WIP: MktgOps HB 05052025 to 05162025

1. Clone Marketo Template and update program name: [YYYYMMDD__MDF_000_Partner_Name_Region_Event_Name](https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/PG11842A1).

1. Select the Program Name on the Summary page, this will unlock a description, where you will update description with the links to the SFDC MDF request, Coupa ID and Allocadia ID (if you have it), then `Save`.

1. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name and `{{my.CRM Partner ID}}` with [Account ID (18)](/handbook/marketing/channel-marketing/#crm-ids-for-channel-and-alliance-partners).

1. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name.

**Step 2: Sync Marketo Program to SFDC**

Skip to step 2 of the list import [instructions](/handbook/marketing/channel-marketing/#list-import-for-partner-leads) for partner leads.

#### FY25 GitLab Sales Dev Working Partner Leads

<!--#### FY25 GitLab Sales Dev Working Partner Leads

As part of a [pilot program in FY25](/handbook/resellers/channel-program-guide/mdf), GitLab Sales Dev team can work on MDF campaign leads agreed upon by Partners.

   1. Since it's a High Priority campaign, only MQLs and Actively Working Accounts will be routed to BDRs/SDRs.

   2. If the lead is not MQL nor Actively Working, then Vartopia Partner Account will be added and Lead Acquisition Source if blank =\ MDF Campaign and reassigned to the Partner Queue.

5. Marketo -  Leads that are sent back to the partner will be updated with the partner fields ie. Partner Consent, Do Not Email = Partner Lead, Marketing Suspended, etc (Automated).

-->

### Joint GitLab and Partner Campaigns

First, use the general set up, found in [campaigns and programs page](/handbook/marketing/marketing-operations/campaigns-and-programs/#marketo-program-and-salesforce-campaign-set-up). The partner steps are nested in the typical Marketo program templates to clone. Once the campaign is cloned, follow the steps below in addition to the other setup steps found on the campaigns and programs page.

All Marketo templates will have 2 tokens added to them that the campaign owner should update, {{My.Partner Name}} and {{My.CRM Partner ID}}.

All Marketo templates will have 2 tokens added to them that the campaign owner should update, {{My.Partner Name}}.

- Partner Name: Does not need to be official, it will be used on the form consent language and interesting moments, so needs to be customer facing. Example:  `By registering for this GitLab and {{My.Partner Name}} event....`

- Partner ID: All partner IDs can be [found here](/handbook/marketing/channel-marketing/#crm-ids-for-channel-and-alliance-partners).

The following instructions is for joint campaign run with one partner, and must be completed prior to launch.

1. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name and `{{my.CRM Partner ID}}` with [Account ID (18)](/handbook/marketing/channel-marketing/#crm-ids-for-channel-and-alliance-partners).

1. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name.

1. Update `Registration Landing Page` to use `FORM 3146: Partner + GitLab Joint Event with Token`

   - To update the page:

       - Right click `Registration Landing Page`, edit draft.

**Step 1: Setup in Marketo**

1. Clone the Marketo program template: [YYYYMMDD__Partner_Name_Event_Name_Region](https://engage-ab.marketo.com/?munchkinId=194-VVC-221#/classic/PG16629A1)

2. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name and `{{my.CRM Partner ID}}` with [Account ID (18)](/handbook/marketing/channel-marketing/#crm-ids-for-channel-and-alliance-partners).

2. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name.

**Step 2: Sync to Salesforce Campaign**

## Webcast Setup

All Marketo templates will have 2 tokens added to them that the campaign owner should update,`{{My.Partner Name}}` and `{{My.CRM Partner ID}}`.

All Marketo templates will have 2 tokens added to them that the campaign owner should update,`{{My.Partner Name}}`.

The `CRM Partner ID` can be retrieved by identifying the `Account ID (18)` of the Alliance Partner - refer to this [list](https://gitlab.my.salesforce.com/00O8X000008mxIb).

**Step 1: Setup in Marketo**

 1. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name and `{{my.CRM Partner ID}}` with [Account ID (18)](/handbook/marketing/channel-marketing/#crm-ids-for-channel-and-alliance-partners).

 1. Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name.

 1. The registration landing page must have the following:

    - `FORM 3299: Alliances` with a hidden field that captures  `utm_partnerid`.

    - The **URL must include the utm parameter with the CRM Partner ID** to the landing page to lead to be associated with the Alliance partner.

**Step 1: Update Tokens in Marketo**

- Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name and `{{my.CRM Partner ID}}` with [Account ID (18)](/handbook/marketing/channel-marketing/#crm-ids-for-channel-and-alliance-partners).

- Update the Marketo tokens: `{{my.Partner Name}}` with Partner Name.

**Step 2: Update SFDC Campaign**

## Hypercaler Campaign

### Naming Convention Requirements

## Naming Convention Requirements

When working with hyperscaler partners like AWS and Google Cloud, it's important to follow specific naming conventions and configuration procedures. This guide explains each component of this process in detail.

- 20250409_GCP_GoogleCloudNext_Booth

- 20241114_AWS_devops.com_ModernizingFinServe_emea_amer

If there are Hyperscaler Funds involved, ensure you include the type of Funds are applied to the Campaign after the Hyperscaler Name. 

- MDF: Market Development Funds for 50% coverage

- CR: Credits for 100% coverage

Examples:

- 20250307_AWS_MDF_Campaign_CampaignType_Region

- 20250307_GCP_CR_Campaign_CampaignType_Region

Reference the [Campaigns and Programs](/handbook/marketing/marketing-operations/campaigns-and-programs/#hybrid-marketo-templates) page for naming conventions for specific campaign types.

### Salesforce Configuration Requirements

## Salesforce Configuration Requirements

When setting up these campaigns in Salesforce, you need to take two critical actions:

   1. Amazon Web Services

   2. Google Cloud (Partner)

This configuration ensures proper attribution and tracking of partnership activities.

3. Select the Fund Type under `Will there be Hyperscaler Funding?` 

   1. MDF

   2. Credits

This configuration ensures proper attribution and tracking of partnership activities. Note that, Hyperscaler MDF is only in referrance to AWS MDF, as that is currently the MDF that's available for GitLab.

### Campaign Types Covered by These Guidelines

Following these guidelines carefully ensures proper tracking, reporting, and compliance with partnership agreements, while also making campaigns easier to find and manage across systems.

## Hyperscaler Funds

## Hyperscaler Funded Campaign

Hyperscaler funds represent a strategic partnership mechanism through which cloud hyperscalers like Amazon Web Services (AWS) and Google Cloud Platform (GCP) provide financial support to partners like GitLab for joint marketing initiatives.

Hyperscaler funded campaign represent a strategic partnership mechanism through which cloud hyperscalers like Amazon Web Services (AWS) and Google Cloud Platform (GCP) provide financial support to partners like GitLab for joint marketing initiatives.

Presently, the Hyperscaler funds are **only available to the Field Marketing team**. We will be working in iteration to support additional marketing teams.

These funding programs operate under different models that reflect each hyperscaler's partnership approach:

- AWS MDF Program: Follows a matching investment model. This means for every dollar AWS contributes, GitLab must match with its own dollar.

- Google Credits Program: Unlike AWS, Google offers 100% reimbursement for approved marketing activities. This model allows GitLab to execute campaigns and receive full reimbursement upon providing proof that the activities were completed successfully.

- **AWS MDF Program**: Follows a matching investment model. This means for every dollar AWS contributes, GitLab must match with its own dollar.

- **Google Credits Program**: Unlike AWS, Google offers 100% reimbursement for approved marketing activities. This model allows GitLab to execute campaigns and receive full reimbursement upon providing proof that the activities were completed successfully.

From GitLab's perspective, these funds enable more expansive marketing campaigns than possible while strengthening strategic partnerships with major cloud providers. The partnership creates a "better together" narrative that helps customers understand the enhanced value proposition of GitLab running on these cloud platforms.

   4. Request an invoice from AR team provide the PO and MDF Approval Email via issue

   5. Submit claim with proof of performance (receipt) to the Hyperscaler portal

2. Partner Marketing Manager (Gabby): Administers fund allocation

2. Fund Requesters: Initiates funding requests

   1. Fill out the [appropriate spreadsheet](/handbook/marketing/channel-marketing/hyperscalers/#application-process) with campaign details

   2. Provides Target MQL and Target Pipeline Goals

3. Partner Marketing Manager (Gabby): Administers fund allocation

   1. Set up the Allocadia activity and GitLab issue assigned to the requester

   1. Set up the Allocadia activity

   2. Create the GitLab Hyperscaler Funds issue assigned to the requester

3. Campaign Owners/Operations (Fund Requester can also be a Campaign Owner)

4. Campaign Owners/Operations (Fund Requester can also be a Campaign Owner)

   1. Create their own Asana project to manage their campaign

   2. Manages execution and setup for Marketo and Salesforce

   3. Open Zip request

   4. Send Partner Marketing Manager receipts for Proof of Performance

   5. Provide the link to the Tableau campaign report to issue

4. Fund Requesters: Initiates funding requests

   1. Fill out the spreadsheet with campaign details

   2. Provides Target MQL and Target Pipeline Goals

   4. Send Program Owner receipts for Proof of Performance

### Application Process

2. Hyperscaler Partner Approval: Upon preliminary approval, Francine will review and seek approval for the activity and confirm funding amount from the Hyperscaler Partner.

3. System Configuration: Once approved by the Hyperscaler Partner,

    1. Channel Marketing Manager will open the Allocadia activity and Hyperscaler MDF GitLab

    2. Campaign Owner will be responsible for creating the Marketo campaign and sync to Salesforce using the Allocadia Subcategory ID (found in the Hyperscaler MDF GitLab issue)

    3. Link to the appropriate GitLab issues for tracking

    1. Channel Marketing Manager will open the Allocadia activity and Hyperscaler Funded GitLab issue

    2. Campaign Owner will be responsible for creating the Marketo campaign and sync to Salesforce using the Allocadia Subcategory ID (found in the Hyperscaler Funded GitLab issue)

### Set up

#### Allocadia

The Channel Marketing Manager will be responsible for opening the Allocadia activity under the [Regional Marketing > AMER > Hyperscaler](https://eu1.allocadia.com/budgets/122286/items?view=default) plan.

1. Create subcategory and line item

    1. Different accounting approaches apply based on the hyperscaler. AWS campaigns show both the positive contribution and the matching negative amount, while GCP campaigns show the full reimbursable amount. 

2. Details panel

    1. Planning:

       1. New FO or Growth

       2. Target MQL (syncs to SFDC Planned MQL)

       3. Target Pipeline (syncs to SFDC Planned Pipeline)

       4. Sales Dev Onsite Support

       5. Sales Dev Invite Support

       6. Subcategory (FM)

       7. GTM Motion

       8. Start Date

       9. End Date

       10. Triple Play

       11. Embedded Systems

       12. Is Hyperscaler Involved? = True

       13. Hyperscaler

       14. Will there be Hyperscaler funding?

       15. Hyperscaler Funding Amount

       16. SA Support

       17. Segment

       18. Geo

       19. Country

    2. Wishlist/Cancelled

       1. Cancelled

    3. Campaign Details

       1. Existing Salesforce Campaign

       2. Campaign Link

       3. Campaign Owner

       4. Campaign Type

       5. Budget Holder = Hyperscaler 

    4. GitLab Issue Details

       1. Operational Program Owner = Francine

       2. Partner User Handle = @fanthony2

       3. Requester User Handle 

       4. GitLab Issue Template = Hyperscaler

       5. Official Event/Campaign Name 

       6. GitLab Marketing Issue Link (Auto-populated)

       7. GitLab Issue URL Reference (Manual entry)

3. Action: Create GitLab Hyperscaler Funded Issue in the Field Marketing GitLab Project

#### GitLab Issue 

The GitLab Hyperscaler Funded Campaign issue will be used as an intermediate step prior to syncing to Asana. 

1. Channel Marketing Manager will be responsible for entering the details include region and activity quarter labels to GitLab Hyperscaler Funds issue.

2. Program Manager will request for invoice from AR using the finance issue, including PO and payment terms. MDF - [Example](https://gitlab.com/gitlab-com/Finance-Division/finance/-/issues/6464)  

3. Once the GitLab Hyperscaler Funds issue details are complete, Channel Marketing Manager adds the `Asana-Sync-Project` to the GitLab Hyperscaler Funds issue and ping the FMM and FMC to start the [Plan to WIP process](/handbook/marketing/field-marketing/#process-for-moving-events-from-plan-to-wip)

4. Channel Markting Manager will add the Asana project link to the Resources section above

#### Asana Project

To accommodate the Field Marketing process in Asana, we have integrated the steps for Hyperscaler Funded Campaigns into the [Plan to WIP](/handbook/marketing/field-marketing/#process-for-moving-events-from-plan-to-wip).

##### Pre-Event

1. Create Marketo/ SFDC campaign with add the Hyperscaler Name and Hyperscaler Fund Type after the date in the Campaign Name - reference a handbook for [naming convention](/handbook/marketing/marketing-operations/campaigns-and-programs/#partner-campaign-setup). _Examples: 20250307_AWS_MDF_ActivityType_ActivityName_Region;

20250307_GCP_CR_ActivityType_ActivityName_Region

### Field Marketing MDF Scenario

   1. Create Marketo program under the [Hyperscaler Funded Campaign folder](https://experience.adobe.com/#/@gitlab/so:194-VVC-221/marketo-engage/classic/MF27058A1)

   2. Sync the Marketo program to Salesforce using the Hyperscaler Funded Campaign Allocadia Subcategory ID

   3. Update the links to Marketo and Salesforce in the Asana Project Overview

AWS MDF coverages is a 50/50 split arrangement, this means GitLab pays half and AWS coverages for the other half. When activities are co-funded using Field Marketing budgets, we will maintain a streamlined approach that avoids duplication while ensuring accurate tracking across both funding sources. 

2. Opens the Zip request

The means we'll manage one campaign, two budget entries (amount in FM and amount provided by AWS in Hyperscaler), one GitLab issue, and one FM Asana project.

   1. Acquire Contract/Invoice for the Marketing Activity 

   2. Select the appropriate purchase type: “What are you looking to purchase?” (Ensure not to select MDF)

   3. Enter the amount of the total contract cost

   4. In the Allocadia ID, specify the Line Item ID (positive value) of the Hyperscaler Fund Allocadia activity in the Zip request

   5. Add Francine as a follower to the Zip request

   6. Update the link to Zip request in the Asana Project Overview 

- Field Marketing will submit one entry in their Allocadia folder for 50% of the total activity for GitLab's matching portion in the Regional Marketing folder

##### Post-Event

  - When submitting the Zip request, you must enter 50% of the total coverage.

1. Attach Proof of Payment (POP) to the Asana Project and tag Francine

- Partner Marketing will submit both the positive entry for AWS contribution and the negative entry for GitLab's matching portion in the Hyperscaler MDF folder.

- Both entries will reference the same campaign and use identical naming conventions

   1. Third-party receipts showing actual costs are required for cash reimbursement. It should clearly show a date, after the fund requests approval and the paid amount.

### Understanding Data Flow: From Lead to Opportunity

> To build the most advanced and efficient landing page processes in Marketo, we utilize `My Tokens` in our Marketo program templates along with character limits based on conversion best practices to write copy.

**Graphics**  

Our current Marketo landing page template uses a charcoal background with a small image on the right side of the header. A custom image can be used by putting the link to the design studio image in the `Hero1 Image` variable when editing the landing page. You can change the background to white by entering `highlight-white` in the `Hero1 Color` variable.

If you require a custom header (one that cannot use the charcoal or white background), the approximate dimensions required are `1920 x 600 px`; the graphic dimensions are 500 x 250 px, centered vertically and with 100 px padding along the right edge. You will put the link to the design studio image in the `Nav Background Image Path` variable. There should be no entry in the `Hero1 Image` variable. To remove the black line below the custom image, change `Hero1 Color` to "highlight-white".

### Marketo landing page instructions, character limits, and workback timelines

Curious how to estimate when a landing page due date should be set? We've tried to make it easy with a workback, so that you can also clearly see the **dependencies** for a landing page to be created (including landing page copy, which is a separate issue teamplate).

#### Google Calendar  

Information coming soon!

Sub-region and country calendars can be syce via Google Calendar, regardless of Asana license. GitLab team members interested in subscribing to a sub-region or country calendar via Google Calendar should visit the [Asana Internal Handbook page](https://internal.gitlab.com/handbook/marketing/marketing-ops-and-analytics/marketing-operations/asana/#sub-region-and-country-views) for instructions.

### Chrome Browser