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Ashley Kramer is the CMO and CSO at GitLab, a publicly listed DevSecOps platform. Ashley took a unique path into her CMO role. She started out in software engineering before becoming a product leader, and eventually, a marketer. Most recently, Ashley was the CPO and CMO at Sisense, a data analytics company last valued at over $1b.
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In today’s episode we discuss:
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Where to find Brett Berson:
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Where to find Ashley Kramer:
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Where to find First Round Capital:
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Referenced:
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Timestamps:
(00:00) Intro
(02:34) Marketing in closed vs open source companies
(07:40) The role of marketing at GitLab
(09:23) The tensions of being a commercial, open source company
(12:36) Advice for nurturing community and dealing with disagreements
(15:02) GitLab's main marketing metrics
(20:26) The thinking behind GitLab’s org structure, in and around marketing
(28:19) Selling to enterprise as an open core company
(29:53) The difference between open core and open source
(30:39) Serving many different customer segments
(35:10) GitLab's planning process
(39:22) An example of GitLab’s marketing in practice
(42:12) How marketing collaborates with product
(45:55) Marketing lessons from working in an open core company
(49:46) Examples of GitLab's focus on transparency
(52:22) Why GitLab is transparent about their marketing
(54:59) 2 examples of GitLab's uniquely transparent culture
(58:35) The downsides of being a transparent company
(60:13) GitLab's meeting structure and cadence
(62:04) Benefits of having an engineering and product background as CMO
(71:09) People who made an outsized impact on Ashley's career
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