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Marketing KPI changes

Dara Warde requested to merge Mktg_KPI.1_patch-19398 into master

Marketing KPI changes - calling out ones which will be deprecated, replaced and degraded to PI as well as NEW added Next MR will be to remove deprecated, replaced and degraded if you both approve index.html.md

**Recent changes requested from call Jul23 with Sid and Todd in **'s **

No Change to these KPIs

  • 3 Marketing efficiency ratio > 2 - P0 (will need an updated link - will fix on 2nd MR round)
  • 5 LTV / CAC >4 (P1)
  • 15 New hire location factor (P0)
  • 16 Pipeline coverage:2X for current quarter, 1X for next quarter, and .5 for 2 QTRs out. (P1)

More details on deprecated/ replaced/ degraded to PI with some reasoning: @twbarr Feel free to add more color on these if needed.

  • 1 Pipe generated vs. plan > 1 - P0 {Deprecated} See Pipeline coverage which is more time sensitive
  • ** 2 Pipe-to-spend > 5 (P0){Replaced} See Pipe-to-spend by Marketing Activity > 5 **
  • 4 Sales Accepted Opportunity (SAO) - P0 {Replaced} See Opportunities per XDR per month created
  • 6 Twitter mentions (out of scope for Q2) {Replaced} See Social Media Follower Growth
  • 7 Sessions on our marketing site (out of scope for Q2) {Degraded} See Total Web Visits (all properties) - but PI
  • 8 New users (P1) {Replaced} See New Web Visitors (about.gitlab.com)
  • 9 Product Installations: Download, start of installation, success installation, created admin user, configured email, second user invited, 30 day active, updates (out of scope for Q2) {Deprecated}
  • 10 Social response time (out of scope for Q2) {Degraded to PI}
  • 11 Meetup Participants with GitLab presentation (out of scope for Q2) {Degraded} uses meetup.com assumptions for participants who show
  • 12 GitLab presentations given - P1 {Replaced} Tough to measure/define, see Meetups per Month
  • 13 Wider community contributions per release - P1 {Replaced} Much manual manipulation to measure - look at MR version of KPI in New
  • 14 Monthly Active Contributors from the wider community - P1 {Degraded to PI}

New KPIs:

  • NEW Pipe-to-spend per marketing activity ** > 5 ** (P0)
  • New Opportunities per XDR per month created (P0)
  • NEW Total # of MQLs by month (P0)
  • NEW Social Media Follower Growth (out of scope for Q2)
  • NEW New Unique Web Visitors (about.gitlab.com) (Out of Scope)
  • NEW Total Web Sessions (about.gitlab.com) (Out of Scope)
  • NEW Meetups per month (out of scope for Q2)
  • NEW Wider Community merged MRs per release (out of scope for Q2)
  • NEW Community Channel Response Time (out of scope for Q2)
  • NEW Net New Business Pipeline Created ($s) v Plan > 1 (P0)
  • NEW Lead follow-up response time (P1)
  • NEW Qty. of Case Studies published per month (Out of Scope))

Approvals (couldn't get the approver below to work)

cc: @zgaston @emilie @rkohnke

Edited by Dara Warde

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