Product Marketing

Welcome to the Product Marketing Handbook

The Product Marketing organization includes Product Marketing, Content Marketing, and Partner/Channel Product Marketing.

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Product Marketing Handbooks

Key Responsibilities

At the highest level, the goal of product marketing is to communicate the value of our product or services to our target audience.

Product marketing has three primary responsibilities.

  1. Analysis: Product marketing is responsible for researching and analyzing the market, competition, product, and customer to find unique insights that aid the sales process.
  2. Messaging: Product marketing is responsible for defining and managing the value proposition, messaging, and positioning of new and existing products and features.
  3. Enablement: Product marketing is responsible for listening to the sales teams to understand the challenges and opportunities they face in the sales process. Additionally, product marketing supports the sales team with collateral, training, and go-to-market strategy.

Priority Focus Areas

If you're interested in learning more about the specific deliverables or read more on the insights that were shared, take a look a the documented feedback in this presentation.

Release Management

Release Kickoff

The goal is to enable sales and marketing/PR to work one release ahead of the product release cycle. The proposed process to get us there is below.

Release Checklist

The goal of our release checklist is to highlight what should be completed with each release.

Sales Enablement

The goal of sales enablement is to empower the sales team with training, collateral, and go-to-market.

Sales Playbook

The sales playbook will contain a number of sales enablement materials.

GitLab University Sales and Product Training

GLU sales and product training is a weekly meeting open to all GitLab employees to join and learn more about our industry, product, and customers.


Requesting a new topic:

GLU presentations should follow this rough structure:

GLU Materials:

Customer Case Study Creation


Case Study Format:

Headline: The name of the customer and the benefit they gained from implementing our solution Sidebar Summary: Summarize key points

Possible Additional Supporting Documents: