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内部和外部依赖关系_如何在公司内部和外部扩大您的DevRel合作伙伴关系

分类: 文章 • 2025-02-02 23:46:58

内部和外部依赖关系

Between the three of them, the co-founders of Orbit have decades of experience in engineering and developer relations, building products at companies such as Accenture, Algolia, Apple and Keen.io. After launching Orbit, they spent the last year talking with people in the DevRel space about proving the value of DevRel.

在这三个公司中， Orbit的联合创始人在工程和开发人员关系方面拥有数十年的经验，曾在埃森哲，阿尔戈利亚，苹果和Keen.io等公司生产产品。 在启动Orbit之后，他们在去年与DevRel领域的人们讨论了如何证明DevRel的价值。

January is a common time for executives to ask what kind of investments they should make in developer relations including what hires to make, and what the business case is.

一月份是企业高管询问他们应该在开发人员关系上进行哪些投资的常见时间，其中包括要聘请哪些员工以及业务案例是什么。

内部和外部依赖关系_如何在公司内部和外部扩大您的DevRel合作伙伴关系

After Orbit joined Heavybit last month, I sat down with Josh, Patrick, and Dustin to talk about their approach to DevRel, from partnerships and promotions to outsourcing and metrics.

在Orbit上个月加入Heavybit之后，我与Josh ， Patrick和 Dustin坐了下来，讨论了他们对DevRel的态度，从合作伙伴关系，促销活动到外包和指标。

目录 (Table of Contents)

  • What are the biggest missteps companies make when it comes to DevRel?

    对于DevRel，公司最大的失误是什么？
  • What parts of DevRel should companies outsource?

    公司应将DevRel的哪些部分外包？
  • How do you leverage partnerships?

    您如何利用合作伙伴关系？
  • How can DevRel partner with business development?

    DevRel如何与业务发展合作？
  • How do you balance creation vs promotion?

    您如何平衡创作与晋升？
  • Who in DevRel would you like to call out?

    您想致电DevRel中的谁？

问：在DevRel方面，公司最大的失误是什么？ (Q: What are the biggest missteps companies make when it comes to DevRel?)

One big mistake is trying to hire a developer advocate before the company has learned to do at least a little DevRel on their own. In the consulting world, companies would come to us and say "we’re ready to hire, we just need help writing a job description and sourcing candidates." At that point, sometimes these companies had not given a talk or created developer-facing content.

一个大错误是试图在公司学会至少自己做一点DevRel之前就聘请开发人员拥护者。 在咨询界，公司会来找我们说：“我们已经准备好招聘了，我们只需要编写职位描述和寻找候选人的帮助即可。” 那时，有时这些公司没有进行演讲或创建面向开发人员的内容。

By contrast, at some companies, every engineer is doing some aspect of DevRel from the time the company starts, like giving talks and contributing to projects. If a company tries to hire a DevRel-specific role but doesn’t have experience in that area, it’s going to be difficult for them to be successful.

相比之下，在某些公司中，每位工程师从公司成立之初就开始在DevRel的某些方面工作，例如进行演讲和为项目做贡献。 如果一家公司试图聘请特定于DevRel的职位，但没有该领域的经验，那么他们将很难取得成功。

Companies and teams have to define their internal expectations for DevRel. It’s common to read a job description for DevRel that isn't focused -- it could span dozens of key activities! If a company has done DevRel themselves, they typically surface a more focused job description. For example, do they see this role on the road giving talks, or being an internal advocate? We want to help companies avoid writing job descriptions that are “be all the things.”

公司和团队必须定义对DevRel的内部期望。 阅读不专注于DevRel的职位描述是很常见的-它可能涉及数十项关键活动！ 如果公司自己完成了DevRel，则通常会浮出水面。 例如，他们看到这个角色在演讲中还是成为内部倡导者？ 我们希望帮助公司避免编写“一无所有”的职位描述。

问：与外包相比，公司应将DevRel的哪些部分保留在内部？ (Q: What parts of DevRel should companies keep in-house, versus outsourcing?)

It depends on which parts of the DevRel process you need help with.

这取决于您需要帮助的DevRel流程的哪些部分。

On one hand, your DevRel person who has the touch points with the community -- that person should live and breathe inside your organization and embodies the organization's culture. If a company has contracted with an outside firm, you may not get the same experience talking to them, versus talking with employees embedded in the culture of the company.

一方面，您的DevRel人员与社区保持着联系-该人员应在组织内部生活和呼吸，并体现组织的文化。 如果公司与外部公司签约，与与公司文化内在的员工交谈相比，您可能无法获得与他们交谈的相同经验。

If your advocate echoes your values, it leads to a better developer experience. That’s a risk when making a contract hire, especially on the community side. I’ve seen contractors do social media for a company’s developer community and it all goes wrong — it’s mind blowing why companies do this with little training and oversight.

如果您的拥护者赞同您的价值观，则可以带来更好的开发人员体验。 签订合同时存在风险，尤其是在社区方面。 我已经看到承包商为公司的开发人员社区提供社交媒体，但一切都出了错–令人不解的是，为什么公司很少进行培训和监督就能做到这一点。

However, if you’re working solely on content, tutorials, etc, that can be a great place for outside help, since there will be other people in the organization that are reviewing the content to make sure it falls in line with the company's positioning and values.

但是，如果您仅处理内容，教程等，那么这可能是获得外部帮助的好地方，因为组织中会有其他人正在审查内容，以确保其内容与公司的定位相符。和价值观。

We consulted for the past year so we have some bias here, but using outside companies to generate strategic, third-party content can give you a lot of leverage. They can lean on your internal teams to amplify the content and bring the messages to market. We’ve done this a number of times with different companies -- it makes developer advocates inside the company feel like superheroes because they have a lot of great content that they can bring out and share with the community.

我们在过去一年中进行了咨询，因此我们在这里存在一些偏见，但是使用外部公司来生成战略性的第三方内容可以为您带来很大的影响力。 他们可以依靠您的内部团队来扩大内容并将消息传递到市场。 我们已经与不同的公司进行了多次合作，这使公司内部的开发者拥护者像超级英雄一样，因为他们拥有很多可以带给社区并与社区共享的精彩内容。

内部和外部依赖关系_如何在公司内部和外部扩大您的DevRel合作伙伴关系

问：我们在开发人员关系中如何利用内部合作伙伴关系来扩大影响范围和效力？ (Q: How can we in developer relations leverage internal partnerships to increase our reach and effectiveness?)

We think partnerships can be one of the most impactful parts of a successful DevRel strategy. A single advocate or DevRel team serves as a force multiplier across the entire company. The internal impacts of a team that’s working well are enormous when multiplied across the entire company.

我们认为，合作伙伴关系可以成为成功的DevRel战略中最具影响力的部分之一。 一个单一的倡导者或DevRel团队将在整个公司中充当力量倍增器。 当在整个公司中倍增时，一个运作良好的团队的内部影响是巨大的。

We can give tons of examples, but to focus on a few: in marketing, DevRel can help keep the brand voice true to the developer personality. In return, marketing helps DevRel be more data driven, driving value in both directions.

我们可以举很多例子，但仅举几个例子：在市场营销中，DevRel可以帮助使品牌声音忠实于开发人员的个性。 作为回报，市场营销有助于DevRel获得更多的数据驱动，从而双向推动价值。

In larger companies, there is an opportunity to bring the voice of the developer into internal conversations. You can imagine bringing stories from the field into the walls of the building and giving the company a few into how developers interact with your product.

在大型公司中，有机会将开发人员的声音带入内部对话。 您可以想象将现场的故事带入建筑物的墙壁，并为公司提供一些开发人员如何与您的产品交互的信息。

Historically there has been somewhat of a mismatch between teams like sales and marketing and community teams like DevRel. Often this is based on a mismatch in funnels.

从历史上看，销售和市场营销团队与DevRel这样的社区团队之间有些不匹配。 通常，这是基于渠道不匹配。

DevRel can evangelize alternate models of measuring impact of community instead of the standard model of pushing people into a funnel and measuring purchasing events. The Orbit model allows you to rewire the way companies think about community, not just a standard marketing funnel, but allowing you to create metrics around your community efforts.

DevRel可以宣传替代性的衡量社区影响的模型，而不是将人们推入渠道并衡量购买事件的标准模型。 Orbit模型可让您重新链接公司对社区的思考方式，不仅是标准的营销渠道，还可以围绕社区的工作创建指标。

We also see DevRel and Sales working well together — historically, this isn’t always the case! We've seen that they can be very collaborative and complementary when there is clear communication.

我们还看到DevRel和Sales可以很好地合作-从历史上看，情况并非总是如此！ 我们已经看到，如果有清晰的沟通，它们可以是非常协作和互补的。

In large organizations it's rad to see individual developers participating in the community -- if a company's developers are contributing to your project, that’s a strong signal that the company may be interested in a commercial relationship.

在大型组织中，很容易看到个体开发人员参与社区活动-如果公司的开发人员为您的项目做出了贡献，则强烈表明该公司可能对商业关系感兴趣。

From a sales perspective, you probably don't want an SDR emailing those developers, but the SDR would love to have feedback about that developer’s activity that they could reference when calling the developer’s manager. Of course, that requires data and tooling on the back-end to surface that information, and that’s something we see a lot of companies moving towards in 2020.

从销售角度来看，您可能不希望SDR向这些开发人员发送电子邮件，但SDR希望获得有关该开发人员活动的反馈，以便他们在致电开发人员经理时可以参考。 当然，这需要在后端使用数据和工具来显示该信息，这是我们看到许多公司在2020年朝着这一方向前进的过程。

We actually wrote a whole series for Heavybit covering different tactics for internal collaboration.

实际上，我们为Heavybit写了整个系列，涵盖了内部协作的不同策略。

内部和外部依赖关系_如何在公司内部和外部扩大您的DevRel合作伙伴关系

问：业务发展如何？开发人员关系团队在哪里有合作的机会？ (Q: How about business development -- where are the opportunities for developer relations teams to partner there?)

Agency partnerships come to mind pretty quickly. For companies with a developer-focused platform, part of the BizDev model is to partner with agencies who can build the platform into products for clients. Algolia had relationships with agencies implementing all the different ecommerce and CMS platforms.

代理商合作伙伴关系很快就浮现在脑海。 对于具有以开发人员为中心的平台的公司，BizDev模型的一部分是与可以将平台构建为客户产品的代理商合作。 阿尔戈利亚与实施所有不同电子商务和CMS平台的代理商有关系。

Creating formal partnerships with these companies can be useful for BizDev but can also help your DevRel program by encouraging the agency developers to be involved in the technology ecosystem.

与这些公司建立正式的合作伙伴关系对于BizDev很有用，但也可以通过鼓励代理开发人员参与技术生态系统来帮助您的DevRel计划。

DevRel can also partner with complementary companies and projects. This can keep things fresh and make sure you’re not talking too much about yourself and your products -- you're bringing some fresh voices into the conversation.

DevRel还可以与互补公司和项目合作。 这样可以保持新鲜感，并确保您对自己和您的产品的谈论不太多-您在对话中引入了一些新鲜的声音。

问：您在创建新资产(例如内容和演讲)以及推广这些资产时会划清界限吗？ 您的DevRel预算的100％应该用于创建，100％用于宣传还是介于两者之间？ (Q: Where do you draw the line on creating new assets, such as content and talks, and promoting those assets? Should 100% of your DevRel budget go to creation, 100% to publicity, or somewhere in between?)

Looking at DevRel as a whole, generally we think that more re-use would be smart. Writing a new presentation each time you give a talk is very expensive in terms of effort and mental energy.

从总体上看DevRel，我们认为更多的重用是明智的。 每次演讲时撰写新的演示文稿在精力和精力上都是非常昂贵的。

Many developer advocates are hesitant to re-use material, but they shouldn’t be -- there are millions of developers out there who haven’t seen your presentation before. If stand-up comedians can re-use the same jokes for years, you shouldn’t have to worry about giving the same talk twice in the same city.

许多开发人员倡导者都在犹豫是否要重复使用材料，但不应重复使用-那里有数百万开发人员以前从未看过您的演示文稿。 如果脱口秀喜剧演员可以重复使用相同的笑话多年，那么您不必担心在同一座城市两次发表相同的演讲。

One trick I have: give talks to engineers inside the company, and then let the engineers give that talk elsewhere. Make your assets and presentations so that others can re-use the deck and script. That’s a nice way to get engagement in the DevRel effort from others in the organization — three months later, someone is speaking on stage, maybe for the first time.

我有一个窍门：与公司内部的工程师进行演讲，然后让工程师在其他地方进行演讲。 制作您的资产和演示文稿，以便其他人可以重新使用平台和脚本。 这是让组织中的其他人参与DevRel工作的好方法-三个月后，有人在舞台上演讲，也许是第一次。

Often there are engineers inside your company who want to get started getting talks, and as developer advocates who do this multiple times per week, we can facilitate these engineers and also cover more territory. (There are a lot of events I want to speak at, but I can’t be in two places at the same time.)

公司内部经常有想要开始讨论的工程师，而作为开发人员的拥护者每周要进行多次此操作，我们可以为这些工程师提供便利，并覆盖更多领域。 (我想谈很多事情，但我不能同时在两个地方。)

问：DevRel上有谁在做出色的工作，您想强调一下？ (Q: Is there anybody out there in DevRel who is doing an amazing job, that you’d like to highlight?)

Thanks to Josh Dzielak, Patrick Woods, and Dustin Larimer for chatting with me about their DevRel experience.

感谢Josh Dzielak ， Patrick Woods和Dustin Larimer与我聊天他们的DevRel经验。

下一步： (Next Steps:)

翻译自: https://www.freecodecamp.org/news/amplify-your-devrel-partnerships-inside-and-outside-your-company/

内部和外部依赖关系

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