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Amundsen’s Dogs,
Information Halos,
and APIs
The epic story of your API strategy

groups.google.com/group/api-craft

Sam Ramji             @sramji
Apigee
AMUNDSEN’S
DOGS
One hundred years ago, in October of 1911
Roald Amundsen
Amundsen's Dogs, Information Halos, and APIs
and Robert Falcon Scott
Amundsen's Dogs, Information Halos, and APIs
were in a race to reach the South Pole.
The Challenge
Amundsen's Dogs, Information Halos, and APIs
The Stakes
The North Pole was claimed to have been
discovered by Cook and Peary.

The South Pole was the sole remaining
international prize of discovery.
The Strategy
Amundsen was humble and scholarly.
Amundsen's Dogs, Information Halos, and APIs
He studied native cultures to understand
what worked.
Robert Falcon Scott,
Commander of the Royal Victorian Order,
was an arrogant British naval officer.
Amundsen's Dogs, Information Halos, and APIs
He insisted on doing things the old way.
It came down to a decision about the
expedition’s core propulsion.
How do you overcome the challenges of a
journey through Antarctic wastes?
Robert Falcon Scott took the traditional route.

Ponies.
Amundsen's Dogs, Information Halos, and APIs
Roald Amundsen followed native wisdom.

He chose dogs.
Amundsen's Dogs, Information Halos, and APIs
Amundsen led his team of 5 men and 52 dogs
to the South Pole and back

a grueling journey of 3,300 kilometers in
-30 C weather in only 99 days.
Amundsen's Dogs, Information Halos, and APIs
Scott’s team arrived at the South Pole thirty-
five days after Amundsen, only to find the
Norwegian flag planted in the ground …

… and the tracks of their dogsleds.
Amundsen's Dogs, Information Halos, and APIs
Tragically, Robert Falcon Scott’s entire team
died on the way back to their ship.
“   Victory awaits him who has everything in order;
    luck, people call it.

    Defeat is certain for him who has neglected to
    take the necessary precautions in time; this is
    called bad luck.

                                   Roald Amundsen
                                        Polar Explorer
INFORMATION
HALOS
We are living through an age of
disruption and value destruction.
Between your core business
and your customers
Value
Core Business           Customers
your old and new competitors
are creating friction
Friction
Core Business              Customers
So you must overcome the friction to win
Friction
Core Business   Apps         Customers
Today’s South Pole is the App Internet.
That is the epic journey.
But apps and platforms
are proliferating so rapidly
App Store Growth 2008-2011
            600                                            12

            500                                            10
                    Apps Available
Thousands



                    Total App Downloads
            400                                            8




                                                                Billions
            300                                            6

            200                                            4

            100                                            2

             0                                             0




                                          Data from Wikipedia
Mary Meeker
Kleiner Perkins
There’s no way the traditional route of relying
on IT will get you to this new destination.
So what’s the native wisdom?
Companies who are succeeding
Amundsen's Dogs, Information Halos, and APIs
learned that you need to join your IT team
with the world of developers
Apps

Developers
   IT
to overcome the friction through
fantastic apps
Amundsen's Dogs, Information Halos, and APIs
and deliver your value to the customer
Core
Business




   IT
Developers
   Apps




Customers
and you are about to discover the
information halo.
You remember microeconomics from your
college economics course
Amundsen's Dogs, Information Halos, and APIs
Reduce the cost of your complements
to drive adoption of your core.
Information is a complement
to your core business.

Reduce the cost of your complements
to drive adoption of your core.
Amundsen's Dogs, Information Halos, and APIs
your imperative is to enable value added
businesses surrounding your own

built on your data
[Ecosystem Competition]




               Kishore S. Swaminathan, Chief Scientist, Accenture
It’s about going from information silos

to information halos
“   20th Century IT was about raising barriers to
    entry for competitors.

    21st Century IT is about lowering barriers to
    participation.

                                    James Governor
                                            Redmonk
Relying only on your own IT
Is like trying to get to the South Pole
using ponies
Amundsen's Dogs, Information Halos, and APIs
This is dog country.
Amundsen's Dogs, Information Halos, and APIs
API STRATEGY
FRAMEWORK
Just like Amundsen
you are doing your research
So that we can tell the epic story of
your API strategy
Impact a Market Segment

Target the Developer Channel

Set your Goals, Metrics, and KPIs

Manage the Program

Hire your Heroes
IMPACT A
MARKET SEGMENT
market segment




    The first step on the journey is to answer the
    question
market segment




    What do you want to achieve?
market segment




    You need to start by stating your goal in the
    following form
market segment




    “We will achieve a measurable result
    in a specific market segment.”
market segment




    There is a cost to consume your product.
    Reduce this cost through information.
market segment



    Product
    Price
    Promotion
    Place

    What is the surface area of your product?

    How do you increase it?
Market analysis
                            market segment




Revenue opportunity




          Strategy




    Execution




      Cost




  Risks
market segment




    Apps are the intermediaries of today’s market
Amundsen's Dogs, Information Halos, and APIs
remember
market segment




    Dogs

    not ponies
TARGET THE
DEVELOPER
CHANNEL
Core
Business




   IT
Developers
   Apps




Customers
developer channel




    Why do you care about developers?
developer channel




    Because they are your new channel

    and your core propulsion
developer channel




    Would you have sold to Nordstrom
    the same way you sold to Wal-Mart?
developer channel




    Of course not.

    They’re different.
developer channel




    So are developers.
developer channel




    You don’t have unlimited resources.
developer channel
developer channel




    First, how do we define a developer?
de·vel·op·er noun (də-ve-lə-pər)
: one that develops: as a: a chemical used to develop
exposed photographic materials b: a person who develops
real estate c: a person or company that develops computer
software
Examples of DEVELOPER
<the developer of software that is used the world over>
First Known Use of DEVELOPER
1796
Related to DEVELOPER
Synonyms: contriver, designer, inventor, deviser,
formulator, innovator, introducer, originator
developer channel
    Definitions I’ve heard:
       Enterprise software company
       Partner
       Games company
       Device manufacturer
       Independent contractor
       News/media company
       Advertising agency
       Hobbyist
       Individual coder
       Startup software company
       Alpha geek
developer channel




    Let’s start by calling an individual human a
    coder.
developer channel




    A coder is located in a larger organizational
    context.


    Each exhibits similar behavior and technology
    adoption patterns.
developer channel

   The term "long-tail" is incorrectly applied as a single
   massive segment of developers.


   What businesses should be thinking about is
   whether they're working with


   known companies
    or
   unknown coders
developer channel




   In many cases building for the unknown coder will
   help you with your business efforts
   with known companies


   since unknown coders often work there
developer channel

       Facebook

      Objective-C

            Flash

            .NET

         ASP.NET

             JSP

             PHP
                    0   500   1000   1500   2000   2500   3000   3500


                          Thousands
developer channel
developer channel




                    Mike Hendrickson, O’Reilly Media (@mikehatora)
developer channel




                    Mike Hendrickson, O’Reilly Media (@mikehatora)
developer channel


                Horizontal




                    Vertical


          Tribal               Modal
developer channel

 Horizontally
                LARGE ECOSYSTEM PLAYERS

                    LARGE ENTERPRISES

                           ISV

                    SYSTEM INTEGRATORS

                SMB | SMALL ENTERPRISE

                          SAAS

                    SOFTWARE STARTUPS

                HOBBYIST |OPPORTUNIST
Vertically
   SOCIAL MEDIA

      MOBILE
                                   developer channel




       RETAIL

   DIGITAL MEDIA

    PUBLISHING

 FINANCIAL SERVICES

    HOSPITALITY

     LOGISTICS

      AIRLINES

TELECOMMUNICATIONS
developer channel

 Tribally

          SproutCore                          CoffeeScript
                           jQuery
     Ruby           AWS      Sencha
                                           JavaScript
Rails Heroku
                     HTML5          dojo
                                           Backbone.js
                                                     Node.js

   iOS          C#           PHP
               Monotouch                    Android
 Objective-C
                              Scala    Java
developer channel

 Modally

                        Public




 Open      Technology     Access   Closed




                        Private
developer channel




   Incentives that match the vertical and horizontal
   coordinates you’re targeting
developer channel

 Horizontally
         LARGE ECOSYSTEM PLAYERS          PAY THEM

        MEDIUM & LARGE ENTERPRISE   SHOW THEM OPPORTUNITY

                   ISV              BUSINESS DEVELOPMENT

           SYSTEM INTEGRATORS       SHOW CUSTOMER DEMAND

          SMB | SMALL ENTERPRISE     MICROSOFT ECOSYSTEM

                  SAAS                    EFFICIENCY

           SOFTWARE STARTUPS            FREE AND COOL

          HOBBYIST |OPPORTUNIST             FREE
developer channel

 Vertically




                                                                                                                                  TELECOMMUNICATIONS
                                                                        FINANCIAL SERVICES
                                           DIGITAL MEDIA
          SOCIAL MEDIA




                                                                                             HOSPITALITY
                                                           PUBLISHING




                                                                                                           LOGISTICS

                                                                                                                       AIRLINES
                         MOBILE

                                  RETAIL




          Be at meetups and conferences that coders in
          the vertical already go to. Have a relevant offer.
developer channel

   Tribally
                                   C#
                                        jQuery             CoffeeScript
              SproutCore
Formal




                                                    FORUMS
               INDUSTRY EVENTS
                                   dojo      EXISTING COMMUNITIES
           Ruby                                  JavaScript
                            HTML                     backbone.js
     Heroku       Rails     5
Informal




            MEETUPS, HACKATHONS            Sencha    TWITTER   Node.js
           iOS BEER AND COFFEE
            INSIDE YOUR COMPANY?
                                                 STACKOVERFLOW
                                                       Android
                                                   HACKERNEWS
                      AWS
                                         PHP
                                                    Java      Scala
                 Offline                             Online
developer channel

 Modally

                               Public

       PUBLISH YOUR API




                                 Access
                                          ESTABLISH A CONTEST
    ADVERTISE ON CODER SITES


 Open        Technology                                         Closed

    EVANGELIZE WITHIN YOUR                 ADVERTISE YOUR
 PARTNERS’ DEVELOPMENT TEAMS               BUSINESS MODEL


                               Private
Core
Business




   IT
Developers
   Apps




Customers
SET YOUR
GOALS, METRICS &
KPIs
goals, metrics & kpis




    You manage what you measure
goals, metrics & kpis




    What is measured increases
goals, metrics & kpis




    so it had better be aligned with the business
goals, metrics & kpis
    Developer Satisfaction
    Breadth Developers (Coders)
    Depth Developers (Partners)
    Apps
    Active Apps
    Utilization
    Users
    Market Share (for your industry/service)
    Market Share (devices)
    Revenue
    Protected Revenue
    Margin
goals, metrics & kpis

 Metric               Quarterly Target   Quarterly Actual   Annual Target
 Developer NSAT
 Breadth Developers
 Depth Developers
 Apps
 Active Apps
 Utilization
 Users
 Market Share
 Revenue
 Protected Revenue
 Margin

    Establish the source and rhythm of measurement for each metric
MANAGE THE
API PROGRAM
“   Victory awaits him who has everything in order;
    luck, people call it.

    Defeat is certain for him who has neglected to
    take the necessary precautions in time; this is
    called bad luck.

                                   Roald Amundsen
                                        Polar Explorer
Planning   Management   Organization

 Target
Segment
           DEFINE     MEASURE      MARKETING



Engage
Channel
           INCENT     RECRUIT      CHANNEL



  Build
Platform
           SPECIFY     BUILD           IT
Planning                    Management                   Organization

                 Define market segment in
                  detail including size and                                     Marketing-led
    Target       user persona; specify API        Establish KPI targets,
  Segment(s)      profile needed to satisfy    traceability and dashboard      Segment-oriented
                   top use cases for each                                        workstreams
                       target segment

                                                  Establish developer
                                                                                 Channel-led
                   Specify business model          adoption targets,
                  and marketing driver for     developer marketing and
Engage Channel                                                               Community, developer,
                 the channel that will reach        channel actions
                                                                            and business development
                    each target segment        (community site, events,
                                                                                  workstreams
                                                 and communication)


                  Specify roadmap of API       Implement API roadmap,                IT-led
                  deliverables, mechanics,       adjust and report on
Build Platform   integration, and business        iteration cycle, and       API, infrastructure, and
                      process to meet          establish alpha developer       developer support
                   target segment needs                   team                     workstreams
program management




   The humans in these organizations need to
   communicate with each other.

   Create an internal information halo.
HIRE YOUR
HEROES
hire your heroes




    The traditional approach
    to technology projects
hire your heroes



    would call for

    project managers,
    product managers,
    architects,

    and would be internally focused on IT
hire your heroes




    But just like the ponies didn’t make it
Amundsen's Dogs, Information Halos, and APIs
hire your heroes




    You’ll need a different breed to win in APIs
hire your heroes

    THESE ARE REAL JOBS

    Channel Leader
    Developer Evangelist
    Developer Advocate
    Community Manager
    Data Scientist
    Developer Experience Specialist
hire your heroes




    The information halo works internally as well.

    It can attract the right people from within your
    company to join your API team.
Accountabilities             Organization

                  Meet KPI targets, Segment
                  messaging and positioning,   FTE: Marketing
Target Segments                                Marketing Leader
                  use-case requirements
                  driven to Engineering        Segment Leads

                  Meet developer adoption
Engage            targets, community           FTE: Channel
                  engagement, developer        Developer Evangelist
Developers
                  support                      Community Managers

                  Implement roadmap based
                  on marketing requirements, FTE: Engineering
Establish                                     Engineering Lead
                  drive platform
Platform          requirements, meet delivery Software Engineers
                  timeline and scalability    QA Engineers
hire your heroes




    While you’re going to need outstanding
    people to make this happen
hire your heroes




    Keep in mind
    they don’t all start out looking like this
Amundsen's Dogs, Information Halos, and APIs
hire your heroes




    They may not look like they are up to the job
Amundsen's Dogs, Information Halos, and APIs
hire your heroes




    But if you enable them to succeed they will
    get stronger and faster

    And you won’t be able to hold them back.
Amundsen's Dogs, Information Halos, and APIs
FINAL THOUGHT
Information halos are better than
information silos
Let’s create an information halo around APIs
groups.google.com/group/api-craft
THANK YOU
Questions and ideas to:
@sramji


groups.google.com/group/api-craft

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Amundsen's Dogs, Information Halos, and APIs

  • 1. Amundsen’s Dogs, Information Halos, and APIs The epic story of your API strategy groups.google.com/group/api-craft Sam Ramji @sramji Apigee
  • 3. One hundred years ago, in October of 1911
  • 8. were in a race to reach the South Pole.
  • 12. The North Pole was claimed to have been discovered by Cook and Peary. The South Pole was the sole remaining international prize of discovery.
  • 14. Amundsen was humble and scholarly.
  • 16. He studied native cultures to understand what worked.
  • 17. Robert Falcon Scott, Commander of the Royal Victorian Order, was an arrogant British naval officer.
  • 19. He insisted on doing things the old way.
  • 20. It came down to a decision about the expedition’s core propulsion.
  • 21. How do you overcome the challenges of a journey through Antarctic wastes?
  • 22. Robert Falcon Scott took the traditional route. Ponies.
  • 24. Roald Amundsen followed native wisdom. He chose dogs.
  • 26. Amundsen led his team of 5 men and 52 dogs to the South Pole and back a grueling journey of 3,300 kilometers in -30 C weather in only 99 days.
  • 28. Scott’s team arrived at the South Pole thirty- five days after Amundsen, only to find the Norwegian flag planted in the ground … … and the tracks of their dogsleds.
  • 30. Tragically, Robert Falcon Scott’s entire team died on the way back to their ship.
  • 31. Victory awaits him who has everything in order; luck, people call it. Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck. Roald Amundsen Polar Explorer
  • 33. We are living through an age of disruption and value destruction.
  • 34. Between your core business and your customers
  • 35. Value Core Business Customers
  • 36. your old and new competitors are creating friction
  • 38. So you must overcome the friction to win
  • 39. Friction Core Business Apps Customers
  • 40. Today’s South Pole is the App Internet.
  • 41. That is the epic journey.
  • 42. But apps and platforms are proliferating so rapidly
  • 43. App Store Growth 2008-2011 600 12 500 10 Apps Available Thousands Total App Downloads 400 8 Billions 300 6 200 4 100 2 0 0 Data from Wikipedia
  • 45. There’s no way the traditional route of relying on IT will get you to this new destination.
  • 46. So what’s the native wisdom?
  • 47. Companies who are succeeding
  • 49. learned that you need to join your IT team with the world of developers
  • 51. to overcome the friction through fantastic apps
  • 53. and deliver your value to the customer
  • 54. Core Business IT Developers Apps Customers
  • 55. and you are about to discover the information halo.
  • 56. You remember microeconomics from your college economics course
  • 58. Reduce the cost of your complements to drive adoption of your core.
  • 59. Information is a complement to your core business. Reduce the cost of your complements to drive adoption of your core.
  • 61. your imperative is to enable value added businesses surrounding your own built on your data
  • 62. [Ecosystem Competition] Kishore S. Swaminathan, Chief Scientist, Accenture
  • 63. It’s about going from information silos to information halos
  • 64. 20th Century IT was about raising barriers to entry for competitors. 21st Century IT is about lowering barriers to participation. James Governor Redmonk
  • 65. Relying only on your own IT
  • 66. Is like trying to get to the South Pole using ponies
  • 68. This is dog country.
  • 71. Just like Amundsen you are doing your research
  • 72. So that we can tell the epic story of your API strategy
  • 73. Impact a Market Segment Target the Developer Channel Set your Goals, Metrics, and KPIs Manage the Program Hire your Heroes
  • 75. market segment The first step on the journey is to answer the question
  • 76. market segment What do you want to achieve?
  • 77. market segment You need to start by stating your goal in the following form
  • 78. market segment “We will achieve a measurable result in a specific market segment.”
  • 79. market segment There is a cost to consume your product. Reduce this cost through information.
  • 80. market segment Product Price Promotion Place What is the surface area of your product? How do you increase it?
  • 81. Market analysis market segment Revenue opportunity Strategy Execution Cost Risks
  • 82. market segment Apps are the intermediaries of today’s market
  • 85. market segment Dogs not ponies
  • 87. Core Business IT Developers Apps Customers
  • 88. developer channel Why do you care about developers?
  • 89. developer channel Because they are your new channel and your core propulsion
  • 90. developer channel Would you have sold to Nordstrom the same way you sold to Wal-Mart?
  • 91. developer channel Of course not. They’re different.
  • 92. developer channel So are developers.
  • 93. developer channel You don’t have unlimited resources.
  • 95. developer channel First, how do we define a developer?
  • 96. de·vel·op·er noun (də-ve-lə-pər) : one that develops: as a: a chemical used to develop exposed photographic materials b: a person who develops real estate c: a person or company that develops computer software Examples of DEVELOPER <the developer of software that is used the world over> First Known Use of DEVELOPER 1796 Related to DEVELOPER Synonyms: contriver, designer, inventor, deviser, formulator, innovator, introducer, originator
  • 97. developer channel Definitions I’ve heard: Enterprise software company Partner Games company Device manufacturer Independent contractor News/media company Advertising agency Hobbyist Individual coder Startup software company Alpha geek
  • 98. developer channel Let’s start by calling an individual human a coder.
  • 99. developer channel A coder is located in a larger organizational context. Each exhibits similar behavior and technology adoption patterns.
  • 100. developer channel The term "long-tail" is incorrectly applied as a single massive segment of developers. What businesses should be thinking about is whether they're working with known companies or unknown coders
  • 101. developer channel In many cases building for the unknown coder will help you with your business efforts with known companies since unknown coders often work there
  • 102. developer channel Facebook Objective-C Flash .NET ASP.NET JSP PHP 0 500 1000 1500 2000 2500 3000 3500 Thousands
  • 104. developer channel Mike Hendrickson, O’Reilly Media (@mikehatora)
  • 105. developer channel Mike Hendrickson, O’Reilly Media (@mikehatora)
  • 106. developer channel Horizontal Vertical Tribal Modal
  • 107. developer channel Horizontally LARGE ECOSYSTEM PLAYERS LARGE ENTERPRISES ISV SYSTEM INTEGRATORS SMB | SMALL ENTERPRISE SAAS SOFTWARE STARTUPS HOBBYIST |OPPORTUNIST
  • 108. Vertically SOCIAL MEDIA MOBILE developer channel RETAIL DIGITAL MEDIA PUBLISHING FINANCIAL SERVICES HOSPITALITY LOGISTICS AIRLINES TELECOMMUNICATIONS
  • 109. developer channel Tribally SproutCore CoffeeScript jQuery Ruby AWS Sencha JavaScript Rails Heroku HTML5 dojo Backbone.js Node.js iOS C# PHP Monotouch Android Objective-C Scala Java
  • 110. developer channel Modally Public Open Technology Access Closed Private
  • 111. developer channel Incentives that match the vertical and horizontal coordinates you’re targeting
  • 112. developer channel Horizontally LARGE ECOSYSTEM PLAYERS PAY THEM MEDIUM & LARGE ENTERPRISE SHOW THEM OPPORTUNITY ISV BUSINESS DEVELOPMENT SYSTEM INTEGRATORS SHOW CUSTOMER DEMAND SMB | SMALL ENTERPRISE MICROSOFT ECOSYSTEM SAAS EFFICIENCY SOFTWARE STARTUPS FREE AND COOL HOBBYIST |OPPORTUNIST FREE
  • 113. developer channel Vertically TELECOMMUNICATIONS FINANCIAL SERVICES DIGITAL MEDIA SOCIAL MEDIA HOSPITALITY PUBLISHING LOGISTICS AIRLINES MOBILE RETAIL Be at meetups and conferences that coders in the vertical already go to. Have a relevant offer.
  • 114. developer channel Tribally C# jQuery CoffeeScript SproutCore Formal FORUMS INDUSTRY EVENTS dojo EXISTING COMMUNITIES Ruby JavaScript HTML backbone.js Heroku Rails 5 Informal MEETUPS, HACKATHONS Sencha TWITTER Node.js iOS BEER AND COFFEE INSIDE YOUR COMPANY? STACKOVERFLOW Android HACKERNEWS AWS PHP Java Scala Offline Online
  • 115. developer channel Modally Public PUBLISH YOUR API Access ESTABLISH A CONTEST ADVERTISE ON CODER SITES Open Technology Closed EVANGELIZE WITHIN YOUR ADVERTISE YOUR PARTNERS’ DEVELOPMENT TEAMS BUSINESS MODEL Private
  • 116. Core Business IT Developers Apps Customers
  • 118. goals, metrics & kpis You manage what you measure
  • 119. goals, metrics & kpis What is measured increases
  • 120. goals, metrics & kpis so it had better be aligned with the business
  • 121. goals, metrics & kpis Developer Satisfaction Breadth Developers (Coders) Depth Developers (Partners) Apps Active Apps Utilization Users Market Share (for your industry/service) Market Share (devices) Revenue Protected Revenue Margin
  • 122. goals, metrics & kpis Metric Quarterly Target Quarterly Actual Annual Target Developer NSAT Breadth Developers Depth Developers Apps Active Apps Utilization Users Market Share Revenue Protected Revenue Margin Establish the source and rhythm of measurement for each metric
  • 124. Victory awaits him who has everything in order; luck, people call it. Defeat is certain for him who has neglected to take the necessary precautions in time; this is called bad luck. Roald Amundsen Polar Explorer
  • 125. Planning Management Organization Target Segment DEFINE MEASURE MARKETING Engage Channel INCENT RECRUIT CHANNEL Build Platform SPECIFY BUILD IT
  • 126. Planning Management Organization Define market segment in detail including size and Marketing-led Target user persona; specify API Establish KPI targets, Segment(s) profile needed to satisfy traceability and dashboard Segment-oriented top use cases for each workstreams target segment Establish developer Channel-led Specify business model adoption targets, and marketing driver for developer marketing and Engage Channel Community, developer, the channel that will reach channel actions and business development each target segment (community site, events, workstreams and communication) Specify roadmap of API Implement API roadmap, IT-led deliverables, mechanics, adjust and report on Build Platform integration, and business iteration cycle, and API, infrastructure, and process to meet establish alpha developer developer support target segment needs team workstreams
  • 127. program management The humans in these organizations need to communicate with each other. Create an internal information halo.
  • 129. hire your heroes The traditional approach to technology projects
  • 130. hire your heroes would call for project managers, product managers, architects, and would be internally focused on IT
  • 131. hire your heroes But just like the ponies didn’t make it
  • 133. hire your heroes You’ll need a different breed to win in APIs
  • 134. hire your heroes THESE ARE REAL JOBS Channel Leader Developer Evangelist Developer Advocate Community Manager Data Scientist Developer Experience Specialist
  • 135. hire your heroes The information halo works internally as well. It can attract the right people from within your company to join your API team.
  • 136. Accountabilities Organization Meet KPI targets, Segment messaging and positioning, FTE: Marketing Target Segments Marketing Leader use-case requirements driven to Engineering Segment Leads Meet developer adoption Engage targets, community FTE: Channel engagement, developer Developer Evangelist Developers support Community Managers Implement roadmap based on marketing requirements, FTE: Engineering Establish Engineering Lead drive platform Platform requirements, meet delivery Software Engineers timeline and scalability QA Engineers
  • 137. hire your heroes While you’re going to need outstanding people to make this happen
  • 138. hire your heroes Keep in mind they don’t all start out looking like this
  • 140. hire your heroes They may not look like they are up to the job
  • 142. hire your heroes But if you enable them to succeed they will get stronger and faster And you won’t be able to hold them back.
  • 145. Information halos are better than information silos
  • 146. Let’s create an information halo around APIs
  • 148. THANK YOU Questions and ideas to: @sramji groups.google.com/group/api-craft