Developer relations

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Developer relations, abbreviated as DevRel, [1] [2] is an umbrella term [2] for practices employed by an organization that builds developer-facing software to connect with the developers that use that software. [3] [4] [5] Developer relations is a form of platform evangelism and the activities involved are sometimes referred to as a developer program or a DevRel program. [4] [6] DevRel programs often include the following: [4]

Contents

History and roots

Apple is considered to have created the first DevRel program in the 1980s, starting with Mike Murray, who coined the term software evangelist to persuade third-party developers to develop software and applications for the Macintosh platform. [8] Mike Boich was Apple's first Software Evangelist for the Macintosh project [9] and hired Guy Kawasaki who would become Apple's Chief Evangelist and popularize their DevRel program.

In 1997, the Microsoft Developer Relations Group created and distributed resources aimed at advancing Microsoft’s success through the support of independent software vendors (ISVs). This strategy, detailed in presentations and emails, focused on facilitating the development and distribution of applications based on the Windows platform. The success of evangelists was measured by the amount of Windows applications their ISVs built and marketed. [10]

In the following decades many companies formed DevRel programs. In the 2010s companies like New Relic, Twilio, EngineYard, and SendGrid branded DevRel programs as a "Developer-First approach". [11]

Organizational roles

Roles and job titles

DevRel theoretically intersects engineering, marketing, product management, and community management. [1]

There are several different types of roles/job titles in DevRel including:

Report structure

DevRel practitioners may report to different groups within an organization – both technical and non-technical. [6] In a 2021 survey, DevRel practitioners when asked "Which department does your DevRel team report to?" answered the following: [6]

DevRel reports to
TeamPercentage
Marketing26.2%
Product17.4%
Engineering15.9%
CEO11.8%
CTO10.8%

Salary structure

Annual salaries for DevRel practitioners vary from less than US$50,000 to over $250,000 in some cases. [6] A survey from 2021 indicates that the largest segment of annual salaries was between $100,000 and $150,000. [6]

Companies practicing DevRel

Developer-first versus developer-plus companies

Organizations which practice DevRel may be Developer-first or Developer-plus (aka Dev +) depending on their primary business model. [6] [17] Developer-First companies (e.g., Stripe, Camunda, PerceptiLabs, Unity, and Twilio) have a business-to-developer model (B2D) focused on selling products specifically designed to be used by developers. [6] [17] Developer-Plus companies (e.g., Slack, Spotify, Apple, Qualcomm, and Santander) tend to be business-to-business (B2B) or business-to-consumer (B2C). [6] [17] While the primary focus of Developer-Plus companies is to create and sell products for businesses or consumers, they also make products or services available to developers which benefit or enhance their strategy including: opening new market channels, creating new use cases, contributing to innovation strategies, or optimizing/enhancing existing products. [17]

In 2021, a survey showed that 63.6% of organizations with DevRel programs were Developer-Plus, and 36.4% were Developer-First. [6]

Developer influence and market sizing

Regardless of Developer-Plus or Developer-First, companies are recognizing the growing power developers have in influencing purchasing decisions. [5] This includes new companies focused on making tools for developers, and existing companies whose primary focus was elsewhere, which are now recognizing the developer opportunity. [18] Thus, business leaders are now involved in starting new DevRel programs at their companies or increasing the impact of their existing programs. [18]

Products or services targeted at developers comprise an estimated $49 billion (in 2021) [19] Developer-Led landscape that spans many categories including: [20]

Twilio, is an example of a Developer-First company, and more specifically an API-first company, [21] that helped to shape the API economy [22] (business models and practices designed around APIs [23] ), popularize DevRel programs, [11] and became known for platform evangelism. Notably, their three-word billboard in Silicon Valley that simply said: "Ask Your Developer", followed by the Twilio logo, is credited with having started conversations between executives and developers in strategic decision making. [11]

Breakdown by region

DevRel initiatives are practiced by organizations around the globe. [6] In 2021, the breakdown of companies practicing DevRel globally were primarily in North America (Canada and the US – 61.5%) and Europe (Eastern Europe, Western Europe, and the UK – 21.6%). Other countries/regions include Australia/New Zealand, China, India, and the Middle East. [6]

Breakdown by industries

While DevRel is primarily prevalent in IT/IS it is also used in other industries. [6] The general breakdown in 2021 was: [6]

Professional events

DevRelCon is an annual DevRel event that has been hosted by hoopy.io since 2015. [24] It covers DevRel, DX, community, and developer marketing, and has been held in various cities around the world including London, Tokyo, and San Francisco. [24]

DevRelCon's DevRel Awards celebrate the best of developer relations by highlighting individuals, teams, and initiatives driving developer advocacy, marketing, community, education, and experience. [25] [26]

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References

  1. 1 2 Singh Gill, Pawanpreet (Jul 26, 2022). "What is Developer Relations?". Commudle. Retrieved 12 December 2022.
  2. 1 2 Lean, Sarah (June 23, 2021). "What is Developer Relations?". Techielass - A blog by Sarah Lean. Retrieved 4 March 2022.
  3. ↑ Revell, Matthew (14 August 2020). "What is developer relations?". DevRel. Retrieved 4 March 2022.
  4. 1 2 3 4 Lewko and Parton (April 23, 2021). "A Framework for Developer Relations". Developer Relations – The Book. Retrieved 4 March 2022.
  5. 1 2 "How developers influence purchasing decisions in today's IT organizations". Stack Overflow. August 19, 2021. Retrieved 4 March 2022.
  6. 1 2 3 4 5 6 7 8 9 10 11 12 13 Re:vere Communications (2021). "8th DevRel Survey State of Developer Relations 2021" (PDF). State of Developer Relations. Retrieved 4 March 2022.
  7. ↑ "The Core Competencies of Developer Relations". 2015.
  8. 1 2 3 4 Thengvall, Mary (May 23, 2019). "What Is Developer Relations (And Why Should You Care?)". Mary Thengvall Community Builder. Retrieved 4 March 2022.
  9. ↑ "Mike Boich". Computer History Museum. Retrieved 4 March 2022.
  10. ↑ "..." (PDF).
  11. 1 2 3 Stowe, Mike (May 25, 2017). "A Brief History Of Developer Relations Programs: How DevRel Evolved Into Developer Communities". Influitive. Retrieved 4 March 2022.
  12. 1 2 3 4 "What is Developer Relations and What are Common Roles?". Moesif Blog. July 1, 2021. Retrieved 4 March 2022.
  13. ↑ Nguyen-Huu, Dan. "Building Community and Dev Rel at Product-Led Companies". Decibel. Retrieved 4 March 2022.
  14. 1 2 3 utkarsh, 0xZeus (August 28, 2021). "Developer Marketers-DevRel Carousels #6". Dev.to. Retrieved 4 March 2022.{{cite web}}: CS1 maint: numeric names: authors list (link)
  15. ↑ Hughes, Karl (October 26, 2021). "What is a Developer Advocate?". DRAFT.DEV Blog. Retrieved 4 March 2022.
  16. ↑ Dhar, Shibam (February 4, 2022). "What is DevRel? | What is Developer Relations ? | What is Developer Advocate ?". Tutorials Link. Retrieved 4 March 2022.
  17. 1 2 3 4 Parton, James (August 23, 2021). "Developer Relations: Developer First & Developer Plus Companies". Medium. Retrieved 4 March 2022.
  18. 1 2 Lewko and Parton (2021). "Developer Relations How to Build and Grow a Successful Developer Program". Springer Professional. Retrieved 4 March 2022.
  19. ↑ Jewell, Tyler (September 7, 2021). "Developer-Led Landscape: 2021 Edition". Tyler’s Musings. Retrieved 4 March 2022.
  20. ↑ Ahrens, Ken (23 September 2020). "The Developer-Led Landscape". Speedscale. Retrieved 4 March 2022.
  21. ↑ Wilhelm, Alex (March 1, 2022). "As API-first startups multiply, GGV builds an index". TechCrunch. Retrieved 4 March 2022.
  22. ↑ "On the Origins of API-First Companies". ReadMe. January 4, 2017. Retrieved 4 March 2022.
  23. ↑ Lutkevich, Ben. "API economy". Tech Target. Retrieved 4 March 2022.
  24. 1 2 "DevRelCon". DevRel.
  25. ↑ "DevRelAwards". Twitter. Retrieved 4 March 2022.
  26. ↑ "The 2022 DevRel Awards, presented by Orbit". DevRelAwards. Retrieved 4 March 2022.
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