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From YouTube: Sales Development Group Conversation (Public Livestream)
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A
All
right
so
good
morning,
everybody,
my
name,
is
Evan
whelchel
I
am
the
senior
director
of
revenue
marketing
here
at
gitlab.
My
group
consists
of
the
sales
development
team
as
well
as
digital
marketing
in
the
field
marketing
organization.
Today's
group
conversation
is
centered
around
the
sales
development
organization,
in
particular,
and.
A
B
Right
thanks,
John
I
couldn't
get
into
the
dot
quick
enough,
so
I'll
just
kind
of
start.
Here
we
have
a
number
of
contracts
that
have
already
been
signed
with
customers
and
they've
been
approved,
prices
that
are
probably
outside
of
the
normal
approval
rates
and
every
time
we
do
a
new
quote
or
an
order
for
them.
It
has
to
go
through
a
pretty
rigorous
process
and
it's
delaying
things
we
had
talked
about
that
and
I
know
that
there
was
some
work
on.
I
was
just
wondering
if
there's
any
progress
to
date,
I.
A
C
I've
been
brain
and
green.
One
here
got
a
quick
question,
hopefully
related
to
what
we're
doing
here
of
so
for
the
SDR
stuff
that
you're
looking
at
I
know.
We
talked
with
Matt
a
little
bit
about
kind
of
the
acceleration
team
and
our
focus
curious.
If
you
can
shed
a
little
bit
more
light
on
hello
territories
are
going
to
be,
you
know
settled
on
like
which
groups
need
the
most
help,
how
we're
gonna
be
aligned
to
those
groups.
What
that
engagement
path
looks
like
in
terms
of.
C
A
Absolutely
so
the
the
plan-
and
there
will
be
some
iteration
for
sure
as
we
learn
and
grow
this
team
out
and
get
started
here
in
October.
The
plan
is
to
locate
two
indicators
for
assignment
right,
so
in
North
America
we're
going
to
have
two
pods
we're
going
to
try
to
cover
two
sales
territory
initially
and
as
the
the
concept
is
proven,
we
will
grow
that
team
and
look
at
additional
coverage.
A
We
wanted
to
be
very
careful
not
to
overlap
or
step
on
the
toes
of
the
named
STRs,
but
in
fact
we
wanted
to
help
and
assist
the
named
STRs
for
their
activities.
So
part
of
the
focus
is
around
awareness
and
education,
part
of
it's
around
building
qualified
meetings
and
working
with
the
map
SDR
to
develop
that
territory.
How
we're
determining
the
territories
there's
actually
a
slide
around
the
calendar.
A
That
is
very
much
so
a
work
in
progress
and
subject
to
change,
but
we're
trying
to
align
to
the
sales,
hiring
calendars
and
the
territories
that
they'll
be
hiring
into
as
well
as
utilizing
a
pipeline
heat
map
that
Sales
Operations
is
maintaining.
So
if
we
see
a
pipeline
need
in
a
specific
territory,
we
can
drop
the
team
in
there
right
now.
The
concept
is
30
days
that
may
change
based
off
of
results.
We
want
to
see
how
it
goes.
A
The
idea
is
to
really
just
have
a
lot
of
activity,
both
from
a
digital
perspective,
potentially
field
perspective.
We
could
be
doing
webinars
as
well
as
the
you
know,
the
SDR
activity
as
well.
So
there's
some
other
things
going
on
with
corporate
marketing,
doing
awareness
campaigns
where
we
may
drop
into
those
territories
and
piggyback
on
their
efforts,
but
very
much
they're,
still
a
learning
process,
but
the
initial
concept
is
as
I
just
described
as
far
as
goals.
We
don't
know
yet
right.
C
A
C
My
question,
too,
was
just
more
in
line
with
I
know
that
originally
we
talked
about
filling
pipeline
for
reps
that
are
gonna,
be
hired
in,
or
you
know,
territories
that
haven't
yet
been
filled,
but
I
also
know
that
there's
a
lot
of
territories
currently
with
newer
reps
in
there
that
don't
have
pipeline
at
all,
so
just
curious
kind
of
how
that
balances
out
and
what
the
way
it
is
around.
Are
we
focusing
on
just
filling
the
territories
that
have
yet
to
be
filled?
C
A
There's
there's
a
pipeline
heat
map,
and
then
it
really
is
both
to
be
honest
with
you
and
that's
that's
part
of
the
proof
of
concept
is
it's
both.
We
do
want
to
get
more
conversations
for
new
sales
members
that
come
on
board.
That's
part
of
how
this
team
came
about
and
this
concept
came
about
was
looking
at
how
we
shortened
the
ramp
time
for
Sal's
getting
them
more
conversations.
A
A
A
D
400
questions
I
think
we
should
just
I,
don't
like
that.
Let's
do
it
fantastic.
So,
in
regard
to
what
you
just
answered
right,
I
mean
we're
going
to
do
rip
of
concept.
With
this
great,
it's
gonna
take
a
little
while
to
prove
out
how
does
it?
What
are
we
doing?
The
meantime
we
have
new
reps.
We
have
reps
that
have
just
started.
We
have
new
territories,
we
have
all
this
stuff.
We
do
not
have
a
1
to
1
ratio
anymore.
So
there's
an
interruption,
there's
a
gap
right.
A
So
the
timeframe
there's
a
lot
of
pieces
to
that
puzzle
right.
So
it's
not
as
simple
as
the
SDR
team.
It
goes
beyond.
It
goes
into
field
that
goes
into
digital.
It
goes
into
increasing
mq
Alison
I've
been
doing
it
a
pretty
deep
dive
into
the
data
lately,
looking
at
sort
of
the
conversion
rates,
even
as
lated
last
night.
Looking
at
you
know
the
MQL
de
to
lead
or
MQL
the
opportunity,
conversion
rates
right,
we're
hovering
right
about
3
percent.
A
You
know,
if
you
look,
if
you
look
out
there,
benchmarking
data
would
say
you
know:
typicals
14%,
but
based
off
of
our
volume.
3%
is
actually
okay
base
up
experience.
I
want
to
increase
that.
Well,
obviously,
we
have
to
increase
the
number
of
MQL.
So
that's
what
digital
comes
into
play
right.
So
we've
got
a
new
agency
that
we
just
brought
on
board
that
we're
starting
to
see
an
impact
from
already
as
far
as
generating
the
right
leads
and
more
of
them.
A
The
other
piece
obviously
is
headcount
and
focus
the
alignment.
You
know
we're
shooting
for
maintaining
the
two-to-one.
I
know
you
would
like
one-to-one
I.
Think
that's
where
the
acceleration
team
comes
into
play,
they're
going
active
in
a
couple
weeks,
and
you
know
we
we
decided
to
go
with
six
instead
of
four
based
off
of
the
coverage,
need
and
I
think
that
that
will
continue
so
we'll
be
able
to
cover
two
territories
initially
right
off
the
bat
and
I
think
you
can
see
the
calendar
which
you
will
have
input
on.
A
A
D
It
so
that's
a
concern
right
and
some
of
the
rest
of
the
team
too,
but
you
know
we
kick
it
off
in
a
couple
weeks.
That's
a
perfect
concept.
You
know
a
couple.
A
couple
of
territories
we
focused
on
I
mean
to
give
that
to
scale.
I
mean
right
now:
I
need
problem.
Pen
right,
hey,
we
needs
ten,
probably
needs
ten.
A
pack
is,
you
know,
just
getting
started.
So
what's
the
timeframe
to
be
at
scale
where,
where,
as
you
just
said,
you're
kind
of
caught
up
to
where
the
enterprise
is
I,
don't.
A
Headcount
and
hiring
procedure
when
I
should
be
hiring
and
how
many
based
off
of
close
one
data
is
what
I'm
looking
in
you
and
I
can
run
through
this
offline.
I,
don't
think
I
can
get
into
the
details
on
a
live
stream,
but
we've
got
plenty
of
internal
data
that
shows
us
what
that
hiring
heat
map
should
look
like
I,
don't
have
a
timeframe
yet
because
we're
working
through
the
budgeting
process
of
it
all.
As
far
as
the
acceleration
team,
the
members
we
have
our
season
get
lab
rest.
A
The
organization
so
I
think
our
speed
to
market
is
gonna,
be
a
little
bit
faster
than
we
expected
initially
and
I
think
yeah.
These
are
folks
who
have
proven
and
built
pipeline
here
already
at
a
very
high
rate,
so
I
think
you
will
see
a
fairly
quick
impact
based
off
of
there
experience
as
opposed
to
bringing
up
a
new
team.
That's
that's
coming.
D
A
B
Have
a
much
more
relevant
question
Eric
all
right
earlier
and
your
team
is
doing
a
great
job.
We've
always
appreciated
that
the
effort
that
they're
doing
for
you
I
was
looking
at
slides
four
and
six,
and
one
of
the
things
that
I've
noticed
is
that
there's
a
higher
percentage
of
deals
and
higher
amount
of
work,
that's
being
generated
in
the
SMB
mid
market,
but
the
dollar
amounts
bigger
in
large
sales
kind
of
things,
and
it's
probably
due
to
the
mere
fact
of
the
sales
themselves
are
bigger.
B
But
since
we're
having
such
a
higher,
you
know
concentration
and
success
in
small,
mid
market.
Is
that
something
where
we're
focused
more
on?
Are
we
kind
of
watching
that
on
a
regular
basis
to
say
hey?
We
have
more
impact
here.
You
know
person
per
dollar
and
you
know
and
number
deals.
What's
that
look
like
yeah.
A
So
there's
there's
there's
sort
of
two
opportunities
for
us
here
to
be
perfectly
honest
with
you.
When
you
look
at
the
data
and
unfortunately,
it's
not
regionally
segmented,
so
I
think
the
next
round,
I
will
sing
it
out
regionally
when
you
look
at
sheer
volume
of
leads
mid
market
and
SMB
have
a
high
volume
of
leads
right,
and
we
have
a
very
high
success,
some
of
your
webdirect
as
far
as
closing
and
conversions,
etc.
A
We
have
been
under-resourced
in
mid
market,
an
SMB
on
the
SDR
side,
we've
been
very
reactive
to
some
extent
right
because
of
just
sheer
volume
and
number
of
people
handling
that
sheer
volume.
So
one
of
my
focuses
and
something
that
Ryan
and
I've
been
working
on
is
and
part
of
the
model
I
explained
with
Ruggie
is
just
how
do
we
get
to
that
point
where
you
know
we
are
hiring
more
and
B
more
proactive
in
doing
more
outbound
and
acquisition
in
the
mid-market
in
SMB
space.
A
A
E
Yeah
excellent
hi
Evan
thanks
so
much
for
this
call
and
for
your
very
data
oriented
slide
deck.
You
know
I'm
always
saying
I
think
the
STRs
have
the
hardest
job
at
get
lab
and,
as
John
said,
we
really
appreciate
everything
you
guys
do
so.
I
had
a
couple
questions
at
first
I
think
Elsa
answered,
which
is
just
like.
We
used
to
have
a
thing
called
b,
dr
and
it
kind
of
went
away,
but
it's
really
the
same
people
doing
the
same
things
we
just
changed.
A
We
wanted
to
create
an
alignment
between
the
motions
of
what
was
historically
the
STR
organization
and
the
commercial
organization
or
the
B
DRS.
If
you
will
so
moving
to
a
segment
and
going
outbound
as
well
as
inbound
as
I
just
explained
with
John's
question,
we
need
to
grow
in
focus
activity
in
the
commercial
space,
so
it
made
sense
to
change
it
1sd
our
organization,
because
the
motions
are
now
the
same,
there's
a
focus
on.
Yes,
you
get
some
inbound
used
to
be
only
to
be
DRS
getting
bounced.
E
Excellent
and
then
the
next
question
is
also
mine,
which
is
really
on
the
enterprise
side.
That's
where
I
work.
One
of
the
challenges
we
have
is
we
end
up
getting
meetings,
but
the
meetings
are
pretty
low-level.
People
like
maybe
their
engineers
are
just
like
a
manager
level,
whereas
really
like
as
we're
going
through
this,
especially
the
command
of
the
message
process
and
talking
about
the
end-to-end
DevOps
life
cycle.
We
need
to
be
having
this
higher-level
conversation.
You
know
director
VP,
you
know
higher
so
like.
E
A
A
We
will
highlight
some
of
the
examples
are
seeing,
but
we
are,
and
even
from
an
enablement
perspective,
adopting
the
command
of
the
message
principles
we're
going
to
be
building
out
new
qualification
criteria,
representation
and
sales
force
aligned
to
our
part
of
the
command
plan
and
tailor
it
to
the
command
plan
and
represent
it
in
the
command
plan
document
within
Salesforce.
Part
of
that
it's
going
to
be.
How
are
we
up
leveling?
What
type
of
questions
are
we
asking?
A
Believe
it
or
not,
Francis,
we
talked
about
it
this
morning
as
a
team,
and
it's
going
to
be
one
of
the
highlights
on
the
group
conversation
in
a
month.
We're
gonna
take
some
time
and
actually
highlight
how
we've
adopted
the
command
plan
and
show
some
examples
and
how
it's
changing.
Cuz
I
want
to
actually
start
tracking
the
correlation
between
the
quality
of
the
opportunities
and
the
conversions
and
the
average
deal
size,
and
when
we
launch
the
command
plan.
F
A
So
as
of
right
now,
the
plan
is
for
the
map
STR
to
recognize
quarter
retirement
for
the
SAS
that
come
as
a
result
of
the
acceleration
teams
efforts.
The
reason
for
that
I
want
it
to
be
a
team
effort
right.
As
you
know,
because
you're
a
member
of
the
acceleration
team,
there
will
be
team
goals
aligned
to
acceleration
instead
of
individual
goals,
because
you'll
be
working
in
one
territory.
I
don't
want
there
to
be
any
sort
of
conflict
between
the
map
STRs
and
the
acceleration
team.
A
A
Mean
the
way
we're
going
to
assign
the
team
is
going
to
be
based
off
of
hiring
and
pipeline
needs.
So
it's
really
going
to
be
data-driven
and
precise
in
how
we
do
that
assignment.
So
it's
not
going
to
be
based
off
of
STR
performance.
I
can
understand
how
that
could
be
an
issue,
but
the
intent
of
the
team
is
really
to
assist
in
sales
and
sales
ramping
not
to
assist
in
Sao
a
tainment.
G
H
A
A
The
type
of
sales
conversation
you
want
to
be
in
is
one
where
you
have
an
educated
prospect,
so
I
think
it's
on
us
to
really
start
developing
the
story
for
sales
prior
to
setting
up
that
initial
meeting,
so
that
we
can
shape
the
vision
accurately.
So
that's
something
that
I
want
to
work
on
and
it's
something
that
came
from
force
management.
Obviously
and
I
think
it
will
lead
to
higher
quality
ops
realistically,
the
four
core
things
I
care
about
are
you
know
our
impact
on
the
sales
cycle.
A
F
I
I
mean
Hannah
kind
of
answered
it,
but
I'm
I'm
sure
you
couldn't
add
some
more
color
there.
So
I
understand
that
linearity
is
pretty
important
and
I.
Imagine
that
might
be
why
our
quota
goals
are
sent
monthly
to
make
sure
you
know
month
over
month,
we're
producing
a
set
numbers,
but
I
was
wondering
if
there
is
any
conversation
or
whatever
be
any
consideration
to
look
at
quota
and
goals
for
us
on
a
quarterly
basis,
because
I
feel
like
this
will
help
with
just
a
lot
of
like
the
overall
goals
that
you
were
mentioning.
I
A
So
I'm
gonna
be
very
general
without
going
to
specific,
because
there's
still
a
lot
of
details
to
work
out,
but
yes,
there
there
is
a
conversation
happening
around
moving
to
quarterly
instead
of
monthly.
My
concern
obviously,
is
linear
linearity,
it's
very
important,
so
we
have
to
think
of
ways
to
incent
the
linearity,
but
still
accomplish
what
we
want
to
accomplish
with
a
quarterly
plan,
and
it
can
be
something
as
simple.
As
you
know,
the
impact
PTO
takes
right,
and
this
is
a
conversation
I've
had
with
Danai
and
a
couple
of
the
other
STRs.
A
The
impact
PTO
takes
on
a
monthly
quota.
It's
pretty
heavy,
so
we're
weighing
the
as
a
leadership
team.
We
actually
had
this
conversation
on
Tuesday
we're
weighing
the
pros
and
cons
of
both
and
want
to
make
sure
we
socialize
it
with
the
team
and
get
input
from
the
team,
because
we
do
pay
out
monthly,
there's
impacts
on
the
team
as
well.
So
we
are
considering
every
possible
angle
we
can
of
this,
but
it
will
be
an
open
discussion
when
we
get
to
that
point.
Okay,.
J
A
Obviously
we
need
to
hire
still
and
get
that
rep
to
SDR
ratio
down
in
mid
market
so
that
we
can
be
more
strategic
in
our
activities,
but
I
think
that
there's
a
couple
pieces
there,
one
we
know,
as
we've
had
the
conversation
that
we've
had
some
systemic
issues
with
getting
the
trial
leads
in,
so
that
should
change
as
it's
been
remedied
for
this
month.
So
that's
part
of
the
impact
in
August.
The
other
piece
is
obviously
getting
a
tighter
alignment
and
being
a
little
bit
more
proactive
in
our
approach.
I
think
that's
gonna
help.
A
The
volume
continues
right,
but
the
volume
gets
spread
out
as
we
hire
more.
So
that's
why
we
have
to
get
a
tighter
alignment
between
sales
and
the
activities
that
we're
taking
from
a
proactive
perspective.
So
that's
something
that
can
happen
now
and
I
know
those
conversations
are
happening
so
the
tighter
we
get
a
line
there.
The
better
Thank.
H
H
A
If
you
understand
you
know
the
sales
goals
and
your
conversion
rates
and
close
rates-
and
you
know
you'll-
be
able
to
determine
quotas
between
mq
LS,
all
the
way
down
s
AOS,
as
well
as
an
alignment
to
the
pipeline,
needs
from
a
dollar
value
perspective,
so
I'm
gonna
actually
dive
deeper
into
that
on
the
next
group
conversation.
If
that's
okay
in
the
interest
of
time,
I'm
gonna,
give
a
really
really
short
of
reavie
enter,
will
expand
on
it
next
month.
If
that's
okay,.
K
I
was
just
looking
at
leads
to
what
degree
to
use
your
team
C
leads
that
are
coming
from
non
gitlab
sources,
so
not
getting
live.com
but
things
examples
like
reinvent
next
etc.
How
do
you
all
see
that
and
any
feedback
on
the
quality
of
those
leads
if
those
are
helpful,
I,
just
they're
not
broken
out
so
I
was
just
curious
on
that.
K
A
Typically,
how
we'll
see
those
leads
if
we
get
the
list
is
marketing
operations,
we'll
upload
them
into
Salesforce,
and
then
they
populate
in
our
lead
views
right
and
I.
Think
we
went
through
this
with
the
most
recent
show.
It
was
a
VM
world
is
the
most
recent
show
we
were
talking
about
yeah,
that
was
it.
Yeah
typically
will
create
a
sequence
or
content
around
it
and
disposition.
Those
leads
to
the
lead
views
the.
As
far
as
the
quality
of
leads
you
know,
I've
got
to
look
at
some
data.
We've
looked
at
some
and
it's
inconsistent.
A
You
know
some
were
saying
through
the
hots
of
conversion
and
lots
of
pipeline
like
was
it
reinvent
right
and
some
we're
not.
There
is
definitely
process,
improvement
and
end
right
and
end
that
needs
to
happen
from
from
NPM
all
the
way
through
SDR
and
field.
That
needs
to
happen
with
these
shows.
That's
something.
That's
a
handbook
update,
that's
coming
as
far
as
ironing
out
the
who's.