A Developer Adoption Playbook by Tessa Kriesel
DevRel keeps getting cut because DevRel keeps failing to prove its value. This is the playbook that fixes that. Nine chapters of battle-tested strategy for connecting developer programs to revenue—built from nearly a decade of DevRel at Twitter, Snapchat, Pantheon, Lacework, and many early-stage dev tools. Stop defending your budget. Start driving the number.
9 chapters of frameworks, strategies, and implementation guidance
The Thesis
DevRel is a revenue function. Three north star metrics every program needs, the player-coach leadership model, and why "developer engagement" is the wrong target.
Validate Before You Scale
Technical Advisory Boards, Developer Jobs-to-be-Done workshops, and ICP development. Stop building programs on assumptions.
Map the Developer Journey
Five stages from Discover to Scale, each with specific metrics. Time-to-value as the single highest-leverage metric, plus a complete Developer Journey Audit Checklist.
Build a Feedback Engine
Community-centric feedback loops, the Product + DevRel partnership, and closing the loop with "You asked, we built" communications.
Content That Developers Actually Trust
What content types work, platform-native distribution (X vs. LinkedIn vs. Reddit vs. HN), No Pitch Energy, and why distribution matters more than creation.
Measure Like a Revenue Team
Five key numbers for every board meeting. Journey-stage metrics, reporting cadence, and a DevRel Metrics Framework you can self-host.
Know Your Battlefield
35 data points across 9 categories for competitive analysis. Turn intelligence into positioning, content, and product opportunities.
Build and Lead the Team
Player-coach model, five core pillars, hiring for range, revenue accountability, and a full 30/90/365 implementation plan.
The Playbook in Practice
Dogfood first, the five most common failure modes, adapting by company stage (pre-PMF through enterprise), and a week-by-week priority order for your first 12 months.
DevRel Metrics Cheat Sheet
Specific metrics mapped to every journey stage—Discover, Evaluate, Learn, Build, and Scale.
Competitive Analysis Template
35+ data points across 9 categories. Monthly cadence for staying current.
Developer Journey Audit Checklist & Map Template
Stage-by-stage questions to identify where developers are dropping off, plus a visual journey map template.
30/90/365 Plan Template
Detailed action items for your first week, month, quarter, and year building a revenue-driving DevRel function.
DevRel Dashboard Example
Journey conversion and TTV tracking on the main dashboard, with dedicated pages for content, community, product feedback, adoption-to-revenue, and more.
Self-Hosted Metrics App[shipping soon]
A self-hostable dashboard you can connect to your own tools.
Real-World Case Studies[shipping soon]
From Twitter, Snapchat, and other developer ecosystems.
AI-Powered DevRel Tools[shipping soon]
Early access to AI tools built for DevRel workflows.
25% Off Your First Built for Devs Project
Playbook buyers get 25% off their first developer experience evaluation at Built for Devs.
New templates, tools, and resources ship regularly. Playbook buyers get everything—no extra charge.
"Tessa's insights has turbocharged my growth in DevRel leadership, leveling up my skills 10x. Her insights have been a game-changer, sharpening my strategic thinking, communication style, and my ability to build solid stakeholder relationships—boosting the value and impact of my DevRel team."