Every marketing function should have at least one north star metric that they aspire to improve over time to help GitLab's business growth. Below is a list of metrics by different marketing functions in Strategic Marketing.
|Team||Primary Metric||Secondary Metric||Eventual Metric Goal|
|PMM||Impressions||Content Created (pages, docs, talks, blogs, etc)||IACV Attribution|
|TMM||Impressions||Content Created (demos, videos, etc)||IACV Attribution|
|AR||Impressions||Analyst Coverage (reports, mentions, MQs, Waves, etc.)||IACV Attribution|
|Cust Ref||Impressions||Content Created (Case Studies, Quotes, References, etc)||IACV Attribution|
|Comp Intel||Impressions||Content Created (Comparison Pages, etc)||IACV Attribution|
Multiple lenses of metrics are needed to build the narrative such as:
Challenge: Why do we measure? What are our next steps / actions based on what we learn?
Strategic Marketing tracks an inventory about what it creates and publishes. 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.
Current metric - number of cases published per month - current target - 2 / month
Need additional metrics to measure value of customer reference activities and value delivered to the business.
Additional sources of metrics to consider:
What do we measure today?