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.
Analysis: Product marketing is responsible for researching and analyzing the market, competition, product, and customer to find unique insights that aid the sales process.
Messaging: Product marketing is responsible for defining and managing the value proposition, messaging, and positioning of new and existing products and features.
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
Moving from GitLab CE to GitLab EE
Website Messaging and Flow
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.
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.
After the kickoff meeting Job and Amara will agree on priority features
A sister marketing issue will be created in the marketing project for each priority feature
In the sister issue, the developer working on the feature will work to answer the following:
Who are we building the feature for
What pain will the feature solve
How will the user/team/admin benefit from having the feature (focus on measurable benefits)
How will this feature change a user/team/admins workflow (e.g. this used to be a 10-step process now it is 1-click)
What are the current limitations
Prod. Marketing will answer the following
What is the competitive landscape
What are the key selling points
How will we message it
The goal of our release checklist is to highlight what should be completed with each release.
Verify that the work for the last release was documented and issue was closed