Merge branch 'evn-okr-acronyms' into 'master'

Remove or define acronyms

See merge request !6491

source/handbook/finance/index.html.md

@@ -43,15 +43,19 @@ For details on regular compensation, view the [People Ops page](/handbook/people
 This [document](https://docs.google.com/a/gitlab.com/document/d/1V7bUuCYZmK3FCZlR3TrZRZb8Li3BukRdNI-TGx7C-GE/edit?usp=sharing) contains various legal and financial information that is fundamental to the company, including but not limited to- corporate addresses, banking details, VAT registration numbers, etc. The accessibility of this information is restricted to GitLab team members. If you are looking for information that is not included in this document, send an inquiry to the Finance team.
 ### Corporate Metric Definitions
+{: #definitions}
+
 We track a wide range of metrics on our corporate dashboard.  Many definitions are self evident but some are not.
 Annual Recurring Revenue (ARR) - Recurring revenue recognized in current month multiplied by 12.  (Source data from Zuora)
+Average Sales Price (ASP) - IACV per won
+
 Bookings Total Contract Value (TCV) - All bookings in period (including multiyear); bookings is equal to billings with standard payment terms. (Source data from Salesforce reconciled to Zuora)
 Bookings Annual Contract Value (ACV) - Current Period subscription bookings which will result in revenue over next 12 months. (Source data from Salesforce reconciled to Zuora)
-Bookings Incremental Annual Contract Value (IACV) - Value of new bookings from new and existing customers that will result in revenue of next 12 months. Also equals ACV less renewals. (Source data from Salesforce reconciled to Zuora)
+Bookings Incremental Annual Contract Value (IACV) <a name ="iacv"></a> - Value of new bookings from new and existing customers that will result in revenue of next 12 months. Also equals ACV less renewals. (Source data from Salesforce reconciled to Zuora)
 Churn, Net - Current period revenue from customers present 12 months prior divided by revenue from 12 months prior. (Source data from excel; Zuora expected 2017-07-01)
@@ -69,6 +73,9 @@ SQL - Sales Qualified Lead (Source data Salesforce)
 Cost per MQL - Marketing expense divided by # MQLs (Source data Salesforce and Netsuite)
+Sales efficiency ratio - IACV / sales spend
+
+Marketing efficiency ratio  - IACV / marketing spend
 ### Company Accounts
 <a name="company-accounts"></a>

source/handbook/glossary/index.html.md

@@ -105,6 +105,13 @@ to go beyond its repo, e.g. by having it make an API call.
 #### [GitLab Master Plan](https://about.gitlab.com/2016/09/13/gitlab-master-plan/)
+### [Funnel, or: TOFU, MOFU, BOFU](https://www.weidert.com/whole_brain_marketing_blog/bid/113688/ToFu-MoFu-BoFu-Serving-Up-The-Right-Content-for-Lead-Nurturing)
+{: #funnel}
+
+TOFU: top of funnel
+MOFU: middle of funnel
+BOFU:  bottom of funnel
+
 #### Lint
 Static code analysis for our various file types. For example, we use [scss-lint](https://github.com/brigade/scss-lint) to ensure that a consistent code styling is respected. Similar tools: rubocop / eslint.

source/okrs/index.html.md

@@ -67,10 +67,10 @@ TODO: Link to Diff with the start of the quarter
 ### Objective 1: Grow incremental ACV according to plan.
-* CEO: Build SQL pipeline for new business. 300% of IACV plan
+* CEO: Build [sales qualified leads (SQL)](/handbook/marketing/business-development/#sql) pipeline for new business. 300% of [incremental annual contract value (IACV)](handbook/finance/#iacv) plan
   * CMO: Identify CE installations within strategic organizations with installations with over 500 users and launch demand generation campaigns.
   * CMO: More demand coming from inbound marketing activities. 50% of sales pipeline quota
-    * CMO: Increase EE Trials. 21% QoQ
+    * CMO: Increase EE Trials. 21% Quarter over Quarter (QoQ)
     * CMO: Increase EE Trial SQL $ pipeline contribution 43% QoQ
   * CFO: Forecast accuracy and delivery of relevant information
     * Controller: Zuora to Salesforce reconciliation complete and tested.
@@ -78,7 +78,7 @@ TODO: Link to Diff with the start of the quarter
     * Controller: Zuora to Salesforce to Zendesk data synch completed.
   * CFO: Deliver 10 SQLs > $10k during quarter through investor outreach
   * VP Prod: Salesforce shows usage. [Version check](https://gitlab.com/gitlab-com/salesforce/issues/104), usage ping, and ConvDev index are available in SFDC.
-  * CRO: 100% of quota-carrying reps at 3x pipeline of quarterly iACV goal
+  * CRO: 100% of quota-carrying reps at 3x pipeline of quarterly IACV goal
     * Alliances: generates 15% of sales pipeline
     * Federal: generates 5% of sales pipleine
     * Customer Success: generate 15% of sales pipeline quota
@@ -91,12 +91,12 @@ TODO: Link to Diff with the start of the quarter
     * Customer Success: Solution Architects managing PoC's for new business opps within strategic/large accounts. 50%
     * PMM: 2 ROI calculators
     * PMM: 3 case studies
-  * CRO: Keep sales efficient. Sales efficiency ratio > 1.8 (IACV / sales spend)
-  * CMO: Keep marketing efficient. Marketing efficiency ratio > 3.4 (IACV / marketing spend)
+  * CRO: Keep sales efficient. [Sales efficiency ratio](/handbook/finance/#definitions) > 1.8 (IACV / sales spend)
+  * CMO: Keep marketing efficient. [Marketing efficiency ratio](/handbook/finance/#definitions) > 3.4 (IACV / marketing spend)
 * CEO: Understand and improve existing account growth. 200% YoY
   * VP Eng: Geo DR successful deployments. [Test fail-over with GitLab.com](https://gitlab.com/gitlab-org/gitlab-ee/issues/1884)
     * Platform: Get Geo reliable with a testing framework.
-    * Build: Deliver PostgreSQL HA in omnibus and Terraform to enable HA
+    * Build: Deliver PostgreSQL High Availability (HA) in omnibus and Terraform to enable HA
   * VP Prod: [Make it easier to discover and use EE features](https://gitlab.com/gitlab-org/gitlab-ee/issues/2417). Ship EE by default. Trials increase 100%.
     * Technical Writing: CE docs link to EE wherever relevant. Increased visits to EE docs.
   * VP Prod: Ship paid subscriptions for GitLab.com. All EE features are behind subscription. Ability to buy higher storage limits.
@@ -111,13 +111,13 @@ TODO: Link to Diff with the start of the quarter
   * Customer Success: [Double spend within large/strategic account segmentation](https://gitlab.com/gitlab-com/customer-success/issues/78)
   * Customer Success: Identity the trigger(s) to purchase for large/strategic accounts.
   * Support: Provide faster, more knowledgable support. Reduce Average Time to Solve by 5%.
-* CEO: Increase ASP (IACV per won) by 25% QoQ
+* CEO: Increase [average sales price (ASP)](/handbook/finance/#definitions) (IACV per won) by 25% QoQ
     * CRO: Triple average new business deal size YoY to $4,875
-    * CRO: [50% of iACV from EEP](https://gitlab.com/gitlab-com/sales/issues/143_
-    * CMO: More sales assets. 3 new for each stage (TOFU, MOFU, BOFU) of the sales process
+    * CRO: [50% of IACV from EEP](https://gitlab.com/gitlab-com/sales/issues/143_
+    * CMO: More sales assets. 3 new for each stage ([TOFU, MOFU, BOFU](/handbook/glossary/#funnel)) of the sales process
       * CMO: [Presentation generation based on conversational development index.](https://gitlab.com/gitlab-com/organization/issues/95)
       * CMO: 3 minute video product demo targeted at buyer audience. Published
-    * PMM: Sales Demo easy to give. At least one AE can do it in 10 minutes.
+    * PMM: Sales Demo easy to give. At least one Account Executive can do it in 10 minutes.
     * CRO: Sales Demo trained. 75% of customer facing team passes test.
     * VP Prod: Conversational Development Index in product and SFDC.
     * VP Prod: Improve JIRA support. Better than Bitbucket. Support transitions, references and development panel.
@@ -136,7 +136,7 @@ TODO: Link to Diff with the start of the quarter
   * VP Eng: Enable High Availability
     * Platform: Enable graceful degradation when file servers are down
     * Platform: Support multiple Redis clusters for persistent and cache stores
-    * Platform: Use Geo DR to move between clouds and AZs
+    * Platform: Use Geo DR to move between clouds and Area Zones
     * Support: Improve GitLab provided debugging tools. We'll log all times we need terminal access and create an issue for each to improve GitLab tools.
     * Prometheus: Allow monitoring of Unicorn, Sidekiq, and gitlab-shell. Deprecate InfluxDB
     * Edge: Make GitLab QA test backup/restore, LDAP, Container Registry, and Mattermost