@@ -470,6 +464,8 @@ The process for requesting a new tool is:
1. Tier 3 tools will be handled on a case-by-case basis. If the tool requires extensive evaluation and Marketing Operations support, the above process will apply.
1. The business owner is the DRI for tier 4 tool evaluations and implementations, but still must include Marketing Operations.
Marketing Ops team - for new project implementations, utilize the DAP prompt [here](https://docs.google.com/document/d/1z0JWKHOcfwWS0VmoOO577sxKguun4oQJj4tvf3jVpRk/edit?tab=t.0) for streamlined issue & epic creation.
Once the evaluation Epic is created, the following evaluation steps should be followed:
1. Discovery - understand the request/problem we're trying to solve
@@ -502,6 +498,7 @@ Once the evaluation Epic is created, the following evaluation steps should be fo
@@ -43,35 +43,9 @@ Together with Sales Systems, we implemented a custom formula field called `Block
For the sandbox, we have a different set of [syncing rules](/handbook/marketing/marketing-operations/marketo/#sandbox).
#### Multi-thread Sync
To avoid or clear SFDC backlogs, multi-thread sync is availible to use in Marketo. It enables the use of multiple lanes of data flowing from SFDC to Marketo, greatly increasing the sync rate depending on the resources availible on the Marketo servers. Each record in Marketo is marked with a value between `1-9` on the field `Marketo Thread ID` based on the first letter of the email address. Records will be synced and distributed on threads based on the value of `Marketo Thread ID`.
| Letter | Value |
| ------ | ------ |
| A B | 1 |
| D E F | 2 |
| G H I | 3 |
| J K L | 4 |
| M N O | 5 |
| P Q R | 6 |
| S T U | 7 |
| V W X | 8 |
| Y Z C | 9 |
**NB: This feature is not always-on and only Marketo Support can enable it. A support ticket must be opened with 7 days before planning any massive updates from SFDC or at any time there is a significant backlog**
#### Enabling Multi-Thread Sync
To enable, you must [create an issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=request-marketo-multithread) 7 days in advance with the Marketing Operations team and include the following, so that we can open the ticket with Marketo.
1. Anticipated date of mass update
1. Business impact
1. Which field(s) are updating that will result in a backlog
### Sandbox
We do have a sandbox to work in for Marketo. The sandbox is used for training, creation of API links and overall testing before we move to production. There is not a way to `promote` a program from the sandbox to Prod, so building programs in the sandbox first is not always required. Guidelines for when to build in the sandbox is TBD, but for custom API and webhook integrations, it is highly recommended.
We do have a sandbox to work in for Marketo. The sandbox is used for training, creation of API links and overall testing before we move to production.
If you'd like access to the sandbox, please fill out an [AR](/handbook/security/corporate/end-user-services/access-requests/#application-specific-templates).
@@ -99,7 +73,7 @@ If you aren't sure if your program requires a custom form but your program requi
If you need a new custom form created, please open a [form creation issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=form_request). The general timeline for form creation and complex automation is 2 weeks.
If you are using an existing form on a NEW page in Contentful, please [enter a request](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=form_processing) so that we can build the automation behind the form. If there is no automation created for the form, the person filling out the form will enter Marketo, but will not be processed into a campaign or sent for follow up.
If you are using an existing form on a NEW page, please [enter a request](https://gitlab.com/gitlab-com/marketing/marketing-operations/-/issues/new?issuable_template=form_processing) so that we can build the automation behind the form. If there is no automation created for the form, the person filling out the form will enter Marketo, but will not be processed into a campaign or sent for follow up.
Form documentation can be found [here](https://docs.google.com/spreadsheets/d/1cV_hI2wAzLxYYDI-NQYF5-FDDPXPXH0VV5qRBUJAQQk). It contains all of our current forms, as well as standardized country and state picklists.
@@ -191,13 +165,13 @@ Beginning in July of 2024, Marketo will now link to our Events Page (https://abo
Data and engineering teams have developed integrations to bring data related to in-product customer and trial usage to Marketo.
1.[Marketing Contact Datamart & Pump](https://internal.gitlab.com/marketing-operations/product-data/#marketing-datamart-pump-and-pql-information-email-marketing-data-mart): Fields start with `[CDB]`
1.[SaaS Trial & Handshakes](https://internal.gitlab.com/marketing-operations/product-data/#saas-trials--handraise): Fields start with `[PQL]`
1.[Marketing Contact Datamart & Pump](https://internal.gitlab.com/marketing-operations/product-data/#marketing-datamart-pump-and-pql-information-email-marketing-data-mart): Fields start with `[CDB]`. This data is populated nightly by Hightouch
1.[SaaS Trial & Hand-Raises](https://internal.gitlab.com/marketing-operations/product-data/#saas-trials--handraise): Fields start with `[PQL]`
1.[Propensity to Buy Models](/handbook/enterprise-data/organization/data-science/#conversion): Fields start with `[PTP]` - Trial users only at the moment
### Campaign Limits
There is a set limit of 250,000 records that can be processed through a given smart or email campaign. If the smart campaign smart list is set to update or email over 250,000 records, it will not run and will be `aborted`. This is in place to prevent accidental mass updates and emails. If you need to run a campaign over that limit, reach out to MarOps.
There is a set limit of 250,000 records that can be processed through a given smart or email campaign. If the smart campaign smart list is set to update or email over 250,000 records, it will not run and will be `aborted`. This is in place to prevent accidental mass updates and emails. If you need to run a campaign over that limit, reach out to #mktgops.
#### Standardization of Country &/or State values
@@ -264,14 +238,6 @@ When leaving feedback, it is important to provide effective details regarding wh
- A summary of the perceived problem and how it is influencing workflows
- If applicable, list a recent campaign that should have scored more/less
#### Scoring Revamp FY25Q1
For details on the data driven changes made to lead scoring at the beginning of FY25, refer to [this slide deck](https://docs.google.com/presentation/d/14bTq_KOyG7jHJR7vghcUVAZ_tMSOgbAN7hI8auI49eU/edit#slide=id.g1d24c3e4ddd_5_252) and [this slide deck](https://docs.google.com/presentation/d/1B8Q3Rq6O7-641rFoGOJOG6TxKHM_uAU29Ejbzqr2KMI/edit#slide=id.g1d24c3e4ddd_5_252) to review the data set findings.
#### Scoring Logic Documentation
All smart campaigns that **directly** affect scores have been documented and can be found in [this Google Sheet](https://docs.google.com/spreadsheets/d/1A8ip-_e7CODnZjkigwy6zHV9uT6sqzAoeornixaK8IY/edit?gid=0#gid=0). Note this is only available to internal GitLab team members.
#### Auto-MQL
Based on certain criteria, a lead may auto-MQL. Note that any auto-MQL is considered to be part of the `Behavior` score category. The scenarios are listed below:
@@ -287,7 +287,8 @@ All XDRs will be able to leverage the local dial feature. Outreach will automati
| CC: Answered: Create follow up task |Needs follow up in order to gain qualification/no current use case/not the right time| Positive signal | Ends Sequence | Recycle |
| CC: Answered: Not Interested |Have stated on the call they are not interested| Negative signal | Ends Sequence | Recycle |
| CC: Answered: Personal Use |They are using GitLab for personal reasons| Negative signal | Ends Sequence | Recycle |
| CC: Answered: Asked for Call Back | Caught them at a bad moment and they asked for a call back OR they are still evaluating tool, call back in a few weeks. A generic task will be created giving you the option to move the lead to recycle or add them to a pre made Call Back Sequence | Positive signal | Ends Sequence | Qualifying |
| CC: Answered: Asked for Call Back | Caught them at a bad moment and they asked for a call back OR they are still evaluating tool, call back in a few weeks. | Neutral signal | Sequence Continues | Accepted |
| CC: Answered: Create follow up task | Call was answered and the rep needs to manually decide how to action the lead going forward. | Positive Signal | Ends Sequence | Qualifying |
| CC: Answered: Using Competition |They are using competition. A generic task will be created giving you the option to move the lead to recycle or add them to a pre made Competition Objection Follow Up Sequence|Negative signal | Ends Sequence | Qualifying |
| Automated Switchboard |You reached the automated switchboard and there was no option forward |Neutral signal | Sequence Continues | Stays Accepted |
| Main Company Line - Can't Transfer Line |There's no way to contact your prospect through this company number | Neutral signal | Sequence Continues | Stays Accepted |
@@ -278,3 +278,40 @@ Enrichment is managed by Marketing Ops and runs monthly on the 4th Friday at 7 P
- Do Not Call - Direct Phone OR Do Not Call - Mobile Phone ≠ Yes
- [Admin] Exclude from Enrichment = False
- Contact Status = Raw, Inquiry
### Mass Enrich Guidelines
#### Validate Picklist Values
1. Standardize Country - If Country values do not align with SFDC, standardize them in RingLead before the data reaches Salesforce.
- In the Transform tab:
- Add an active segment named `[Active] Country Standardization`
- Map the vendor output values to the SFDC-accepted Country values
- Use this instead of Salesforce automation or corrective Mass Update jobs after launch.
2. Handle State/Province Separately - Do not treat State/Province as a global mapping layer across all countries.
- Only apply State/Province mapping for:
- United States
- Canada
- Australia
- Create individual enrichment jobs for state enrichment by supported country and limit each job to the correct audience.
3. Do not map Country Code - The returned format is not compatible with the format Salesforce expects, so mapping this field can introduce validation errors instead of improving enrichment quality.
#### Country Block List
Apply blocked-country filters at job creation rather than after launch. This prevents unnecessary credit usage and avoids enriching records from countries we do not do business in.
GitLab's blocked-country list currently includes:
- Cuba
- Iran
- North Korea
- Syria
- Russia
- Belarus
- The Crimea, Donetsk, and Luhansk regions of Ukraine
#### Scheduling and Monitoring
Stagger heavier weekly and monthly jobs where possible. Spreading job execution across different windows reduces unnecessary load on the SFDC ↔ Marketo sync and makes monitoring easier during launch and stabilization periods.
Credit usage should also be reviewed on a recurring basis. RingLead does not provide a clean in-platform view of Mass Enrich credit consumption, so usage reporting may need to be requested directly from the vendor.
