According to Lewko, studies from Evans Data Corporation (EDC) and others have reported that between 60% and 80% of developers either make or influence purchasing decisions. Indeed, the cost question needs to be answered, but the bulk of a company’s efforts should go towards the people who ultimately use the thing. To a large degree, the C-suite is the economic buyer that comes in at the end and just asks why this one costs more than the other. A flooring manufacturer or plumber probably knows that the CEO of a Fortune 500 does not care which materials are used. If you think about it, the “shoot for the top” approach seems a bit more widespread in technology than in other industries. However, this thinking is almost certainly wrong. Why are companies investing in developer relations?Ī lot of companies still spend much of their time targeting the C-suite or director/VP level. If you’re not being measured on the success of developers and you’re being measured on something else, that’s a red flag.”
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