Market Insights is a function of the Market Strategy & Insights team in Product Marketing.
What is the Market Insights Program?
We are a business partner who:
Questions We Seek to Answer:
To identify, qualify, and activate new avenues of pursuit and profitability for GitLab (range: 1-3 years)
Our big picture:
ELEVATE: We seek to grow our value proposition beyond benefits/features–or even value drivers + use cases–to enable our customers’ business outcomes
IDENTIFY & ARTICULATE: We look to leverage research & insights to identify blue ocean strategy opportunities
OPERATE: We will function as the company’s think tank, helping GitLab to become our customers’ recognized and essential catalyst for success
Deliverables that feed into and/or support the needs of other GitLab functions:
How can Market Insights benefit your team?
Market Insights deliverables can be used to (and/or augment your efforts to):
Alternatively, is there an emerging technology or solution that we need to explore? What could the intersection of the tech/solution and the GitLab proposition be? Is this tech/solution being used (or could it be used) by our current customers or by potential, non-traditional GitLab users?
PROCESS FOR MARKET OBSERVATION OF INDUSTRY TRENDS & EVENTS:
GENERAL PROCESS FOR INNOVATION ACTIVATION:
What market approaches might GitLab take based on the identified opportunities?
After a topic has been researched (see "RESEARCH PROCESS") and a recommendation for the business has been identified, Market Insights will help the DRI and team with next steps for activating the recommendation. (See "POTENTIAL MARKET APPROACHES".)
Recommendations for potential market approaches based on the results of the data assessed fall on the following spectrum of activity, ranging from the easiest level of effort, Solution or Use Case Development, to Innovation Play/Campaign to Roadmap/Feature Development to Category Creation to finally the most difficult and investment-intensive, Market/Industry Repositioning.
Based on the most appropriate approach for the opportunity, Market Insights will provide activation assistance to ensure that recommendation activities are sufficiently ramped up and owned by the DRI/ stakeholder(s).
In certain cases, this may entail creating or supporting the development of a full business case for E-Group presentation and approvals. In other cases, some recommendations may initially be best activated in an experimental manner, allowing data to be collected that can serve as real-world proof points for further analysis and recommendation.
Based on business priorities and constraints including executive direction, level of effort, cost, time, and other factors, we may choose to:
BUYER PERSONA DEVELOPMENT PROCESS:
BUYER PERSONA INTERVIEW OUTREACH:
FOCUS GROUP (IN-PERSON) PROCESS
Please join the discussion in the #market-insights channel.
FY22 Q4 OKR: Enhance the Market Insights/Strategy Program to bring more Awareness to GitLab Product Positioning
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