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Usecase: DevOps Platform

Who to contact

Brian Glanz @brianglanz and Cormac Foster @cfoster3 William Arias @warias

The Market Viewpoint

DevOps Platform

The DevOps Platform usecase is applicable for customers who are aware of the efficiencies to be gained by end to end DevOps but have not been able to achieve expected results due to a hodge podge of tools and integrations, siloed teams, cultural misalignment, lack of visibility and/or collaboration. In such scenarios, the GitLab value of a single application from idea to production inclusive of monitoring and security is appealing to the customer.

The worldwide DevOps market is expected to grow with a growth rate of 20 percent from $3.5 Bn in 2018 to $10.5 Bn in 2024. Increasing adoption of agile frameworks, cloud technologies, and digitization of enterprises to automate business processes are driving the growth.

In their Market Guide for DevOps Value Stream Delivery Platforms, Gartner's Strategic Planning Assumption was:

“By 2023, 40% of organizations will have switched from multiple point solutions to DevOps value stream delivery platforms to streamline application delivery, versus less than 10% in 2020.”

Market Guide for DevOps Value Stream Delivery Platforms, Manjunath Bhat, Hassan Ennaciri, Chris Saunderson, Daniel Betts, Thomas Murphy, Joachim Herschmann, 28 September 2020

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

GitLab believes this indicates that the market for a DevOps platform delivered as a single application will grow much faster than the DevOps market as a whole.

The DevOps Platform use case vs. "Open DevOps Platform" brand messaging

While they share a similar name, GitLab's "Open DevOps Platform" brand messaging and the "DevOps Platform" use case are distinct and independent.

"Open DevOps Platform" is high-level brand messaging that describes our company, our product philosophy, and the relationship between the two. It is focused on the positive, transformational outcomes of enaging with the company and using the product.

"DevOps Platform" is a customer use case that describes a discrete customer problem that GitLab solves. The DevOps Platform use case is more targeted and narrowly scoped than the Open DevOps Platform brand messaging, focusing on explaining the benefits of a complete platform, deployed as a single application, addressing specific Market Requirements with product-specific differentiators.

As an example of overlap between the brand messaging and the customer use case, consider that extensibility is one of the Market Requirements of the solution. "How GitLab delivers" that includes a couple aspects of what "Open" means:

Dozens of project integrations, Webhooks, and an open core model in which everyone can contribute directly to the GitLab project.

As an example of the distinction between the two, consider our public roadmap and handbook.

While the two motions serve different audiences and purposes, they do share a large amount of common messaging, as the Visibility, Collaboration, and Velocity pillars of the Open DevOps Platform (and the resulting outcomes of Iteration and Innovation) are also important to the DevOps Platform solution.


User Persona

There are two primary user personas:

  1. Devon - the DevOps Engineer Devon assists multiple different teams with varied needs. A single DevOps platform provides a consistent and efficient development experience, eliminating the burden of supporting unique, team-specific implementations.

  2. Delaney - the Development Team Lead Delaney is responsible for communication and collaboration throughout the entire product lifecycle, and requires end-to-end visibility into work items and status to accurately estimate capacity, plan features, and coordinate with all parties. A single DevOps platform provides those services natively, allowing Delaney to access necessary information as needed, without dependencies.

Buyer Personas

End to end DevOps requirements typically involve executive involvement - VP of DevOps, VP of Engineering, VP of Innovation and above.

The two primary buyer personas are:

  1. Erin - the Application Development Executive The consistency of a DevOps platform and the productivity gains of transparency and contextual aggregation of relevant information align to her primary goal of predictable business results.
  2. Kennedy - the Infrastructure Engineering Director For Kennedy, the most important benefit of a DevOps Platform delivered as a single application is a decreased cost-to-performance ration while enhancing security and compliance.

Analyst Coverage

Market Requirements

Market Requirement Description Typical capability-enabling features Value/ROI
1. Agile Management The solution supports the planning, initiating, monitoring, controlling, closing, and measuring the value created by Agile teams and projects. Requirements, Epics, Features, Stories, Iterations, Backlogs, Roadmaps, Boards Allows businesses to budget for, prioritize, deliver, and assess the success of innovation initiatives.
2. Version Control & Collaboration Control and manage different versions of the application assets from code to configuration and from design to deployment. Typical capability-enabling features Value/ROI
3. Continuous Integration Automate and streamline build and test to improve quality and velocity. Build automation, test automation, pipeline configuration management, visibility & collaboration, multi-platform and language support, pipeline security, and more (see full list) CI makes software development easier, faster and less risky for development teams.
4. Security Shift security left and make it relevant throughout the delivery lifecycle. Typical capability-enabling features Value/ROI
5. Continuous Delivery Streamline and automate delivering and deploying code to different environments. Progressive Delivery, Roll out scenarios, Feature Flags, Review Apps, Post Deployment Monitoring Consistent and repeatable release processes, faster time to market and lower risk releases
6. Governance, Risk Management, and Compliance Define, enforce and report on compliance policies and frameworks Requirements Management, Policy Management, Audit Management Value/ROI
7. Incident Management Organize multiple inputs into actionable workflows to allow the appropriate people to remedy anomolous condiitions. Typical capability-enabling features Value/ROI
8. Extensibility Extend the system to work with business applications, external data sources, and legacy point solutions. Webhooks, APIs Customize DevOps platform to any workflow or business need, adopt end-to-end DevOps incrementally

The GitLab Solution

How GitLab Meets the Market Requirements

Market Requirements How GitLab Delivers GitLab Stage/Category Demos
1. Agile Management Project, program, and portfolio management within a single system, enhanced by complete visibility into the work being done and the efficiency of value delivery. Plan stage: Epics, Iterations, Milestones, Requirements Management.
Manage stage: Value Stream Analytics, Insights.
2. Version Control & Collaboration
3. Continuous Integration Architect CI pipelines with .gitlab-ci.yml files, structure CI processes, run automated tests, security scans, and build your app using GitLab Runner as the execution agent. See code quality analysis and code coverage details from source code. Get feedback on code changes directly in GitLab. Manage packages, repositories, and containers along with their dependencies in GitLab. See full list here Verify, Package, and Release, and Secure
4. Security
5. Continuous Delivery Unified, automated deployment and monitoring strategies with modern compliance within a single application Release Stage: Continuous Delivery, Review Apps, Advanced Deployments, Feature Flags, Release Evidence, Secrets Management
Monitor Stage: Metrics, Logging, Tracing, Error Tracking
Verify: Browser Performance Testing
Incremental rollout Application Release Automation & Delivery
Feature Flags Feature flags
6. Governance, Risk Management, and Compliance
7. Incident Management
8. Extensibility Dozens of project integrations, Webhooks, and an open core model in which everyone can contribute directly to the GitLab project. Manage stage: Integrations

Top 3 Differentiators

Differentiator Value Proof Point
A Single Application for the Entire DevOps Lifecycle A single application eliminates complex integrations, data chokepoints, and toolchain maintenance, resulting in greater productivity. -
End-to-End Visibility GitLab's common data model enables enables end-to-end visibility and traceability throughout the DevOps lifecycle, correlating and aggregating data automatically. -
Your software, deployed your way GitLab is infrastructure agnostic (supporting GCP, AWS, Azure, OpenShift, VMware, On Prem, Bare Metal, and more), offering a consistent workflow experience - irrespective of the environment. -

Message House

The message house for the use case provides a structure to describe and discuss the value and differentiators for the use case.

Customer Facing Slides

Discovery Questions


Competitive Comparison

Amongst the many competitors in the DevOps space, Azure DevOps provides the most comprehensive end-to-end Devops capabilities, with GitHub continuing to build toward a similar vision.

Industry Analyst Relations (IAR) Plan

For a list of analysts with a current understanding of GitLab's capabilities for this use case, please reach out to Analyst Relations via Slack (#analyst-relations) or by submitting an issue and selecting the "AR-Analyst-Validation" template.

Proof Points - customers

Quotes and reviews

<List of customer quotes/reviews from public sites>

Case Studies

References to help you close

Key Value (at tiers)





DevOps Platform Videos

Integrations Demo Videos

Clickthrough & Live Demos

Buyer's Journey

Inventory of key pages in the buyer's Journey

learning about the problem
looking for solution ideas
is this the right solution
DevOps platform topic page DevOps platform solution page proof points
landing pages? ?comparisons? comparisons
-etc?   - product page x
- product page y
- product page z
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