Podcast

Selling to Developers

Andreessen Horowitz · a16z Podcast Free Intermediate

This episode is a direct case study in the buyer/user split: developers are your user and increasingly your champion, but someone else often still signs the check. If you are building any kind of technical or infrastructure product, this gives you language for how the user's bottom-up enthusiasm turns into the top-down purchase.

  • Developers who love your product become internal evangelists who create pressure on the actual buyer
  • You need champions inside the user's organization before you ever get a real shot at the budget holder
  • Bottom-up user adoption and top-down buyer sign-off are two separate motions that need separate strategies
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The question it answers

  1. Should my ideal customer be the person who pays or the person who uses the product?

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