Marketing

Welcome to the GitLab Marketing Handbook

The GitLab Marketing team includes four functional groups: Marketing & Sales Development, Developer Relations, Corporate Marketing, and Product Marketing


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Marketing Handbooks


GitLab Marketing Purpose


We GitLab

We think GitLab (.com, CE, and EE) is the fastest way for developers, designers, and IT practitioners to turn their ideas into production software. The GitLab Marketing team is here to do the following:

Which team are you looking for? Here's what each does.

Marketing & Sales Development

Marketing & Sales Development is a confederation of marketing and sales professionals united towards a common purpose: to grow global demand for GitLab. They approach their work with deep empathy for GitLab users, customers, and prospects, and data-driven programs to deliver useful communications.

Sales Development (Inbound and Outbound)

Inbound sales development representatives (SDRs) focus on serving the needs of prospective customers' during the beginning of their buying process. When prospective customers have questions about GitLab, the inbound SDRs answer them when able, or direct them to a technical team member as needed. If upon initial exploration the prospective customer is interested in continuing their exploration of GitLab, inbound SDRs will connect them to an account executive (AE). Outbound SDRs research and contact large organizations to uncover or create sales opportunities for GitLab AEs.

Content Marketing

Content marketers focus on understanding our audience of developers, IT ops practitioners, and IT leadership. They create useful content for GitLab's audiences, and ensure that the content is delivered to the right audience at the right time.

Field Marketing

Field marketers focus on understanding the specific needs of the geographic regions where GitLab operates. They manage marketing activities, such as events and sponsorships, tailored to the needs of the region the activity takes place in

Marketing Operations

Marketing operations focuses on enabling the GitLab marketing organization with marketing technology, process, and insights. They are responsible for evaluating, deploying, and administering marketing systems, documenting and improving administrative processes, and analyzing our marketing data to ensure marketers are held accountable to continuously improving their work.

Online Marketing

Online marketing focuses on managing paid advertising, improving the marketing site, website experiments, and search engine optimization (SEO). Paid advertising is aimed at increasing the volume of relevant traffic to GitLab's marketing site, website experiments are focused on improving website conversions, and SEO is aimed at ensuring our marketing site ranks for the search engine keywords our audiences care about.

Product Marketing

The goal of product marketing is to communicate the value of our product or services to our target audience. They perform market research, write product messaging, and support the sales team with collateral, training, and go-to-market strategy.

Corporate Marketing

The design team assists in nearly all marketing efforts, including web & digital, field marketing & branding, and content.

Developer Relations

Dev rel educates and assists our community through outreach & public speaking. They provide quick responses to questions asked about GitLab all over the internet. They are GitLab evangelists without being sales(wo)men.

Requests from other teams

Social (@GitLab only, @GitLab status is managed by Infrastructure)

Everyone posts their own social updates, to the extent possible. If you want to request that something in one of these categories be posted, reach out to the point person below. They reserve the right to say no to your request, and copy in all of these categories may be adjusted by a marketing team member to ensure consistency in our brand voice.

Blog post editing

Misc. marketing items

Marketing Team Functional Groups

Our Marketing team is split into four key functional groups, which are equally important for the success of GitLab:

Marketing Production

Marketing OKR Overview

Our team and the demands on marketing are growing quickly. In order to align our goals with company goals as well as prioritize what we are working on, OKRs help us to maintain structure. Of course, not everything can be captured in one Google Sheet but this helps us all to know what we consider our goals as a team to be.

Each member of the marketing team is responsible for 3 Objectives and 3 Key Results for each objective.

Meetings and structure

These are just the required meetings for team members and managers. Of course, meetings are encouraged when it expedites a project or problem solving among members, so the team and company. Don't be afraid to say "Hey, can we hangout?" if you need help with something.

Weekly 1:1 (New hire: First month - managers with all direct reports)

Meeting goal: For manager to help new team member onboard quickly.

Run time: 30 minutes

All managers should have a weekly 1:1 with their direct reports in the first month of employment, starting with the first day of employment where possible.

The first meeting should run as follows:

The agenda of the following 1:1s should be the same as the recurring Bi-weekly 1:1s with time set aside to answer any questions about onboarding.

From the second month on, all managers should have twice monthly (bi-weekly) meetings with all of his or her direct reports.

Weekly 1:1 (All directors with CMO)

Meeting goal: For CMO to provide direction, help prioritize and receive feedback from all directors.

Run time: 30 minutes

All directors should have weekly meetings with the CMO.

The meeting should run as follows:

Bi-weekly 1:1 (Managers with all direct reports)

Meeting goal: For manager to remove roadblocks and help prioritize so team member can be effective.

Run time: 30 minutes

All managers should have twice monthly (bi-weekly) meetings with all of his or her direct reports.

The meeting should run as follows:

Quarterly 1:1 (All members of Marketing Team with CMO)

Meeting goal: For CMO to help with any questions and career path discussion.

Run time: 30 minutes

All members of the marketing team who are not direct reports should meet with their executive management (CMO) once every quarter. If questions or concerns arise, please don't hesitate to reach out directly for an impromptu discussion via email or chat.

The meeting should run as follows:

Quarterly Marketing Summit

Meeting goal: Planning for the upcoming quarter

Run time: Full Day

CMO builds agenda and assigns ownership for each session.

The meeting should run as follows:

Marketing team SLAs (Service Level Agreements)

When working remotely in a fast-paced organization, it is important for a team to agree on a few basic service level agreements on how we would like to work together. With any of these, things can come up that make it not possible to meet the SLAs, but we all agree to use best effort when possible.

Marketing Handbook Updates

Anything that is a process in marketing should be documented in the Marketing Handbook.

How to contact marketing

Chat Marketing channels

We use our chat internally as a communication tool. The marketing channels are as follows:

Marketing email alias list