Portfolio marketing is the name of the overall group.
The mission of Portfolio Marketing (formerly known as "Strategic Marketing") is to lead the synthesis of internal and external insight to drive an informed Go-to-Market strategy.
We have 3 primary objectives:
Portfolio Marketing does market research to gather customer knowledge, analyst views, market landscapes, and competitor intelligence, providing marketing insights to GitLab marketing, sales, and product teams. We use this insight to inform the product team of key market requirements and evolving landscapes for their consideration in product strategy.
Each team within Portfolio Marketing contributes uniquely toward gathering market insights:
We develop and champion go-to-market strategies that take into account our sales goals, product strengths/limitations, and marketing vehicles. These strategies include recommendations on product and solution areas upon which to focus our marketing and sales efforts and provide supporting messaging, positioning, personas, key assets/content, demos, sales enablement, and more. We deliver our stories/messages to customers, analysts, press through collateral, events, customer meetings, etc., where we get first-hand feedback from the audience to iterate and improve our strategies. We champion the customer perspective for continuity of experience across the various customer touchpoints.
Each team within Portfolio Marketing contributes uniquely toward a comprehensive GTM strategy that is led by PMM:
GTM Strategy includes
Through research and iteration, Product Marketing (within Portfolio Marketing), becomes the subject matter experts around key product capabilities and/or solutions. PMM provide the voice of the customer to help to connect the dots across the marketing functions (web, campaigns, digital ads, ABM, events) and sales stages (SDR nurture, SALs/SAs pursuit/close, TAM expansion) by providing an outside-in perspective of our buyer's journey experience, along with that of their key influencers, from pain to purchase and from interest to sales. We strive to optimize the journey to efficiently achieve return on marketing and sales investment.
Each team within Portfolio Marketing contributes uniquely toward marketing and sales enablement:
The Portfolio Marketing organization is often considered the "quarterbacks" of marketing. The various groups within the organization collaborate together to read the field, call the plays, and assess strategy, readjusting as necessary. The organization relies on others in marketing for certain execution elements - for instance Digital Marketing to buy ads to generate awareness, Web team for navigation to most impactful messaging and assets, sales for using the plays (recipes) for effective iteration, Product to help with customer engagement via our CAB as well as providing input into analyst outreach.
The organization is an influencer on the indicators below. We cannot drive the results on our own, only through collaboration, but we use these indicators to assess the impact of our actions.
Leading indicators
Lagging indicators
Portfolio Marketing team members serve as subject matter experts and conduct sales trainings scheduled by the Sales Training team. For info go to the Sales Enablement page.
To encourage reuse and collaboration, we have a shared folder of past abstracts for different speaking events. PMMs also have an inventory of presentations that can be quickly and easily reused.
All Portfolio 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.
@traci and @davistye if you don't know whom to tag.#product-marketing slack channel. Add an @reply to the PMM responsible or you can ping the team with @pmm-team.Here's how we process the requests - Strategic Marketing Project Management Overview
Marketing decks linked on this page are the latest approved decks from Portfolio 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.
To request updates to these decks see requesting help from the strategic marketing department
Latest collateral can be found on the Portfolio Marketing Group Convo slides Existing collateral can be found in HighSpot (sales facing) and in Path Factory (marketing content management system).
Looking for collateral aligned to a specific GTM solution? Look at the matching [solutions resource page]((/handbook/marketing/strategic-marketing/usecase-gtm/).
Our top-performing collateral includes: