Gain Executive Buy-in... or else

[Given at DevRelCon London 2019]
Developer Relations has been "popularized" from SaaS companies the past 7-10 years and given different titles, arguments have ensued over which departments they sit under, the value proposition and further more the impact. Unfortunately, we've seen a fair amount of confusion over how to start this department or even what to do when running it. This comes from a lack of executive buy-in and understanding. To help get your conversation started, you need to have a frank conversation with your executive sponsor. This talk walks through questions to ask to start that process and build your department to align with your company goals.

Transcript

1. @jessicaewest Get executive buy-in… or else
2. 3 Types of Executives THEY GET IT MIDDLE GROUND* NO CLUE @jessicaewest
3. They Get It How do you maintain buy-in and make sure there is no single point of failure? @jessicaewest Photo by JESHOOTS.COM on Unsplash Communication, internal evangelism Roadbook for future advocates DevRel Onboarding Routine reporting
4. No Clue Trying to work on budget still means they haven’t fully bought in. This leads to a lot of problems. Best move to LinkedIn for that job search. @jessicaewest Photo by Fleur on Unsplash
5. Middle Ground Interest is shown, they may believe they have full buy-in but don’t know how to communicate. @jessicaewest Photo by Jen Theodore on Unsplash Ask more questions Make a clear path to align company values with yours Discuss Success Factors, Communication and TeamWork questions
6. @jessicaewest Why do you think DevRel is important? What value do you think it brings? What are you looking to get out of DevRel? Overall Value QUESTIONS TO ASK EXECUTIVES
7. ANSWERS TO BE WEARY OF @jessicaewest We saw Twilio doing it and want that same viral growth.
8. QUESTIONS TO ASK EXECUTIVES @jessicaewest What does a successful DevRel person/team look like to you? How are you measuring things? What does success look like to the board? Success Factors
9. ANSWERS TO BE WEARY OF @jessicaewest We aren’t measuring anything. Our board isn’t aware of initiatives.
10. @jessicaewest How are responsibilities divided? How is the goal distributed? Are stakeholders goals being represented around the team? Teamwork QUESTIONS TO ASK EXECUTIVES
11. ANSWERS TO BE WEARY OF @jessicaewest DevRel is in between everything. They are a feedback loop.
12. @jessicaewest How do you currently communicate? How is communication handled between other departments? How do we get feedback from the team? Communication QUESTIONS TO ASK EXECUTIVES
13. ANSWERS TO BE WEARY OF @jessicaewest We get updates on Slack and know that they travel a lot.
14. Understand your value to the executive team and measure against their priorities. @jessicaewest Photo by William Daigneault on Unsplash
15. An executive that understands your goals at a high level and advocates for you. @jessicaewest Photo by Fabian Blank on Unsplash Defining Executive Buy-In
16. ANIL DASH JEFF LAWSON DAVID SINGLETON @jessicaewest What executive alignment looks like
17. What happens when DevRel is challenged IRL Story @jessicaewest Photo by William Daigneault on Unsplash
18. So how do you get executive buy-in? @jessicaewest Photo by Jon Tyson on Unsplash
19. @jessicaewest Photo by Fabian Blank on Unsplash Ask questions to your executive team.
20. Implement Strategy PROGRAM YOUR INITIATIVES SET UP MEASUREMENTS COMMUNICATE
21. Program your initiatives Segment your initiatives into clear programs with an owner and outcome @jessicaewest
22. @jessicaewest Photo by Elisa Michelet on Unsplash Set up Measurements # of Developer Engagements # of SDK downloads # of Developer Accounts created # of Active Users on your developer forum # of People at your user group event
23. Communicate @jessicaewest Internal company newsletter Speak at company all hands twice a year Internal wiki showcasing your work Sit in on other department meetings Event recaps internally and externally Team Meeting - Open invitation 1x month
24. Photo by Jon Tyson on Unsplash Make time for this work. This is the foundation of your department.
25. You’re never too small of a team to have strategy and process. @jessicaewest Photo by William Daigneault on Unsplash
26. TL;DR @jessicaewest Asking the question of what department does DevRel belong to is pointless if you don’t know where your sponsors are.
27. … or else @jessicaewest Photo by Henrikke Due on Unsplash
28. Thank you! @jessicaewest Engineer - Marketer - Karaoke enthusiast - turned Developer Relations @jessicaewest