Product marketing is the name of the overall group that includes specialists in the following disciplines:
Note that previously this group was called Strategic Marketing and then Portfolio Marketing. Artifacts of these names still remain in URLs. Please excuse these discrepencies as we work to rename everything.
Our mission is to accelerate GitLab’s path to market by developing insights, positioning, and messaging that communicate the value of our platform and solutions.
There are 10 key capabililities of team members. Sub-teams and individuals typically 'major' in certain areas and 'minor' in others. It's rare that one person would be expert in all 10.
Product Marketing synthesizes customer knowledge, analyst views, market landscapes, and competitor intelligence, to provide marketing insights to GitLab marketing, sales, and product teams. We use these insights to inform the product team of key market requirements and evolving landscapes for their consideration in product strategy. Our research may also include primary research on customers, markets, and competitors.
Each team within Product Marketing contributes uniquely and equally 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 Product Marketing contributes uniquely and equally toward a comprehensive GTM strategy that includes:
Solutions GTM Page has links to all of this and more.
Product Marketers are often asked to speak at conferences, workshops, webinars, etc.
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 Product Marketing Work is aligned to the overall Marketing OKRs, located in Ally.io.The specific team OKR/KRs are tracked and managed as issues in the Strategic Marketing Project. If you need additional support from the team, the simple process below will enable us to support you.
@lclymer,@cblake 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.Through research and iteration, Product Marketing becomes the subject matter experts around key product capabilities and/or solutions. We 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, CSM 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.
Product Marketing team members serve as subject matter experts and conduct in-house and partner sales trainings scheduled by the Sales Training team and Partner Marketing. For info go to the Sales Enablement page.
The Product Marketing organization is often considered the nexus that brings together research, customer and market insights, with technical expertise to benefit the all of GitLab marketing teams. The Product marketing organization collaborates and partners with other teams in marketing for certain execution elements - such as Digital Experience, Brand, and Integrated marketing. Additional key collaborators are sales for using the plays (recipes) for effective iteration, and 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
Marketing decks linked on this page are the latest approved decks from Product 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 product marketing department
The SSOT for this slide is found in the Golden pitch deck above. It is updated quarterly. Please do not use old customer logo slides as they may no longer relevant or we no longer have permission to use them.
Existing collateral can be found in HighSpot (sales facing) and in Path Factory (marketing content management system).