Upsell Premium to Ultimate message house

1. You are here:
2. Handbook
3. Marketing
4. CI/CD GTM Sales Plays
5. Upsell Premium to Ultimate message house

Message house

Context

Budget and influence are key for this play, so our basic assumption is that upleveling to someone’s boss isn’t going to be enough all the time - people need to reach out to additional business units, namely security, and bring in “fresh” teams and opportunities within existing accounts.

• Additionally, we need to enable and equip current Premium customers and their teams to be more “active champions” by showing them the light that is the value of Ultimate. When thinking about the value of Ultimate at the highest level

Think security and reducing risk, protecting the business's intellectual property and sensitive data, enabling modern CD with compliance and audit controls, and providing visibility/insights at different levels from ICs to executive insights

The who

• Economic buyers: CISO or Security Manager, VP of Security, Director of Security, VP of IT or CTO, App/Dev Director

• Technical influencers: Chief Architect, App Dev Manager

Messaging and Positioning

Headline: Dev+Sec+Ops all under one roof

Subheader: GitLab Ultimate makes it happen

Positioning statement	GitLab Ultimate streamlines the software delivery process by embedding security and compliance into your DevOps workflows, unifying teams under one roof.
Elevator pitch	GitLab Ultimate enables DevSecOps by optimizing and accelerating software delivery while managing priorities, security, risk, and compliance.
Long description	GitLab Ultimate helps organizations and teams achieve DevSecOps via enterprise-level application security capabilities, advanced insights/analytics at the project, group, and instance level, and industry-leading continuous integration and delivery.

Key-Values	Single app with end-to-end visibility and insights	Embedded security that’s contextual + congruent to DevOps processes	Leading SCM, CI, and code review in one	Transparent and collaborative
Promise	Lovable developer UX with executive visibility	Built-in security and compliance shifted all the way left	No plugins or costly integrations to maintain	Streamline processes and empower teams to make better decisions
Pain points	In a constant state of asking "what changed!?"	Increased risk of vulnerabilities, difficult audits	Complexity, added overhead	Inefficient, stifles innovation
Why GitLab	Reduce exposure and unify teams	Reduce risk, easily scalable	Completely integrated from idea to production	Single source of truth to focus on remediation, less friction

Additional Ultimate value:

• Enterprise-grade priority support, including 24/7 uptime support, a dedicated Customer Success Manager (CSM), and upgrade assistance are all still included with Ultimate.
• Access to free guest users
• Project, portfolio and requirements management value
• Modern CD with compliance

Proof points

Glympse, BI Worldwide, Jasper, Wag!, HERE Tech