Embracing the "It Depends" in Developer Relations
What does DevRel and Chemistry have in common? The exceptions
I have been working as a DevRel for 2+ years now and one constant thing is the answer “it depends” to most questions. Before we go into “why” let us understand what DevRel is.
DevRel, or Developer Relations, is a field dedicated to building and maintaining relationships with developers who use an organization's technologies or products. DevRel professionals serve as a link between the company and its developer community. Their activities typically focus on the three Cs: code, content, and community. They advocate for the product and contribute to its growth through various means, including developer education, community engagement, and go-to-market strategies. While the specific responsibilities of a DevRel can vary from one company to another based on organizational goals, the fundamental aspects of the role generally stay consistent.
While the explanation might seem straightforward, the role of a DevRel professional is complex and not easily defined. This complexity arises because there is no standard definition of what a DevRel should do. Professionals in this field often find themselves wearing multiple hats within a company and dealing with context-switching.
DevRel initiatives can include building product documentation, building programs that convert “users” to “advocates”, building content strategy, and so much more. While you can justify your efforts with data, most of the time it is difficult to measure the impact. For instance, when building a content strategy, you might know from experience that it will help onboard more developers and increase the reach and awareness of the product. However, questions about timelines, specific targets, or the amount of content required to achieve desired impacts typically have no straightforward answers. Often, the response to many of these questions is "It depends".
Very often DevRel professionals find it difficult to justify their work. It is a known fact that the work they do will have a long-term impact, but how do you map it to your company’s short-term goals?
It is important not to use "it depends" as an excuse when there is ambiguity but rather a way to offer potential strategies and understand what is measurable and what is not. This approach can also guide decisions on which efforts are more likely to yield returns. Keeping the company's primary goals or "north star metrics" in mind is also beneficial in steering efforts effectively.
During challenging economic times, such as a recession, DevRel teams can become vulnerable targets due to difficulties in directly linking their activities to revenue generation. This underscores the importance for DevRel teams, particularly in startups, to align their efforts with revenue growth. For example, if you are speaking at or sponsoring a conference, it is crucial to prepare a detailed trip report. Document every interaction, including the connections made and the nature of the discussions, and then loop in the sales team if you find any DevRel-qualified leads. While most of our answers will be “it depends”, try to report how you and your team’s efforts influenced revenue.
The article is here to remind you that if you often find yourself saying "it depends" in various situations, you're definitely not alone. We're all in this together. What really matters is keeping up your passion for tech, developers, and the community.