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INTRO

BetaWorkx Marketing | Q3 2023 Alignment Plan

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AUTHOR
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Tiffany Little updated section VALUES background from blue to darkblue on Thu Jul 13 2023 undo
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Tiffany Little updated section METRICS background from green to darkgreen on Thu Jul 13 2023 undo
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Tiffany Little deleted section TEAMS on Thu Jul 13 2023 undo
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Tiffany Little deleted /BetaWorks Marketing | Q4 2022 Plan in TEAMS on Thu Jul 13 2023 undo
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Tiffany Little deleted /BetaWorks Engineering | Q4 2022 in TEAMS on Thu Jul 13 2023 undo
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Tiffany Little deleted /BetaWorks Finance | Q4 2022 Plan in TEAMS on Thu Jul 13 2023 undo
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Tiffany Little deleted /BetaWorks Sales | Q4 2022 Plan in TEAMS on Thu Jul 13 2023 undo
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Tiffany Little deleted section STRATEGY on Thu Jul 13 2023 undo
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Tiffany Little deleted MISSION [https://www.swotanalysis.com/63846/GitLab-Mission] in STRATEGY on Thu Jul 13 2023 undo
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Tiffany Little deleted SWOT [add link to SWOT Analysis, force rank all items] in STRATEGY on Thu Jul 13 2023 undo
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Tiffany Little deleted RETRO [add link to retrospective, force rank all items] in STRATEGY on Thu Jul 13 2023 undo
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Tiffany Little updated BetaWorks Marketing | Q1Q3 2023 Alignment Plan on Thu Jul 13 2023 undo
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Tiffany Little moved R&D Overall MR Rate: 90 [vs goal of 90] from after Net New Business Pipeline Created: $112M [vs goal of 135M] to the top on Thu Jan 12 2023 undo
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Tiffany Little updated LAND & EXPAND: Acquire high-potential new customers. Net retention rate of over 130% in CUSTOMER CENTRICTY on Thu Jan 12 2023 undo
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Tiffany Little updated HIGH PERFORMANCE CULTURE: Have top talent team-member satisfaction above 90% in INCLUSIVE TEAM on Thu Jan 12 2023 undo
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Tiffany Little updated BetaWorks | Q4Q1 20222023 Plan on Mon Dec 12 2022 undo
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Tiffany Little moved Net New Business Pipeline Created: $112M [vs goal of 135M] from after Estimated Combined Monthly Active Users: 21M [vs goal of 40M] to after Net new ARR: $82M [vs goal of $95M] on Mon Dec 12 2022 undo
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Tiffany Little moved Iteration from after COMMERCE X: Ensure it is easy for customers to try BetaWorks. 100% of our customers transact via system to after INSIGHTS: Invest in our data infrastructure to understand how 100% of our paid customers utilize BetaWorks on Sat Aug 27 2022 undo
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Tiffany Little moved DELIVER: Enterprise ready products (50% of our categories are at lovable maturity). from OWN THE CATEGORY to #1 BI PLATFORM on Sat Aug 27 2022 undo
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Tiffany Little moved Iteration from VALUES to CUSTOMER CENTRICTY on Sat Aug 27 2022 undo
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Tiffany Little moved Iteration from after Diversity, Inclusion & Belonging to after COMMERCE X: Ensure it is easy for customers to try BetaWorks. 100% of our customers transact via system on Sat Aug 27 2022 undo
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Tiffany Little updated section WORLD-CLASSINCLUSIVE TEAM on Fri Aug 26 2022 undo
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Tiffany Little moved /BetaWorks Finance | Q4 2022 Plan from after /BetaWorks Marketing | Q4 2022 Plan to after /BetaWorks Sales | Q4 2022 Plan on Fri Aug 26 2022 undo
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Tiffany Little moved /BetaWorks Marketing | Q4 2022 Plan from the top to after /BetaWorks Engineering | Q4 2022 on Fri Aug 26 2022 undo
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Tiffany Little updated section Accelerate market maturity around the DevOpsBI Platform on Fri Aug 26 2022 undo
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Tiffany Little updated section ICONICWORLD-CLASS TEAM on Fri Aug 26 2022 undo
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Tiffany Little updated section #1 OPENBI COREPLATFORM on Fri Aug 26 2022 undo
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Tiffany Little updated section OWN DEVOPSTHE CATEGORY on Fri Aug 26 2022 undo
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Tiffany Little updated section Inclusive growth & development for every team membersmember on Tue Jun 07 2022 undo
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Tiffany Little updated section TEAM PLANSTEAMS on Tue Jun 07 2022 undo
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Tiffany Little updated section Shared core values on Tue Jun 07 2022 undo
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Tiffany Little updated section Key Metrics on Tue Jun 07 2022 undo
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Tiffany Little updated section MARKETOWN LEADERDEVOPS on Tue Jun 07 2022 undo
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Tiffany Little updated section Build on our Open Core strength to lead the category on Tue Jun 07 2022 undo
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Tiffany Little updated section The customer will be the center of our operations. $800M in FY23. on Tue Jun 07 2022 undo
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Tiffany Little updated section INCLUSIVEICONIC TEAM on Tue Jun 07 2022 undo
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Tiffany Little deleted section rrrr on Tue May 31 2022 undo
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Tiffany Little added new section rrrr on Tue May 31 2022 undo
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Tiffany Little added /GitLoft Finance | Q2 2022 Plan in TEAM PLANS on Tue May 31 2022 undo
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Tiffany Little added /GitLoft Engineering | Q2 2022 in TEAM PLANS on Tue May 31 2022 undo
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Tiffany Little added /GitLoft Sales | Q2 2022 Plan in TEAM PLANS on Tue May 31 2022 undo
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Tiffany Little added /GitLoft Marketing | Q2 2022 Plan in TEAM PLANS on Tue May 31 2022 undo
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Tiffany Little updated section TEAM PLANS background from gray to on Tue May 31 2022 undo
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Tiffany Little added new section TEAM PLANS on Tue May 31 2022 undo
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Tiffany Little updated Unique Wider Community Contributors per Month in METRICS on Tue May 31 2022 undo
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Tiffany Little updated Unique Wider Community Contributors per Month in METRICS metric 0 to 81 on Tue May 31 2022 undo
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Tiffany Little updated Unique Wider Community Contributors per Month in METRICS color from gray to green on Tue May 31 2022 undo
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Tiffany Little updated 12 Month Team Member Voluntary Retention in METRICS on Tue May 31 2022 undo
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Tiffany Little updated 12 Month Team Member Voluntary Retention in METRICS metric 0 to 78 on Tue May 31 2022 undo
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Tiffany Little updated 12 Month Team Member Voluntary Retention in METRICS color from gray to yellow on Tue May 31 2022 undo
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Tiffany Little updated Gross Retention (lagging) in METRICS metric 0 to 93 on Tue May 31 2022 undo
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Tiffany Little updated Gross Retention (lagging) in METRICS color from gray to green on Tue May 31 2022 undo
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Tiffany Little updated Net Retention (lagging) in METRICS metric 0 to 89 on Tue May 31 2022 undo
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Tiffany Little updated Net Retention (lagging) in METRICS color from gray to green on Tue May 31 2022 undo
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Tiffany Little updated Percent of Ramped Reps at or Above Quota (lagging) in METRICS metric 0 to 72 on Tue May 31 2022 undo
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Tiffany Little updated Percent of Ramped Reps at or Above Quota (lagging) in METRICS color from gray to yellow on Tue May 31 2022 undo
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Tiffany Little updated Pipeline coverage start of quarter stage 3+: 3.1x [vs goal of 4.5x] in METRICS metric 0 to 68 on Tue May 31 2022 undo
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Tiffany Little updated Pipeline coverage start of quarter stage 3+: 3.1x [vs goal of 4.5x] in METRICS color from gray to yellow on Tue May 31 2022 undo
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Tiffany Little updated Net New Business Pipeline Created: ($s)$112M (leading)[vs goal of 135M] in METRICS on Tue May 31 2022 undo
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Tiffany Little updated Net New Business Pipeline Created: $112M [vs goal of 135M] in METRICS metric 0 to 83 on Tue May 31 2022 undo
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Tiffany Little updated Net New Business Pipeline Created: $112M [vs goal of 135M] in METRICS color from gray to green on Tue May 31 2022 undo
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Tiffany Little updated Estimated Combined Monthly Active Users: 21M [vs goal of 40M] in METRICS metric 0 to 53 on Tue May 31 2022 undo
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Tiffany Little updated Estimated Combined Monthly Active Users: 21M [vs goal of 40M] in METRICS color from gray to yellow on Tue May 31 2022 undo
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Tiffany Little updated R&D Overall MR Rate: (leading)90 [vs goal of 90] in METRICS on Tue May 31 2022 undo
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Tiffany Little updated R&D Overall MR Rate: 90 [vs goal of 90] in METRICS metric 0 to 100 on Tue May 31 2022 undo
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Tiffany Little updated R&D Overall MR Rate: 90 [vs goal of 90] in METRICS color from gray to green on Tue May 31 2022 undo
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Tiffany Little deleted VALUE: [https://www.swotanalysis.com/63845/GitLab-Value-Drivers-Example] in STRATEGY on Tue May 31 2022 undo
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Tiffany Little updated Net new ARR: $82M [vs. plangoal (lagging)of North Star KPI$95M] in METRICS on Tue May 31 2022 undo
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Tiffany Little updated Net new ARR: $82M [vs goal of $95M] in METRICS metric 0 to 86 on Tue May 31 2022 undo
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Tiffany Little updated Net new ARR: $82M [vs goal of $95M] in METRICS color from gray to green on Tue May 31 2022 undo
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Tiffany Little updated section ICONICINCLUSIVE TEAM on Tue May 31 2022 undo
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Tiffany Little moved CUSTOMER CENTRICTY from after MARKET LEADER to after #1 OPEN CORE on Tue May 31 2022 undo
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Tiffany Little updated section MARKET MATURITYLEADER on Tue May 31 2022 undo
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Tiffany Little updated section #1 OPEN CORE on Tue May 31 2022 undo
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Tiffany Little updated section INCLUSIVEICONIC TEAM on Tue May 31 2022 undo
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Tiffany Little moved OPEN CORE from after MARKET MATURITY to after INCLUSIVE TEAM on Tue May 31 2022 undo
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Tiffany Little moved INCLUSIVE TEAM from after CUSTOMER CENTRICTY to the top on Tue May 31 2022 undo
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Tiffany Little deleted section TEAM PLANS on Sun May 22 2022 undo
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Tiffany Little deleted /GitLab Strategic Plan in TEAM PLANS on Sun May 22 2022 undo
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Tiffany Little updated section ACCELERATEMARKET MARKETMATURITY on Fri Apr 29 2022 undo
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Tiffany Little updated section INCLUSIVE TEAM on Fri Apr 29 2022 undo
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Tiffany Little updated section ACCELERATE MARKET MATURITY on Fri Apr 29 2022 undo
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Tiffany Little deleted section -- on Thu Feb 24 2022 undo
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Tiffany Little deleted section -- on Thu Feb 24 2022 undo
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Tiffany Little moved -- from after STRATEGY to after -- on Thu Feb 24 2022 undo
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Tiffany Little added new section -- on Thu Feb 24 2022 undo
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Tiffany Little moved -- from after STRATEGY to the top on Thu Feb 24 2022 undo
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Tiffany Little added new section -- on Thu Feb 24 2022 undo
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Tiffany Little updated /BlueLab Strategic Plan in TEAM PLANS metric 0 to 13 on Thu Feb 24 2022 undo
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Tiffany Little updated /BlueLab Strategic Plan in TEAM PLANS color from gray to yellow on Thu Feb 24 2022 undo
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Tiffany Little added /BlueLab Strategic Plan in TEAM PLANS on Thu Feb 24 2022 undo
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Tiffany Little moved Type '/' to link to my direct reports OKR plans from the top to after MISSION [https://www.swotanalysis.com/63846/GitLab-Mission] on Thu Feb 24 2022 undo
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Tiffany Little updated section MISSIONTEAM PLANS on Thu Feb 24 2022 undo
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Tiffany Little updated section TEAM PLANS background from gray to on Thu Feb 24 2022 undo
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Tiffany Little deleted /BlueLab | Mission in STRATEGY on Thu Feb 24 2022 undo
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Tiffany Little moved /BlueLab | Mission from MISSION to STRATEGY on Thu Feb 24 2022 undo
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Tiffany Little moved /BlueLab | Mission from the top to after SWOT [add link to SWOT Analysis, force rank all items] on Thu Feb 24 2022 undo
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Tiffany Little moved MISSION from the top to after STRATEGY on Thu Feb 24 2022 undo
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Tiffany Little deleted section . on Thu Feb 24 2022 undo
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Tiffany Little moved . from after STRATEGY to the top on Thu Feb 24 2022 undo
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Tiffany Little added new section . on Thu Feb 24 2022 undo
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Tiffany Little moved MISSION from after VALUES to the top on Thu Feb 24 2022 undo
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Tiffany Little updated /GitLab | Mission in MISSION metric 0 to 33 on Thu Feb 24 2022 undo
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Tiffany Little updated /GitLab | Mission in MISSION color from gray to green on Thu Feb 24 2022 undo
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Tiffany Little updated section MISSION background from white to gray on Thu Feb 24 2022 undo
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Tiffany Little moved Type '/' to link to my direct reports OKR plans from MISSION to STRATEGY on Thu Feb 24 2022 undo
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Tiffany Little updated section TEAM PLANSMISSION on Thu Feb 24 2022 undo
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Tiffany Little moved /GitLab | Mission from STRATEGY to TEAM PLANS on Thu Feb 24 2022 undo
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Tiffany Little moved /GitLab | Mission from after MISSION [https://www.swotanalysis.com/63846/GitLab-Mission] to after Type '/' to link to my direct reports OKR plans on Thu Feb 24 2022 undo
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Tiffany Little added /GitLab | Mission in STRATEGY on Thu Feb 24 2022 undo
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Tiffany Little updated section CUSTOMER CENTRICTY on Fri Feb 11 2022 undo
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Tiffany Little updated section MARKET MATURITY on Fri Feb 11 2022 undo
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Tiffany Little moved VALUE: [https://www.swotanalysis.com/63845/GitLab-Value-Drivers-Example] from after MISSION [https://www.swotanalysis.com/63846/GitLab-Mission] to the top on Thu Feb 10 2022 undo
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Tiffany Little added VALUE: [https://www.swotanalysis.com/63845/GitLab-Value-Drivers-Example] in STRATEGY on Thu Feb 10 2022 undo
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Tiffany Little added Efficiency in VALUES on Thu Feb 10 2022 undo
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Tiffany Little added Unique Wider Community Contributors per Month 📊 (lagging) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added 12 Month Team Member Voluntary Retention 🔗 (lagging) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Gross Retention (lagging) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Net Retention (lagging) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Percent of Ramped Reps at or Above Quota (lagging) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Pipeline coverage start of quarter stage 3+(leading) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Net New Business Pipeline Created ($s) (leading) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Estimated Combined Monthly Active Users (CMAU) (leading) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added R&D Overall MR Rate (leading) in METRICS on Thu Feb 10 2022 undo
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Tiffany Little added Net ARR vs. plan (lagging) North Star KPI in METRICS on Thu Feb 10 2022 undo
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Tiffany Little updated section INCLUSIVE GROWTHTEAM on Thu Feb 10 2022 undo
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Tiffany Little updated section CUSTOMER CENTRICITY on Thu Feb 10 2022 undo
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Tiffany Little updated section DEVOPS PLATFORMMARKET on Thu Feb 10 2022 undo
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Tiffany Little updated section CUSTOMER CENTRICITY on Thu Feb 10 2022 undo
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Tiffany Little updated section TEAMINCLUSIVE GROWTH on Thu Feb 10 2022 undo
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Tiffany Little updated section DEVOPS PLATFORM on Thu Feb 10 2022 undo
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Tiffany Little moved TEAM from after STRATEGY to after CUSTOMER on Thu Feb 10 2022 undo
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Tiffany Little added new section TEAM on Thu Feb 10 2022 undo
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Tiffany Little added new section Inclusive growth & development for team members on Thu Feb 10 2022 undo
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Tiffany Little updated section OBJECTIVECUSTOMER on Thu Feb 10 2022 undo
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Tiffany Little updated section AddCustomer a descriptioncentricity on Thu Feb 10 2022 undo
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Tiffany Little updated section OBJECTIVEOPEN CORE on Thu Feb 10 2022 undo
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Tiffany Little updated section AddBuild aon descriptionour Open Core strength on Thu Feb 10 2022 undo
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Tiffany Little updated section OBJECTIVEDEVOPS on Thu Feb 10 2022 undo
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Tiffany Little updated section AddAccelerate amarket descriptionmaturity around the DevOps Platform on Thu Feb 10 2022 undo
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Marty
#-unique-message-filter
March 23
MARKETING SEO
Win the market and all the users for years to come
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#samplenotes

Make it so that Everyone Can Contribute by Becoming the Most Popular BI Tool for Knowledge Workers in any Industry.

81%

INCLUSIVE TEAM

TL
Inclusive growth & development for every team member
92%
CULTURE: Have top talent team-member satisfaction above 90% 
TL
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Build on our strength of living our CREDIT values everyday and drive intentional career advancement of underrepresented groups through focused talent development programs. Have top talent team-member satisfaction above 90% with 90% of top talent answering, "My team is a highly performing team," in the affirmative.

%
63%
LEARNING X: Invest in learning programs for managers. 90% of team rate "+" managers. 
TL
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21

Remote L&D influencer through applying GitLab best practices to enable asynchronous/personalized learning and development programs for our team members and the wider community. Invest in learning programs for managers with 90% of team members rate their managers as effective.

%
74%
DIVERSITY: Build a diverse team with 40%+ of team members being diverse 
TL
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Build a diverse team to drive extraordinary outcomes with 40%+ of team members identifying as non-male and 50% of all Senior Leadership and Executive hires to identify as non-male

%
95%
ALL REMOTE: Host the deepest catalog of remote work content of any company in the world. 
TL
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Hire, retain, and develop the best talent across the world to build a diverse company, while continuing to innovate as thought leaders in talent acquisition and operating as an efficient, scalable all-remote company. 90% of the candidates added to our outbound funnel have indicators that suggest they will add to our diversity in some way. Host the deepest catalog of remote work content of any company in the world.

%
77%

#1 BI PLATFORM

TL
Make Open Core the most intuitive, secure, and adaptable
53%
USABILITY: Improve the UX through user research, leading to a SUS score > 77. 
TL
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21
%
92%
DELIVER: Enterprise ready products (50% of our categories are at lovable maturity). 
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%
86%
CONNECT: Know the organization and be in contact with at least one person in free orgs 
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%
76%
CONTRIBUTIONS: Grow to 1000 contributors per month by being responsive and encouraging 
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%
68%

CUSTOMER CENTRICTY

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The customer will be the center of our operations. $800M in FY23.
88%
EXPAND: Acquire high-potential new customers. Net retention rate of over 130% 
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We will help the customer realize value and ROI from GitLab through product experience, customer success and channel services. Through guided realization of value, we believe customers will choose to expand paid usage of additional users, higher tiers, and adopt additional features and DevOps lifecycle stages. Y% of GitLab customers consume strategy, management, implementation, and training services.

%
54%
CONVERSION: Use-case driven conversion through the customer journey to above 1.0: 
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Drive conversion through the customer journey to above 1.0: Increasing free to paid conversion for SaaS to 1.2% and free to paid conversion for self-managed to 1.5%. Have 1,800 product qualified leads per month. Add the next whole complete product capability in the customer journey each year to prompt customers to upgrade from Premium to Ultimate at a rate of 6% per year.

%
71%
INSIGHTS: Invest in our data infra to understand how paid users utilize BetaWorks 
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Invest in our data infrastructure to understand how 100% of our paid customers utilize GitLab so we can best prioritize and improve our products and enhance the customer experience.

%
58%
COMMERCE X: Ensure it is easy for customers to try BetaWorks. 100% of our customers transact via system 
TL
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Ensure that it is easy for customers to try BetaWorks

  • Today we sell BetaWorks by the seat and we aim to expand our product offering into providing SaaS services for self-managed customers. 100% of our customers transact through this system with less than 5% customer support rate.
%
65%

OWN THE CATEGORY

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Accelerate market maturity around the BI Platform
88%
ADOPTION: Focus on usability for new customers to achieve 25m est Combined MAU 
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%
73%
THOUGHT LEADER: Trusted voice of future of the DevOps. 
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%
34%
ECOSYSTEM: Partner initiated opps to contribute 30% of ARR and 20% of new logos. 
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100%
R&D Overall MR Rate: 90 [vs goal of 90] 
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%
86%
Net new ARR: $82M [vs goal of $95M] 
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%
83%
Net New Business Pipeline Created: $112M [vs goal of 135M] 
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%
53%
Estimated Combined Monthly Active Users: 21M [vs goal of 40M] 
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%
68%
Pipeline coverage start of quarter stage 3+: 3.1x [vs goal of 4.5x] 
TL
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%
72%
Percent of Ramped Reps at or Above Quota (lagging) 
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%
89%
Net Retention (lagging) 
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%
93%
Gross Retention (lagging) 
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%
78%
12 Month Team Member Voluntary Retention 
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%
81%
Unique Wider Community Contributors per Month 
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%
94%
Collaboration 
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Helping others is a priority, even when it is not immediately related to the goals that you are trying to achieve.

  • Similarly, you can rely on others for help and advice
  • The person who's responsible for the work decides how to do it
%
92%
Results 
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We do what we promised to each other, customers, users, and investors.


Measure results not hours


We care about what you achieve: the code you shipped, the user you made happy, and the team member you helped. Someone who took the afternoon off shouldn't feel like they did something wrong. You don't have to defend how you spend your day. We trust team members to do the right thing instead of having rigid rules. Do not incite competition by proclaiming how many hours you worked yesterday. If you are working too many hours, talk to your manager to discuss solutions.

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95%
Efficiency 
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Working efficiently on the right things enables us to make fast progress, which makes our work more fulfilling.

%
78%
Diversity, Inclusion & Belonging 
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Diversity, inclusion and belonging are fundamental to the success of GitLab. We aim to make a significant impact in our efforts to foster an environment where everyone can thrive. We are designing a multidimensional approach to ensure that GitLab is a place where people from every background and circumstance feel like they belong and can contribute. We actively chose to build and institutionalize a culture that is inclusive and supports all team members equally in the process of achieving their professional goals. We hire globally and encourage hiring in a diverse set of countries. We work to make everyone feel welcome and to increase the participation of underrepresented minorities and nationalities in our community and company. For example, we celebrate our sponsorship of diversity events and triple the base referral bonus amount.

%
97%
Transparency 
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Be open about as many things as possible. By making information public, we can reduce the threshold to contribution and make collaboration easier. Use public issue trackers, projects, and repositories when possible.


An example is the public repository of this website that also contains this company handbook. Everything we do is public by default, such as the GitLab CE and GitLab EE issue trackers, as well as marketing and infrastructure. Transparency creates awareness for GitLab, allows us to recruit people that care about our values, gets us more and faster feedback from people outside the company, and makes it easier to collaborate with them. It is also about sharing great software, documentation, examples, lessons, and processes with the whole community and the world in the spirit of open source, which we believe creates more value than it captures.


There are exceptions. Material that is not public by default is documented. We are above average at keeping things confidential that need to be. On a personal level, you should tell it like it is instead of putting up a poker face. Don't be afraid to admit you made a mistake or were wrong. When something goes wrong, it is a great opportunity to say "What’s the kaizen moment here?" and find a better way without hurt feelings.


Even as a public company, we know that our value of transparency will be key to our success. This value can be hard to follow at times. You might ask yourself: what should be shared, how much to share, whether or not to speak up but definitely take the time to always opt for maximum transparency by adhering to the sub-values below. Often, company values get diluted as they grow, most likely because they do not write anything down. But we will make sure our values scale with the company. When we go public, we can declare everyone in the company as an insider, which will allow us to remain transparent internally about our numbers, etc. Everything else that can be transparent will continue to be so.

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