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.
SDR presentation deck
Condensed version of the company pitch deck. It copies linked slides from the pitch deck (so they can stay in sync.) SDR Managers own responsibility for keeping the deck in sync.
This deck can be used on occasions where the SDRs feel they should or could prequalify a prospect before setting a discovery meeting with the SAL. This could for example be someone who isn't our typical target persona but who might have an interest in what we do.
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 usecase 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 request review and assignment flow (note: the label
sm_request indicates a request for Strategic Marketing support)
sm_req::triageand the team label (
mrci) who will determine if if there is enough detail to prioritize and plan the work - is it clear? Then the issue will be route to either:
sm_req::backlogfor future scheduling, sequencing, and implementation. note: add issue to the SM_Backlog milestone for tracking. NOTE: Issues in the backlog are NOT yet committed to be done!
sm_req::assignedto team members. When an issue is assigned, it is added to the quarter milestone so we can track status of all the work in flight. NOTE: Assigned issues should be considered committed to be done!
sm_req::transferredfor requests that belong in a different team (Field Marketing, Sales, Ops, etc). Once an issue is transferred, it should be closed
sm_req::declined- when an issue is in the backlog and it is no longer relevant or does not make sense anymore. Close the issue when you decline it.
sm_req::completedand Close the issue
GitLab provides several ways to visualize and manage our work:
Quick actions are very,very helpful and efficient when you want to make multiple changes to an issue and have the issue open. Here are a few handy quick actions for Strategic Marketing:
|Step / Action||Quick Action Code|
|Triage for the PMM team||
|Triage for the Tech PMM team||
|Triage for the Partner Marketing team||
|Triage for the Competitive Intel team||
|Triage for Market Research/Customer Ref Team||
|Moving to backlog||
|Assigning to a team member||
|Completing an issue||
In order to manage and prioritize issues in the backlog, we need to consider:
/label ~"devops::plan" ~"devops::create",
When considering an issue: