Challenge

• Complex, Rapidly Evolving Product Suite: GitLab’s DevSecOps platform encompasses numerous technical features that change frequently—especially AI-assisted development—forcing reps to stay continuously up to date.
• Long Ramp Up Times: New hires can take months to become proficient in GitLab’s product portfolio, and managers found that without real-time support, reps struggled with high-level messaging and deep technical questions.
• Highly Competitive Market: As new features roll out quickly, GitLab must keep its messaging fresh. In a fast-changing DevOps landscape, sales teams need immediate, accurate intel to create a competitive edge on the spot.

Solution

• Live Call Assistance & AI-Driven Plays: Aircover analyzes conversation patterns during calls, instantly surfacing discovery questions, value messaging, and competitive intel.
• Adaptive Content for Every Role: Account Managers, Mid-Market AEs, and others see role-based messaging, ensuring AI-driven prompts stay relevant whether they’re in AMER, EMEA, or APJ.
• AI Summaries & CRM Automation: Post-call, Aircover generates meeting notes, follow-up action items, and a draft email—saving GitLab reps 1–5 hours per week and syncing directly to CRM.

Transforming Sales Enablement with AI-Driven Solutions

From the moment GitLab began searching for a new way to boost sales performance, they knew traditional conversation intelligence wouldn’t suffice. The DevSecOps leader needed a platform that could keep pace with its rapidly evolving product suite, provide in-the-moment guidance for AI-related questions, and preserve the strict security requirements that customers demand. That’s why GitLab turned to Aircover.

Aircover’s real-time call assistance and AI-driven plays quickly rose to the top of GitLab’s shortlist. Instead of relying on reactive coaching that happens days after a missed opportunity, reps now receive prompts during active calls—guidance on handling objections, competitor insights, and discovery questions specific to the conversation. As Ali Shahrazad, Sr. Director of Global Field Enablement, puts it:

“Aircover drives sales efficiency by reducing the time and effort needed to respond effectively during key moments, equipping reps with the right messaging at the moment of need. This, in turn, strengthens customer confidence in us.”
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— Ali Shahrazad, Sr. Director of Global Field Enablement

Because GitLab’s product suite is expansive, each role within the sales organization needed tailored content. From Account Managers to Mid-Market AEs, Aircover’s role-based approach delivered relevant prompts—ensuring that someone newly hired in APJ wasn’t sifting through the same notes as a seasoned enterprise AE in AMER. Meanwhile, a transcription-only approach (no audio or video) assuaged any lingering security concerns and allowed managers to glean actionable insights into what content resonated, which objections were most common, and how best to refine messaging further.

After a rigorous vetting of Aircover’s privacy, compliance, and data protection, GitLab launched a pilot program targeting mid-market AEs in AMER and EMEA. The pilot prioritized competitor comparisons and AI feature support while integrating GitLab’s MEDDPICC methodology. For Crystal Henkle, Area Sales Manager, SMB West, the difference was striking:

“When I make external hires, ramping them up is that much more difficult. Aircover would help us get in front of customers so much quicker. I wish I had this when I started 10 months ago.”

—Crystal Henkle, Area Sales Manager, SMB West

By incorporating scenario-based prompts and dynamic battlecards, Aircover proved valuable from the first call. Reps reported they no longer spent valuable time searching for relevant content or second-guessing their approach to AI questions. Instead, they could rely on Aircover to proactively surface details on GitLab’s AI capabilities, leading to more confident demos and faster paths to meaningful discovery.

Delivering Measurable Results Across Teams

The results of the initial rollout were immediate. 83% of reps saved 4–5 hours each week, while 75% saw a direct productivity boost from more accurate discovery and AI-driven follow-up. Feeling the momentum, GitLab rolled out Aircover to additional teams—expanding beyond mid-market to include self-service sellers who often juggle an even wider range of customer segments. Stacy Johnson, a Mid-Market AE, describes how essential Aircover became:

“Aircover has been so helpful during my customer meetings, serving up relevant enablement content like AI talk tracks and competitive information. The AI notes after the call assist with my follow-up.”

—Stacy Johnson, a Mid-Market AE

Confidence soared as reps received role-appropriate support on complex technical topics. 58% felt more comfortable discussing GitLab’s value proposition under pressure, and managers predicted a 2-month shorter ramp time for new hires—a boost that more than offset Aircover’s cost. Meanwhile, Bethany Cox, a Mid-Market AE, touted the improved follow-up process:

“Aircover captures key competitive intel, highlights, and transcripts for better follow-up. This helps me send sharper emails and form stronger next steps for my customers.”

—Bethany Cox, a Mid-Market AE

Even with the time saved, GitLab reps were still able to dive deeper into truly important tasks—like building relationships and driving strategic conversations around AI, security, and compliance. Competitive intelligence surfaced automatically, ensuring real-time agility that kept GitLab top-of-mind in a market where DevOps tools and frameworks shift weekly.

That real-time power extended to managers and marketing as well. By analyzing transcripts and usage data, GitLab’s enablement team extracted insights on exactly which content was being used, how effectively messages landed, and which gaps needed closing. As a result, the team could funnel new competitive learnings or AI product updates into Aircover quickly, reinforcing them at scale.

Before long, ROI was obvious. GitLab saw a 5% overall boost in sales productivity—worth millions in top-line ARR—and reported weekly efficiency gains between 2.5% and 12.5%. Newly hired reps ramped faster, established sellers had relevant knowledge at their fingertips, and the entire organization sharpened its messaging to outpace rivals.

Seeing these successes, GitLab recognized Aircover’s potential to amplify the rest of the sales motion. Live competitive insights guided reps to address objections on the fly, while the transcripts and analytics in GitLab’s CRM provided clarity around which deals needed extra resources. This clarity was crucial in a highly competitive environment.

Looking ahead, GitLab aims to expand Aircover to solution architects, customer success teams, and enterprise AEs, embedding the platform deeply into QBRs and forecasting workflows. By surfacing just-in-time content in Salesforce or prompting reps to confirm key details in an opportunity record, Aircover is poised to elevate pipeline inspection and support strategic decision-making. Ultimately, as GitLab continues to push the boundaries of DevSecOps, Aircover ensures every seller can accelerate deals, overcome objections, and articulate GitLab’s value proposition with precision—one AI-guided call at a time.