Strengthening go-to-market for a dual OSS and commercial product at Liquibase
INDUSTRY
DevOps Tools
COMPANY STAGE
Series C
ENGAGEMENT
5 months
Liquibase sits at an interesting intersection: a beloved open-source project with a large community footprint, and a commercial product (Liquibase Pro) that needed to clearly articulate differentiated value without alienating its OSS roots.
The engagement started with foundational work on messaging and positioning for Liquibase Pro, including:
Clarifying how Pro should be framed relative to the open-source product
Articulating differentiated value in ways that resonated with both technical and business buyers
Establishing a clearer narrative that sales, marketing, and product could align around
How it started
Next, it was time to take that message out in market for the upcoming launch of Liquibase 5.0. The new distribution was more than a version update. It became a pivotal opportunity to reframe how the platform had evolved, reinforce the value of Pro vs. OSS, and give customers and internal team members a clearer mental model of what’s new, what’s different, and why it mattered.
I partnered closely with product and marketing leadership to help:
Shape the core Liquibase 5.0 story
Translate product changes into buyer-relevant value
Ensure consistency across launch materials, sales enablement, and follow-on content
Create assets and frameworks the team could reuse for future releases
The goal wasn’t just to ship the launch, but to strengthen how Liquibase launches products going forward.
Supporting the launch of Liquibase 5.0
As part of the launch effort, I created sales resources to help teams confidently explain the difference between Liquibase open source and Pro. The goal was to equip them with materials that were digestible, easy-to-understand, and most importantly, usable!
Liquibase’s ecosystem partnerships became another key area of focus, particularly with Delphix and Databricks. I helped the team shape clearer “better together” narratives, making partner marketing easier to scale and more consistent with Liquibase’s core positioning.
Expanding into sales enablement and partner marketing
Towards the end of the engagement, I developed templates and frameworks that the team could reuse long after any single project, including:
Case study templates
“Better together” partner story frameworks
Value story templates tied to buyer outcomes
Closed-lost and win interview guides
Product feature information templates for internal alignment
These tools helped standardize how work got done, onboard new team members faster, and preserve institutional knowledge.