mktgops2024-12-01 - 20124-12-22

---

title: "Global Channel Marketing - MDF Operations Process"

description: "The page details the operational process for the MDF program."

---

## Planning

### Step 1: Planning with Partners

1. In CMMs’ regular cadence with Partners, they discuss the date of event, event/campaign details, and requested amount.

     1. They review the information that will be entered into the Funds Request forms by the partners in Impartner on a PowerPoint

     1. The campaign details will be tracking on their individual spreadsheet

### Step 2: Create Allocadia Items

1. Create subcategory with name convention: Partner Activity Name Location. ie: `GitLab Demo Partner DevSecOps World Tour Paris`

     1. Add Start Date

     1. Add End Date

     1. Is a Channel Partner Involved?

     1. Channel Partner Name

     1. Is Alliance Partner Involved?

     1. Alliance Partner Name

     1. Will there be MDF Funding

     1. Partner MDF Region Budget

     1. Customer Speaker?

     1. Geo

     1. Country

     1. User Handle

     1. Campaign Owner

     1. Campaign Type

     1. MDF Campaign - Type Details

     1. Operational Program Owner

1. Create line-item with name convention: MDF 000 Partner Activity Name Location. ie: `MDF 000 GitLab Demo Partner DevSecOps World Tour Paris`

1. Add the forecast amount in that month’s plan column

1. Select the “Create/Update MDF Epic/Issue” at the bottom of the details panel

### Step 3: Update the Epic

1. Update the campaign details including location, event website, DR goals, budgeted costs, total cost of campaign, and sales territory

1. Add labels:

     1. Add FY25-Q4 (Label for the FY-Q)

     1. Add Region-XXXX

     1. Add `Pending MDF Approval` - to seek epic approval from Manager (automated)

         1. Once approved, update: `MDF-Approved`

1. Tagging stakeholders for visibility: ESM, marketing, field sales for visibility

### Step 4: Update the Tracking Sheet

1. Region, MDF Amount, Epic Link, Line Item ID, End Date, Status

### Step 5: Partner Submits Funds Request 

1. At this point, Partner will submit the Funds Request in Impartner 

## Pre-Activity

### Allocadia

#### Step 1: Confirm details are correct

1. When the approvals have been completed, review the Funds Request and Allocadia to make sure all the details match including the dates and amounts

     1. Revise accordingly is there are any discrepancy

     1. You can check the budgeted amount in MDF Tracking View

#### Step 2: Update MDF # in Allocadia & Epic

1. Replace MDF “000” in Allocadia line item name with the new MDF #

1. In the details panel, check the epic is linked correctly

1. Once confirmed, hit “Create/Update MDF Epic/Issues” to save changes

### Marketo

#### Step 1: Create the Marketo Program

1. Go to Marketing Activities 

1. Go to “Active Marketing Program” > “Partner Programs” > “MDF Campaigns” > “Templates - MDF Campaigns Folder” 

1. Right click "YYYYMMDD__MDF_000_PartnerName_EventName_Region" and hit "Clone"

     1. Clone to - select Campaign folder 

     1. Name - paste the Campaign Name from Allocadia 

     1. Folder - insert the “FY#- Q# - MDF Campaigns”

         1. Example, if the campaign was during FY25 Q4, the folder you’ll want to select is “FY25 - Q4 - MDF Campaigns”

     1. Description: **Allocadia Line Item ID** and epic link 

         1. Example: 2271710 https://gitlab.com/groups/gitlab-com/marketing/-/epics/4420

#### Step 2: Update Marketo Tokens 

1. Go to the Marketo Program

1. Go on the My Tokens” tab and update the Partner Name (listed in the epic)

#### Step 3: Sync Marketo Program to SFDC

1. Go to the tab showcasing the Marketo Program Name

1. In the Summary, under Settings session, Salesforce Campaign Sync, click “not set”

1. Under Campaign, click on the dropdown and select "Create New"

1. In Description, paste the **Allocadia Line Item ID** and save

#### Step 4: Update Tracking Sheet and Epic

1. Add Marketo program to epic and tracking spreadsheet.

### Zip 

#### Step 1: Save MDF request in SFDC as a PDF

1. Go to the MDF Funds Request

1. On the Google Chrome Browser, select the three dots on the most right

1. Click on “Print”

1. Change the Destination to “Save as PDF” then save.

#### Step 2:  Create a new Zip Request

1. Go to Zip > Create a “New Request”

1. Select a “Request a Purchase” and upload the MDF PDF at the end of the Zip submission

<table>

    <tr>

        <td>Questions</td>

        <td>Answer</td>

    </tr>

    <tr>

        <td>Provide a Short Description of the purchase</td>

        <td>Insert the epic name</td>

    </tr>

    <tr>

        <td>What are you looking to purchase</td>

        <td>Marketing Programs</td>

    </tr>

    <tr>

        <td>Which detailed category best describes your purchase?</td>

        <td>Channel Partner Rebates</td>

    </tr>

    <tr>

        <td>Is this an MDF Request?</td>

        <td>Yes</td>

    </tr>

    <tr>

        <td>Is the request related to the funds covered under the Master Partner Agreement?</td>

        <td> 

        <ul>

  <li>Yes - if it’s a 50/50 split.</li>

  <li>No

    <ul>

      <li>If there is a contract or not a 50/50 hit No </li>

      <li>If there is not a contract, but it’s not a 50/50 split you’ll write a note once the Zip is created that says “Not a 50/50 split and need legal to confirm if GitLab contract is needed”</li>

      <li>Also if no contract but not 50/50 upload MDF req here so that it lets you move on</li>

      <li>If there is a contract upload here</li>

    </ul>

  </li>

</ul>

        </td>

    </tr>

    <tr>

        <td>What type of purchase is this?</td>

        <td>New</td>

    </tr>

    <tr>

        <td>Will a Virtual Card be used to pay this vendor?</td>

        <td>No</td>

    </tr>

    <tr>

        <td>What’s the Name of the vendor?</td>

        <td>Type in the Partner’s name - if this is a new Partner they will need to be onboarded in Coupa - the partner name may be unique (i.e. TD SYNNEX Indonesia) and more complex to find</td>

    </tr>

    <tr>

        <td>What subsidiary is this purchase for?</td>

        <td>GitLab inc.</td>

    </tr>

    <tr>

        <td>How much budget will you need for this purchase?</td>

        <td>Insert the requested amount</td>

    </tr>

    <tr>

        <td>What is the desired start/end date?</td>

        <td>Insert date(s) of the activity</td>

    </tr>

</table>

| Please enter the line item breakdown:                                                     |                                          |

| ----------------------------------------------------------------------------------------- | ---------------------------------------- |

| Line Type                                                                                 | Amount                                   |

| Commodity                                                                                 | Channel Partner Rebates                  |

| Allocadia ID                                                                              | Insert the Allocadia Line Item ID Number |

| Is this prepaid?                                                                          | No                                       |

| Amortization Schedule                                                                     | Blank                                    |

| Department                                                                                | Regional Marketing                       |

| Coupa Class - GitLab Inc                                                                  | Blank                                    |

| Do you have any supporting documentation                                                  | None                                     |

| Will the vendor have access to any of the following data or information?                  | None of the above |

| Does this request involve the use of a system to collect, store, or transmit GitLab data? | No                                       |

#### Step 4: Add Zip link to Tracking Sheet

#### Step 5: Add Epic Link to comment section of Zip

1. If legal has any questions tag CMM to answers

1. If there is a contract involved, go ahead and approve it when it gets to your queue. 

1. When the Coupa req is created, tag Renz Santos and tell him to hold the PO until you’ve approved POP / ROI. He’ll still send contract out but this way they won’t be at risk to be paid before mdf is complete 

### Salesforce

#### Step 1: Search for Campaign in SFDC by typing in MDF number 

#### Step 2: Check for the Allocadia Sync

1. It can take up to 5 minutes for Allocadia to sync with Salesforce. Don’t edit the SFDC campaign until the sync. If you make changes in the SFDC campaign before the sync, it will break the sync.

     1. When the sync has taken place the following will happen:

         1. Campaign Owner will be updated to the CMM

         1. Type Details, Start/End Date, Is a Channel Partner Involved?, Will there be MDF Funding?, Channel Partner Name, Region, Sub-Region will be updated.

         1. Last Modified By will show Allocadia Integration

#### Step 3: Add MDF Request on the Salesforce Campaign

#### Step 4: Update Tracking Sheet and Epic

1. Add Salesforce Campaign and Fund Request to epic and tracking spreadsheet.

## Cancelled

At any time an MDF campaign has been cancelled, we want to ensure all programs created get marked as cancelled or deleted.

### Allocadia

1. In the Sub Category details panel, update “Campaign Cancelled” to `Yes`

1. Add the Sub Category, Line Item, and Campaign Name with “Cancelled” to the beginning of the name

### Salesforce

1. Add `[CANCELLED]` to the beginning of the campaign name

1. Update the Status to `Aborted`

1. Remove the “Partner Account” and uncheck the 

1. Sync to Vartopia” checkbox

### Fund Request

1. Update the Status to `Cancelled` - By doing so the Partner will receive an automated email informing the Funds Request initially submitted has been canceled or denied.

### Marketo

1. Ask #mktgops to delete the Marketo Program 

### Zip

1. If applicable delete the Zip req and comment that the MDF has been canceled.

### Coupa 

1. If applicable, CMM to ping procurement and finance in the Coupa req to notify them that the MDF has been canceled.

### GitLab Epic

1. Inform all stakeholders that the MDF campaign has been cancelled, add `Cancelled` label to epic and close the epic.

## Post Activity

This is not applicable to distributors with the exception of Carahsoft.

### Step 1: Partner submits MDF Claim

#### Salesforce Fund Claim

1. Partner will attach the POP, Lead List and Invoice in the MDF Claim

1. Verify the POP, then update the Status to `Approved: POP Received`

### Step 2: List Import

#### Google Sheet/Drive

1. Clone the [List Import Template](https://docs.google.com/spreadsheets/d/143REaMQLyIy7to-CFktL45TTTLZxBQRJUDIOMCA3CVo/edit#gid=257616838)

1. Paste the information to the spreadsheet - don’t forget Marketo Program Name, First Name, Last Name, Email, Company Country, Province (only USA/Canada), Member Status, CRM Partner ID are mandatory.

     1. For Distributor: In the CRM ID, add each individual partner CRM ID that each leads corresponds to.  

1. Download the csv file: File > Download > csv

1. Drop the csv file to [Google Drive Folder](https://drive.google.com/drive/folders/1SvDR2KW8_vtPZjJ7WWihA1iOgSJn0_fv?usp=share_link)

#### Slack 

1. You will receive a notification from `#event_list_upload` reporting the status of your list import

1. Review the report link if there are any failed record

Check the Status column for details on why the import may have failed.

#### Salesforce Campaign 

1. Check the campaign members to ensure all has synced to Salesforce with the Status = Responded

1. If the Status remains in Member, complete the following steps:

     1. Go Marketo Program

     1. Select the Processing smart campaign

         1. In Smart List, add Program Status = “Partner - MDF > Member”

         1. In Schedule, run now.

#### GitLab Epic

1. In the Post - Event, check list import task

#### Tracking Sheet

1. Check "POP and Leads Uploaded" on the tracking sheet 

### Step 3: Create Coupa Req and PO with the Support for the Procurement team

| When                                   | Action                                                                                                                                                                                                            | Tracking Sheet Updates                                  |

|----------------------------------------|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|---------------------------------------------------------|

| POP is received and approved           | Approve the MDF Review step in Zip for Coupa Req to be created<br>If there was a contract involved this step has already happened so you’ll open the coupa req and tag Renz Santos and ask him to process the PO  | Check "Zip Approved"                                    |

| Coupa req is created                   | Check on the status until the PO has been created                                                                                                                                                                 | Update Coupa Req #                                      |

| PO is created                          | Email Partner the steps to have them upload their invoice                                                                                                                                                         | Check "PO Created" and "Informed Partner about invoice" |

| 24 hours after the invoice is uploaded | Approve the invoice. You’ll do this by going to your Coupa inbox and clicking on the line time. It will take you to a new screen and double check the amount is correct and click Approve button (it’s in green)  | Check "Invoice Approved Coupa"                          |

### Step 4: Close Remaining Items

#### Salesforce Funds Request

1. Update Status to `Closed - Claim to be paid` 

#### GitLab Epic

1. In the Post - Event, check off the POP tasks and add the Fund Claim link and close epic

#### Tracking Sheet

1. Change the color of the line item to Green in MDF tracking spreadsheet

## About Asana

[Asana]](https://app.asana.com/) is a collaborative work management platform that will support GitLab's mission to enable everyone to contribute to and co-create the software that powers our world. GitLab's Marketing team is planning to use Asana to track projects (e.g., Product Launches), connect work to goals, and coordinate work across the team.

[Asana](https://app.asana.com/) is a collaborative work management platform that will support GitLab's mission to enable everyone to contribute to and co-create the software that powers our world. GitLab's Marketing team is planning to use Asana to track projects (e.g., Product Launches), connect work to goals, and coordinate work across the team.

## Why?

## Users

Asana will be rolled out across the entire Marketing Org, excluding Sales Development and the Data Team.

Asana licenses will be rolled out across the entire Marketing Org, excluding Sales Development and the Data Team.

## Rollout

View Only licenses are available to GitLab team members. 

The Marketing Ops team started implementation on 2024-07-12. There is an ongoing project in [Asana](https://app.asana.com/0/1207801099246898/1207801099246898) that we will be working off of.

## Asana Implementation Project

We will be starting with the teams that can benefit the most and have the most impact first, and will continue to roll out from there.

The Marketing Ops team started implementation on 2024-07-12. We are managing the [implementation project in Asana](https://app.asana.com/0/1207801099246898/1207801099246898).

## Managing Work in Asana

## Getting Started in Asana

### Tasks

Tasks are the basic unit of action in Asana. Tasks are most similar to GitLab issues. You can create new tasks, duplicate an existing task, merge two tasks together, create subtasks, or delete a task. Create a task if you have a smaller effort that logically fits into an existing Project.

Asana is most useful when individuals can contribute ideas and move action items forward. Tasks are the foundational work items within Asana. Task names should be specific, clear, and action-based. Use a verb where possible. For example, instead of titling a task “Blog post,” title it “Write [title] blog post” and create a second task called “Publish [title] blog post.”

#### Tasks Descriptions

- Mark a task as dependent upon another, so teammates start that task when the prior task is completed.

- Use rich text in task descriptions to clarify your message with formatted text and lists.

#### Using Subtasks

#### Assigning Tasks

Every task in Asana can have only one assignee, who serves as the Directly Responsible Individual (DRI). This person is accountable for ensuring the task is completed. However, tasks often require collaboration with multiple team members. Here's how to effectively manage task ownership and collaboration:

##### DRI (Task Asignee) Guidelines

The DRI should be:

- The person primarily responsible for the outcome of the work

- Someone with the authority to make decisions about the task

- Available during the task's timeline

##### Collaboration Structure

Task collaborators (followers) should include:

- Stakeholders who need to stay informed

- Team members providing input or review

- People who need visibility into the task's progress

- Project managers overseeing the work

To add collaborators:

1. Click the "+" button in the task's collaborators field

1. Search for and select team members

1. Or use @mentions in comments to automatically add collaborators

##### When to Use Subtasks for Team Collaboration

When you assign a subtask, be sure the assignee has enough context from the parent task or within the subtask description. Avoid burying subtasks under too many layers. You can always convert subtasks to tasks.

Create subtasks when:

- Different team members are responsible for distinct pieces of work

- A task requires multiple sequential steps with different owners

- You need to track individual contributions within a larger task

Example structure:

Main Task: Q4 Blog Post Launch [DRI: Content Manager]

  └─ Subtask 1: Draft content [DRI: Writer]

  └─ Subtask 2: Design graphics [DRI: Designer]

  └─ Subtask 3: SEO review [DRI: SEO Specialist]

  └─ Subtask 4: Final approval [DRI: Content Manager]

#### Task Best Practices

- Provide clear context in the task name and description

- Provide a realistic and reasonable due date. As a team, you can decide how due dates are changed. Communicate in the comments of a task to indicate if a due date is flexible, or to re-negotiate a due date if needed.

- Hypertext relevant tasks or projects by @mentioning a person, project, task, or team.

- Add task collaborators to keep your team informed.

### Projects

Projects are used to organize and track all of the steps that must completed for a process or initiative. A project helps you map out the work needed to complete an initiative, maintain a process, or hit a goal. Projects are most similar to GitLab Epics.

Create a project if you have a large effort (10+ tasks) that involve a subset of an existing Team or the whole Team.

#### Creating and naming new projects

Projects allow you to organize all tasks related to a specific initiative, goal, or significant work in one place. Similar to tasks, anyone can create a project.

Give projects a concise name and keep the name consistent with our naming convention. **Naming convention details to be added.**

There are three general types of projects and associated naming conventions. Naming conventions can help keep your tasks and projects organized and help your team find information more quickly. When creating a new project, first decide what type of project you are creating.

1. Deadline-bound projects have a clear start and end date and clear exit criteria

   a. [FYXX] - [Subteam Name] - [Concise Project Name] 

      i. FY25 - Product Marketing - GitLab Duo Launch Plan

      ii. FY25 - Content - Blog Post - Enterprise Agile Planning 

2. Ongoing/Operational Processes represent an ongoing process with no specific end. Work moves through a repeatable set of stages

   a. OP - Calendar - Events

   b. OP - Calendar - Email

   c. OP - Intake - Marketing Ops

3. Reference Projects are a way to capture and organize information. These projects do not contain any actionable work.

   a. REF - Asana Naming Conventions

   b. REF - Events - AMER - Preferred Vendor List

#### Project Templates

Create a custom template or use an Asana created template to standardize common workflows and projects. Templates help get projects off to a quick start and ensure you haven’t missed any vital steps.

### Integrations

## When to Use Asana vs Other Tools

### Quick Decision Guide

Before starting your work, ask yourself:

- Is this Marketing Division work that involves multiple stakeholders? → Use Asana

- Is this a code change or technical documentation? → Use GitLab

- Do you need immediate, real-time communication? → Use Slack

### Detailed Breakdown by Tool

#### Asana: Project & Task Management

**Best for:**

- Marketing campaign planning and execution

- Cross-functional collaboration within Marketing

- Project tracking and status updates

- Action items and next steps

- Task delegation and progress tracking

#### Slack: Real-time Communication

**Best for:**

- Quick questions

- Real-time collaboration

- Team announcements

- Informal discussions

#### GitLab: Technical Work, Documentation, and Collaborating Outside of Marketing

**Best for:**

- Handbook updates

- Code changes / merge requests

- Opening issues to request support from teams outside of Marketing

### Cross-Tool Workflows

#### Asana + GitLab

1. Create the main project in Asana

2. Create relevant GitLab issues

3. Link the GitLab issues in your Asana tasks (in task description or use a custom field)

4. Update status in Asana, technical details in GitLab

5. Document important decisions or updates from the issue in Asana

#### Asana + Slack

1. Keep all project details and discussions about the project in Asana

2. Use Slack for time-sensitive updates only, or for cross-posting links to important Asana updates

3. Document important Slack decisions in Asana

4. Share Asana task links in Slack when needed

#### Example of Cross-Tool Workflow

##### Website Update Project

**Asana:**

- Main project management

- Timeline tracking

- Stakeholder updates

- Content approvals

**GitLab:**

- Merge requests

- Technical documentation

- Implementation details

**Slack:**

- Urgent deployment questions

- Quick status checks

#### Best Practices

**Do:**

- Create Asana tasks that link to relevant GitLab issues

- Move Slack discussions to Asana tasks when they become actionable items

- Use Asana for all project-related communications and updates

- Document important Slack and/or GitLab decisions in Asana

**Don't:**

- Create duplicate tracking systems across platforms

- Have lengthy project discussions in Slack

- Use GitLab for marketing task management

- Keep project documentation solely in Slack

#### Need Help Deciding?

If you're unsure which tool to use:

1. Consider who needs to be involved

2. Think about the type of work being done

3. Assess the timeline and urgency

4. When in doubt, start in Asana and link to other tools as needed

**Remember:** The goal is to keep related work together while using each tool for its strengths. When in doubt, ask yourself "Where would others look for this information?"

## How to get help with Asana

If you have questions, first self-service by reviewing this Handbook page, [Asana Help Center](https://help.asana.com/), and/or [Asana Academy](https://academy.asana.com/). If you cannot find a solution on your own, feel free to let us know using this [GitLab Internal Support Form](https://form.asana.com/?k=rIdwTWezTYqZhSI9vgJZsQ&d=306855239930259).

## Self-Paced Learning

Asana is integrated to many GitLab tools to help streamline project creation, collaboration and more. WIP Section

The [Asana Academy](https://academy.asana.com/) is a great resource with live and on-demand webinars and workshops.