What is GitLab Growth Marketing OKRs & Quarterly Plans?

An archive of quarterly plans and OKRs that guided GitLab’s integrated growth and inbound operating system.

What problem did quarterly planning solve?

It created a durable cadence for prioritization, execution, and results, and reduced reactive, ad hoc work.

What was built in the quarterly planning loop?

A repeatable quarterly planning loop across Digital Experience and Growth Marketing, plus an archive of each plan and OKR set as a living operating record.

What outcomes are documented?

A more reliable planning and execution cadence that supported the integrated growth and inbound operating system over time.

Who is this approach for?

Best for cross-functional growth teams that need fewer reactive resets and clearer quarterly tradeoffs. Less useful when goals and priorities change daily and planning artifacts go stale.

Where should I go next?

Go back to the parent case: GitLab. To follow the operating system path, start with Introduction of X Led Growth.

GitLab Growth Marketing OKRs & Quarterly Plans

A big part of my role as Director of Integrated Growth and Inbound Marketing Product Management at GitLab was alignment. I worked with leaders across functions to set shared priorities and make tradeoffs explicit.

Why quarterly planning (inbound and growth marketing)

Before I joined, the Integrated Growth and Inbound Marketing team was reactive and fragmented. The CMO described a team that could not change the homepage without breaking things. The request queue kept the Marketing site team in support mode.

It took two quarters, but one of my first moves was to shift the timeline. I moved us from day to day to quarterly planning. The bet was simple: meaningful change needs a quarter. This cadence also gave us a way to say no to ad hoc work.

That loop is one of the things I’m most proud of. It matured the Integrated Growth and Inbound Marketing team and let us run Digital Experience and Growth Marketing in parallel.

We earned a reputation for execution because the plan, the work, and the results lined up.