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


On this page


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 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. Our department OKRs are tracked on a designated issue board with labels to assign team ownership and progression of work.

Each member of the marketing team is responsible for 3 Objectives and 3 Key Results for each objective. Each objective will have a individual META issue created that is tracked on the department Issue Board.

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:

Bi-weekly Marketing Team Call (All Marketing team members)

Meeting goal: Provide visibility and alignment across the Marketing team and provide forum for cross-functional discussion and Q&A.

Run time: 60 minutes

The Marketing team meets bi-weekly to review announcements, strategy developments, company updates; per functional area, review metrics, prior period accomplishments and blockers, review upcoming key activities; and have a forum for roundtable discussion and Q&A.

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 chat, email or phone call.

The meeting should run as follows:

Quarterly Marketing Planning Meeting (Marketing Leadership Team - CMO + Directors)

Meeting goal: Planning for the upcoming quarter

Run time: Two Half Day sessions

CMO builds agenda and assigns ownership for each section.

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

Requests from other teams

Social (@GitLab only, @GitLabstatus 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

New Ideas for Marketing Campaigns or Events

Note: The marketing team owns content on marketing pages; do not change content or design of these pages without consulting the Online Marketing Manager. Marketing will request help from product/UX when we need it, and work with them to ensure the timeline is reasonable.

Chat Marketing channels

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

Marketing email alias list