AMA: GitLab Vice President of Product Marketing, Dave Steer on Go-to-Market Strategy

See answer on core elements of a strong, repeatable GTM framework. These elements -- market adoption stage, positioning strategy, messaging, ideal customer profile, buyer...

Great question - you'll see the answer is some of the my other answers. I'll add a few other steps here:First, be intentional about the core working group. Go-to-market c...

There are, of course, several elements so I’m just going to touch on the foundational pieces that product marketers must have in place. But before I do, I have one pro-ti...

A colleague once told me that Product Marketing is a team sport. I couldn't agree more, and gaining alignment and getting buy-in with stakeholders is a critical success f...

Product Marketers should, as they say, measure what matters...and what matters is heavily dependent on the stage of the business and product. If you are earlier stage, fo...

Operationalizing a go-to-market strategy is not for the faint of heart. There’s a lot that happens between writing the doc (see narrative above) or slides and executing t...

This is such an important question since, especially for product marketers, we can find ourselves adopting a tactical cookie-cutter approach, making our marketing bland. ...

I believe that market insights are the #1 core product marketing capability. Literally everything – from positioning and messaging to the products and capabilities you de...

Ah, the elusive product-market fit…what Mark Andreesen once called ‘the only thing that matters’. Broadly, there are two components that I look at: a defined and interes...

Part of what makes Product Marketing such an exciting (and sometimes complicated) function is that it can have a wide array of capabilities. The exact capabilities will v...

Let me start by saying this: I’m hiring! Check out the GitLab careers page or HMU directly. When I’m hiring a product marketer, I’m looking for a set of experiences that...