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But why does the business care?

Michael Heap
November 10, 2021
20

But why does the business care?

Michael joined Nexmo as a PHP developer advocate and left as the Director of Developer Experience. It wasn’t his technical skills, ability to present, (or charming wit), but the fact that he focused on the question “why does the business care?”. In this talk, he will cover the things he did to ensure that DevRel was aligned to the business needs.

He'll cover how to select metrics that show value, how to build relationships with key stakeholders and how to make sure what you’re doing is visible enough internally to give you the bandwidth to do some of the key (but not prioritised) work to support your audience. This is a talk about how to balance a business’s need to make money with our desire to make the world better for our consumers, and just how important relationships are to make that happen.

Michael Heap

November 10, 2021
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Transcript

  1. @mheap
    Good morning /
    afternoon / evening

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  2. @mheap
    I'm Michael

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  3. @mheap

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  4. @mheap at #devrelcon
    But why does the


    business care?

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  5. @mheap
    AAARRRP
    • Awareness - users become aware of your product


    • Acquisition - users signup for your product


    • Activation - users successfully use your product


    • Retention - users continue to use the product and potentially increase usage


    • Referral - users like product and company brand enough to refer others


    • Revenue - users conduct some monetizing behavior


    • Product - users and the developer relations team help define and build the product as well as
    gathering feedback from users to enhance your product
    https://www.leggetter.co.uk/aaarrrp/

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  6. @mheap
    Orbit
    https://docs.orbit.love/docs/understanding-the-orbit-model

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  7. @mheap
    Awareness / Enablement / Engagement
    https://www.marythengvall.com/blog/2021/3/9/the-devrel-path-to-success-awareness-enablement-engagement

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  8. @mheap
    DevRel is a cost centre

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  9. @mheap
    DevRel Pipeline = $$$ ?

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  10. @mheap
    1. Build relationships
    2. Select metrics
    3. Get work prioritised

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  11. @mheap
    Building Relationships

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  12. @mheap
    3 people

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  13. @mheap
    3 people or 3000 people
    @mheap

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  14. @mheap
    3 people

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  15. @mheap
    3 people
    AcmeCorp VP Support VP Sales

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  16. @mheap
    The who is as important
    as the how many

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  17. @mheap
    3 people
    AcmeCorp VP Support VP Sales

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  18. @mheap
    Managing Upwards

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  19. @mheap
    Send a newsletter!

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  20. @mheap

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  21. @mheap

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  22. @mheap

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  23. @mheap

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  24. @mheap
    On Prioritisation

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  25. @mheap
    The same is true of your
    exec team

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  26. @mheap
    Building Bridges

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  27. @mheap
    Selecting Metrics

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  28. @mheap
    Make more money

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  29. @mheap
    Make more money by...

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  30. @mheap
    Non-
    fi
    nancial goals

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  31. @mheap
    How do I do X?

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  32. @mheap
    Time taken to do Y

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  33. @mheap
    Time to "Hello World"

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  34. @mheap
    Quantity vs Quality

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  35. @mheap
    "Secret" work

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  36. @mheap
    Estimate = Estimate * 2

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  37. @mheap
    Roll the work in

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  38. @mheap
    Don't do it in secret

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  39. @mheap
    Wrap Up

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  40. @mheap
    Wrap Up

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  41. @mheap
    Thanks!
    I've been @mheap, you've been
    awesome
    Kong is hiring (full remote) and my
    Twitter DMs are open

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