at the end of the Zip submission

Questions	Answer
Provide a Short Description of the purchase	Insert the epic name
What are you looking to purchase	Marketing Programs
Which detailed category best describes your purchase?	Channel Partner Rebates
Is this an MDF Request?	Yes
Is the request related to the funds covered under the Master Partner Agreement?	Yes - if it’s a 50/50 split. No If there is a contract or not a 50/50 hit No If there is not a contract, but it’s not a 50/50 split you’ll write a note once the Zip is created that says “Not a 50/50 split and need legal to confirm if GitLab contract is needed” Also if no contract but not 50/50 upload MDF req here so that it lets you move on If there is a contract upload here
What type of purchase is this?	New
Will a Virtual Card be used to pay this vendor?	No
What’s the Name of the vendor?	Type in the Partner’s name - if this is a new Partner they will need to be onboarded in Coupa - the partner name may be unique (i.e. TD SYNNEX Indonesia) and more complex to find
What subsidiary is this purchase for?	GitLab inc.
How much budget will you need for this purchase?	Insert the requested amount
What is the desired start/end date?	Insert date(s) of the activity

Please enter the line item breakdown:
Line Type	Amount
Commodity	Channel Partner Rebates
Allocadia ID	Insert the Allocadia Line Item ID Number
Is this prepaid?	No
Amortization Schedule	Blank
Department	Regional Marketing
Coupa Class - GitLab Inc	Blank
Do you have any supporting documentation	None
Will the vendor have access to any of the following data or information?	None of the above
Does this request involve the use of a system to collect, store, or transmit GitLab data?	No

Step 4: Add Zip link to Tracking Sheet

Step 5: Add Epic Link to comment section of Zip

1. If legal has any questions tag CMM to answers
2. If there is a contract involved, go ahead and approve it when it gets to your queue.
3. When the Coupa req is created, tag Renz Santos and tell him to hold the PO until you’ve approved POP / ROI. He’ll still send contract out but this way they won’t be at risk to be paid before mdf is complete

Salesforce

Step 1: Search for Campaign in SFDC by typing in MDF number

Step 2: Check for the Allocadia Sync

1. It can take up to 5 minutes for Allocadia to sync with Salesforce. Don’t edit the SFDC campaign until the sync. If you make changes in the SFDC campaign before the sync, it will break the sync.
   1. When the sync has taken place the following will happen:
      1. Campaign Owner will be updated to the CMM
      2. Type Details, Start/End Date, Is a Channel Partner Involved?, Will there be MDF Funding?, Channel Partner Name, Region, Sub-Region will be updated.
      3. Last Modified By will show Allocadia Integration

Step 3: Add MDF Request on the Salesforce Campaign

Step 4: Update Tracking Sheet and Epic

1. Add Salesforce Campaign and Fund Request to epic and tracking spreadsheet.

Cancelled

At any time an MDF campaign has been cancelled, we want to ensure all programs created get marked as cancelled or deleted.

Allocadia

1. In the Sub Category details panel, update “Campaign Cancelled” to Yes
2. Add the Sub Category, Line Item, and Campaign Name with “Cancelled” to the beginning of the name

Salesforce

1. Add [CANCELLED] to the beginning of the campaign name
2. Update the Status to Aborted
3. Remove the “Partner Account” and uncheck the
4. Sync to Vartopia” checkbox

Fund Request

1. Update the Status to Cancelled - By doing so the Partner will receive an automated email informing the Funds Request initially submitted has been canceled or denied.

Marketo

1. Ask #mktgops to delete the Marketo Program

Zip

1. If applicable delete the Zip req and comment that the MDF has been canceled.

Coupa

1. If applicable, CMM to ping procurement and finance in the Coupa req to notify them that the MDF has been canceled.

GitLab Epic

1. Inform all stakeholders that the MDF campaign has been cancelled, add Cancelled label to epic and close the epic.

Post Activity

This is not applicable to distributors with the exception of Carahsoft.

Step 1: Partner submits MDF Claim

Salesforce Fund Claim

1. Partner will attach the POP, Lead List and Invoice in the MDF Claim
2. Verify the POP, then update the Status to Approved: POP Received

Step 2: List Import

Google Sheet/Drive

1. Clone the List Import Template
2. Paste the information to the spreadsheet - don’t forget Marketo Program Name, First Name, Last Name, Email, Company Country, Province (only USA/Canada), Member Status, CRM Partner ID are mandatory.
   1. For Distributor: In the CRM ID, add each individual partner CRM ID that each leads corresponds to.
3. Download the csv file: File > Download > csv
4. Drop the csv file to Google Drive Folder

Slack

1. You will receive a notification from #event_list_upload reporting the status of your list import
2. Review the report link if there are any failed record Check the Status column for details on why the import may have failed.

Salesforce Campaign

1. Check the campaign members to ensure all has synced to Salesforce with the Status = Responded
2. If the Status remains in Member, complete the following steps:
   1. Go Marketo Program
   2. Select the Processing smart campaign
      1. In Smart List, add Program Status = “Partner - MDF > Member”
      2. In Schedule, run now.

GitLab Epic

1. In the Post - Event, check list import task

Tracking Sheet

1. Check “POP and Leads Uploaded” on the tracking sheet

Step 3: Create Coupa Req and PO with the Support for the Procurement team

When	Action	Tracking Sheet Updates
POP is received and approved	Approve the MDF Review step in Zip for Coupa Req to be created If there was a contract involved this step has already happened so you’ll open the coupa req and tag Renz Santos and ask him to process the PO	Check “Zip Approved”
Coupa req is created	Check on the status until the PO has been created	Update Coupa Req #
PO is created	Email Partner the steps to have them upload their invoice	Check “PO Created” and “Informed Partner about invoice”
24 hours after the invoice is uploaded	Approve the invoice. You’ll do this by going to your Coupa inbox and clicking on the line time. It will take you to a new screen and double check the amount is correct and click Approve button (it’s in green)	Check “Invoice Approved Coupa”

Step 4: Close Remaining Items

Salesforce Funds Request

1. Update Status to Closed - Claim to be paid

GitLab Epic

1. In the Post - Event, check off the POP tasks and add the Fund Claim link and close epic

Tracking Sheet

1. Change the color of the line item to Green in MDF tracking spreadsheet