Marketing Performance Indicators
Coming in FY22: New Marketing KPIs
In Q4, we will be working through deprecating many (but not all) of the marketing KPIs below in order to move to new KPIs that we believe better map to what teams can actually impact. Here are the new KPIs, and the next step is to work with the data team to update this page.
Here is a link to a GitLab confidential Marketing Key Review deck as an example of how these KPIs will be tracked monthly.
Executive Summary
| KPI | Health | Status |
|---|---|---|
| Net New Business Pipeline Created | Unknown |
|
| Social Media Followers | Okay |
|
| New Unique Web Visitors (about.gitlab.com) | Unknown |
|
| Total Web Sessions (about.gitlab.com) | Unknown |
|
| New hire location factor - Marketing | Unknown |
|
| Pipeline coverage | Unknown |
|
| Lead follow-up response time | Unknown |
|
| Qty. of Case Studies published per month | Unknown |
|
| 50% or more SOV compared to most published competitor | Attention |
|
| Total number of MQLs by month | Unknown |
|
| Product Downloads | Unknown |
|
Key Performance Indicators
Net New Business Pipeline Created
The combined IACV of the net “New Business” opportunities. This data comes from a sheetload file.
Target: This KPI cannot be public Unknown
- tbd
Social Media Followers
Follower growth across social channels is a good indicator or resonating with a wider audience or deeply connecting within a niche. Follower growth is defined as all net-new followers, across all GitLab-branded social media channels in a given period. This KPI is tracked by exporting reports and data from our social media management tool, Sprout Social. This data is then manually ingested into Sisense via a formatted Google Sheet. This KPI will evolve further as more data becomes available.
Target: Health:Okay
- Currently, there is no target because we are in a benchmarking year and without previous strategic data.
New Unique Web Visitors (about.gitlab.com)
New Users in Google Analytics, or the number of first-time users during the selected date range.
Target: Unknown
- We need to define if this includes docs, about, and forum or only uses about.gitlab.com subdomain. Then we need to set a target, preferable a year over year target to account for monthly seasonality.
Total Web Sessions (about.gitlab.com)
Total number of sessions in Google Analytics within the selected date range. These are visits to the web site that may include multiple pages.
Target: Unknown
- We need to define if this includes docs, about, and forum or only uses about.gitlab.com subdomain. Then we need to set a target, preferable a year over year target to account for monthly seasonality.
New hire location factor - Marketing
The average location factor of all newly hired team members within the last rolling 3 month as of the end of the period. (eg. If the current month is 2019-09-01 then the calculation pulls months 2019-06-01 to 2019-08-31). Each division and department has their own new hire location factor target.
Target: Unknown
- tbd
Pipeline coverage
IACV of pipeline with close dates in a given period (quarter) divided by IACV target.
Target: Unknown
- tbd
Lead follow-up response time
The amount of time (Days, hours, minutes) it takes for a Lead/Contact to move from MQL to another status - this indicates how long it took for a sales rep/xDR to respond to the record becoming a MQL.
Target: Unknown
- tbd
Qty. of Case Studies published per month
Target: Unknown
- tbd
50% or more SOV compared to most published competitor
The comparison of the GitLab share of voice (SOV) percentage to most published competitors’ SOV percentage. SOV is the number of media mentions compared to the media mentions received by a competitor and then the percentage is calculated out of 100%. The SOV percentages are tracked via a media service called TrendKite by our PR agency.
Target: Health:Attention
- We use TrendKite to track SOV and do not have ability to share public dashboard.
Total number of MQLs by month
Total number of Marketo Qualified Leads per month. This data comes from a sheetload file.
Target: Unknown
- tbd
Product Downloads
Total downloads by installation method (Omnibus, Cloud native helm chart, Source, etc). This chart is populated with the versions.gitlab.com data.
Target: Unknown
- tbd
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 |
| -1 | Confidential | Metric & metric health are confidential |
| 0 | Unknown | Unknown |
How pages like this work
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 Reviews 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 Reviews by the DRI. |
health.reasons |
Optional | indicates the reasons behind the health level. This should be updated monthly before Key Reviews 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 |
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 Reviews by the DRI. |
implementation.status |
Optional | indicates the Implementation Status status. This should be updated monthly before Key Reviews by the DRI. |
implementation.reasons |
Optional | indicates the reasons behind the implementation status. This should be updated monthly before Key Reviews 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 Reviews 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 Reviews 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 Reviews by the DRI. |
monthly_focus.goals |
Optional | indicates monthly focus goals from a K(PI). This should be updated monthly before Key Reviews 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. |
Performance Indicators
In Contact: Defined by having 1 contact at each organization that we could reach out to - with 10k developers. See also customer lifecycle and lead and contact statuses for criteria for when we can reach out to organizations.
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