Strategic marketing is GitLab's interface to the market. The market is made up of customers, analysts, press, thought leaders, competitors, etc. Strategic marketing enables other GitLab teams such as Sales, Marketing, and Channel with narrative, positioning, messaging, and go-to-market strategy to go outbound to the market. Strategic marketing does market research to gather customer knowledge, analyst views, market landscapes, and competitor intelligence providing marketing insights inbound to the rest of GitLab.
Strategic marketing creates many types of content for communicating and positioning GitLab for multiple audiences. Some of the different kinds of content produced by Strategic Marketing are listed below.
Marketing decks linked on this page are the latest approved decks from Strategic Marketing that should be always be in a state that is ready to present. As such there should never be comments or WIP slides in a marketing deck. If you copy the deck to customize it please give it a relevant title, for example include the name of the customer and an ISO date.
Company pitch deck
The Pitch Deck contains the GitLab narrative.
Customer value deck
The Customer deck contains the GitLab value driver narrative and supports a discussion about GitLab differentiators.
GitLab security capabilities deck
This deck introduces GitLab's position and capabilities around security. It covers why better security is needed now and how GitLab provides that better security in a more effective manner than traditional tools. This deck should be used when talking to prospects who are asking about how GitLab can help them better secure their software via GitLab Ultimate.
To request updates to these decks see requesting help from the strategic marketing department
The following list of print collateral is maintained for use at trade shows, prospect and customer visits. The GitLab marketing pages should be downloaded as PDF documents if a print copy for any marketing purposes is needed.
The Strategic Marketing team also develops messaging and collaterals that aligns with a buyer's needs and a journey with GitLab supporting those needs. For example, a customer with a specific problem of SCM does not need to be sold the value of the single application. Rather these use case based messaging and collaterals will help when talking to customers to address their specific pain points.
To encourage reuse and collaboration, we have a shared folder of past abstracts for different speaking events.
All Strategic Marketing Work is tracked and managed as issues in the Strategic Marketing Project. If you need support from the team, the simple process below will enable us to support you.
#product-marketingslack channel. Add an
@replyto the PMM responsible or you can ping the team with
Strategic Marketing tracks an inventory about what it creates and makes available to others in the company to use. A side benefit is that this inventory can also help with metrics collection. This inventory originated as part of the Learn@GitLab project but is being extended to other groups, as the more complete our inventory is the more efficient we can be as a company in using them. The goal is to have other groups inside and outside of SM also adding and consuming from this inventory as the SSoT of available assets.
The details on making additions/changes are detailed in the asset_inventory page. If you'd like to add your own team inventory file please follow the information on that page.