The GitLab Marketing team includes multiple Departments organized as: Corporate Marketing, Integrated Marketing, Portfolio Marketing, & Inbound Marketing. This page documents shared team practices and processed, while the individual team handbooks contain more detailed information about each sub-team.
Each quarter, the Marketing team creates OKRs (Objectives and Key Results) that cascade from the CEO's OKRs.
Most Recent OKRs
Each department within the Marketing team keeps their own cascading OKRs in their team handbooks.
GitLab's vision is to become the leader in the DevOps Platform category by providing a comprehensive platform for the entire DevOps lifecycle, delivered as a single application. To accomplish this, GitLab needs to be the most desired organization to work with for understanding and solving DevOps challenges.
The GitLab Marketing team aspires to:
We are customer centered in our messaging and go to market approach. Value Drivers define the overarching business goals and objectives that customers are trying to achieve. Through the value drivers we are able to understand the reasons why a customer is transforming part of their software delivery toolchain. Customer Use Cases define what specific activity or process they will be using GitLab to transform their delivery process. The customer use cases help us define and organize specific collateral and go to market efforts along the buyer's journey.
Value drivers = why they are changing Customer use cases = what they are changing
We will develop collateral, content, and integrated campaigns leveraging the Value drivers and customer use cases based on strategic priorities and input from the field and product teams.
It is our responsibility to accurately represent GitLab and our products in our marketing, advertising, and sales materials. Deliberately misleading messages, omissions of important facts or false claims about our products, individuals, competitors or their products, services, or employees or contractors are inconsistent with our values. Sometimes it is necessary to make comparisons between our products and our competitors. When we do, we will make factual and accurate statements that can be easily verified or reasonably relied upon.
At GitLab, we are committed to making data informed decisions.
Detailed explanation of reports & filters used in these reports can be found on the Marketing Metrics page under Marketing Operations.
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.
Meeting goal: This is the main meeting where marketing strategy and tactics are discussed. Everyone in marketing is invited, but attendance is optional.
Run time: 50 minutes
The Marketing team meets on the third Thursday of the month to review announcements, strategy developments, company updates, OKRs, and KPIs. This is the primary meeting for discussing strategy and tactics, resolving conflicts and communicating information.
The meeting should run as follows:
Meeting goal: For managers to work with direct reports on personnel issues, PeopleOps requirements, performance reviews and hiring.
Run time: 25 minutes
Strategy and tactics should be discussed in the weekly Marketing Strategy and Tactics meeting. Weekly direct reports meetings should be held to discuss tactical people management issues. These meetings should be short and tactical - save strategy discussions for the all-marketing weekly call.
The meeting should run as follows:
#marketingSlack channel for questions that don't seem appropriate to use the issue tracker or the internal email address for.
For all material requiring legal review, please refer to the Materials Legal Review Process.
All teams are responsible for requesting social posts themselves. If you are not the DRI on a specific category or campaign and want to request a social post, please reach out to the teams’ point person identified below as a first step. Team Members in these roles reserve the right to say no to your request. If they say yes, coordinate with them to create a new social request issue so that the social team can process the request and schedule the post(s). The point person on the team or a member of the marketing or social teams may adjust copy to ensure consistency in brand voice.
Speaking to media or on a podcast as a GitLab team member is a significant responsibility. Please see PR review and media guidelines.
Marketing sends out a monthly developer newsletter, called DevOps Download, to our newsletter subscribers around the 10th of each month. The newsletter always includes information about the latest release post plus additional content for developers. The goal for this newsletter is thought leadership and awareness.
To add a content suggestion, please find the edition you'd like to add a content suggestion to here. You can also view the Campaign Brief for this project linked in this epic to learn more about the Developer Newsletter. Anyone in the company can add suggestions, but the Editor-in-Chief in charge of the newsletter will determine the final content.
Newsletter requests should be submitted no less than 5 business days before the intended send date to ensure there is enough time for Content and Marketing Programs Manager's (MPM) review and set up workflow.
We are happy to sponsor events and meet-ups where a marketing benefit exists, subject to approval by Field Marketing Managers. These sponsorships may be in cash or in kind, depending on individual circumstances.
Organizational or project sponsorships may also be considered where a marketing benefit exists. Typically, these sponsorships will be in kind - e.g., developer time commitments, or subsidized / free GitLab licenses.
Cash sponsorship of projects or organizations may be considered only in exceptional cases - for example, if a project or organization that GitLab depends on is struggling to survive financially.
We use Slack internally as a communication tool. The Marketing channels are as follows:
#marketing: General marketing channel. Don't know where to ask a question? Start here.
#all-marketing: Read-Only channel for marketing team members, with the ability to post comments. CMO staff has the ability to post. Should a team member want to make a post, please reach out to our Marketing EBA with your written statement and as much as possible, provide an issue or MR with more details.
#cfp: All call for speakers will be posted here.
cmo-staff: (Private) CMO's private staff discussion room
#content: Questions about blog posts, webcasts, the newsletter or other marketing content? This is the place to ask.
#community-relations: A channel for the community relations team to collaborate.
#corp-mktg: Corporate Marketing channel, including corporate events and branding, developer evangelism, community relations, corporate communications, remote.
#demand-gen: Demand Generation team, including Campaigns, Digital Marketing, and Partner & Channel Marketing.
#developer-evangelism: Discuss the latest tech in Dev, Sec, Ops and Cloud Native. You can request speakers and ask for technical content collaboration and guidance.
#digital-experience-team: Channel for connecting with the website development and design teams
#digital-marketing: Channel for all advertising, website analytic and general digital programs.
#digital_production: Channel for communicating with the video production team
#events: Everything you want to know about events.
#external-comms: To collaborate with our external PR (public relations) agency, discuss GitLab media mentions, and evaluate speaking/podcasting/commentary opportunities.
#fieldmarketing: Discuss, ask questions, stay up-to-date on events that are being organized by Field Marketing
#fyi-only-all-marketing: This is an FYI only channel for CMO Staff to post important marketing only announcements
#inbound-mktg: Growth Marketing channel, including global content, awareness campaigns, brand and digital design.
#marketing-design: Discuss, feedback, and share ideas on Marketing Design here.
#marketing_programs: Discuss, ask questions, stay up-to-date on campaigns and events that are being organized by the Marketing Program Managers
#mktgops: Marketing Ops communication channel for questions and project updates
#mktg-budget-holders: (Private) Discussion among all Marketing team members with budget responsibility
#product-marketing: Discuss, feedback related to product news, features and vision
#remote: Discuss and share impressions on the
#allremotecampaign, playbook and strategy.
#sdr_amer: Americas team (North, Latin and South) all segnents
#sdr_amer_commercial: Americas team (North, Latin and South) Commercial segment only
#sdr_apac: Asia Pacific SDR channel - all segments
#sdr_emea: Europe, Middle East and Africa all segments
#sdr_emea_commercial: Europe, Middle East and Africa Commercial segment only
#sdr_global: Worldwide SDR team channel
#sdr_global_commercial: Worldwide SDR Commercial team channel
#sdr_amer_east: Enterprise SDRs for Americas East (formerly NORAM - US East)
#sdr_amer_central: Enterprise SDRs for Americas Central (formerly NORAM - US Central)
#sdr_amer_west: Enterprise SDRs for Americas West (formerly NORAM - US West)
#sdr-conversations: place for SDR team brainstorm & sharing of ideas
#sfdc-users: Having issues with SFDC? Ask here first.
#social_media_action: Use this channel to communicate and coordinate with the Social Media team. You can ask for amplification help and share cool tweets, posts, etc.
#strategic_marketing: Slack channel for communicating with the Strategic Marketing team
#swag: Request or question regarding swag.
#website: Discuss topics related to website redesign project
#wg_partners_website: Discuss improvements to the Partners portion of about.gitlab.com
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.
Business Development Representatives (BDRs) and 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 SDRs assist them or connect them to a technical team member as needed. During the initial exploration if the prospective customer is interested in continuing their exploration of GitLab, SDRs will connect them to an Account Executive (AE) or Strategic Account Leader (SAL).
BDRs contact people who work at large organizations to uncover or create early stage sales opportunities for GitLab SALs. BDRs team will plan with their paired Sales counterpart to target interesting accounts and develop plan for prospecting including contact discovery, understanding enterprise-wide initiatives that GitLab could assist with, and ensuring accurate data quality of accounts and contact in salesforce.com.
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 where the activity takes place.
Marketing operations focuses on enabling the GitLab marketing organization with marketing technology, process, enablement 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. Marketing Operations owns the tech stack used by Marketing.
Corporate Marketing is responsible for PR/communications, the stewardship of the GitLab brand, corporate events and the company-level messaging/positioning. Corporate Marketing creates global marketing materials and communications and supports the field marketing teams so they can execute regionally while staying true to the GitLab brand.
Digital Experience is repsonsible for the overall website strategy, design, and peformance on about.gitlab.com. Our primary conversion rates on
Demand Generation includes the Campaigns Team, Digital Marketing, and Partner & Channel Marketing. The Demand Gen team collaborates across marketing to plan, execute, and optimize integrated campaigns aligned to GTM Motions.
Community Relations includes community advocacy, code contributor program and evangelist program functions. The team is focused on answering the following questions:
Portfolio marketing is GitLab's interface to the market. The market is made up of customers, analysts, press, thought leaders, competitors, etc. Portfolio marketing enables other GitLab groups such as Sales, Marketing, and Channel with narrative, positioning, messaging, and go-to-market strategy to go outbound to the market. Portfolio marketing does market research to gather customer knowledge, analyst views, market landscapes, and competitor intelligence providing marketing insights inbound to the Product org and the rest of GitLab.
Anything that is a process in marketing should be documented in the Marketing Handbook.
The marketing team utilizes a single all-marketing calendar where everyone can contribute, and we can answer key questions (using filters) related to upcoming marketing plans.
Please do not filter the entire doc (although Google Docs is now allowing personal filtering that doesn't affect all other viewers in the doc - need to test this!). Instead, you may use pre-set filter views (click down arrow selector next to the filter icon on the bookmark bar) to see activities grouped by GTM Motion, segment, region, team, funnel stage, partners, and more.
Below are some pre-set filter examples:
If there are other views you would find helpful, please feel free to duplicate an existing filter view, and include some sort of categorization (i.e. team, segment, etc.). You can do this by going to a simliar filter view, and clicking on the top right gear icon, then selecting
Location for inputs: In your Google Drive, search for (and bookmark)
FY22 All-Marketing Calendar SSoT.
This is where all teams will input and categorize planned activities, content production, themes, and more - with filters that align to key pieces of information (GTM Motions, Alliance Partners, Sales Segments, Regions, Funnel Stage, Language, and more). This will be iterative and everyone should feel open to share their feedback and ideas - comment in the issue to sare your thoughts!
The instructions below are to be followed by marketing team members. Add a row at bottom of All-Marketing Calendar spreadsheet or insert in the appropriate date (either way, this will be re-sorted by marketing periodically). If you don't have all the details, don't worry - fill in what you can and work together to outline the information that is valuable for integrating our marketing tactics as a team.
placeholder with focus on <add topic>if not yet determined)
GTM, Funnel, and Partner alignment
Column J (Channel Partners)in the "Lookups" tab, and then you will see it appear in the dropdown.
Purpose: To have a single source of truth on activities accross marketing and with partners. The instructions below are to be followed by CAMs for channel partner activities that are being entirely supported by the CAM. When channel markeitng is involved, they will input the event.* When added, this filter view "Team - Channel" will show your inputs and also those with channel marketing support.
Add details to a row at bottom of All-Marketing Calendar spreadsheet (this will be re-sorted by marketing periodically)
placeholder with focus on <add topic>if not yet determined)
@lromin partner marketing to indicate channel partner activities that our GitLab marketing team is engaged in working jointly on)
GTM, Funnel, and Partner alignment
Column J (Channel Partners)in the "Lookups" tab, and then you will see it appear in the dropdown.
In the future, the goal is to visualize these inputs in a calendar format with filters (based on columns in the doc) to allow the team to see the plans in Sisense. View the Basic Mockup in Mural!
Currently, the GoogleDoc has pre-set filter views to help you see plans by Region, Segment, etc. to be added by team members for their respective activities.
Instead please see All-Marketing SSoT Calendar section (above)!
Marketing uses GitLab for agile project management including groups, projects, epics, roadmaps, issues, labels, and boards. Read through the documentation on each of these GitLab features if you are unfamiliar.
Marketing Departments collaborate to produce Integrated Campaigns. An Integrated Campaign is a communication effort that includes several campaign tactics such as blog posts, emails, events, advertisements, content on about.gitlab.com, videos, case studies, whitepapers, surveys, social outreach, and webcasts. An Integrated Campaign will have a campaign theme that summarizes the message we are communicating to our market.
Have a new campaign idea? Make a suggestion
We cultivate a deep understanding of our own product by using GitLab to manage our planning, collaboration, and execution of Marketing activities.
The latest Project Management recommendations can be found here from FY21-Q2 Agility Project
The latest recommendations for Milestones from FY21-Q2 Agility Project
Within the www-gitlab-com repo (parent repo to Marketing) there are weekly milestones, which some teams use plan a weekly sprint cadence. Each of these sprints begins with "Fri:**" for the Friday upon which that sprint ends, making them searchable in a list here.
Each week on Monday, any open MRs and issues still assigned to the previous week's milestone are bulk moved forward to the next week, and the previous milestone is closed out. This is a manual process currently performed by Danielle.
The latest recommendations for Groups and Projects from FY21-Q2 Agility Project
CMOlabel. (Don't apply the CMO label to other epics.)
mktg-status::and one of four statuses. Status labels should be used on all issues within the Marketing group:
mktg-status::plan- work that is proposed, in an exploratory state.
mktg-status::wipand creating an merge request (MR), if appropriate. The plan status is optional, as issues that don't require formal planning can be opened and labeled
mktg-status::wip- work in progress that has been accepted and assigned to a DRI.
WIP:. At GitLab we allow reviewers to start reviewing right away before work is complete.
WIP:should be removed from the title.
mktg-status::review- work has been completed enough that it is ready for formal review and approval.
mktg-status::scheduled- work that is complete but should be scheduled for a future date.
closed- when work is delivered the issue should be closed.
Each Department within Marketing can have "additive" labels - meaning they are used to enhance the tracking and workflows for that respective team. These "additive" labels are used in conjunction with the broader Marketing labels. The Department label usage is documented on each of the respective handbook pages:
When a new issue is opened in any project, the issue description will contain a small snippet of text applying that teams' label & Marketing scoped
Apply Templateand continue as normal
The default text is minimal and generic. Any team can make the collective decision to update the text. Access to modify the text may be limited based on group/project permission level, if you do not have access to the
General settings section, please reach out to
@mktg-ops via slack.
Please note this is not an issue bot there is no dynamic functionality. The default issue text applies to all issues opened within that project and the text should be broad enough to encompass a roles within that team.
Expandnext to Default Issue Template
mktg-status::planlabel in that section
Save changes. The changes be applied immediately to any new issue opened.
If you have any issues &/or questions, please reach out to the MktgOps team (
@mktg-ops) via slack.
Figuring out how where and how to create a board, epic, label can be confusing. The following diagram is a very high level example of how it all fits together. If there are questions please ask in the #mktgops slack channel (*must be GitLab team member for active link).
Please Note: We are transitioning from the use of Campaign Tags to Allocadia IDs for campaign expense tracking purposes. As a result, we are still detailing out the process below by referencing both Allocadia IDs and Campaign Tags at this time, but eventually we'll be deprecating the use of Campaign Tags.
Marketing Managers track costs associated with campaigns - such as events, content, webcasts, etc. Allocadia IDs/Campaign Tags can be applied to Expensify reports, Coupa PO's, corporate credit card charges, and vendor bills processed by Accounts Payable. Campaign expenses that are incurred by independent contractors should be clearly noted with the appropriate ID/tag and included in their invoices to the company. We then use these accumulated costs for budget to actual analysis as well as to update the Salesforce campaigns with actual costs.
Note: As we move from campaign tags to Allocadia IDs for tracking campaign costs, the below section will eventually be deprecated.
GitLab makes use of campaign tags throughout our systems in order to better track associated costs. For consistency, we use the naming convention of ISODate_Campaign_ShortName. More details on the ISO Date:
ISO 8601 provides a standard cross-national approach that says:
- A general-to-specific approach, forming a date that is easier to process - thus, the year first, followed by month, then day
- Numbers less than 10 preceded by a leading zero
- Years expressed as "0" prior to year 1 and as "-1" for the year prior to year 0 (and so forth)
- Thus, March 30, 1998 would be: 19980330.
Once you have created your Campaign Tag, follow these instructions.
If your event or tactic gets postponed to a new date, you only need to request an update to the Allocadia ID/Campaign Tag date in this tracker if the date pushes more than six months from the original tactic date. If postponement date is within six months of the original date, no requested adjustment is required to the Allocadia ID/Campaign Tag.
Travel expenses (food, hotel stays, arline tickets, etc.) must also be tracked utilizing Allocadia IDs/Campaign Tags. You will include the Allocadia ID/Campaign Tag in the
classification field in Expensify when you are completing your expense report. The instructions for how to request the Allocadia ID/Campaign Tag be created in Netsuite > Expensify can be found here. Additional information regarding travel can be found here.
There are times when a rapid response is needed to address industry changes, competitive moves, news about the company, and other opportunities to provide comment or thought leadership. In order to effectively respond, GitLab marketing needs to monitor, create and publish quickly. Additionally, GitLab marketing needs to support GitLab executives with content, data and soundbytes for interviews, blog-posts, etc.
If a rapid response opportunity arises, please alert the head of corporate marketing (or CMO if head of corporate marketing is unavailable) via slack or text message. Rapid response collaboration will happen in either the #competition channel (if it is competitive) or in the #external-comms channel (if it is about other news). The head of corporate marketing will propose a recommendation on how to best proceed with an external company message and recruit the resources to accomplish the plan (this becomes the #1 priority for each resource, unless physically impossible or their manager provides a replacement). A template for a rapid response can be found here.
The head of corporate marketing will assess the rapid response request within 1 HOUR (9amEST-6pmPST). Urgency will be assessed and will be determined to be 3 HOURS (ASAP) or 24 HOURS turnaround, and the action plan will be scoped accordingly - with a bias towards releasing an MVC as soon as possible, and iterating as more news becomes available. Any disagreements on urgency or action will be escalated immediately to the CMO for a final decision.
While each response will be a custom plan, the rapid response team will leverage appropriate resources to execute on the agreed upon plan:
Please have the author of the statement/blog post comment with their approval on the MR before merging, even if you have received approval in other, non-public channels.
GitLab's Marketing team maintains a list of agency and partner firms in a protected Google Sheet (only accessible to GitLab team members).
The purpose of this list is to provide transparency to GitLab team members on agencies and partners onboarded to work with us. If you are considering an agency or partner to scale your team and create additional resource leverage, check this list first. If you have onboarded a new partner or agency, please add them to this list for others to view. We create added efficiency by sharing our recommended partners internally.
In order to focus our efforts around investments the company should make per country, worldwide, it was important that sales and marketing leadership agreed to countries to prioritize (P0, P1, P2, P3 and P4).
The investment checklist at each priority level is a wishlist of how we are aiming to localize in those areas. For example, in market sales and SDR support is included in P0 as well as much higher level of translations. More details can be found internally on the tracking sheet.
Get to know the people who work in GitLab's marketing team by visiting our READMEs. [cmo]: /job-families/chief-marketing-officer/ [create a ToC]: /handbook/markdown-guide/#table-of-contents-toc [Markdown Style Guide]: /handbook/markdown-guide/
Check out the handbook page on the marketing career development program.