Welcome to the GitLab Marketing Handbook

The GitLab Marketing team includes four functional groups: Lead Generation, Developer Relations, Corporate Marketing, and Product Marketing

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Marketing Handbooks

GitLab Marketing Purpose

We GitLab

We think GitLab (.com, CE, and EE) can help developers, designers, IT workers, marketers, and everyone in between improve collaboration. The GitLab Marketing team is here to do the following:

Which team are you looking for? Here's what each does.

Lead Generation (Leadgen)

The Lead Generation team is focused on lead acquisition, management, and qualification. As a unit, we identify and cultivate potential customers for GitLab’s Enterprise Edition products. The content, events, and campaigns managed by the Lead Generation team are intentionally targeted to audiences who are likely to use and buy GitLab EE for their team or business.

Business Development (BDR)

BDRs deal with the front end of the sales process, bridging the gap between sales and marketing. They manage and help answer product questions sent to and

Product marketing

The goal of product marketing is to communicate the value of our product or services to our target audience. They perform market research, write product messaging, and support the sales team with collateral, training, and go-to-market strategy.

Corporate marketing

The design team assists in nearly all marketing efforts, including web & digital, field marketing & branding, and content.

Developer Relations

Dev rel educates and assists our community through outreach & public speaking. They provide quick responses to questions asked about GitLab all over the internet. They are GitLab evangelists without being sales(wo)men.

Requests from other teams

Social (@GitLab only, @GitLab status is managed by Infrastructure)

Everyone posts their own social updates, to the extent possible. If you want to request that something in one of these categories be posted, reach out to the point person below. They reserve the right to say no to your request, and copy in all of these categories may be adjusted by a marketing team member to ensure consistency in our brand voice.

Blog post editing

Misc. marketing items

Marketing Team Functional Groups

Our Marketing team is split into four key functional groups, which are equally important for the success of GitLab:

Marketing Production

Marketing OKR Overview

Our team and the demands on marketing are growing quickly. In order to align our goals with company goals as well as prioritize what we are working on, OKRs help us to maintain structure. Of course, not everything can be captured in one Google Sheet but this helps us all to know what we consider our goals as a team to be.

Each member of the marketing team is responsible for 3 Objectives and 3 Key Results for each objective.

Meetings and structure

These are just the required meetings for team members and managers. Of course, meetings are encouraged when it expedites a project or problem solving among members, so the team and company. Don't be afraid to say "Hey, can we hangout?" if you need help with something.

Weekly 1:1 (New hire: First month - managers with all direct reports)

Meeting goal: For manager to help new team member onboard quickly.

Run time: 30 minutes

All managers should have a weekly 1:1 with their direct reports in the first month of employment, starting with the first day of employment where possible.

The first meeting should run as follows:

The agenda of the following 1:1s should be the same as the recurring Bi-weekly 1:1s with time set aside to answer any questions about onboarding.

From the second month on, all managers should have twice monthly (bi-weekly) meetings with all of his or her direct reports.

Weekly 1:1 (All directors with CMO)

Meeting goal: For CMO to provide direction, help prioritize and receive feedback from all directors.

Run time: 30 minutes

All directors should have weekly meetings with the CMO.

The meeting should run as follows:

Bi-weekly 1:1 (Managers with all direct reports)

Meeting goal: For manager to remove roadblocks and help prioritize so team member can be effective.

Run time: 30 minutes

All managers should have twice monthly (bi-weekly) meetings with all of his or her direct reports.

The meeting should run as follows:

Quarterly 1:1 (All members of Marketing Team with CMO)

Meeting goal: For CMO to help with any questions and career path discussion.

Run time: 30 minutes

All members of the marketing team who are not direct reports should meet with their executive management (CMO) once every quarter. If questions or concerns arise, please don't hesitate to reach out directly for an impromptu discussion via email or chat.

The meeting should run as follows:

Quarterly Marketing Summit

Meeting goal: Planning for the upcoming quarter

Run time: Full Day

CMO builds agenda and assigns ownership for each session.

The meeting should run as follows:

Marketing team SLAs (Service Level Agreements)

When working remotely in a fast-paced organization, it is important for a team to agree on a few basic service level agreements on how we would like to work together. With any of these, things can come up that make it not possible to meet the SLAs, but we all agree to use best effort when possible.

Marketing Handbook Updates

Anything that is a process in marketing should be documented in the Marketing Handbook.

How to contact marketing

Chat Marketing channels

We use our chat internally as a communication tool. The marketing channels are as follows:

Marketing email alias list