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0 pointstrynewideas3y ago0 comments

> giving technical talks, writing documentation & tutorials, organising developer events, recording video tutorials

Aside from giving talks and maybe event organization, the rest of those functions (docs, tutorials) already have roles.

The more naked truth is here:

> marketing teams usually don't have the technical knowledge required

DevRel is marketing that targets developers. They do all the things marketers do: drive adoption, control perception, pressure product teams in customer orgs, and drive product-market fit.

Just like marketers try to build champions in C-suites and pursestring-holders for sales to use to land and expand, devrel builds champions on dev teams in orgs where devs have more control or influence over budgets.

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jackbridger3y ago

> the rest of those functions (docs, tutorials) already have roles.

Which roles have you seen docs & tutorials typically fall under?

> DevRel is marketing that targets developers.

I think this is sometimes true but DevRel often make significant contributions in areas that fall outside of marketing too (especially product)

trynewideasOP3y ago

> Which roles have you seen docs & tutorials typically fall under?

Technical writers write docs for existing users, and in larger (200-300 employee) orgs also training/education writers create tutorials and develop curricula for new and onboarding users, and content marketing writers write tutorials to demonstrate features.

These roles free up devrel to focus on community outreach/engagement, marketing content, and direct leadgen.

> DevRel often make significant contributions in areas that fall outside of marketing too (especially product)

Hopefully, so does everyone in an org capable of doing so, including the roles I mentioned above.

I don't mean to sound down on devrel, but to claim the role's focus and primary mission isn't developer-targeted marketing is rather disingenuous. It's a marketing role, usually reporting to a marketing manager, producing marketing content, with the goal of generating leads that sales can turn into revenue. That the work looks more like running or attending hackathons or giving technical talks at developer-focused events doesn't change the goals or measured outcomes.

jackbridger3y ago

Interesting point, I should have made the distinction on company size. Most of my knowledge comes from speaking to early stage DevRel.

I hope I'm not being disingenuous. I'm not disputing that the bottom line always comes down to growth metrics similar to marketing. My goal is to build my own DevTool so my motive is to figure out how all this stuff works.

I'll give you an example. I spoke with Brandon West who was the first DevRel at SendGrid and he said "If you're considering a DevRel job thinking about what size of company you want to join & whether you want to be on marketing, engineering, product side - because DevRel can work on all of those departments. If you want to have your hands on product, then a startup will work better than something with big efficient machinery and you're there to be the spokesperson" https://podcast.bitreach.io/episodes/the-early-stages-of-dev... from 3m5s. Throughout the whole episode the feeling I get is that everything was messy and Brandon was doing everything that needed to be done. He's like a hybrid of engineer and marketer.

You made a good point though and Brandon supports your point too - it seems to be a lot more delineated and specialised beyond the startup stage.

> That the work looks more like running or attending hackathons or giving technical talks at developer-focused events doesn't change the goals or measured outcomes.

Great point! You're right the measured goals are similar in marketing and DevRel. I guess that's the question. Is the activity of the role or the objective the defining characteristic of the role?

P.s. there are big debates in DevRel about objectives - check out swyx's great piece on it https://www.swyx.io/measuring-devrel

Thanks for sharing your thoughts, very interesting!

j / k navigate · click thread line to collapse

0 pointstrynewideas3y ago0 comments

> giving technical talks, writing documentation & tutorials, organising developer events, recording video tutorials

Aside from giving talks and maybe event organization, the rest of those functions (docs, tutorials) already have roles.

The more naked truth is here:

> marketing teams usually don't have the technical knowledge required

DevRel is marketing that targets developers. They do all the things marketers do: drive adoption, control perception, pressure product teams in customer orgs, and drive product-market fit.

0 comments

jackbridger3y ago

> the rest of those functions (docs, tutorials) already have roles.

Which roles have you seen docs & tutorials typically fall under?

> DevRel is marketing that targets developers.

I think this is sometimes true but DevRel often make significant contributions in areas that fall outside of marketing too (especially product)

trynewideasOP3y ago

> Which roles have you seen docs & tutorials typically fall under?

These roles free up devrel to focus on community outreach/engagement, marketing content, and direct leadgen.

> DevRel often make significant contributions in areas that fall outside of marketing too (especially product)

Hopefully, so does everyone in an org capable of doing so, including the roles I mentioned above.

jackbridger3y ago

Interesting point, I should have made the distinction on company size. Most of my knowledge comes from speaking to early stage DevRel.

You made a good point though and Brandon supports your point too - it seems to be a lot more delineated and specialised beyond the startup stage.

> That the work looks more like running or attending hackathons or giving technical talks at developer-focused events doesn't change the goals or measured outcomes.

Great point! You're right the measured goals are similar in marketing and DevRel. I guess that's the question. Is the activity of the role or the objective the defining characteristic of the role?

P.s. there are big debates in DevRel about objectives - check out swyx's great piece on it https://www.swyx.io/measuring-devrel

Thanks for sharing your thoughts, very interesting!

j / k navigate · click thread line to collapse