The Customer-Ready Shadow Program

Overview of Role Based Account Executive (AE) Onboarding

Onboarding for Account Executives at GitLab is a guided, multi-layered experience designed to get you customer-ready within your first 30 days. You will complete self-paced eLearning, live virtual workshops, peer shadowing, and an in-person graduation event — all while being supported by your hiring manager and onboarding buddy.

This page provides an overview of what to expect during your onboarding journey, including learning objectives, milestones, and how your manager and buddy will support you.

Overview of Account Executive Onboarding

Your onboarding runs through the four components of GitLab Revenue Academy, with simultaneous support from your hiring manager, onboarding buddy, and the Customer-Ready Shadow Program.

Your role-based eLearning path on GitLab University runs in parallel and should be completed according to the 30-60 day milestones outlined below. It is recommended that you make a copy of your onboarding issue and check off items as you complete them.

Learning Objectives for AE Onboarding

Your onboarding is built around four dimensions of readiness. By the end of Month 1, you are expected to know, do, show, and tell the following.

Know — What you need to understand

Command of the Message and Value Selling

• The three core sales skills GitLab runs on: Understanding Customer Needs, Articulating Value and Differentiation, and Negotiating on Value
• How Command of the Message structures discovery, proof, and the business conversation — and how it differs from feature-led selling
• What multi-threaded discovery means and why a single contact is a deal risk
• MEDDPPICC basics: how to qualify and map an opportunity from day one

Business Value Selling Fundamentals

• The three-step model: Define Value, Align Value, Quantify Value — leading to the Business Win, Technical Win, and Commercial Win
• How to read a customer’s corporate objectives, business strategy, business initiatives, and IT capabilities
• How to map C-suite personas to their metrics
• The ecosystems.io business case tool and when to engage the Business Value Services team

GitLab Product and Market

• The full DevSecOps platform narrative and why a unified platform beats a stitched-together toolchain
• GitLab’s four business value drivers: Operational Efficiency, Faster Delivery, Security and Compliance, AI Transformation
• GitLab Duo and the Duo Agent Platform — the AI-native selling narrative, not just features
• The Premium vs. Ultimate distinction and why conversations should start with Ultimate
• Competitive positioning vs. GitHub, Azure DevOps, and Atlassian

Your Territory

• Installed base: current tier, ARR, contract dates, usage signals, and CSM/SA coverage
• Whitespace: where expansion or upgrade potential exists

Operational Tools and Processes

See Tools Enablement on Highspot for full guidance on each tool.

• Salesforce: opportunity stages, MEDDPPICC fields, activity logging, and forecast categories
• Clari: pipeline and forecast views, and how Salesforce data quality affects Clari
• Outreach: sequences, tasks, and how it connects to Salesforce
• 6sense: intent signals and how to build targeted account lists
• Supporting tools: Gong, LinkedIn Sales Navigator, ZoomInfo, Cognism, Glean

Revenue Team Structure

• Roles and responsibilities of SA, CSM, RM, BDR, and Ecosystem Sales Manager in the customer lifecycle
• Rules of engagement and handoff points between the AE and adjacent roles at each stage of the deal

Do — What you need to be able to execute

Discovery and Customer Needs

• Run a structured Command of the Message discovery call uncovering Before Scenarios, Negative Consequences, and business pain framed in Revenue, Cost, and Risk
• Conduct multi-threaded discovery across at least two personas per account
• Research a customer’s corporate objectives before the first call using annual reports, press releases, or earnings calls
• Complete at least 2-3 meaningful customer touchpoints in Month 1 (intro call, check-in, or discovery)

Value Articulation and Differentiation

• Deliver a clean 5-minute GitLab elevator pitch tailored to a business audience
• Map customer pain to the GitLab Value Framework across all four value drivers
• Begin drafting a v1 Business Case for at least one account

Negotiating on Value

• Frame the cost of inaction using the “3-month cost of delay” concept from Business Value Selling
• Know when and how to engage the Business Value Services team — do not try to build a full business case alone in Month 1
• Handle the top 5 objections in role-play: “We’re happy with GitHub”, “Too expensive”, “Too complex”, “We already have tools”, and “We need to talk to security”

Pipeline Generation and Territory Management

• Build a v1 territory plan: account tiering, near-term pipeline targets, renewal flags, and whitespace hypotheses
• Create at least one targeted Outreach sequence and enroll relevant prospects
• Execute consistent outbound activity in Month 1 aimed at creating net-new or expansion pipeline
• Log all prospecting activity in Salesforce and tie it to accounts and opportunities so it surfaces correctly in Clari

Internal Execution and Tools Excellence

• Navigate Salesforce confidently: log activities, update opportunities, maintain MEDDPPICC hygiene, and forecast accurately
• Use Clari to review pipeline and forecast views
• Leverage 6sense or equivalent to prioritize accounts based on intent and fit signals
• Use Outreach for structured outbound rather than ad-hoc emails
• Operate in GitLab’s async-first model: use the Handbook, Slack, and Issues — write things down
• Know how and when to engage the extended team: SA, CSM, BDR, Renewals, Channel, and Ecosystem Sales

Show — What you need to demonstrate

By End of Week 3

• Pass assessments on GitLab product fundamentals, GitLab Duo and AI-native selling, and competitive positioning
• Demonstrate understanding of Command of the Message methodology
• Deliver a 5-minute GitLab elevator pitch assessed by your manager or peer
• Run a basic Command of the Message discovery conversation with correct Before, After, and Consequence framing
• Handle the top 5 objections in a live role-play scenario
• Complete a shadowing log with at least:
  • 1 AE and SA customer call
  • 1 AE and CSM or AE and RM call (renewal, expansion, or value discussion)
  • 1 additional call with any adjacent role (Ecosystem, BDR, etc.)
• Have at least 3 documented buddy check-ins covering discovery, pipeline prioritization, and internal processes

By End of Month 1 (Graduation)

• Deliver a GitLab pitch to a mock C-suite executive (10 minutes) in business language with no technical jargon
• Run a full Command of the Message discovery call (30 minutes), multi-threaded and pain-to-value connected
• Position GitLab Duo Agent Platform in a competitive deal scenario vs. GitHub Copilot
• Present a v1 Business Case or ROI narrative to a mock economic buyer (15 minutes)
• Present a v1 account plan to a mock manager with account tiering, pipeline hypothesis, renewal risk, and a clear partner, CS, and SA engagement plan
• Participate in a joint SA solution design exercise demonstrating when to lead and when to hand off
• Participate in at least one cross-functional scenario showing how you coordinate handoffs across AE, SA, CSM, and RM
• Walk an assessor through your Salesforce and Clari views for a small set of opportunities, explaining stage, MEDDPPICC status, forecast call, and next actions

Tell — What you need to be able to articulate

The GitLab “Why” in Business Language

• Why a unified DevSecOps platform reduces cost, risk, and time to market better than a stitched-together toolchain
• Why starting with Ultimate is the right conversation and how to frame it as risk reduction and AI readiness rather than price

The Value-Based Narrative

• The Business Impact of Successful DevSecOps across all four value drivers: Operational Efficiency, Faster Delivery, Security and Compliance, AI Transformation
• The “Before and After” story for a customer persona using their language, their metrics, and their risk
• What GitLab Duo means for a business buyer: productivity multiplier, innovation rate, and faster time to market

The Competitive Story

• How to handle “We use GitHub” without being dismissive or defensive, anchored in business outcomes not feature comparison

Revenue Team Collaboration and Operating Rhythm

• When and why you bring in SA, CSM, RM, BDR, and Ecosystem resources at different stages of the deal and customer lifecycle
• The expected handshakes and rules of engagement between the AE and adjacent roles
• How you use tools and GitLab AI in your day-to-day workflow to stay on top of pipeline and prepare for customer conversations

Your Own Point of View

• A confident, authentic personal narrative: why you joined GitLab, why you believe in the platform, and why the customer should trust you as a partner
• A clear answer to “What do you bring to me beyond the product?” — your business acumen, curiosity, and commitment to their outcomes

Milestones and Onboarding Roadmap

Expectations for Manager Support During Onboarding

Month 1

• Schedule recurring 1:1s and confirm the new hire has access to all required tools, Salesforce dashboards, Clari views, and relevant Slack channels
• Review and discuss team-specific expectations, territory structure, and operating rhythm, including GitLab’s async-first culture and CREDIT values
• Ensure the new hire is enrolled in the Revenue Academy cohort and aware of the cohort Slack channel and upcoming session schedule
• Assign an onboarding buddy and confirm they are prepared to offer live customer calls for the new hire to shadow and connect them with peers who can do the same — the buddy is the new hire’s primary source of shadowing opportunities
• Include a standing agenda item in weekly 1:1s to check progress against Academy milestones and the role-based learning path
• Identify skills to be developed and resources available to support each learning objective
• Provide feedback on the new hire’s 5-minute elevator pitch ahead of the Week 3 checkpoint

Month 2

• Check in regularly on challenges with GitLab’s async culture and discuss any general concerns
• Review the new hire’s v1 territory and account plan and align on near-term pipeline targets
• Confirm the new hire is completing all required Academy coursework and certifications
• Begin introducing the new hire to key customers and internal stakeholders
• Discuss best practices and rules of engagement for AEs working with SA, CSM, RM, and Ecosystem partners
• Align on whether the new hire is on track to be customer-ready and how you can provide additional support

Month 3 and Beyond

• Decide on a regular cadence for 1:1s and pipeline reviews
• Shadow the new hire on at least one customer call and provide structured feedback
• Confirm that all mandatory Academy activities have been completed, including the in-person graduation and stand-and-deliver assessment
• Discuss how performance will be formally evaluated
• Partner with the new hire to develop an individual growth plan for the coming year, covering topics such as: advanced discovery and negotiation, business value selling, pipeline generation plays, opportunity management, and competitive positioning

Expectations for Buddy Support During Onboarding

Month 1

• Nurture a welcoming environment and establish a recurring check-in to review the new hire’s progress on Academy activities and the role-based learning path
• Offer live customer calls for the new hire to shadow and connect them with peers who can do the same — you are the new hire’s primary source of shadowing opportunities during Month 1
• Help the new hire navigate tools, Slack channels, and GitLab’s async culture
• Share helpful tips, shortcuts, and resources that made a difference in your own ramp

Month 2

• Provide opportunities to shadow your live customer calls and assist with note-taking and preparation
• Debrief on calls and share constructive feedback on discovery approach, pitch delivery, and customer handling
• Align with the new hire’s manager on areas where additional support would be valuable

Month 3

• Co-lead customer calls with the new hire until they are ready to lead independently
• Provide feedback on their pitch, territory plan, and opportunity management habits
• Inform the new hire on how you can continue to support them beyond the formal onboarding period

Shadow Program

Shadowing live customer calls is a core part of AE onboarding and one of the fastest ways to accelerate your ramp. You should begin shadowing as soon as you complete the intro training in your eLearning path — do not wait until Week 3.

What to shadow:

• AE and SA customer calls to see how technical and business conversations are coordinated
• AE and CSM or AE and RM calls to understand the post-sale customer lifecycle and renewal motions
• Pipeline generation activities, deal reviews, and forecast calls where possible

Shadow etiquette: Always come prepared — review the opportunity or account before the call, stay on mute unless invited to speak, and debrief with your host afterwards. Building trust with your hosts matters; the relationships you form during onboarding will benefit you long after it ends. Your onboarding buddy is your first and primary source of calls to shadow, and should also connect you with peers across the team.

Logging your shadows: Keep a running log of every call you attend, noting the host’s role and name, what you observed, and questions that came up. Your manager will review this log as part of your Week 3 checkpoint. By that point your log should include at least one AE and SA call, one AE and CSM or AE and RM call, and one call with any other adjacent role.

Certification: The program concludes with a recorded pitch reviewed and graded by your manager. A passing score is required to graduate from onboarding and earn your Customer-Ready certification.

Graduation from AE Onboarding

To be considered graduated from your AE onboarding journey, you must have:

• Completed the Revenue Academy eLearning path and passed all knowledge checks by end of Week 3
• Fully attended all Command of the Message sessions (attendance is mandatory)
• Attended all scheduled role-based Skills Development workshops
• Attended the in-person regional graduation summit
• Passed the stand-and-deliver capstone assessment
• Completed your shadowing log with the required call types documented
• Submitted a v1 territory plan reviewed and approved by your manager
• Completed all role-play and assessment activities and received feedback from your manager

Continuous Enablement

Onboarding is the foundation, not the ceiling. After graduating from Revenue Academy, you will continue to develop through:

• Field Enablement Spotlight — a weekly live session series covering topics relevant to the full field team covering revenue plays, product updates, and skill development
• Highspot — the single source of truth for sales content, plays, and enablement resources
• GitLab University — for continued certification and product learning

For high-level information on ongoing enablement initiatives for the field, check in with your manager or reach out in #field-enablement-team on Slack.

Handbook Pages and Resources

Key handbook pages:

• Revenue Academy
• Enterprise Sales Handbook
• Command of the Message
• MEDDPPICC

eLearning:

• AE Onboarding Journey on GitLab University

Highspot:

• Tools Enablement
• FY27 Direct Sales Operating Playbook

Feedback

Your feedback helps us improve. Please share your thoughts by reaching out to the Field Enablement team in #field-enablement-team on Slack.

View page source - Edit this page - please contribute.