 All right, I'm gonna get started So hi, my name's Tim. I'm the Interim VP of marketing on if you're in the marketing team or indicative team or On the sales team potentially I should warn you I'm not going to tell you anything new today that you haven't heard already. In fact all my slides that I have Are stuff that are presented as of December 8th to 7 9 last year So I'm trying to catch everybody else up to speed, but don't expect new info We're just kind of reiterating it all stuff that you should know if you're in one of these three teams Happy to stop for questions along the way You know, if I just put them in the chat and without further ado I'm just gonna share my screen if I can and then try to get started There we and I got signed out so this is gonna be fun. All right, I love how you get signed out of Google Randomly At the worst possible moment as I read into them. We're doing well. All right. Should be good. All right, so The one kind of key thing to understand about or strategy and our marketing strategy in particular, I think is the relationship between We as a vendor on the right software developers That we know and love and then people will buy software and you know This case is where a software developer is a person buying the software But they tend to be separate functions separate responsibilities and even more so as companies kind of go in size So the tradition model the old school model the Oracle model is you know You as a vendor come and you talk to a business-centric buyer You want to endine them you convince them to buy a license through your software and then at the buyer You know the IT people go and turn to their soft developers be like, you know, you're using this You know no choice tough luck. Here's the software you you're dealing with for a while thinking like, you know late 90s early odds you saw the Emergence of the opposite model, you know through open source people saying well, this is great software out there You know soft developers are gonna, you know Choose to use it They're gonna go towards the buyers and use board contract or patches or fixes or professional edition the buyer is going to listen to the demands and then go towards a vendor and go buy something and You know, neither of these first two models really worked. Well, you know, I think it's something that works in some extreme cases depending on your situation your relationships, but It's not a universal model and it doesn't guarantee you success So the model that seems to be working fairly well and one that we're gonna try to use when it comes to marketing Is this idea that we as a vendor Have a direct line of direct responsibility Towards software developers and is to influence them in some way or another And to also be the recipients of their influence in a lot of other ways That we're gonna try to broadcast the message that that you know Get lab it out there and you let them have a great experience with a great product And and try to have your direct relationship with We're gonna expect soft developers to kind of promote a conversation With IT people with managers was you know, even CIOs to To look into using deploying and then buying our software and we're gonna try to meet You know in the middle, we're not gonna wait for buyers to come to us We're gonna kind of be pretty aggressive at reaching out towards the buyer So this is kind of very important map, but it should give you the key of answering Can everything we're trying to do in marketing. We're not just marketing to soft developers We're marketing soft developers and buyers We're not waiting for buyers to come to us we're gonna be pretty aggressive by reaching out to them and We also want to promote some of that in the middle right whenever we can encourage soft developers to To be involved and active in a conversation about deploying or using software will be more successful than a competitor So, you know the big difference that's in compared to what we were doing previously is really introduced Said you are they a buyer, you know, who's a buyer and why does marketing need to care about the buyer? And again, it's a very key thing. It's probably the biggest difference between what we're trying to do this year and and what we're doing before And you're probably gonna see us spend a lot of time on the buyer and and that's mostly just to counterbalance The fact that you know, we're pretty advanced company. We're pretty old pretty big and we really haven't established a voice a Practice in talking to to buyer people We're gonna try to make sure that we don't lose our soul and lose our edge and we're gonna try to you know be Friendly to developers. It is absolutely critical. It's absolutely necessary for us To have the upper edge and remain developer centric operation a lot of ways But we need to also connect to the buyer and you'll see us do a lot of marketing towards that And I don't want anybody to kind of overreact about it. It's just a necessity of deficiency. Yeah You know, you can think about it this way We go from talking to software developers and I think we've done a great job of that through our blog posts for Hacker news for Twitter to really talking about software development in general, right and And all the people that that regroups, you know, not just developers, but also, you know Your your integration manager you debuts people but also non-technical people that was life revolves around soft development like CIOs for example or IT managers, etc, right? So we really need to kind of cover the whole a life cycle and this is kind of a switch I think you're gonna see us do in tone and voice and content in events and a lot of these things So the buyers you're kind of wondering who that person is because I think we all understand who the developer or the technical person is you know, it's usually a person that has this kind of title it changes depending on the side of the company and But you know, it's somebody who has the ability to make a decision or be able to make a purchase or to recommend a purchase right for the kind of software that that we sell was Was get that be and was get host and and and dot-com and you know as we level up the pricing of dot-com and The sweet spot for us, you know What we really like to to think about first and foremost when you think about buyers Is somebody with a title and a very large company because you know the larger the company the bigger the opportunity for us And we're not going to be exclusive about that. That's what you have print this on the second point you know, we need to to talk and we need to sell to People in any company side usually if you aim I you know, you're going to be able to have good coverage down below as well So, you know, I think this is kind of the shortest summary of who a buyer is and with a person That's like and and you know, what is that we're going to talk to when you see us Push out some of those like surveys or white papers or anything else you're going to see us do in the future Or message you're going to change a little bit, you know, since we're talking to To this kind of buyer persona as well as developers and technical people. We're going to try to find a way to To kind of merge these two points right into a single storyline and we're still going to do the tactical stuff You see us do around DevOps around Maybe conversational development and other thread that we've explored in the past But we also need to kind of have a higher positioning for for git lab something that helps us Talk to both devs and and and talk to buyers and sometimes you're going to see us You know, I have messages that are just about buyers are just about answering their needs and their questions And so that's going to be very important, you know What's going to be also very important is we're going to go towards something called account-based marketing ABM at the bottom and and ABM really is about kind of, you know, micro targeting specific Industries specific geographical areas specific companies and accounts specific people sometime during the accounts With a in optimized message, you know instead of saying Get that makes after development great. For example, we say, you know, get lab is great for Farmer companies that that are particularly invested in agriculture or whatever, you know And you can kind of do any sort of of customization that way So you're going to see us I think change quite a bit and you're going to see us explore kind of very deep dark areas and you might see communications from us that are really about convincing specific account specific people As opposed to kind of speaking to the broad developer base as we have mostly done So at a very high level, you know, the marketing strategy is really about, you know First all internalizing and marketing and beyond marketing that both developers and buyers make it successful We cannot be successful. Just focusing on one of them That, you know for for a short while at least we're going to really put the revenue generating buyers right and activity That help us generate revenue at the center of our priorities You're going to see us invest a lot in PR invest in Legion Invest in content part of marketing, etc And you know that just to count about some of the great work we've done on the developer side and other marketing side in the past and You're going to see us kind of still try to win that awareness battle, you know Our biggest problem is still going to be that a lot of people haven't heard of GitLab or using GitLab and Or sure as past success will be to Change that and then the second thing we're going to try to do is and then there's been a problem You know internally and in some marketing outside marketing is kind of really Iterate much faster and deliver some of the stuff that's expected Much faster and I think we've had a lot of good ideas and good requests And we're going to need to kind of get good at this And so I think that that force point is important and in me generate a lot of question from people in the company I think you know what I must highlight there is the need for us to focus at the same time you know The word is the word the very important and in line this is quickly and in line like what people actually need and And there's a difference in what people want and what people need And I think we've fallen prey quite a bit in marketing inches doing anything that people wanted or suggested and we've We've kind of dropped the ball on a lot of stuff that you're very necessary for business So we're going to try to become really really good at practicing Where it's absolutely helpful for the business and doing it very very quickly but you're also going to see us focus and And turn down a request and think they don't like to move the needle and don't get don't push marketing forward So it's going to be a Slow process. I want to try to figure out what that feels like. We're going to work on it together But I think you should expect changes in marketing on that side So from an org standpoint All right, low quality PNGs, I don't know if you can still make out the names. I guess, you know at a high level We we're still gonna have a BDR team, you know BDR team You know gonna be managed by chat. We have some hires. We're gonna make in Q3 and Q4 We're gonna look at you know having a lead gen function that really is about You know having on one side a really great web operation and also great field marketing and events operation We're gonna have product marketing with two senior kind of product marketers helping us, you know Have all the messages collateral training Enablement right that we need to have to have a successful sales team and then on developer relations You know, we're still gonna invest in that we're still gonna have DA's developer advocates We're still gonna try to do technical content and push that And we're also gonna try to introduce a corporate marketing function that tops us with PR with analysts With some of the brand marketing we need to do as we get bigger and as we get closer and closer to an IPO and to also manage our communications Across, you know blog Twitter, etc. Right and and that will also encompass design I think naturally so At a high level this is kind of where we expect to end up in 2017, you know, there might be changes there But that's kind of what that looks like You know that the idealized structure looks like to Meet the need that we have with this new strategy I'm gonna shut up there and take questions Stop my screen share probably and then See if anybody has asked anything in the chat. All right So Erica that's King is this is recorded I think so All right, so that's perfectly the way they'll show the slides And there are no questions. All right, I Have nothing else to say unless there are questions We move this up ahead and in a slightly different format than usual for the functional updates because I think there are Comments about this and and people that aren't aware of kind of a new marketing strategy and new marketing direction So we wanted to move that up But if there's no questions, I guess we can't end early All right, I'll wait a couple more minutes It's all relatively straightforward really But I'm always happy to Chat about it Jim is asking what do you think about a pricing? We don't charge enough money for what we offer And I don't mean that from a quality standpoint a product standpoint Although that's probably true too. I just I just think we need to really lift the right CV to be able to IPO and so That's that's my honest answer even though it has nothing to do with what I just presented, but I Think we deliver a lot of value and we should also be able to charge more for what we do with the current product we have so What else do we have? All right, well, we're always happy to take question the marketing channel I guess if you have any questions or you can DM me on Slack happy to chat happy answer as you need to know and I think that's gonna be about it All right. Have a good day everybody