We create positioning and messaging to fuel demand and adoption of GitLab’s solutions and products. We develop market and competitive intelligence in order to develop actionable insights on market trends, customer needs, and competitive insights that guide go-to-market and product strategy. We identify, recruit, and activate customer advocates to demonstrate momentum and trust in the market.
Our mission is to accelerate GitLab’s path to market by developing insights, positioning, and messaging that communicate the value of our platform and solutions.
There are 10 key capabililities of team members. Sub-teams and individuals typically 'major' in certain areas and 'minor' in others. It's rare that one person would be expert in all 10.
We develop and champion go-to-market strategies that take into account our sales goals, product strengths/limitations, and marketing vehicles. These strategies include recommendations on product and solution areas upon which to focus our marketing and sales efforts and provide supporting messaging, positioning, personas, key assets/content, demos, sales enablement, and more. We deliver our stories/messages to customers, analysts, press through collateral, events, customer meetings, etc., where we get first-hand feedback from the audience to iterate and improve our strategies. We champion the customer perspective for continuity of experience across the various customer touchpoints.
Each team within Product and Solution Marketing contributes uniquely and equally toward a comprehensive GTM strategy that includes:
Solutions GTM Page has links to all of this and more.
Product marketers are core to GitLab’s go-to-market process, operating at the intersection of product management, sales, customer success, and marketing. Some examples of initiatives led by product marketing team include:
All Product and Solution Marketing work is aligned to the overall Marketing OKRs.The specific team OKR/KRs are tracked and managed as issues in the Product and Solution Marketing Project. If you need additional support from the team, the simple process below will enable us to support you.
@doneal or @gl-pmm if you don't know whom to tag.#product-marketing slack channel. You can ping the PMM team with @pmm-team.Through research and iteration, Product and Solution Marketing becomes the subject matter experts around key product capabilities and/or solutions. We provide the voice of the customer to help to connect the dots across the marketing functions (web, campaigns, digital ads, ABM, events) and sales stages (SDR nurture, SAEs/SAs pursuit/close, CSM expansion) by providing an outside-in perspective of our buyer's journey experience, along with that of their key influencers, from pain to purchase and from interest to sales. We strive to optimize the journey to efficiently achieve return on marketing and sales investment.
Product and Solution Marketing team members serve as subject matter experts and conduct in-house and partner sales trainings scheduled by the Sales Training team and Partner Marketing. For info go to the Sales Enablement page.
The Product and Solution Marketing organization is often considered the nexus that brings together research, customer and market insights. The Product and Solution Marketing organization collaborates and partners with other teams in marketing for certain execution elements, such as Digital Experience, Brand, and Integrated marketing. Additional key collaborators are sales for using the revenue plays for effective iteration, and Product Management to help with customer engagement via our CAB as well as providing input into analyst outreach.
The organization is an influencer on the indicators below. We cannot drive the results on our own, only through collaboration, but we use these indicators to assess the impact of our actions.
Leading indicators
Lagging indicators
All field and customer facing collateral generated by Product Marketing is hosted on