Customer Contact Role Tagging for Personalized Communications
Why This Matters
Properly tagging customer contacts is crucial for our personalized digital communication strategy. When we accurately identify contact roles, we can:
- Deliver targeted content that resonates with each persona
- Increase engagement with our digital programs
- Improve product adoption through relevant use case information
- Gather more meaningful feedback from the right stakeholders
- Create a better overall customer experience
Proper role tagging ensures our messages reach the right people at the right time. This allows us to scale our communication efforts efficiently while maintaining personalization.
How to Tag Contacts
In Salesforce
- Navigate to the contact record in Salesforce
- Locate the “Role” field in the contact details section
- Select the appropriate role(s) from the dropdown list
- Save the contact record
- Remember that contacts can have multiple roles assigned (for example, a contact can be both a GitLab Admin and Technical)
In Gainsight
- Access the contact record in Gainsight
- Find the “GitLab Role” field in the contact details
- Select the appropriate role from the dropdown list
- Save your changes
- Multiple roles can be assigned in Gainsight as well
Role Mapping for Digital Communications
Our digital programs target specific personas. Use this mapping to ensure contacts receive the most relevant communications.
Considerations
- Other roles not managed by sales that receive digital engagement include SaaS owners, SaaS maintainers, and sold-to contacts.
- Webinars and newsletter can vary which may impact the persona group.
Best Practices for Role Tagging
When to Update Contact Roles
- During account onboarding
- When contact job titles or responsibilities change
- After customer calls where new role information is discovered
- During quarterly account reviews
- As part of annual data cleanup activities
Ensuring Complete Role Data
- GitLab Admin requirement: Every account must have at least one GitLab Admin identified
- $500k + accounts, Achieve minimum of 3 contacts with appropriate role tags (Target: 90%+ of accounts)
- Leverage contact management reporting in Gainsight to identify gaps
- Ask about team structure during initial discovery calls
Tips for Role Assignment
- When in doubt about technical vs. admin roles, check if the person manages the GitLab instance
- For contacts serving multiple functions, prioritize their primary role but tag secondary roles when relevant
- Leadership positions should be tagged as Team Lead/Manager even if they have technical backgrounds
- Security-focused roles should always receive the Security tag regardless of their formal title
Communication Frequency
Our digital programs have different communication schedules to avoid overwhelming contacts. Please review the FY26 - Digital Success Email Program Documentation for details on program timing and content.
Measuring Success
We track the following metrics to evaluate our contact tagging effectiveness:
- Percentage of contacts with defined roles (target: >85%)
- Number of accounts with at least one GitLab Admin (target: 100%)
- Email engagement rates by persona (open rate and click-through rate)
- CSAT survey completion rates
Frequently Asked Questions
What do I do if I’m unsure about a contact’s role?
Check their LinkedIn profile or ask directly during your next interaction. When in doubt, consult with your manager or the Digital Success team.
How can I verify I’ve completed all necessary tagging?
Utilize the Contact Management reporting in Gainsight to see any gaps in your assigned accounts.
What if a contact has a role that doesn’t fit the existing categories?
Use the closest match from the available roles. If truly unique, consult with your manager or the Digital Success team.
How often should I review contact roles?
Quarterly reviews are recommended, with a full data cleanup annually.
Related Resources
- Customer Persona Definitions
- Digital Program Content Calendar
- Gainsight Training Resources
- Contact-to-Persona Mapping Project Overview
For additional questions, reach out to the Digital Success team through slack @ digital-success).
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