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From YouTube: Marketing Group Conversation (Public)
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A
A
Hopefully
you
all
were
able
to
access
the
slides
and
seeing
questions
which
is
great,
so
I'm
gonna
just
dive
into
the
questions
and
go
from
there
because
I
think
that's
the
protocol
now
and
I
might
reference
the
slides
as
we're
in
there.
So
I'm
gonna
actually
probably
not
go,
show
my
screen
yet,
but
all
right
cool
thanks
Robert
for
posting
acronyms.
A
A
great
question:
thank
you
for
asking
that,
and
it's
been
a
few
years
since
I
read
the
book,
but
if
I
remember
correctly,
you
know
there's
a
couple
of
thoughts
here.
One
is
you
know
the
early
majority
isn't
going
to
adopt
your
product
just
because
it's
cool
new
technology
right,
because
that's
not
their
game.
They're
looking
for
improvement
in
their
business,
metrics
and
incremental
improvement
is
okay
and
so
I
think.
The
first
thing
is
our
messaging
about
to
go
through
an
overhaul
with
forced
management
and
our
sellers
and
our
marketers
and
x-g.
A
Ours
are
going
to
be
trained
on
that
at
the
end
of
this
month
and
that
messaging
is
very
much
about
what
are
the
value
drivers
that
are
driving
kind
of
cost
efficiencies.
You
know
in
revenue,
more
security,
those
types
of
things
that
are
appropriate
to
our
customers
and
in
the
customers,
language
and
I-
think
that's
one
of
the
things
we
can
be
doing
as
an
organization
to
help
cross.
The
chasm
is
really
speak
in
their
terms
in
terms
of
product.
A
The
other
thing
that
crossing
the
Casman
often
talks
about
is
beachheads,
and
I
think
that
if
we
had
wanted
to
be,
you
know
an
SCM
company.
We
got
that
beachhead,
but
our
our
ambition
is
to
be
a
big
software
development.
You
know
tools,
company,
if
you
will,
and
even
more
than
tools
and
so
I
think
SCM
plus
CI
is
actually
the
beachhead
that
we
must
win
and
I.
Think
that's,
because
it's
basically
the
backbone
of
any
sort
of
DevOps
tool
chain.
You
could
argue
CD
as
well.
It's
is
important,
but
I.
A
Plus
CI
is
the
beachhead,
so
I
think
we're
we're.
You
know
we're
heading
into
that.
I
think
we're
maybe
on
the
other
side
of
the
chasm,
but
we're
still
in
the
early
adopters,
and
we
have
a
huge
market
opportunity
in
front
of
us
and
I
think
we're
doing
the
things
we
need
to
do
to
build
the
organization
to
go
to
go
with
that
yeah.
Do
you
have
any
thoughts
on
that
Brad
since
you're
reading
it
right
now?
Does
that
sound
about
right
or
do
you
have
other
thoughts,
I.
B
Liked
your
point
about
the
CI
being
a
big
beachhead
I
was
gonna
put
another
question
in
there
more
about
your
numbers,
but
it's
applicable
to
this,
which
is
they
talk
about
segmenting,
segmenting,
segmenting
markets
like
smaller
and
smaller
markets,
right
locality,
size,
industry,
etc.
So
this
curious,
based
on
the
numbers
in
your
deck
incoming
MQL,
is
pipeline
generation
stuff,
like
that,
do
you
have
breakdown
numbers,
at
least
by
Enterprise,
mid
market
SMB,
geography
etc,
where
we
can
see
where
we're
doing
better
or
worse
in
certain
areas,
yeah.
A
And
I'm
gonna
show
you
what
I'm
working
on
right
now,
so
we
have
a
revenue
call
it
just
started
this
week.
That's
going
to
be
more
of
a
marketing
and
sales
leadership
working
together
to
get
to
that,
and
one
of
the
things
that
that
we're
I'm
gonna
show
on
that.
Next
call
is
what
I'm
calling
demand
maps-
and
this
is
just
a
draft
right
now,
but
you'll
get
the
sense
of
it
this.
This
is,
if
you
segment
amia
and
you
look
at
just
large.
A
This
is
the
data
segmented
by
the
that
particular
segment
and
geo
sort
of
the
marketing
dashboard
filtered
by
that
and
the
market.
And
if
you
have
access
to
the
marketing
dashboard
in
periscope,
you
can
go.
Do
this
yourself,
and
so
what
we're
trying
to
think
about
and
again
this
is
sample,
but
what
we
want
to
do
is
get
to
a
conversation
with
the
sales
leadership,
where
every
two
weeks
we're
talking
at
a
kind
of
a
region
and
segment
level
and
then
ultimately
get
down
to
a
territory
level.
A
Word
we're
looking
at
this
data
a
territory
level
and
you'll
hear
a
lot
more
about
this
and
just
the
alignment
we
need
today
on
the
go
to
market
the
go
to
market
field
discussion,
that's
in
an
hour
here
and
Evans
going
to
go
through
that
a
little
bit
more.
But
yes,
we
want
to
get
this
data
actionable
down
to
at
least
the
region
and
segment
level
and
ultimately
to
the
territory
level.
B
A
A
Well,
I
mean
I,
guess
I,
just
look
at
what
are
the
biggest
problems
I
have
to
solve,
and
the
biggest
problem
I
have
to
solve.
Right
now
is
demand
gen
activation
capability
and
so
I
think
I
sort
of
put
this
in
the
slides
but
I'll
just
fertilize
it
real
quick,
which
is,
we
have
a
great
inbound
marketing
engine
that
Britt
from
our
community.
You
know
that
brings
lots
of
people
to
our
website
and
we
do
and
ok,
maybe
not
great
but
improving
job
of
converting
them
and
that
feeds
our
business
today.
A
It
feeds
our
new
business
and
it
feeds
kind
of
our
whole
business
today,
and
so
that's
great
it's
actually
over
performing
in
terms
of
where
I
thought
it
would
be
in
the
model.
But
what
I
realized
is
we?
We
didn't?
You
know
before
this
fiscal
year,
we'd
never
really
done
a
marketing
campaign
in
earnest
and
a
marketing
campaign
is
some
content.
A
So
in
q1
we
actually
built
our
first
campaign,
so
that
was
just
commit
and
the
competitive
campaign,
and
you
know
we
were
all
like.
Alright,
these
things
are
gonna.
Take
off
now
right,
well,
I
started
to
realize
for
the
end
of
q1
that
we
didn't
have
the
right
partners
in
place
to
actually
spend
the
demand
gen
money
that
we
needed
to
accelerate
those
campaigns.
So
we've
now
changed
out
our
digital
media
agency
and
they're
gonna
start
coming
online.
A
Next
week
we
have
our
kickoff
meeting
with
them
Monday,
and
so
we
have
the
capability
to
actually
spend
the
demand
in
dollars
that
we
needed,
because
you
actually
have
to
have
the
people
and
the
processes
in
the
organization
in
place
to
do
that
and
it
you
know,
I
underestimated
the
need
there
from
the
perspective
of
our
marketing
organization.
So
that's
the
biggest
problem
we
have
to
solve.
A
Is
our
capability
to
be
able
to
put
demand
gen
programs
into
market,
and
then
you
know,
harvest
mq
else
from
those
and
if
you
saw
in
my
slides
it
basically
from
my
mql
goals,
that
explains
the
shortfall
of
you
know
where
80%
of
our
nql
goals
thus
far
for
the
year.
That
explains
that
shortfall
we
I'm
two
and
a
half
million
dollars
behind
on
my
demand.
Gen
spend
and
kind
of
an
industry
standard,
250
costs
per
lead.
That's
about
10,000,
mq
else
that
we
don't
have
that
we
had
hoped
we
would
have
in
the
model.
A
A
By
the
way
it
doesn't
mean
we
had
a
shortfall,
because
our
net
new
business
opportunity
generation
was
above
where
the
model
said.
So
what
happened
is
our
inbound
continues
to
outperform
what
we
thought
in
the
model
and
the
demand
gen
is
not
performing
yet
largely
that's
not
in
the
small.
Some
of
our
programs
are
so
the
competitive
campaign
actually
has
a
6
to
1
pipe
to
spend
or
7
to
1.
We
just
haven't
spent
enough
money
on
it.
A
We
spent
50
grand
on
it
about
300
grand
has
been
with
350,
ok
net
new
iacv
opportunities
been
created,
that's
winning
like.
Why
aren't
we
spending
500
on
it
right
and
we
had?
We
didn't
have
the
capability
to
do
that,
and
so
that's
really
the
biggest
problem
that
we
need
to
solve.
So
I
think
that's
the
greatest
opportunity
right
now.
A
So
there
are
sort
of
a
two
strategic
messaging
goals
of
let's,
hopefully,
they'll
have
heard
of
gitlab,
and
they
know
that
we're
more
than
just
SCM
and
what
that
typically
helps
with
is
accelerating
deals.
You
know
getting
us
into
it.
We
can
then
call
and
do
demands
in
and
do
accounts
that
you
know
aren't
yet
using
gitlab.
A
So
our
opportunities
for
growth
are
enormous,
because
if
we
get
demand
gen
working,
if
we
get
awareness
and
play
if
we
get
a
channel
model
in
place,
if
we
go
bigger
in
different
regions,
we
have
an
awesome
opportunity.
So
you
know,
as
we
get
commercial
in
SM
commercial
business
off
the
ground
even
more,
you
know
we
have
a
really
great
opportunity.
So
anyway,
that
was
the
long-winded
answer,
Ruggie
yeah,
so
the
urgency
is
there
and
we
are
right
now
urgently
renovating
our
our
programs.
A
Are
the
management
programs
to
you
know
to
incorporate
what
we've
learned
and
to
line
them
up
with
force
management
so
that
by
the
time
you
are
getting
training
that
force
management?
We
already
have
programs
in
place
that
are
creating
demand
based
on
that
and
again
we're
fortunate
that
the
the
inbound
overperformed
to
make
up
for
the
shortfall
and
that
new
business
pipeline
and
so
we're
doing,
okay
there.
A
But
it's
you,
know
the
top
priority
right
now,
and
my
guess
is
that
Evan
and
LJ,
and
people
like
that
who
are
working
on
this
hard,
I,
hope
I'm
expressing
the
urgency
to
them.
So
about
about
getting
this
right
and
again,
it's
I
think
it's
just
about
a
muscle
that
we
hadn't
built
like
we
needed
to
Dan
slide.
A
just
commit
campaign.
Didn't
resonate,
ok,
so
turns
out.
That's
a
sweeping
statement
and
I
should
have
been
more
specific.
A
The
security
message
resonated,
and
so
we
actually
got
good
and
ql.
Conversion
of
security
hasn't
converted
into
opportunities
yet,
but
we
built
up
a
nice
lead
flow
all
of
the
security
content
and
the
security
stream
was
well
attended.
That's
that
message
is
a
winner.
We're
gonna
continue
to
build
on
that
message.
It
happens
to
align
with
a
force
management
value
driver
as
well,
so
we're
in
good
shape
there
we're
gonna,
so
I
think
the
bigger
problem.
A
There
is
just
getting
it
in
front
of
enough
people,
which
is
the
media,
spend
issue
the
cycle
time
and
LJ
Kirkman
from
wrong,
but
cycle
time
did
not
resonate
so
people
aren't
using
those
words,
so
we
have
to
fix
that
those
words
to
what
customers
are
using,
so
it's
probably
faster
time-to-market.
It's
probably
you
know
speed
up
your
development
process.
A
We
have
to
find
a
better
way
to
articulate
cycle
time,
because
that's
a
word
that
we
like
to
use,
but
the
markets
not
really
using
that
much
yet
and
the
third
one
was
what
was
the
third
one
look
at
my
the
third
one
was
about
application.
Modernization
I
think
there
are
pieces
of
that
that
are
ok
but
I.
Think
that's
a
little
outside
of
what
our
core
value
proposition
is,
and
so
we
will
move
that
more
towards
the
tool
chain,
operational
efficiencies
messaging.
So
that's
the
nuance
kind
of
about
that
and
force.
A
We
are
basically
renovating
this
campaigns,
based
on
the
for
to
the
output
of
the
force
management
work
that
a
lot
of
us
have
been
involved
in
for
a
while
and
product
marketing
has
been
really
involved
with,
and
sales
is
going
to
be
trained
on
in
about
three
weeks.
So
that's
just
commit
Leslie.
If
you
had
to
choose
one
thing,
you're
most
excited
about
in
q3,
what
would
it
be?
Well
I'm
sounding
like
a
broken
record.
I'm
super.
Well,
okay.
I'm
super
excited
about
our
user
events.
A
Those
are
going
to
be
awesome
events,
so
there's
two
running
in
q3
and
I
can't
wait
for
those
events
and
it's
just
going
to
give
us
a
whole
nother
way
to
tell
our
story
and
it's
going
to
be
great
to
be
in
the
same
room
with
you
know:
500
users.
So
that's
probably
the
thing
I'm
most
excited
about,
but
I
feel
like
we're
on
the
cusp
of
getting
demand.
A
Gen
really
working
here,
so
I'm
excited
to
see
those
results,
so
you
know
again
broken
record,
but
that's
what
I'm
spending
most
of
my
mental
energy
on
right
now
mark.
Do
we
have
a
go-to
list
of
gitlab
speakers?
We
can
consider
that
can
share
the
gitlab,
visioned
and
leslie
linked
to
our
speakers
bureau,
which
is
really
just
getting
started
here.
A
For
that
I
mean
certainly
our
product
marketing
team
and
our
technical
marketing
team
are
available
and
do
a
great
job
of
that
and
when
our
sellers
all
learn
command
of
the
message
in
a
few
weeks,
I
expect
that
all
of
us
will
be
in
a
much
better
place
to
tell
the
gitlab
vision
and
product
capability.
So
I'm
excited
about
that.
A
But
for
like
customer
panels
and
tradeshow
panel
events,
I
think
it's
product,
marketing,
technical
marketing
and
then
the
speaker's
bureau.
That's
I'm
not
even
sure
we're
calling
us
because
beer,
but
you
know
the
speaker
initiative,
that
we
have
and
I
think
it's
Emily
chin.
His
is
running
that
so
you
can
reach
out
to
Emily.
If
you
have
questions.
A
Sam,
what
is
our
biggest
source
for
leads?
Our
biggest
source
for
leads
currently
is
trials.
Both
cloud
trot,
I'm,
sorry,
git,
live.com
trials
and
self-managed
trials,
and
that's
the
largest
source
in
terms
of
volume.
The
best
source
is
contact.
Sales
leads
because
they're
calling
they're
contacting
us
to
to
talk
to
us,
so
those
are
pretty
great
ones.
Demos
is
the
third,
so
in
demos,
is
our
demo
video
that
we
have
linked
from
our
homepage?
A
It's
the
third
in
terms
of
volume
and
then
what
we're
trying
to
do
is
get
content
to
be
a
much
larger
part
of
that,
because
once
we
get
people
into
content,
we
start
to
learn
a
lot
more
about
what
they're,
looking
for
and
kind
of
they're
a
lot
closer
to
buyers
from
that
perspective,
so
thank
you.
I'm
gonna
call.
A
A
A
A
A
Another
comment
there:
we
will
start
looking
at
web
metrics
much
more
deeply
as
we
finally
have
kind
of
served
on
the
path
of
rebuilding
our
web
team.
So
we
have
a
web
developer
that
started
a
couple
weeks
ago,
Brandon
and
we
have
another
web
developer,
that's
starting
on
September
3rd
and
we
are
hiring
one
to
two
web
designers
right
now
to
pair
with
those
developers.
So
we
will
start
to
get
now
that
we
have
some
capacity
to
do
more
web
development
work
we'll
start
digging
into
that
a
little
bit
more
any
other
questions.