Marketing handbook: Restructuring and corporate marketing deprecation

Description

The corporate marketing team is being deprecated, and the marketing teams are reorganized. The main motivation is to move team handbooks that would be deleted in /handbook/marketing/corporate-marketing and help create a new proposed structure. This exercise does not touch existing handbooks such as /handbook/marketing/field-marketing.

There are suggestions and discussion threads to clean things up, and this issue is to consolidate work items and collect feedback from team DRIs.

• #marketing front page discussion - MR to update Fix marketing homepage to match new organizatio... (!111847 - merged) the front page with structures
• #corp-mktg changes to corp mktg teams, moving handbooks

Note: Reviewing and updating the marketing handbook pages for accuracy is a separate step by team DRIs. This includes fixing broken external URLs for example.

Analysis

The current handbook structure for teams in sites/handbook/source/handbook/marketing is below, removing all non-team directories in the view.

tree -L 1 sites/handbook/source/handbook/marketing                                                                                   ─╯
sites/handbook/source/handbook/marketing
├── account-based-marketing
├── channel-marketing
├── community-relations
├── corporate-marketing
├── demand-generation
├── digital-experience
├── events
├── field-marketing
├── growth
├── inbound-marketing
├── integrated-marketing
├── lifecycle-marketing
├── marketing-operations
├── marketing-strategy-and-platforms
├── strategic-marketing
├── revenue-marketing
├── smb-marketing

Suggested changes

Following the marketing front page re-organization in !111847 (diffs)

The GitLab Marketing team includes multiple Departments organized as: Product Marketing, Integrated Marketing, Sales Development, Marketing Strategy and Platforms, Community Relations, and Corporate Communications.

Approved by Ashley in Slack.

Tasks

Renaming Changes

See change strategy for technical details.

• Rename Product Marketing to "Brand and Product Marketing" and re-organize structure #13991 (closed)
  • MR: Introduce Brand and Product Marketing handbook ... (!115464 - merged)
• Promote the Corporate Communications section to be a sub-directory of /marketing and move Comms related content/pages there #13991 (closed)
  • MR: Introduce Corporate Communications sub-team; up... (!115480 - merged) (rebased against !115464 (merged))
  • !117999 (merged)
• Move Social marketing pages into the Integrated Marketing/Digital Strategy directory #13991 (closed)
  • MR: Introduce Corporate Communications sub-team; up... (!115480 - merged)
• Move Events pages into the Integrated Marketing directory #13991 (closed)
  • MR: Introduce Corporate Communications sub-team; up... (!115480 - merged)
• Move Search Marketing into Integrated Marketing > Digital Strategy
  • MR: Move Search Marketing handbook into Integrated ... (!118009 - closed)
• Move /revenue-marketing/sdr into /sales-development, deprecate /revenue-marketing
  • MR: Move /revenue-marketing/sdr to /sales-developme... (!118015 - merged)
  • MR: Follow-up fix: !119751 (merged)
• Deprecate Inbound Marketing https://about.gitlab.com/handbook/marketing/inbound-marketing/
• Populate Integrated Marketing with team handbooks
• Update Marketing Strategy and Platforms page to align with new team structure.
  • Structure MR: !118236 (merged)
  • Renaming directories MR: !119752 (closed)
• Rename Community Relations to new name (TBD)

General changes

• Remove irrelevant sections (ex: How We Work, OKRs and Mission Statement) and pages
• Review and update Slack channels in the marketing handbook https://about.gitlab.com/handbook/marketing/#marketing-slack-channels
  • Remove the corp-mktg Slack channel from the mar... (!117896 - merged)
• Update landing pages content and names
  • https://about.gitlab.com/handbook/#marketing lists all team handbooks, can be done after revenue marketing is merged #13991 (closed)
  • https://about.gitlab.com/handbook/marketing/ after all team updates have been merged
  • MR: Update handbook main and marketing landing page... (!118020 - merged)
  • MR: Marketing HB page clean up (!117924 - merged)
• Verify that redirects and URLs are intact
  • Analyse incoming URLS
  • about.gitlab.com website (split between /data and the buyer based repository)

Cleanup and Incoming Updates

• Cleanup of old and stale handbook pages
  • Mentions of Corporate Marketing etc.
  • MR: Fix corporate marketing URLs/name in marketing ... (!117999 - merged)
  • MR: Remove outdated corporate marketing handbook Remove Corporate Marketing handbook; update all... (!120602 - merged)
• Update Onboarding templates https://gitlab.com/gitlab-com/people-group/people-operations/employment-templates/-/blob/main/.gitlab/issue_templates/onboarding.md
  • Speaking resources, social media advocacy https://gitlab.com/gitlab-com/people-group/people-operations/employment-templates/-/merge_requests/2041

Outdated pages list (note: incomplete. needs automation to find pages that have not been updated in 1 year for example)

• https://about.gitlab.com/handbook/marketing/cmo-shadow/
• ..

Proposal

Update the handbook structure as follows:

tree -L 1 sites/handbook/source/handbook/marketing                                                                                   ─╯
sites/handbook/source/handbook/marketing
├── account-based-marketing
├── channel-marketing
├── community-relations

- ├── corporate-marketing

+ ├── corporate-communications
    ├── resources-trainings
    ├── incident-communications-plan
    └── speaking-resources

├── demand-generation
├── digital-experience
├── events
├── field-marketing
├── growth
- ├── inbound-marketing

├── integrated-marketing
+   ├── corporate-events
+   ├── digital-strategy
+       ├── social-marketing
+       ├── search-marketing 

├── lifecycle-marketing
├── marketing-operations
├── marketing-strategy-and-platforms

- ├── strategic-marketing
+ ├── brand-and-product-marketing
    ├── design
    ├── content
    ├── brand-activation
    └── merchandise-handling

- ├── revenue-marketing
-   ├── sdr
+ ├── sales-development

├── smb-marketing

✅ Strategic Marketing to Brand and Product Marketing

Change MR: !115464 (merged)

sites/handbook/source/handbook/marketing/strategic-marketing

Suggested changed structure:

/handbook/marketing/brand-and-product-marketing - new page, from https://gitlab.com/gitlab-com/www-gitlab-com/-/issues/13991#note_1116121144 

├── Brand (moved from CM handbook, new page)
    ├── brand-activation (from https://about.gitlab.com/handbook/marketing/corporate-marketing/brand-activation/)
    └── merchandise-handling (from https://about.gitlab.com/handbook/marketing/corporate-marketing/merchandise-handling/)
├── Design (from https://about.gitlab.com/handbook/marketing/corporate-marketing/brand-activation/brand-design/)
├── Content (from https://about.gitlab.com/handbook/marketing/inbound-marketing/content/)
├── Product and Solution Marketing (from https://about.gitlab.com/handbook/marketing/strategic-marketing/)
    ├── core-product-marketing (from https://about.gitlab.com/handbook/marketing/strategic-marketing/pmmteam/)
    ├── competitive-intelligence (from https://about.gitlab.com/handbook/marketing/strategic-marketing/competitive/)
    ├── customer-advocacy (from https://about.gitlab.com/handbook/marketing/strategic-marketing/customer-reference-program/) 
    ├── market-insights (from https://about.gitlab.com/handbook/marketing/strategic-marketing/market-insights/ - suggest keeping the handbooks separated)
    ├── analyst-relations (from https://about.gitlab.com/handbook/marketing/strategic-marketing/analyst-relations/ - suggest keeping the handbooks separated) 
    ├── technical-marketing (from https://about.gitlab.com/handbook/marketing/strategic-marketing/technical-marketing/)

Create page stub based on proposal in #13991 (comment 1116121144)

CLI commands for the change, prepared.

Click to expand

cd sites/handbook/source/handbook

mkdir -p marketing/brand-and-project-marketing
cat <<EOF >marketing/brand-and-project-marketing/index.html.md
EOF 

# move design (before brand, order is important)
git mv marketing/corporate-marketing/brand-activation/brand-design marketing/brand-and-project-marketing/design

# create brand
mkdir -p marketing/brand-and-project-marketing/brand

# move brand handbooks 
git mv marketing/corporate-marketing/brand-activation marketing/brand-and-project-marketing/brand/brand-activation
git mv marketing/corporate-marketing/merchandise-handling marketing/brand-and-project-marketing/brand/merchandise-handling 

# content
git mv marketing/inbound-marketing/content marketing/brand-and-project-marketing/content

# product and solution marketing
git mv marketing/strategic-marketing marketing/brand-and-product-marketing/product-and-solution-marketing 

# rename customer advocacy 
git mv marketing/brand-and-product-marketing/customer-reference-program marketing/brand-and-product-marketing/customer-advocacy

# rename pmmteam
git mv marketing/brand-and-product-marketing/pmmteam marketing/brand-and-product-marketing/core-product-marketing


# persist changes to git commit
git add marketing/brand-and-project-marketing 

git commit -av -m "Restructure Brand and Product Marketing handbook, step 1"

# Update data/redirects.yml with the structure, to prepare the find/sed patterns too 

- sources:
    - /handbook/marketing/corporate-marketing/brand-activation
    - /handbook/marketing/corporate-marketing/brand-activation/
  target: /handbook/marketing/brand-and-product-marketing/brand/brand-activation/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/brand-activation/brand-standards
    - /handbook/marketing/corporate-marketing/brand-activation/brand-standards/
  target: /handbook/marketing/brand-and-product-marketing/brand/brand-activation/brand-standards/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/brand-activation/trademark-guidelines
    - /handbook/marketing/corporate-marketing/brand-activation/trademark-guidelines/
  target: /handbook/marketing/brand-and-product-marketing/brand/brand-activation/trademark-guidelines/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/merchandise-handling
    - /handbook/marketing/corporate-marketing/merchandise-handling/
  target: /handbook/marketing/brand-and-product-marketing/brand/merchandise-handling/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/merchandise-handling/giveaways
    - /handbook/marketing/corporate-marketing/merchandise-handling/giveaways/
  target: /handbook/marketing/brand-and-product-marketing/brand/merchandise-handling/giveaways/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/brand-activation/brand-design
    - /handbook/marketing/corporate-marketing/brand-activation/brand-design/
  target: /handbook/marketing/brand-and-product-marketing/design/
  comp_op: '='
- sources:
    - /handbook/marketing/inbound-marketing/content
    - /handbook/marketing/inbound-marketing/content/
  target: /handbook/marketing/brand-and-product-marketing/content/
  comp_op: '='
- sources:
    - /handbook/marketing/inbound-marketing/content/content-marketing
    - /handbook/marketing/inbound-marketing/content/content-marketing/
  target: /handbook/marketing/brand-and-product-marketing/content/content-marketing/
  comp_op: '='
- sources:
    - /handbook/marketing/inbound-marketing/content/digital-production
    - /handbook/marketing/inbound-marketing/content/digital-production/
  target: /handbook/marketing/brand-and-product-marketing/content/digital-production/
  comp_op: '='
- sources:
    - /handbook/marketing/inbound-marketing/content/editorial-team
    - /handbook/marketing/inbound-marketing/content/editorial-team/
  target: /handbook/marketing/brand-and-product-marketing/content/editorial-team/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing
    - /handbook/marketing/strategic-marketing/
    - /handbook/marketing/product-marketing
    - /handbook/marketing/product-marketing/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing/pmmteam
    - /handbook/marketing/strategic-marketing/pmmteam/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/core-product-marketing/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing/competitive
    - /handbook/marketing/strategic-marketing/competitive/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/competitive-intelligence/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing/customer-reference-program
    - /handbook/marketing/strategic-marketing/customer-reference-program/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/customer-advocacy/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing/market-insights
    - /handbook/marketing/strategic-marketing/market-insights/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/market-insights/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing/analyst-relations
    - /handbook/marketing/strategic-marketing/analyst-relations/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/analyst-relations/
  comp_op: '='
- sources:
    - /handbook/marketing/strategic-marketing/technical-marketing
    - /handbook/marketing/strategic-marketing/technical-marketing/
  target: /handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/technical-marketing/
  comp_op: '='

# continue with updating URLs - TODO (maybe write a rake script)

# IMPORTANT: Always replace the parent URLs last, otherwise they won't match 
# 1. Design was moved out of brand-activation
# Merchandise handling
# 2. Brand
# 3. Content
# 4. Strategic marketing
# 5. Final product marketing and solutions 

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/corporate-marketing/brand-activation/brand-design,/handbook/marketing/brand-and-product-marketing/design,g;
s,/handbook/marketing/corporate-marketing/merchandise-handling,/handbook/marketing/brand-and-product-marketing/brand/merchandise-handling,g;

s,/handbook/marketing/corporate-marketing/brand-activation,/handbook/marketing/brand-and-product-marketing/brand/brand-activation,g;

s,/handbook/marketing/inbound-marketing/content,/handbook/marketing/brand-and-product-marketing/content,g;

s,/handbook/marketing/strategic-marketing/pmmteam,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/core-product-marketing,g;
s,/handbook/marketing/strategic-marketing/competitive,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/competitive-intelligence,g;
s,/handbook/marketing/strategic-marketing/customer-reference-program,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/customer-advocacy,g;
s,/handbook/marketing/strategic-marketing/market-insights,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/market-insights,g;
s,/handbook/marketing/strategic-marketing/analyst-relations,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/analyst-relations,g;
s,/handbook/marketing/strategic-marketing/technical-marketing,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing/technical-marketing,g;

s,/handbook/marketing/strategic-marketing,/handbook/marketing/brand-and-product-marketing/product-and-solution-marketing,g" {}' \;

bundle install

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_yml
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

Fix remaining broken URLs - since linters now capture more broken URLs.

Rename Strategic Marketing to Product and Solution Marketing where applicable - in the marketing handbook, elsewhere this will break content flows with thorough reviews.

find sites/handbook/source/handbook/marketing -type f -name '*.md*' \
-exec sh -c 'sed -i "s,Strategic Marketing,Product and Solution Marketing,g;

" {}' \;

✅ Corporate Marketing: Corporate Communications

Promote Corporate Communications to report to the CMO; reflect handbook structure.

Change MR: !115480 (merged)

This change requires the foundation work with the Brand and Product Marketing changes in !115464 (merged)

/handbook/marketing/corporate-communications (from https://about.gitlab.com/handbook/marketing/corporate-marketing/corporate-communications/)

├── incident-communications-plan (from https://about.gitlab.com/handbook/marketing/corporate-marketing/incident-communications-plan/)
├── social-marketing (from https://about.gitlab.com/handbook/marketing/corporate-marketing/social-marketing/)
├── speaking-resources (from https://about.gitlab.com/handbook/marketing/corporate-marketing/speaking-resources/)
└── resources-and-trainings (from https://about.gitlab.com/handbook/marketing/corporate-marketing/corporate-communications-resourses-trainings/)

All renames get redirects.

Click to expand

1. git mv marketing/corporate-marketing/corporate-communications marketing/corporate-communications (add redirects) 2. git mv marketing/corporate-marketing/corporate-communications-resourses-trainings marketing/corporate-communications/resources-trainings (add a redirect) 3. git mv marketing/corporate-marketing/incident-communications-plan marketing/corporate-communications/incident-communications-plan (add redirects) 4. git mv marketing/corporate-marketing/speaking-resources marketing/corporate-communications/speaking-resources (add redirects)

Update URLs, redirects, etc. see below

Click to expand

data/redirects.yml

- sources:
    - /handbook/marketing/corporate-marketing/corporate-communications
    - /handbook/marketing/corporate-marketing/corporate-communications/
  target: /handbook/marketing/corporate-communications/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/corporate-communications-resourses-trainings
    - /handbook/marketing/corporate-marketing/corporate-communications-resourses-trainings/
  target: /handbook/marketing/corporate-communications/resources-trainings/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/social-marketing
    - /handbook/marketing/corporate-marketing/social-marketing/
  target: /handbook/marketing/corporate-communications/social-marketing/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/incident-communications-plan
    - /handbook/marketing/corporate-marketing/incident-communications-plan/
  target: /handbook/marketing/corporate-communications/incident-communications-plan/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/speaking-resources
    - /handbook/marketing/corporate-marketing/speaking-resources/
  target: /handbook/marketing/corporate-communications/speaking-resources/
  comp_op: '='

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/corporate-marketing/corporate-communications-resources-trainings,/handbook/marketing/corporate-communications/resources-trainings/,g;

s,/handbook/marketing/corporate-marketing/social-marketing,/handbook/marketing/corporate-communications/social-marketing,g;
s,/handbook/marketing/corporate-marketing/incident-communications-plan,/handbook/marketing/corporate-communications/incident-communications-plan,g;
s,/handbook/marketing/corporate-marketing/speaking-resources,/handbook/marketing/corporate-communications/speaking-resources,g;

s,/handbook/marketing/corporate-marketing/corporate-communications,/handbook/marketing/corporate-communications,g;
" {}' \;

bundle install

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_yml
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

✅ Corporate Marketing: Social Marketing

Move Social Marketing into Integrated Marketing > Digital Strategy.

/handbook/marketing/integrated-marketing 
├── digital-strategy (from https://about.gitlab.com/handbook/marketing/demand-generation/digital-marketing/)
├── digital-strategy/oscial-marketing (from https://about.gitlab.com/handbook/marketing/corporate-marketing/social-marketing/)

The changes below were performed after the initial move of social marketing to corporate communications, requested in !115480 (comment 1215286404) during review.

Click to expand

Shell history log for later self.

git mv sites/handbook/source/handbook/marketing/demand-generation/digital-marketing sites/handbook/source/handbook/marketing/integrated-marketing/digital-strategy

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/demand-generation/digital-marketing,/handbook/marketing/integrated-marketing/digital-strategy,g;" {}' \;


git mv sites/handbook/source/handbook/marketing/integrated-marketing/digital-strategy/digital-marketing-management sites/handbook/source/handbook/marketing/integrated-marketing/digital-strategy/digital-strategy-management

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/integrated-marketing/digital-strategy/digital-marketing-management,/handbook/marketing/integrated-marketing/digital-strategy/digital-strategy-management,g;" {}' \;

redirects

- sources:
    - /handbook/marketing/demand-generation/digital-marketing
    - /handbook/marketing/demand-generation/digital-marketing/
  target: /handbook/marketing/integrated-marketing/digital-strategy/
  comp_op: '='
- sources:
    - /handbook/marketing/demand-generation/digital-marketing/digital-marketing-management
    - /handbook/marketing/demand-generation/digital-marketing/digital-marketing-management/
    - /handbook/marketing/marketing-sales-development/online-marketing
    - /handbook/marketing/revenue-marketing/online-marketing
    - /handbook/marketing/marketing-sales-development/online-marketing/
    - /handbook/marketing/revenue-marketing/online-marketing/
    - /handbook/marketing/revenue-marketing/digital-marketing-programs/digital-marketing-management
    - /handbook/marketing/revenue-marketing/digital-marketing-programs/digital-marketing-management/
  target: /handbook/marketing/integrated-marketing/digital-strategy/digital-strategy-management/
  comp_op: '='
- sources:
    - /handbook/marketing/demand-generation/digital-marketing/agency
    - /handbook/marketing/demand-generation/digital-marketing/agency/
  target: /handbook/marketing/integrated-marketing/digital-strategy/agency/

codeowners ✅

Social marketing

git mv sites/handbook/source/handbook/marketing/corporate-communications/social-marketing sites/handbook/source/handbook/marketing/integrated-marketing/digital-strategy/social-marketing

 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/admin/.gitkeep (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/admin/index.html.md (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/community-management/.gitkeep (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/community-management/index.html.md (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/index.html.md (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/open-source/.gitkeep (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/open-source/open-source-social.html.md (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/social-advocacy-curators/.gitkeep (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/social-advocacy-curators/index.html.md (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/social-reporting/.gitkeep (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/social-reporting/index.html.md (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/team-member-social-advocacy/.gitkeep (100%)
 rename sites/handbook/source/handbook/marketing/{corporate-communications => integrated-marketing/digital-strategy}/social-marketing/team-member-social-advocacy/index.html.md (100%)

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/corporate-communications/social-marketing,/handbook/marketing/integrated-marketing/digital-strategy/social-marketing,g;" {}' \;

redirects

- sources:
    - /handbook/marketing/corporate-marketing/social-marketing
    - /handbook/marketing/corporate-marketing/social-marketing/
  target: /handbook/marketing/integrated-marketing/digital-strategy/social-marketing/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/social-marketing/open-source
    - /handbook/marketing/corporate-marketing/social-marketing/open-source/
  target: /handbook/marketing/integrated-marketing/digital-strategy/social-marketing/open-source/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/social-marketing/social-advocacy-curators
    - /handbook/marketing/corporate-marketing/social-marketing/social-advocacy-curators/
  target: /handbook/marketing/integrated-marketing/digital-strategy/social-marketing/social-advocacy-curators/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/social-marketing/social-reporting
    - /handbook/marketing/corporate-marketing/social-marketing/social-reporting/
  target: /handbook/marketing/integrated-marketing/digital-strategy/social-marketing/social-reporting/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/social-marketing/team-member-social-advocacy
    - /handbook/marketing/corporate-marketing/social-marketing/team-member-social-advocacy/
  target: /handbook/marketing/integrated-marketing/digital-strategy/social-marketing/team-member-social-advocacy/
  comp_op: '='
- sources:
    - /handbook/marketing/corporate-marketing/social-marketing
    - /handbook/marketing/corporate-marketing/social-marketing/
  target: /handbook/marketing/integrated-marketing/digital-strategy/social-marketing/

codeowners ✅

Names

• Digital Marketing Programs => Digital Strategy
• Social Marketing location, and URLs

bundle install

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_yml
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

✅ Corporate Marketing: Corporate Events

Move Corporate Events into Integrated Marketing.

Change MR: !115480 (merged)

This change requires the foundation work with the Brand and Product Marketing changes in !115464 (merged)

/handbook/marketing/integrated-marketing 

├── corporate-events (from https://about.gitlab.com/handbook/marketing/corporate-marketing/corp-event-marketing/)

Move to integrated marketing. Rename.

1. git mv marketing/corporate-marketing/corp-event-marketing marketing/integrated-marketing/corporate-events
2. Update Integrated marketing homepage based on #13991 (comment 1115268864)

data/redirects.yml

- sources:
    - /handbook/marketing/corporate-marketing/corp-event-marketing
    - /handbook/marketing/corporate-marketing/corp-event-marketing/
  target: /handbook/marketing/integrated-marketing/corporate-events/
  comp_op: '='

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/corporate-marketing/corp-event-marketing,/handbook/marketing/integrated-marketing/corporate-events,g;" {}' \;

bundle install

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_yml
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

✅ Corporate Marketing: Brand Activation

Move to Product Marketing handbook. See #13991 (closed)

Corporate Marketing Change Overview

sites/handbook/source/handbook/marketing/corporate-marketing

tree -L 1 sites/handbook/source/handbook/marketing/corporate-marketing                                                               ─╯
sites/handbook/source/handbook/marketing/corporate-marketing
├── brand-activation
├── corp-event-marketing
├── corporate-communications
├── corporate-communications-resourses-trainings
├── incident-communications-plan
├── index.html.md
├── merchandise-handling
├── social-marketing
└── speaking-resources

TODO: Cleanup later.

✅ Integrated Marketing Landing Page

Populate with all team handbooks, following the proposed structure in #13991 (comment 1115268864)

• Rename handbooks
• Review Codeowners
• Add redirects

Notes in #13991 (comment 1219417015)

Integrated Marketing: Team handbooks

Move all team handbooks into /integrated-marketing/ and add redirects.

TODO.

Search Marketing: Move to Integrated Marketing, Digital Strategy

MR: !118009 (closed)

• Move https://about.gitlab.com/handbook/marketing/inbound-marketing/search-marketing/ to https://about.gitlab.com/handbook/marketing/integrated-marketing/digital-strategy/search-marketing/

/handbook/marketing/integrated-marketing 

├── digital-strategy
    ├── search-marketing

     (from https://about.gitlab.com/handbook/marketing/inbound-marketing/search-marketing/)

Click to expand

cd sites/handbook/source/handbook/marketing
git mv inbound-marketing/search-marketing integrated-marketing/digital-strategy

data/redirects.yml

- sources:
    - /handbook/marketing/growth-marketing/inbound-marketing
    - /handbook/marketing/growth-marketing/inbound-marketing/
    - /handbook/marketing/inbound-marketing/search-marketing
    - /handbook/marketing/inbound-marketing/search-marketing/
  target: /handbook/marketing/integrated-marketing/digital-strategy/search-marketing/
  comp_op: '='

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/inbound-marketing/search-marketing,/handbook/marketing/integrated-marketing/digital-strategy/search-marketing,g;" {}' \;

bundle install

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_yml
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

✅ Sales Development

MR: #13991 (closed)

• Move /revenue-marketing/sdr to /sales-development
• Deprecate Revenue Marketing /revenue-marketing
• Add redirects, updates URLs
• Update marketing handbook, main handbook page

/handbook/marketing/ 

├── sales-development 

Click to expand

cd sites/handbook/source/handbook/marketing
git mv revenue-marketing/sdr sales-development
git rm -rf revenue-marketing

data/redirects.yml

- sources:
    - /handbook/marketing/marketing-sales-development/sdr
    - /handbook/marketing/marketing-sales-development/sdr/
    - /handbook/marketing/marketing-sales-development
    - /handbook/marketing/marketing-sales-development/
    - /handbook/marketing/revenue-marketing
    - /handbook/marketing/revenue-marketing/
    - /handbook/marketing/revenue-marketing/sdr
    - /handbook/marketing/revenue-marketing/sdr/
    - /handbook/marketing/revenue-marketing/xdr
    - /handbook/marketing/revenue-marketing/xdr/
  target: /handbook/marketing/sales-development/
  comp_op: '='

find sites/handbook/source/handbook -type f -name '*.md*' \
-exec sh -c 'sed -i "s,/handbook/marketing/revenue-marketing/sdr,/handbook/marketing/sales-development,g;" {}' \;

bundle install

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_yml
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

Fix all URL limiting errors, and remove the ignored linter in lib/linter/... for revenue-marketing.

Inbound Marketing

• Deprecate https://about.gitlab.com/handbook/marketing/inbound-marketing/ after moving search marketing into digital strategy

Other changes

Are these two the same?

├── marketing-operations
├── marketing-strategy-and-platforms

Change Strategy

MRs for each to reduce the potential merge conflicts, and review times.

0. Review the structure, approve, and merge @brendan 's MR !111847 (merged)
1. Start with Product Marketing changes
2. Promote Corporate Communications and move handbooks from corporate marketing
3. Move brand/swag to product marketing
4. Move corp events to integrated marketing
5. Finish - more changes in future issues

Filesystem changes

• data/redirects.yaml
• .gitlab/CODEOWNERS
• Resp. directories for teams:
  • git mv current new
  • find/sed to replace names, URLs, text: https://about.gitlab.com/handbook/practical-handbook-edits/#replace-strings-in-a-file examples in !111828 (closed)
• Fix URL anchors

Don't wait for CI/CD pipelines to check the URLs and anchors. That's wasted time during renaming. Run the rake tasks in lib/tasks/lint.rake manually with

NO_CONTRACTS=true  bundle exec rake lint:handbook_links
NO_CONTRACTS=true  bundle exec rake lint:redirects_ym
NO_CONTRACTS=true  bundle exec rake lint:codeowners 

Ideas

Corporate Marketing deprecation needs more work items in www-gitlab-com

• data/categories.yaml (and more) have cm: Suri Patel as values. This seems to be rendered for Product or Brand pages. Needs analysis. Discovered while updating the PMM mapping in !111879 (merged)
• lib/lint/handbook_link_linter/relative_link_checker.rb contains a list of directories that are not checked for broken URLs. CM is one of them, needs a review and fix in the linter, as well as other handbooks.

Impact

• Review the changes to data/redirects.yaml to ensure that important redirects are in place, to keep bookmarks still accurate for team members
• Renaming directories of team handbooks can impact existing MRs that target a specific structure of files. Suggestion: /rebase as quick action in MRs, or a manual rebase on the CLI.
  • On the other hand, a good way to review stale MRs and close some of the 2k open.
  • Optional: Write a script that checks branches for changed files, and adds an API automated note to MRs, noting the changed location, suggesting a rebase.
• Renaming and updating URLs will trigger CI/CD Markdown lint checks that create additional work (many broken anchors into the product marketing handbook for example)

Review Tasks

• Add redirects in data/redirects.yaml for all renames that affect bookmarks, to prevent 404 errors.
• Open your 3-5 bookmarks and copy the relative URLs into the review app, verify that 3 random URLs on these pages work correctly.

Additional Tasks

Identify MRs that modify one of the changed paths in the handbook, and work with the authors to rebase/merge and help avoid any blockers on the way.

Script to automate: https://gitlab.com/dnsmichi/api-playground/-/tree/main/python#search-file-path-in-merge-requests

@dnsmichi is the DRI, list will be updated.

Click to expand

• Updates to swag process to reflect current state (!116117 - merged)
  • Approved and merged by @dsteer
• Deleting Old Partner-Marketing Tech Alliances P... (!115581 - merged)
  • Commented that a rebase will be necessary.
• Fixing spelling errors in Discovery Questions list (!112207 - merged)
  • Typo fixes. Reviewed, approved, merged.
• Swap Viable for Valuable in MVC (!111418 - closed)
• Removing the 30% discount information (!115056 - closed)
  • Closed in favour of !116117 (merged)

!112207 (merged)

These 2 MRs can be ignored, they are part of the changes.

• Introduce Brand and Product Marketing handbook ... (!115464 - merged)
• Introduce Corporate Communications sub-team; up... (!115480 - merged)

Script output, 2022-12-13 6am PT. https://gitlab.com/dnsmichi/api-playground/-/tree/main/python#search-file-path-in-merge-requests

• !115968 (merged) - Updating blog coverage details for contractor a... (!115968 - merged) Status: checking, Title: Updating blog coverage details for contractor assistance - adding clarity
• !115581 (merged) - Deleting Old Partner-Marketing Tech Alliances P... (!115581 - merged) Status: ci_must_pass, Title: Deleting Old Partner-Marketing Tech Alliances Page from Handbook
  • Commented to suggest rebase.
• !113867 (closed) - Updating the description of how we work together. (!113867 - closed) Status: checking, Title: Updating the description of how we work together.
  • Corporate comms (part 2)
• !111573 (closed) - WIP: Add new directory for Corporate Events (!111573 - closed) Status: checking, Title: WIP: Add new directory for Corporate Events
  • Corp events. Empty page, closed the MR.
• !111566 (closed) - Update Corporate Events Handbook page to reflec... (!111566 - closed) Status: checking, Title: Update Corporate Events Handbook page to reflect updated templates and Epic codes
  • Corp events. Unclear changes, closed as stale.
• !111418 (closed) - Swap Viable for Valuable in MVC (!111418 - closed) Status: checking, Title: Swap Viable for Valuable in MVC
  • Unrelated change, will need a rebase later.
• !110955 (closed) - The first time an acronym is used, it should be... (!110955 - closed) Status: checking, Title: The first time an acronym is used, it should be spelled out.
  • Product marketing, needs a rebase. Commented.
• !109767 - Cleanup Formatting and Add SA (!109767) Status: checking, Title: Cleanup Formatting and Add SA
  • Merge conflict already.
• !108726 - Correct formatting for Booth Questions (!108726) Status: checking, Title: Correct formatting for Booth Questions
  • Technical Marketing, needs rebase. commented.
• !107978 (merged) - Edited a typo, changing "quartner" to "quarter". (!107978 - merged) Status: checking, Title: Edited a typo, changing "quartner" to "quarter".
  • Merged
• !107577 (closed) - wip: update swag handbook (!107577 - closed) Status: checking, Title: wip: update swag handbook
  • Commented with the newer merged changes, and closed !107577 (comment 1208113597)
• !106798 (closed) - Draft: Document CfP review process for corp events (!106798 - closed) Status: checking, Title: Draft: Document CfP review process for corp events
  • @dnsmichi draft, ignore.
• !104192 - Draft: Update guidance for reporting infringeme... (!104192) Status: checking, Title: Update guidance for reporting infringement of GitLab trademarks
  • Trademark guidelines, conflicts. Commented with rebase suggestion.
• !101650 (closed) - Misspelling "form / from" (!101650 - closed) Status: checking, Title: Misspelling "form / from"
  • Content changed, closed.
• !99337 (closed) - Fix typos (!99337 - closed) Status: checking, Title: Fix typos
  • Cherry-picked one edit into the MR, part 1
• !98443 - Draft: adds PS compliance service (!98443) Status: checking, Title: Draft: adds PS compliance service
  • Commented to rebase
• !97981 (closed) - Corrects section header formatting for 2 verticals (!97981 - closed) Status: checking, Title: Corrects section header formatting for 2 verticals
  • Picking the change into the MR, part 1
• !97254 (closed) - Draft: Deleted sites/handbook/source/handbook/m... (!97254 - closed) Status: checking, Title: Draft: Deleted sites/handbook/source/handbook/marketing/strategic-marketing/usecase-gtm/bom/tmm.html.md
  • Commented to rebase
• !92586 (closed) - Draft: Add new "Agile Business" messaging page (!92586 - closed) Status: checking, Title: Draft: Add new "Agile Business" messaging page
  • Outdated, closed.
• !91651 (closed) - Fixed spelling mistake (!91651 - closed) Status: checking, Title: Fixed spelling mistake
• Closed by author.
• !90674 (closed) - Removed outdated and unneeded content (!90674 - closed) Status: checking, Title: Removed outdated and unneeded content
  • Needs a rebase, commented.
• !89357 (closed) - Update... (!89357 - closed) Status: checking, Title: Update...
  • Already changed, closed.
• !89196 (closed) - removing Shopify instructions (!89196 - closed) Status: checking, Title: removing Shopify instructions
  • Outdated, closed in favour of !116117 (merged)
• !88457 (closed) - To correct a single typo in the handbook (!88457 - closed) Status: checking, Title: To correct a single typo in the handbook
• !87813 (closed) - Draft: remove deprecated demo tmm page (!87813 - closed) Status: checking, Title: Draft: remove deprecated demo tmm page
  • Needs rebase, commented.
• !81852 (closed) - Updated the link to the Sales Enablement Board (!81852 - closed) Status: checking, Title: Updated the link to the Sales Enablement Board
  • Stale, closed.
• !80799 (closed) - Add permissions users (!80799 - closed) Status: checking, Title: Add permissions users
  • Without context, closed as stale.
• !79076 - WIP: Digital Production Handbook: Cadence for G... (!79076) Status: checking, Title: WIP: Digital Production Handbook: Cadence for Gitlab Blog, How We Work
  • Needs rebase, commented.
• !77810 (closed) - Before merge business ops tech (!77810 - closed) Status: checking, Title: Before merge business ops tech
  • No context, closed as stale.
• !77559 (closed) - Adding GCP resource outlining Credits program. (!77559 - closed) Status: checking, Title: Adding GCP resource outlining Credits program.
  • sales-resources page in strategic-marketing was removed. Suggested to create a new MR.
• !76758 (closed) - Updating handbook with typo (!76758 - closed) Status: checking, Title: Updating handbook with typo
  • Stale, closed.
• !75659 - Update sites/handbook/source/handbook/marketing... (!75659) Status: checking, Title: Update sites/handbook/source/handbook/marketing/strategic-marketing/tiers/index.html.md
  • Created by Sid, needs conflict resolving and ping in Slack
• !66839 - Update Handbook for adding Demo Environments to... (!66839) Status: checking, Title: Update Handbook for adding Demo Environments to Tech-Marketing
  • Needs rebase, commented (2 years old)
• !59626 - Fix links for Handbook pages (!59626) Status: checking, Title: Fix links for Handbook pages
  • Huge MR that fixes broken URLs in the handbook. Manual work needed. (2 years old)

Comment template:

This MR will need a rebase once https://gitlab.com/gitlab-com/www-gitlab-com/-/merge_requests/115464 is merged as part of the marketing handbook re-organisation issue in https://gitlab.com/gitlab-com/www-gitlab-com/-/issues/13991 

This can be done by running `/rebase` as a quick action in the MR comment, or running `git fetch && git rebase origin/master && git push --force` on the CLI. More in https://docs.gitlab.com/ee/topics/git/git_rebase.html 

Retrospective

Feedback

MRs that introduce changes are huge - make them smaller by only showing the content changes, and run URL updates, Codeowners, Redirects afterwards to minimize the review time.

@dnsmichi - doable but makes the process harder because the renaming with URLs is naturally there already. Maybe approve the content in a Google doc, and just go with re-org and automation and merge without approval?

There are more incoming sources that use URLs and anchors, for example the people onboarding issues. https://gitlab.com/gitlab-com/people-group/people-operations/employment-templates/-/merge_requests/2016

Results

#13991 (comment 1304504275)

cc @akramer @dsteer @cmaynard1 @nwoods1 @rclayman @khartline @johncoghlan