Shafiq Shivji

VP of Product Marketing, CloudBees

Content

Which channels have been most cost-effective for launch awareness and conversion, and how do you adjust mix by audience and tier?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

In my experience at the enterprise level in B2B, PMM doesn't typically own channel selection directly. Others may have a different experience. I’ve owned the strategic in...

9104 Views

We've all been there - leadership routinely pushes back the launch days or weeks before a big launch. How do you address this with leadership?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

Early in my career, this was one of the most frustrating challenges I faced. I felt beholden to product timelines. Dates kept shifting, the GTM work was done, and none of...

1073 Views

What metrics do you track to measure the success of a product launch, and how do you set-up processes to respond to the early market feedback?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

The two things that matter most are pipeline and adoption.On the pipeline side, I track the full funnel: MQLs generated, conversion to SQLs, and then conversion through e...

724 Views

How do you leverage customer evidence (beta quotes, references, case studies) and advocacy programs to add credibility to the launch?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

Before discussing the how, let me address a common occurrence I’ve seen time and time again: customer proof turns into a last-minute scramble during a product launch. Cus...

470 Views

What tooling stack do you rely on for launch planning, asset management, analytics, and sales enablement, and why?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

In my humble opinion, the specific tool matters less than having a centralized system of record that people actually use.For launch planning, Google Sheets is my go-to. I...

404 Views

What does your post-launch operating cadence look like for monitoring, retrospectives, and iteration on messaging and assets?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

To me, post-launch is more critical than the launch itself. What I've observed over my career is that a lot of energy goes into the launch moment and then things fizzle o...

400 Views

What common pitfalls have you seen derail product launches, and what practices help you avoid them?

Shafiq Shivji

CloudBees VP of Product Marketing • 1mo

The most common one is product readiness, which is why I separate the product-ready date from the launch date and work within a defined window, as I described earlier. Be...

398 Views