# [See parent epic >>](https://gitlab.com/groups/gitlab-com/marketing/-/epics/10) ## Overview of XDR & Sales Enablement Epic This epic houses all issues related to XDR & sales enablement prep for the ~"Competitive campaign". Additional overarching details will be shared in this epic description (based on discussions with XDR leadership). ## XDR follow up process expectations: **~~Before webcast on May 7th, 2019:~~** ** --> **`LIVE WEBCAST has now passed so see post webcast follow up process below`** * ~~Extend outreach invitation (see outreach invitation template below) to colleagues of leads/contacts that registered for the CICD webcast.~~ * ~~For leads/contacts with OTHER (non webcast related) Last interesting moments, add them to the appropriate inbound sequence.~~ **After webcast on May 7th, 2019:** * Add leads/contacts with ANY Last interesting moments post launch to the appropriate inbound sequence (prioritizing MQLs). * **Outbound strategy kicks in** -> Drop leads/contact that are in the target list but without Last interesting moments to the appropriate outbound sequence. ## Training videos: * [How to find campaign leads/contacts in SFDC views and which sequence to select](https://drive.google.com/file/d/1g7jPpBt4G4p4ZwCYF_3Ut1pvHKpslQQU/view?usp=sharing) * [What to do when a campaign lead is already part of another sequence](https://embed.vidyard.com/share/57aZA8vXg2vvfxQ1PVe1NE) ## SFDC Leads/Contacts View: * [#Jenkins Campaign_All Leads](https://gitlab.my.salesforce.com/00Q?fcf=00B4M000004KREt) * [#Jenkins Campaign_Leads_Registered_LIM](https://gitlab.my.salesforce.com/00Q?fcf=00B4M000004KREy) * [#Jenkins Campaign_Leads_Other_LIM](https://gitlab.my.salesforce.com/00Q?fcf=00B4M000004KREy) * [#Jenkins Campaign_All Contacts](https://gitlab.my.salesforce.com/003?fcf=00B4M000004KRFN) * [#Jenkins Campaign_Contacts_Registered_LIM](https://gitlab.my.salesforce.com/003?fcf=00B4M000004KRF8) * [#Jenkins Campaign_Contacts_Other_LIM](https://gitlab.my.salesforce.com/003?fcf=00B4M000004KRFI) ## Outreach resources: * For Inbound leads follow up, we’ve created a **High Touch** and a **Low Touch** master sequence for each region (NORAM, EMEA and APAC). * For Outbound, there is only 1 Master sequence that Marcus S created linked below called : `MASTER| *High* Jenkins Competitive Campaign Outbound - NORAM` Every campaign member who engages with the competitive campaign as seen by “Last Interesting Moment”, should be put in one of the Competitive Campaign sequence unless: * That person is already engaged in conversation with the Gitlab team and/or already belongs in another sequence. * That person is unqualified for outreach (not our persona) * Bad data, email/phone/name is clearly not valid **Criteria for Low Touch** All the below factors are all true: * Used non-business email * No title given * No enrichment from data source provider * Prospect seems to be hiding **Criteria for High Touch** Any of our buyer persona leads/contacts who engage with campaign as seen by having a “Last Interesting Moment” that occurs during the campaign. ### ~~[Webcast invite template](https://app1a.outreach.io/templates/15413)~~ --> **`LIVE WEBCAST has now passed`** ### MASTER|Inbound High Touch Sequence * [NORAM](https://app1a.outreach.io/sequences/2548) * [EMEA](https://app1a.outreach.io/sequences/2528) * [APAC](https://app1a.outreach.io/sequences/2555) ### MASTER|Inbound Low Touch Sequence * [NORAM](https://app1a.outreach.io/sequences/2495) * [EMEA](https://app1a.outreach.io/sequences/2529) * [APAC](https://app1a.outreach.io/sequences/2554) ### MASTER|Outbound High Touch Sequence * [NORAM](https://app1a.outreach.io/sequences/2498) **Visualization of Flow | NORAM Inbound High Touch Sequence by @jburton**  **Visualization of Flow | NORAM Inbound Low Touch Sequence by @jburton**  ## Additional resources * [Target Persona, Challenges & Messaging doc](https://docs.google.com/spreadsheets/d/1wbMAXMU_OdRsPo3UemKHtsX4kONE_9eJtZ6LLYg134E/edit#gid=0) * [Campaign brief](https://docs.google.com/document/d/1xtyv59PFUSkVSqOGj0oGpLYAppjV0-nUZiddIwjQPYw/edit) * [Email signature imagery](https://gitlab.com/gitlab-com/marketing/corporate-marketing/blob/master/design/campaigns/ci-cd-competitive-campaign/email/ci-cd-competitive-campaign-email-signature.png)  ## Other processes ### Adding records to the campaign (for re-marketing and possibly future marketing email related to campaign) * You may propose an contact/accounts to be added to the campaign as it progresses. An example for when this is necessary will be when you identified a prospect has Jenkins as you are qualifying them or when you lost an opportunity due to Jenkins. **Preferred method: Add leads/contacts that falls within the target persona to the campaign.** * In SFDC Lead/Contact record, scroll down to the campaign section "add to salesforce campaign" and selecting "20190402_JenkinsCampaign" with status "Sales Nominated List". **Secondary method: Bulk add contact records from accounts.*** * If you need to bulk add contacts to the campaign from an account, please @ mention MPM - @aoetama in the comments section of [this issue](https://gitlab.com/gitlab-com/marketing/marketing-operations/issues/394), with SFDC Account url and applicable titles that you'd like to add. If no titles are mentioned, MPM will only add titles that are aligned to target personas for the campaign (below) >* Title contains Manager,Mgr,director,head of,leader,Engineer,Chief,Principal AND >* Title contains Architect,Dev,Ops,DevOps,QA,Information Technology,IT,quality assurance ### Checking for Marketing CTA in Marketo Sales Insights To check Marketing emails that have and will be going out, see Marketo Sales Insight section in SFDC. Path: Lead/Contact page >Marketo Sales Insight> Actions> Send Marketo Email > Template> 00 Master Set Up > 03 Marketing Channel > 0 Integrated Campaign > 20190402_JenkinsCampaign ### Proper attribution = successful campaign = more campaign = more leads :tada: When converting leads to opportunity make sure to follow the [outlined process in the handbook](https://about.gitlab.com/handbook/business-ops/#how-to-create-an-opportunity) so the campaign get the proper attribution. One of the most important thing to watch out for is making sure the primary contact role check box on the opportunity record is checked.