Product Marketing communicates GitLab business value internally and externally to position GitLab as a DevOps partner and solution. The team is responsible for product positioning, value messaging, and go-to-market strategy to support sales and outbound messaging with analysts, press, and prospects. Product Marketing also facilitates market feedback as key inputs into the GitLab product roadmap.
PMMs require a broad set of skills, knowledge, and expertise. This lists core competencies.
In general, product marketing supports three main groups:
In additional to enabling sales, PMMs should partner with sales and actively engage with the sales proecess by listening to call recordings and joining customer calls with reps. There are several outcomes that result from this process:
A product release, and a marketing launch are two separate activities. The canonical example of this is Apple. They launch the iPhone at their yearly event and then release it months later. At GitLab we do it the other way: Release features as soon as they are ready letting customers use them right away, and then, do a marketing launch later when we have market validation.
|PM Led||PMM Led|
|New features can ship with or without marketing support||Launch timing need not be tied to the proximity of when a feature was released|