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#### Marketing and Strategy Alignment

Applying GitLab's Marketing & Strategy principles will grow our contributor community while delivering measurable value.

In FY26 we adopt the existing [Marketing Alignment](/handbook/marketing/#marketing-alignment) stages into our contributor strategy: Awareness => Consideration => Conversion => Expansion => Evangelism.

In FY26, we use an awareness-to-advocacy journey in our contributor strategy: Awareness => Consideration => Conversion => Expansion => Evangelism.

* **Contributor Journey Focus**

  * Guide users from awareness of contribution opportunities to converting active contributors who advocate for contributing to GitLab

## Education Growth Strategy

This strategy creates a funnel that transforms educational outreach into industry influence, in alignment with our [Marketing's customer journey](/handbook/marketing/#marketing-alignment): our efforts drive awareness and generate evangelism, and as students move to the workforce, accelerate consideration and facilitate conversion. We Expand Education Outreach across four parallel strategic areas: Establishing Preference with institutions, Accelerating Enablement by educators, Generating Advocacy among students, and Nurturing Growth towards Influenced Professionals.

This strategy creates a funnel that transforms educational outreach into industry influence: our efforts drive awareness and generate evangelism, and as students move to the workforce, accelerate consideration and facilitate conversion. We Expand Education Outreach across four parallel strategic areas: Establishing Preference with institutions, Accelerating Enablement by educators, Generating Advocacy among students, and Nurturing Growth towards Influenced Professionals.

The model allows us to grow each segment of the ecosystem through two complementary pathways: expanding the upstream segment (institutions enable educators, educators enable students) and expanding through targeted programs for that specific audience. Students ultimately become Influenced Professionals entering the workforce, carrying forward the skills, tools, and methodologies they learned, creating long-term market impact through the natural education-to-career pipeline.

---

title: "Product and Technical Marketing"

description: "GitLab Product and Technical Marketing Handbook"

twitter_image: '/images/tweets/handbook-marketing.png'

---

Product and Technical Marketing owns strategy and narrative: positioning, messaging, product marketing, content, technical documentation, and developer relations. The team defines what we say, to whom, and why. It translates what Product and Engineering ship into what the market hears.

## Our teams

### Content Ops & Strategy

Content Ops & Strategy develops and operates the content engine that supports GitLab's market narrative and go-to-market programs.

- [Content Ops & Strategy handbook](/handbook/marketing/brand-and-product-marketing/content/)

- Slack: `#content`, `#content-updates`

### Developer Advocacy

Developer Advocacy brings the developer-facing voice into GitLab's narrative through technical content, community engagement, and direct connections with developers.

- [Developer Advocacy handbook](/handbook/marketing/developer-relations/developer-advocacy/)

- Slack: `#community-pulse`, `#developer-advocacy`, `#cfp`

### Product & Solutions Marketing

Product & Solutions Marketing develops market insights, positioning, and messaging that communicate the value of the GitLab platform and its solutions. The team connects customer and market needs with product and go-to-market strategy.

- [Product & Solutions Marketing handbook](/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/)

- Slack: `#ask-product-and-technical-marketing`

### Tech Writing & Globalization

Tech Writing & Globalization creates accurate technical documentation and makes GitLab content accessible across languages and markets. Working alongside content strategy and product marketing keeps technical truth and market narrative aligned.

- [Tech Writing & Globalization handbook](/handbook/marketing/technical-writing/)

- Slack: `#tech-writing-and-globalization`, `#docs`

## Working with Product and Technical Marketing

For Marketing-wide principles and contact paths, see the [Marketing handbook landing page](/handbook/marketing/).