GitLab Growth Marketing OKRs & Quarterly Plans

Shaping Success Through Strategic Timeframes

Mar 22, 2023

A significant portion of my role as Director of Integrated Growth and Inbound Marketing Product Management at GitLab involves engaging with leaders across various functions and departments. My focus is on understanding their objectives, fostering a unified perspective on priorities, and ensuring alignment in our efforts.

Prior to my tenure at GitLab, the Integrated Growth and Inbound Marketing team faced challenges in organization and effectiveness, as described by the CMO at the time. One notable issue was the Marketing organization's inability to modify the homepage without causing disruptions. Additionally, the volume of incoming requests left the small team supporting the Marketing site in a constant state of reactivity.

It took two quarters, but one of my initial actions was to shift our perspective on the work timeline. Instead of adopting a day-to-day or week-to-week approach, I introduced quarterly planning. My philosophy was rooted in the belief that impactful achievements require at least a quarter to materialize. Shorter timeframes were unlikely to effect significant change. This longer-term planning approach also provided a framework to reduce the numerous requests made to my team.

The continuous cycle of planning, executing, and delivering each quarter is among my proudest accomplishments at GitLab. As evident in the archived plans below, we have significantly matured the Integrated Growth and Inbound Marketing team. We now concurrently manage Digital Experience and Growth Marketing initiatives. Our team is recognized as one of the most efficient at GitLab, and through our quarterly planning process, we have built a reputation as a high-performing team that consistently delivers exceptional results.

GitLab Growth Marketing OKRs & Quarterly Plans

Shaping Success Through Strategic Timeframes

FY24Q4 Digital Experience Quarterly Plan & OKRs

FY24Q3 Digital Experience Quarterly Plan & OKRs

FY24Q2 Digital Experience Quarterly Plan & OKRs

FY24Q1 Digital Experience Quarterly Plan & OKRs

FY23Q4 Digital Experience Quarterly Plan & OKRs

FY23Q3 Digital Experience Quarterly Plan & OKRs

FY23Q2 Digital Experience Quarterly Plan & OKRs

FY23Q1 Digital Experience Quarterly Plan & OKRs

FY22Q4 Digital Experience Quarterly Plan & OKRs

FY22Q3 Digital Experience Quarterly Plan & OKRs