Product Marketing

Welcome to the Product Marketing Handbook

The Product Marketing organization includes Product Marketing, Content Marketing, and Partner/Channel Product Marketing.

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Product Marketing Handbooks

Key Responsibilities

At the highest level, the goal of product marketing is to communicate the value of our product or services to our target audience.

Product marketing has three primary responsibilities.

  1. Analysis: Product marketing is responsible for researching and analyzing the market, competition, product, and customer to find unique insights that aid the sales process.
  2. Messaging: Product marketing is responsible for defining and managing the value proposition, messaging, and positioning of new and existing products and features.
  3. Enablement: Product marketing is responsible for listening to the sales teams to understand the challenges and opportunities they face in the sales process. Additionally, product marketing supports the sales team with collateral, training, and go-to-market strategy.

Priority Focus Areas

If you're interested in learning more about the specific deliverables or read more on the insights that were shared, take a look a the documented feedback in this presentation.

Release Management

Release Kickoff

The goal is to enable sales and marketing/PR to work one release ahead of the product release cycle. The proposed process to get us there is below.

Release Checklist

The goal of our release checklist is to highlight what should be completed with each release.

Major feature rollout

Some features deserve more attention than others. We have a dedicated process to roll major features out, described in the Product handbook.

Sales Enablement

The goal of sales enablement is to empower the sales team with training, collateral, and go-to-market.

Sales Playbook

The sales playbook will contain a number of sales enablement materials.

GitLab University Sales and Product Training

GLU sales and product training is a weekly meeting open to all GitLab employees to join and learn more about our industry, product, and customers.


Requesting a new topic:

GLU presentations should follow this rough structure:

GLU Materials:

Customer Case Study Creation


Creating the Customer Case Study:

Explaining the Case Study process to a Customer & Creating the Case Study:

Below is an example email template that you can send customers to after the AE has introduced you to the customer. The email below will help the customer to get a better sense of what we are asking of them.

Hi X,

It's nice to e-meet you, we'd love to hear more about your journey to GitLab and potentially write a customer story on COMPANY NAME.

Here are the steps that we'd work with you on.

  • 20-30 minute phone call to hear more about your industry, business, and team. (In the call, we would also like to hear more about your decision making process to first choose GitLab and then eventually purchase EE.)
  • Review of the draft customer story
  • Final review of the customer story Then once the customer story is agreed upon by you or someone on your team we will publish it on GitLab's channels.

Please let me know if you're open to kicking off the customer story process on X date

####Collecting Metrics: Possible quantitative metrics that the customer can be asked to share with GitLab include:

The customer case study should then be written by Product Marketing team, and the draft sent to the customer for their input, and approval.

Other sections in the case study can be found on the customer's website or by searching the web - Sidebar summary, The Customer.

Following approval from the customer, the Design team should be sent a doc of the case study to include in the case study design template. The case study can then be published on our website.

Case Study Format:

Headline: The name of the customer and the benefit they gained from implementing our solution

Sidebar Summary: Summarize key points

The Customer: A brief introduction of the customer, not the solution.

The Challenge: What was the customer trying to change or improve. What regulations or market conditions drove the customer to search for a new solution. Share the steps the customer took to solve the problem, including other products and services they investigated.

The Solution: Detail the solution and how it aligns to the customers requirements. Also detail other solutions that GitLab interfaces with. Also include customer quote.

The Results: Detail how GitLab supported the customer to solve their problems. This is where the use of benchmarking metrics such as such as time saved, reduced costs, increased performance etc. are required.

About GitLab: Short paragraph on GitlLab - about, solutions etc. Call to action of solutions offered.

Possible Additional Supporting Documents: