Industry Analyst Relations (IAR) is generally considered to be a corporate strategy, communications and marketing activity, but at GitLab, because of our mission that everyone can contribute, we view the industry analyst community as participants as well. The primary owner/DRI of Industry Analyst Relations (including but not limited to relationships, communication, coordination, research participation, and contractual arrangements with industry analysts and their respective firms) at GitLab is Strategic Marketing. This is in order to provide the most accurate, consistent, and comprehensive perspective on GitLab to industry analysts and to enable receiving the same from industry analysts with equal fidelity.
Industry analysts usually focus on corporate or organizational buyers and their needs rather than on those of individual developers. At GitLab we view them as a marketing focus for those markets. They are a conduit to a different group than our traditional developer communities, although there is overlap to some degree between those communities.
If you would like to engage the analysts (e.g. research a topic, ask questions of an analyst, request analyst reports, brief an analyst) please click here for the research request form.
Examples of how we engage with analysts include:
The parts of the team responsible for answering the questionnaire will make this a priority. We will:
Once the report is published, analyst relations, in conjunction with product marketing and product will decide on the overall messaging and positioning of the report. This will decide whether this is a Level 1 or Level 2 announcement and which activities are needed, including, a press release, social media, and one or more blog posts.
Once we decide on reprints, we may choose to create the following:
Most analyst companies charge for access to their reports.
As part of XDR and Sales Enablement, some analyst reports are educational - they can help you build your understanding of the market. We've collected some of those articles to share with you here. These are behind the firewall and for use of employees where they have access rights. If you have any questions on access, please contact Analyst Relations.
In 2020, GitLab commissioned Forrester Research to create a Total Economic Impact (TEI) study on GitLab. According to Forrester, "The TEI methodology quantifiably measures the business value of an IT decision or project. TEI is composed of four main elements with associated tools and methodologies for quantification. Individually, each provides only a piece of the decision-support puzzle. Together, they provide a holistic tool for assessing and justifying IT investments."
In Forrester's methodology, the four main elements of the TEI are:
Benefits - measure financial impacts of positive business results.
Cost - measures the negative impact on IT and the business.
Risk - quantifies the impact of inherent uncertainties.
Flexibility - monetizes the value of future options.
Click here to learn more about the TEI, how to access it, and how to use it with customers and prospects.