GitLab engages with customers on their terms, offering seamless self-service options. We deliver a best in class self-service experience for discovering & adopting GitLab, purchasing, expanding and managing your GitLab subscription.
We are easy to do business with. Our customers get time back to do what matters most - use GitLab to build the best software possible. And our customer-facing teams get time back to focus on higher value customer interactions, allowing us to accelerate and scale our growth.
We are a showcase of GitLab’s culture. Interacting with us is flexible, asynchronous enabled and transparent.
This section contains forward-looking content and may not accurately reflect current-state or planned feature sets or capabilities.
Accelerate ARR
Deliver a best-in-class Self-Service experience
Improve go-to-market efficiency, accelerate growth
target coming soon
Illustrative example of self-service utilization.
X = indicates the customer conducted the action via self-service.
| Customers | Trial | Purchase | Growth | Upgrade | Renew | Outreach | Utilization |
|---|---|---|---|---|---|---|---|
| Customer A | X | X | X | 50% | |||
| Customer B | X | X | 33% | ||||
| Customer C | X | X | X | X | 66% | ||
| Total | 2 | 1 | 1 | 1 | 2 | 2 | 50% |
Our team reports into the VP of Commercial Sales.
graph TD
A(Allie Marconi, VP, Self-Service & Online Sales <br> <br> Focus: Accountable to growing our self-service channel, aka Web Direct, <br>nARR number and overall adoption of self-service to improve the customer <br>experience while improving go-to-market efficiency. <br>Charter: Lead cross functional efforts to improve and grow our <br>self-service business. Connect product, marketing and sales with <br>shared vision and operational cadence. Own the self-service vision <br>and drive innovation to achieve. Invest in and build out a self-service team.)
A --> B(Kazem Kutob, Director, <br> <br>Focus: Sales Support, Customer Experience & Product Liaison <br>Charter: Stand up a front line to the self-service experience to <br>improve the customer experience, save our sales teams time and <br>accelerate our self-service adoption. Develop our point of view <br>on the customer experience and self-service. Act as liaison to <br>our product fulfillment team who owns our self-service roadmap, <br>align on prioritization and roadmap.)
B --> F(Senior Manager, Self-Service Customer Engagement)
A --> C(Max Fleisher, Mgr, Product & Data Analytics <br> <br>Focus: Product & Data Analytics <br>Charter: Leverage data to optimize for self-service <br>in the customer experience to drive nARR and sales efficiency.<br>Insights will feed: sales visibility, self-service fulfillment <br>features, and marketing experiments.)
C --> D(Sara Gladchun, Sr. Analyst, Product & Data Analytics <br> <br>Focus: Product & Data Analytics <br>Charter: TBD)
A --> E(Mitchell Hanks, Mgr, Online Sales and Self-Serve Growth <br> <br>Focus: Driving self-service KPIs by experimenting with: programs that <br>impact GTM or product improvements and campaigns to encourage <br>self-service customer adoption with a focus on first order <br>Charter: Develop experiment validated tactics that drive self-service <br>purchasing. Find opportunities to optimize our purchasing funnel. <br>Act as liaison to our marketing, growth, and sales teams.)
This section is to give you a sense of how the Self-Service team interacts with the differents parts of the customer journey.
| Customer Journey | Self-Service Team Role |
|---|---|
| Discovery, Trial, & Free | Partner with owners (Marketing, Growth, and Fulfillment) in cross-functional working group. Potential partnerships: chat offering, transactional emails, commerce experience. |
| Paid, Upgrade, Growth, & Renewal | Provide continuous feedback to inform product roadmap and experience changes. Automate as much as possible through the self-service experience. Partner with sales to provide visibility and engagement opportunities with customers. Create buying intent through self-service and in product experiences. Provide self-service on demand & in context support for customers. |
| Support | Partner with owners (Customer Success) in cross-functional working group. Potential partnerships: chat offering, customer success planning |
Below is a list of our cross-functional partners and high-level description of how we partner with them. Partners, please feel free to submit an MR to update or edit.
| Team | Sub-Team | How We Partner |
|---|---|---|
| Fulfillment | Analytics Instrumentation | The Self-Service Team works with the product intelligence team in cases where our product data set is incomplete (i.e. instrumentation gaps, accessibility, accuracy) when the Self-Service Team team is attempting to answer product questions related to self-service. |
| Fulfillment | License, Purchase, and Utilization | |
| Growth | Product Analysis | Our teams have similar functions as it relates to product analytics (e.g. experiment analysis, product KPI tracking, ad hoc product analyses); however the lens through which we ask questions (product v. self-service) and our stakeholders (PMs v. Self-Service Team/sales) differ. We share knowledge, best practices and output of our analyses across our two teams. |
| Growth | Conversion | We partner on experiments related to trial/free to paid self-service conversion. Example: define product qualified lead strategy (PQL) to understand how we can maximize for nARR while emphasizing efficiency through self-service. |
| Data | GTM Data Fusion & R&D Data Fusion | Self-Service Team is a ‘spoke’ and works closely with the core data team ‘hub’. Self-Service Team digests the aggregated data tables created and maintained by the core data team. Self-Service Team provides input and creates issues for the core team when we have gaps in our data needed for decision making. In the case that analyses become important and repeatable, Self-Service Team works with the core data team to create long term solutions. Self-Service Team partners with the GTM Data Fusion Team on special projects that impact sales and marketing teams as it relates to self-service (e.g. surfacing product insights to sales teams, PTB). |
| Marketing | ||
| Sales | ||
| Analytics & Business Insights | We divide and conquer as it relates to analyses involving the self-service business: Analytics & Business Insights team primarily focuses on first orders (FO), while the Self-Service Team focuses on growth and account management. We collaborate to ensure we are telling a cohesive self-service story and share findings from analyses. | |
| Sales Strategy | The Sales Strategy team is responsible for incorporating self-service into their workflow: forecasting calls, monthly key reviews, GTM planning, target setting, and high level reporting. The Self-Service Team analysts are responsible for building self-service specific dashboards, proactively identifying self-service data trends, investigating the ‘why’ behind target attainment, providing self-service experiment read-outs, providing data to influence GTM or product changes, etc. |
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