GitLab for Startups Program Workflows

This page explains at a high level how GitLab for Startups applications move through Marketo, Salesforce, and Traction, and how applicants are routed to the Community team and Sales Dev.

Systems and roles

  • Marketo: Captures Startup applications, manages program membership, Interesting Moments, and scoring.
  • Salesforce (SFDC): Stores leads/contacts, Startup Program fields, Total Funding, and campaign membership.
  • Traction: Routes MQLs and high‑priority leads to Sales Dev and AEs.

Primary DRIs

  • Community / Startups Program – reviews applications and sets program decisions.
  • Marketing Operations – owns Marketo program, forms, sync to SFDC, and Traction routing rules.
  • Sales Dev – works qualified but rejected Startup applicants.

Key fields and values

Shared Marketo/SFDC fields

  • Source: Startup Application

    • Set for all Startup application form fills.
    • Used in Traction to branch into the Startup‑specific routing path.

  • Startup Program Status (on lead/contact) – main statuses:

    • Under Review – application submitted and being reviewed by Community.
    • Qualified for Seed Y1 – approved with Seed‑level Startup pricing.
    • Qualified for Early Y1 – approved with Early‑stage Startup pricing.
    • Denied from Startups Program – not a fit and no Sales Dev follow‑up.
    • Rejected Startup Lead Re‑engage – not approved for the program but should be routed to Sales Dev.

  • Total Startups Funding (SFDC) / Total Funding (Marketo)

    • Captures company funding band on the application.
    • Drives reporting and potential future segmentation.

End-to-end Workflow

1. Application submitted

  1. Prospect fills out a Startup application form (Marketo).
  2. Marketo:
    • Creates/updates the person.
    • Adds them to the Startup Application program.
    • Logs an Interesting Moment for the form fill.
  3. Marketo syncs the record to SFDC:
    • Source = Startup Application
    • Startup Program Status = Under Review
    • Total Startups Funding populated.

2. Program decision

The Community / Startups Program team reviews the application and updates Startup Program Status:

  • Approved

    • Qualified for Seed Y1 or Qualified for Early Y1
    • Startup pricing is granted; opportunities and owner/AE workflows follow the Startups Program’s standard process (documented on the broader Startups Program page).

  • Denied

    • Denied from Startups Program
    • Leads remain visible for reporting but do not intentionally feed Sales Dev follow‑up via this workflow.

3. Rejected but good fit for Sales Dev

If an applicant is not approved for Startup pricing but is still a good fit for GitLab:

  • Status is set to Rejected Startup Lead Re‑engage (replaces legacy “Denied – Sales Dev to re‑engage”).
  • A Marketo smart campaign:
    • Watches for this status.
    • Ensures the lead MQLs via scoring (no direct status jump).
    • Logs an Interesting Moment to give Sales Dev context.

Once the lead reaches MQL:

  • Marketo updates Lead Status per global lifecycle.
  • Lead enters standard Traction MQL routing (same FY27 rules as other MQLs).
  • Ownership is assigned based on territory and account coverage (BDR/SDR/AEs), while Startup Program Status = Rejected Startup Lead Re‑engage preserves context.
Last modified April 17, 2026: Mktgops - 20260406 (a5b638fa)
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