Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Competitive intelligence at the speed of DevOps

Competitive intelligence at the speed of DevOps

More Decks by Product Marketing Alliance

Other Decks in Education

Transcript

  1. Competitive Intelligence at
    the Speed of DevOps
    Clint Sprauve
    Enterprise Solutions Architect
    (Former Competitive Intel Specialist)

    View full-size slide

  2. 2
    What is Competitive Intelligence?

    View full-size slide

  3. 3
    Competitive intelligence (CI) is the field dedicated
    to capturing, analyzing, and driving action related
    to a company’s competitive landscape.

    View full-size slide

  4. 4
    CI is leveraging information from a business’s
    market and competitors to help a business gain a
    competitive advantage

    View full-size slide

  5. 5
    The Rise of Competitive Intel

    View full-size slide

  6. 6
    The Rise of Competitive Intel

    View full-size slide

  7. 7
    About GitLab

    View full-size slide

  8. 8
    GitLab at a Glance
    COMPANY
    - Incorporated in 2014
    - 1110+ employees across 65 countries
    - GitLab Federal entity est. in 2018
    BROAD ADOPTION
    - 100,000+ organizations
    - Millions of users
    - 70% share of self-managed DevOps
    repository market
    STRONG COMMUNITY
    - Open source model
    - 2,500+ code contributors
    - 10,000+ total contributors

    View full-size slide

  9. 9
    GitLab Company Values
    Collaboration
    ○ Work asynchronously with fully remote workforce.
    ○ Use GitLab to build GitLab. There’s an Issue and/or Merge Request for everything.
    Results
    ○ Track outcomes, not hours.
    Diversity
    ○ Remote-only tends toward global diversity, but we still have a ways to go.
    ○ Hire those who add to culture, not those who fit with culture. We want cultural diversity instead of
    cultural conformity.
    Efficiency
    ○ Boring solutions win. Complexity slows cycle time.
    Iteration
    ○ Minimum Viable Change (MVC); if the change is better than the existing solution, ship it.
    Transparency
    ○ Everything at GitLab is public by default: Strategy, Roadmap, Quarterly goals, Handbook, and Issue Trackers.

    View full-size slide

  10. 10
    The DevOps Ecosystem can be Large and Complex
    Developers Product Management Quality Assurance Security Operations Infrastructure
    Typical DevOps Footprint within
    the Enterprise
    Secure
    Manage Plan Create Verify Package Release Configure Monitor Defend

    View full-size slide

  11. 11
    A Single Application delivering the Full DevOps Lifecycle
    Single
    Conversation
    Single
    Data
    Store
    Single
    Permission Model
    Single
    Interface
    Governance &
    Security
    Team
    Collaboration
    Lifecycle
    Analytics
    Developers Product Management Quality Assurance Security Operations Infrastructure
    Plan Create Monitor
    Verify Package Release Configure Secure
    Secure
    Manage Plan Create Verify Package Release Configure Monitor Defend

    View full-size slide

  12. Competitive Intel Challenge: One Solution vs. 60+ DevOps Competitors
    9
    Secure
    Manage Plan Create Verify Package Release Configure Monitor Defend

    View full-size slide

  13. 13
    How We Do It
    (Tools, Techniques & Resources)

    View full-size slide

  14. 14
    Strategic Marketing (PMM) Org Structure @GitLab
    Product
    Marketing
    Technical
    Marketing
    Competitive
    Intelligence
    Technology
    Partnerships
    and Channel
    Marketing
    Enablement: Sales, Partners and Resellers
    Market Research &
    Customer Insight
    Analyst
    Relations
    Customer
    References
    Buyer
    Research
    ● Competitive Inquiries setup by AR
    ● Customer Advisory Board (CAB) participation
    ● Mix of market intel research from Gartner,
    Forrester, IDC, 451, Redmonk and others
    ● Peer review sites
    ● Shared across all of PMM

    View full-size slide

  15. 15
    Competitive Intelligence Value Chain
    For selected Competitor and Use Case the sales team should have
    the following in order to compete and succeed.
    Products
    & Services
    Identify Product
    Gaps from a
    competitive
    standpoint and
    prioritize with
    Product Mgmt.
    Assets
    - Comparison
    pages include use
    case framing
    - Demos/How To’s
    - Knowledge Base
    - Product Plans
    ROI
    - Phase1: ROI
    model
    customized to
    use case
    - Phase2: Add
    Competitor Lens
    Customer
    Case Studies
    - Customer Case
    Study & References
    arranged by Use
    Case, Competitor &
    Industry
    Partner Leverage
    - Examples of
    partners we
    have leveraged
    in this
    competitive
    scenario
    Strategy
    Crayon Competitive
    Cards Contain
    - How we win
    - How to use assets,
    ROI, References,
    Partners and
    Products
    Public Comparison Pages
    Private

    View full-size slide

  16. 16
    Battlecards and Competitive Insights
    ● We track our top 15 competitors
    ● Collect and curate intel from
    multiple sources:
    internal/external
    ● Align battlecards with current
    sales methodology
    ● Access battlecards & insights in
    SFDC (single source of truth)
    ● ANYONE in the company can
    create, edit or update a
    battlecard

    View full-size slide

  17. 17
    Other Solutions
    ● Slack channels for intel from the
    field
    ● Chorus to capture customer
    conversations (win/loss
    analysis)
    ● LinkedIn (groups, following
    companies, thought leaders,
    etc.)
    ● Force Management - command
    of the message; focus on
    defensible differentiators for
    competitive situations

    View full-size slide

  18. Full Transparency: GitLab Feature Maturity by Stage
    11

    View full-size slide

  19. Our Competitors Keep Us Honest!
    11

    View full-size slide

  20. 20
    Lessons Learned

    View full-size slide

  21. 21
    Competitive Intel is everyone’s responsibility
    ○ Create an environment where everyone can contribute - including your competitors!
    ○ Don’t try to boil the ocean for EVERY competitor
    ○ Focus on the top three to five competitors, but continuously monitor other emerging competitors and
    the shifting competitive landscape
    ○ Collect and curate different points of view for competitive intel (sales, SDRs, BDRs, PMs, partners,
    executives)
    ○ Iterate - gather what you can. All competitive info doesn’t have to be complete

    View full-size slide

  22. 22
    Thank you
    https://about.gitlab.com

    View full-size slide