The Truth About Developer Relations: An Unapologetic Deep-Dive
Listen up, tech world, because we're about to break down some hard truths. Developer Relations, or DevRel, is in desperate need of a reality check.
As a world infatuated with buzzwords and vague job titles, we've often lost sight of what DevRel is, what it's not, and why it matters.
First, let's set the record straight: DevRel isn't some mystical entity shrouded in mystery. It's a function that connects the tech company to its developer audience. Its mission? To build and manage relationships between a company and its technical user base, ensure those users understand and effectively utilize the company's products, and provide feedback and valuable insights to the company to help refine those products. It's the bridge between the product and its most technical users, and it's particularly crucial in sectors like Web3, DevOps, and AI, where the tech curve is steep and users need an insider guide.
Now, you're probably asking: "Why does DevRel matter?"
Because it's the lifeline of your tech company. In the realms of Web3, DevOps, and AI, the developers are your power users. They're the ones stretching the limits of your product, identifying its weaknesses, and offering invaluable feedback. Ignore them, and you might as well be handing your competitors the keys to your car.
But let's cut the nonsense. DevRel is a function of Product Marketing. It's not about coding, it's about communication. It is NOT a job for most software engineers, nor should DevRel positions require a computer science degree. It's about understanding your product's value proposition and getting that message across to your technical audience in a language they understand. It's about writing killer technical content, delivering compelling presentations, and engaging with your community.
DevRel is where your conversion funnel comes to die, often functioning as both sales and customer support. The person doing this job should be a salesperson, a marketer, a customer service expert, not necessarily a software engineer.
Many companies have this weird, frankly misguided idea that a good DevRel needs to be a software engineer. Sure, technical knowledge helps, but it's not the main event. The best DevRel is someone who understands the art of persuasion, can create engaging content, and navigate the often-confusing world of product marketing. A software engineer might understand the product, but without these skills, they won't know how to sell it, service it, or position it within the broader market landscape to actual developers.
In essence, DevRel is rebranded Product Marketing – but with tutorials and public speaking at events thrown in for good measure. It can be broken down into two types: the creators, who churn out guides, documentation, tutorials, blogs, and other scalable content, and who hang out in Discord or Twitter helping users. The other type is the travelers, who traverse the globe, attending events, hosting hackathons, speaking publicly, and acting like technical salespeople.
Now, that's not to say one is better than the other. Like a well-oiled machine, a company needs both types to succeed. But the key point is, neither of these roles is an engineering job.
DevRel is not a function of engineering, it's a vital aspect of product marketing. It's about understanding the market, the product, and the developer community, and finding ways to bring them all together in perfect harmony.
It's high time we stopped undervaluing this role and started appreciating it for what it truly is: a game-changer in the technical product-focused world. If you're serious about making your mark in the tech world, you must get serious about Developer Relations. DevRel isn't just another job title – it's the lifeblood of your tech company.
Please stop shoving software engineers into a role that requires the finesse of a seasoned marketer.