WHAT ORG SHOULD DEVREL REPORT INTO? @leggetter
A presentation at Flyless in April 2021 in by Phil Leggetter
WHAT ORG SHOULD DEVREL REPORT INTO? @leggetter
(series ?) (series D) (seed) (pre series A) (seed) (enterprise) ACQUIRED 2011 2013 2014 2016 2017 2020 @leggetter
WHICH ORG DID DEVREL REPORT INTO? ▸ Product: define vision, strategy, priorities ▸ Engineering: build ▸ Marketing: take to market, generate leads ▸ Sales: acquire customers, upsell @leggetter
SCENARIO: PUSHER (SEED) 💵 👾 $1 MILLION SEED 1 PRODUCT 🧠 ⏳ 7 EMPLOYEES YEAR 1 @leggetter
DEVREL GOALS & RESPONSIBILITIES: PUSHER (STARTUP) ▸ AAARRRP Goals ▸ Awareness ▸ Acquisition ▸ Product p e R 🌏 🎪 📒 🛠 DOCS SDKS ? 👝 SUPPORT BROWN BAGS EVENTS: TALKS & s TUTORIALS/BLOGSder HACKATHONS n u o f o C o t g n i t or ▸ 1 Developer Evangelist ▸ Everyone Helping across the company
(series ?) (seed) 2011 2013 @leggetter
SCENARIO: BLADERUNNERJS/CAPLIN SYSTEMS (SERIES A) 👾 OPEN SOURCE 5+ PRODUCTS 🧠 ⏳ 100+ EMPLOYEES YEAR 10 @leggetter
DEVREL GOALS & RESPONSIBILITIES: BLADERUNNERJS 🌏 r e g a n ▸ AAARRRP Goals ▸ Awareness ▸ Retention ▸ Product ▸ a M g n i r e e n i g n E to TUTORIALS/BLOGS g n i t or p e 1 Developer R Evangelist EVENTS: TALKS & HACKATHONS 📒 DOCS OPEN SOURCE ? 👝 SUPPORT BROWN BAGS ▸ 4 Engineers ▸ Help across the company 🎪 @leggetter
(series ?) (pre series A) 2013 2014 @leggetter
SCENARIO: PUSHER (PRE SERIES A) 💵 👾 PROFITABLE 1 PRODUCT 🧠 ⏳ 25+ EMPLOYEES YEAR 3 @leggetter
DEVREL GOALS & RESPONSIBILITIES: PUSHER (PRE SERIES A) 🌏 ng ▸ AAARRRP Goals ▸ Awareness ▸ Acquisition ▸ Product ▸ o t g n i t or p e 1 CommunityRManager d a He i t TUTORIALS/BLOGS e k r a M f o EVENTS: TALKS & HACKATHONS 📒 🛠 DOCS SDKS ? 👝 SUPPORT BROWN BAGS ▸ 2 Developer Evangelists ▸ Help across the company 🎪 @leggetter
(series D) (pre series A) 2014 2016 @leggetter
SCENARIO: NEXMO (SERIES D) 💵 👾 $28.1 MILLION 5 PRODUCTS ▸ API platform. Sales-driven organisation. 🧠 ⏳ 150+ EMPLOYEES YEAR 4 @leggetter
DEVREL GOALS & RESPONSIBILITIES: NEXMO (SERIES D) 🌏 ▸ AAARRRP Goals ▸ Awareness ▸ Acquisition ▸ Product ▸ Company Goal ▸ Be Acquired? ▸ 1 Community Manager ▸ 5 Developer Advocates p e R 🎪 TUTORIALS/BLOGS EVENTS: TALKS & HACKATHONS 📒 🛠 DOCS SDKS O T C g n i t or {} API STANDARDS @leggetter
(series D) (enterprise) ACQUIRED 2016 2017 @leggetter
SCENARIO: VONAGE (ENTERPRISE) 📈 LISTED ON NYSE 👾 👩⚖ 10+ PRODUCTS & SERVICES 9 ACQUISITIONS 🧠 ⏳ 2300+ EMPLOYEES FOUNDED 2001 @leggetter
DEVREL GOALS & RESPONSIBILITIES: VONAGE (ENTERPRISE) ▸ AAARRRP Goals ▸ Awareness 🌏 TUTORIALS/BLOGS EVENTS: TALKS & HACKATHONS 📒 🛠 DOCS SDKS {} 🖥 API STANDARDS ONBOARDING ▸ Acquisition ▸ Activation ▸ Revenue (2019) 🎪 ▸ Product @leggetter
DEVREL STRUCTURE: VONAGE (ENTERPRISE) t c u d o r P m DevRel within Platform & Developer ▸ P e V h t n e o t Experience h t t r O o P p C e r o t o t g ▸ Product + Engineeringti+n Marketing/ l e R r v o e p Education + Community D f Re o s t r a p ▸ 42 people and growinged t n a w g n i t e k r a M @leggetter
INSIGHT @leggetter
2019 STATE OF DEVREL REPORT ▸ Product & Engineering are often grouped 42% + State of Developer Relations 2019 by Hoopy @leggetter
▸ Larger companies (>1,500) report to either Product or Engineering ▸ 41% of Developer First report to Marketing ▸ Smaller companies (<50) report to Marketing Source: State of DevRel 2020: WIP/Revere Communications Inc. @leggetter
OPINION @leggetter
AN ORG PROVIDES ▸ Org Goals ▸ Activities ▸ Roles ▸ Budget 💰 (influencer) ▸ Leadership support (influencer) ▸ But… ▸ Don’t Start with any of this (ideally) ▸ Start with… COMPANY GOALS DEVREL GOALS DEVREL STRATEGY DEVREL ACTIVITIES DEVREL ROLES ORG FOR DEVREL @leggetter
Thanks! phil@leggetter.co.uk @leggetter
