Portfolio Marketing

Maintained by:

Portfolio marketing Teams

What does Portfolio Marketing do?

Portfolio Marketing (formerly known as "Strategic Marketing") is GitLab's interface to the market. The market is made up of customers, analysts, press, thought leaders, competitors, etc. Portfolio Marketing enables other GitLab teams such as Sales, Marketing, and Channel with narrative, positioning, messaging, and go-to-market strategy to go outbound to the market. Portfolio Marketing does market research to gather customer knowledge, analyst views, market landscapes, and competitor intelligence providing marketing insights inbound to the rest of GitLab.

Portfolio Marketing Inbound

graph LR; id1 --> id2 id2 --> id3 subgraph "The Market" id1[Customers
Users
Community
Press
Analysts
Thought Leaders
Competitors] end subgraph "Portfolio Marketing" id2[Market Research] end subgraph "GitLab" id3[Sales & Marketing Enablement
Product Roadmap] end

Portfolio Marketing Outbound

graph LR; id1 --> id3 id2 --> id3 id3 --> id4 id4 --> id5 subgraph "Portfolio Marketing" id1[Market Research] id3[Go-to-market Assets] end subgraph "GitLab R&D" id2[Product] end subgraph "GitLab GTM" id4[Sales
Marketing] end subgraph "The Market" id5[Customers
Users
Community
Press
Analysts
Thought Leaders
Competitors] end

Portfolio Marketing Acroyms

Portfolio Marketing, Product Marketing, and Product Managment all have different acroyms so that it's clear which one you are refering to.

PFM: Portfolio Marketing. The Entire PFM Group including Product Marketing, Technical Marketing, and Market Inisghts.
PMM: Used to refer to Product Marketing Management (as a practice or the entire Product Marketing tream) or specifically to a Product Marketing Manager. Examples:
- Product Marketing Management: "Let's collaborate with PMM since they are customer and market SMEs"
- Product Marketing Manager: "Parker is the PMM on my cross-functional team."
PM: Product Mangement or Product Manager. Don't use PM to refer to Portfolio Marketing or Product Marketing, use PM exclusively for the Product team.
TMM: Used to refer to Technical Marketing Management (as a practice or the entire Technical Marketing tream) or specifically to a Technical Marketing Manager. Use TMM. Don't use TM (which useually stand for "Trademark".)

Metrics

Portfolio Marketing Content Analytics

Solutions Go To Market

Solutions GTM Page

Sales and partner enablement

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.

Speaker Abstracts

To encourage reuse and collaboration, we have a shared folder of past abstracts for different speaking events.

Requesting Portfolio Marketing help

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.

Open an SM Support Request Issue this link will the A-SM-Support-Request template. PLEASE fill in what you know.
Be sure to @mention a specific team member who you are requesting help from. If you don't @mention a team member, you're request may not be processed. Ping @williamchia ,@traci, and @davistye if you don't know who to tag.
If you need more immediate attention please send a message with a link to the issue you created in the #product-marketing slack channel. Add an @reply to the PMM responsible or you can ping the team with @pmm-team.

Planning and Reporting Resources

Productivity

Collateral

Customer-facing presentations

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.

GitLab narrative deck This deck contains the GitLab narrative. You can use it when talking to an audience who is unfamiliar with GitLab and what we do.
Customer value pitch deck The customer value pitch deck contains the GitLab value driver narrative. You can use it in conversations where the audience is already familiar with GitLab and you're ready to share the value GitLab can bring to their Digital Transformation. It explains how GitLab is a complete DevOps platform delivered as a single application as well as our key differentiators.
GitLab security capabilities deck This deck introduces GitLab's position and capabilities around security. It covers why better security is needed now and how GitLab provides that better security in a more effective manner than traditional tools. This deck should be used when talking to prospects who are asking about how GitLab can help them better secure their software via GitLab Ultimate.

To request updates to these decks see requesting help from the strategic marketing department

Key Demos

Videos

GitLab in 3 minutes (~3 mins)
Benefits of a Single Application (~2.5 minutes)
GitLab Overview (~12 mins)
GitLab for Remote Teams (~9 mins)

Click through Demos

Print collateral

The following list of print collateral is maintained for use at trade shows, prospect and customer visits. The GitLab marketing pages should be downloaded as PDF documents if a print copy for any marketing purposes is needed.