The business of growing and monetizing an open source product | Ashley Kramer (GitLab CMO/CSO)
In Depth
Introduction
This chapter explores GitLab's transparent culture and Ashley Kramer's insights into their marketing strategies, metrics, ownership structure, and a recent campaign.
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.
—
In today’s episode we discuss:
- How GitLab layered a commercial model on top of open source roots
- GitLab’s main marketing metrics
- Examples, benefits, and downsides of a transparent company culture
- How GitLab serves enterprise customers, and a passionate developer community
- Unique marketing lessons from working in an open core company
- An example of a recent marketing campaign
—
Where to find Brett Berson:
- Twitter: https://twitter.com/brettberson
- LinkedIn: https://www.linkedin.com/in/brett-berson-9986094/
—
Where to find Ashley Kramer:
- Twitter/x: https://twitter.com/ashleyekramer
- LinkedIn: https://www.linkedin.com/in/ashleyekramer/
—
Where to find First Round Capital:
- Website: https://firstround.com/
- First Round Review: https://review.firstround.com/
- Twitter: https://twitter.com/firstround
- Youtube: https://www.youtube.com/@FirstRoundCapital
- This podcast on all platforms: https://review.firstround.com/podcast
—
Referenced:
- CISO: https://www.cisco.com/c/en/us/products/security/what-is-ciso.html
- DevSecOps: https://about.gitlab.com/topics/devsecops/
- E-Group: https://about.gitlab.com/company/team/e-group/
- GitLab: https://gitlab.com
- GitLab legal team’s SAFE framework: https://about.gitlab.com/handbook/legal/safe-framework/
- GitLab’s open core business model: https://handbook.gitlab.com/handbook/company/stewardship/
- GitLab’s open source employee handbook: https://handbook.gitlab.com/handbook/people-group/
- GitLab’s open source marketing handbook: https://about.gitlab.com/handbook/marketing/
- GitLab’s open source remote handbook: https://handbook.gitlab.com/handbook/company/culture/all-remote/guide/
- Sid Sijbrandij, CEO of GitLab: https://www.linkedin.com/in/sijbrandij/
- Tableau: https://www.tableau.com/
—
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
Remember Everything You Learn from Podcasts
