1. [Work](/work) 2. / 3. [GitLab](/work/gitlab) 4. / 5. Growth Marketing OKRs & Quarterly Plans ![GitLab logo](/images/writing/gitlab/gitlab-logo-100-rgb.svg) # Growth Marketing OKRs & Quarterly Plans Quarterly planning loop and operating archive Timeframe Jun 2020 to Aug 2024 Company GitLab Role Senior Manager, then Director, Integrated Growth and Inbound Marketing Read time 2 min Scroll to read Read with... Pick an agent - [ChatGPT](https://chatgpt.com/?q=Read%20this%20case%20study%3A%20GitLab%20Growth%20Marketing%20OKRs%20%26%20Quarterly%20Plans%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fgitlab%2Fgitlab-quarterly-plan-and-okrs%0A%0APage%20context%3A%0ASummary%3A%20Quarterly%20planning%20loop%20and%20operating%20archive%0A-%20Company%3A%20GitLab%0A-%20Role%3A%20Senior%20Manager%2C%20then%20Director%2C%20Integrated%20Growth%20and%20Inbound%20Marketing%0A-%20Timeframe%3A%20Jun%202020%20to%20Aug%202024%0A-%20Highlights%3A%20Shifted%20operating%20cadence%20to%20quarterly%20planning%20to%20unlock%20meaningful%20change%20%7C%20Built%20a%20repeatable%20planning%20loop%20across%20Digital%20Experience%20and%20Growth%20Marketing%20%7C%20Archived%20each%20quarterly%20plan%20and%20OKR%20set%20as%20a%20living%20operating%20record%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Claude](https://claude.ai/new?q=Read%20this%20case%20study%3A%20GitLab%20Growth%20Marketing%20OKRs%20%26%20Quarterly%20Plans%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fgitlab%2Fgitlab-quarterly-plan-and-okrs%0A%0APage%20context%3A%0ASummary%3A%20Quarterly%20planning%20loop%20and%20operating%20archive%0A-%20Company%3A%20GitLab%0A-%20Role%3A%20Senior%20Manager%2C%20then%20Director%2C%20Integrated%20Growth%20and%20Inbound%20Marketing%0A-%20Timeframe%3A%20Jun%202020%20to%20Aug%202024%0A-%20Highlights%3A%20Shifted%20operating%20cadence%20to%20quarterly%20planning%20to%20unlock%20meaningful%20change%20%7C%20Built%20a%20repeatable%20planning%20loop%20across%20Digital%20Experience%20and%20Growth%20Marketing%20%7C%20Archived%20each%20quarterly%20plan%20and%20OKR%20set%20as%20a%20living%20operating%20record%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Perplexity](https://www.perplexity.ai/search/new?q=Read%20this%20case%20study%3A%20GitLab%20Growth%20Marketing%20OKRs%20%26%20Quarterly%20Plans%0AURL%3A%20https%3A%2F%2Fwww.assemblydigital.com%2Fwork%2Fgitlab%2Fgitlab-quarterly-plan-and-okrs%0A%0APage%20context%3A%0ASummary%3A%20Quarterly%20planning%20loop%20and%20operating%20archive%0A-%20Company%3A%20GitLab%0A-%20Role%3A%20Senior%20Manager%2C%20then%20Director%2C%20Integrated%20Growth%20and%20Inbound%20Marketing%0A-%20Timeframe%3A%20Jun%202020%20to%20Aug%202024%0A-%20Highlights%3A%20Shifted%20operating%20cadence%20to%20quarterly%20planning%20to%20unlock%20meaningful%20change%20%7C%20Built%20a%20repeatable%20planning%20loop%20across%20Digital%20Experience%20and%20Growth%20Marketing%20%7C%20Archived%20each%20quarterly%20plan%20and%20OKR%20set%20as%20a%20living%20operating%20record%0A%0AReturn%3A%0A1\)%20The%20business%20problem%20in%20one%20sentence.%0A2\)%20The%20operating%20moves%20that%20mattered.%0A3\)%20Reusable%20lessons%20for%20a%20similar%20team.%0A4\)%20One%20question%20to%20ask%20before%20applying%20this%20pattern.%0A%0AUse%20the%20page%20as%20the%20source%20of%20truth.%20Keep%20it%20concise%20and%20specific.) - [Your Claw](https://openclaw.ai) - [Gemini](https://gemini.google.com/app) Gemini and Your Claw use copy and paste. Part of [ GitLab Jun 2020 to Aug 2024 ](/work/gitlab) - 01Shifted operating cadence to quarterly planning to unlock meaningful change - 02Built a repeatable planning loop across Digital Experience and Growth Marketing - 03Archived each quarterly plan and OKR set as a living operating record 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. ![](/images/writing/gitlab-quarterly-plan-and-okrs/01.jpg) ## [Why quarterly planning (inbound and growth marketing)](#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. * * * ## [Quarterly plan archive](#quarterly-plan-archive) ### [FY24Q4 Digital Experience Quarterly Plan & OKRs](#fy24q4-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/02.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/342](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/342) * * * ### [FY24Q3 Digital Experience Quarterly Plan & OKRs](#fy24q3-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/03.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/309](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/309) * * * ### [FY24Q2 Digital Experience Quarterly Plan & OKRs](#fy24q2-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/04.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/251](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/251) * * * ### [FY24Q1 Digital Experience Quarterly Plan & OKRs](#fy24q1-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/05.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/210](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/210) * * * ### [FY23Q4 Digital Experience Quarterly Plan & OKRs](#fy23q4-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/06.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/175](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/175) * * * ### [FY23Q3 Digital Experience Quarterly Plan & OKRs](#fy23q3-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/07.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/136](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/136) * * * ### [FY23Q2 Digital Experience Quarterly Plan & OKRs](#fy23q2-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/08.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/107](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/107) * * * ### [FY23Q1 Digital Experience Quarterly Plan & OKRs](#fy23q1-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/09.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/85](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/85) * * * ### [FY22Q4 Digital Experience Quarterly Plan & OKRs](#fy22q4-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/10.jpg) [https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/3](https://gitlab.com/groups/gitlab-com/marketing/digital-experience/-/epics/3) * * * ### [FY22Q3 Digital Experience Quarterly Plan & OKRs](#fy22q3-digital-experience-quarterly-plan--okrs) ![](/images/writing/gitlab-quarterly-plan-and-okrs/11.jpg) [https://gitlab.com/groups/gitlab-com/marketing/inbound-marketing/-/epics/385](https://gitlab.com/groups/gitlab-com/marketing/inbound-marketing/-/epics/385) * * * ## [Connecting the Dots readouts](#connecting-the-dots-readouts) ![](/images/writing/gitlab/MP_Connecting_the_dots_Q1.jpg) ![](/images/writing/gitlab/MP_Connecting_the_dots_Q2.jpg) * * * ## [FY25 strategy snapshot](#fy25-strategy-snapshot) ![](/images/writing/gitlab/FY25_Plan__Digital_Experience.jpg) Deep dives [04Shaping GitLab’s Integrated Growth and Inbound Marketing TeamJun 2020 to Aug 2024 · 2 min→](/work/gitlab/shaping-gitlabs-digital-experience)[03Unified Funnel Conversion LiftJun 2020 to Aug 2024 · 2 min→](/work/gitlab/unified-funnel-conversion-lift)[02Increase Quality Site TrafficJun 2020 to Aug 2024 · 20 min→](/work/gitlab/increase-quality-site-traffic) Decision support ## FAQ: Fast answers, no filler The objective, outcomes, and next best path in under a minute. 01What is GitLab Growth Marketing OKRs & Quarterly Plans? An archive of quarterly plans and OKRs that guided GitLab’s integrated growth and inbound operating system. 02What problem did quarterly planning solve? It created a durable cadence for prioritization, execution, and results, and reduced reactive, ad hoc work. 03What 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. 04What outcomes are documented? A more reliable planning and execution cadence that supported the integrated growth and inbound operating system over time. 05Who 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. 06Where should I go next? Go back to the parent case: [GitLab](/work/gitlab). To follow the operating system path, start with [Introduction of X Led Growth](/work/gitlab/introduction-of-x-led-growth).