Developers engage, but sales opportunities stall
Your product earns technical interest, but the story doesn’t travel through the buying group.
Strategic marketing advice for developer toolsMarketing advice for developer tools
Find the friction between developer interest and sales
Developers engage, but too few become sales conversations. Get a clear diagnosis of where momentum stops, and a prioritized plan to fix it.
Developer Pipeline Review$3,000 fixed feeDelivered 10 business days after receipt of the agreed inputs
Nearly 20 years in B2B technology, including
JetBrainsNServiceBusPostSharpNDependTypemockFDT
Sound familiar?
Developer interest isn’t turning into sales
You don’t need another list of marketing tactics. You need to understand what’s holding growth back and which decisions deserve your attention.
Plenty of activity, too little clarity
Campaigns, webinars, and community programs are running. It’s harder to explain what they’re teaching you or where to invest next.
Your team needs a clear next move
You have a campaign or customer journey that needs improvement. You want an independent view of what to change first, before investing more time and budget.
How I help
Developer Pipeline Review
Find where developer interest loses momentum on the way to a sales opportunity, and decide what to improve first.
One product · One customer journey
The review follows the path from interest to sales opportunity
We choose one journey, such as webinar registration to a sales conversation. I examine your message, audience, follow-up, and handoff to sales using your campaign materials and available funnel data.
What you provide
A structured questionnaire, relevant campaign materials, available funnel data, and one kickoff call to establish the journey we’ll review.
What you receive
- A diagnosis of where the journey stalls, supported by your materials and data
- Three prioritized changes, with the reasoning behind each
- A practical test plan your team can implement
- A findings presentation and one clarification round
Scope: one product and one existing customer journey. Your team implements the recommendations; campaign execution, customer interviews, new asset production, and ongoing management are not included.
How I work
Clear advice starts with a focused question
01 / DEFINE
Define the decision
For your Developer Pipeline Review, choose one product and one customer journey in the kickoff call. Complete the questionnaire and share the agreed materials and available data.
02 / EXAMINE
Examine the evidence
I examine your message, audience, follow-up, and sales handoff to identify friction and distinguish what the data shows from what needs testing.
03 / RECOMMEND
Develop the recommendations
Receive a clear diagnosis, three prioritized changes, and a practical plan for testing them.
04 / ACT
Turn findings into next steps
We review the findings in a presentation. One clarification round helps your team understand the recommendations and put the test plan to work.
Inside the review
Know what to change and how to test it
The Developer Pipeline Review connects an observed problem to a specific action and a measurable test.
Illustrative example · Not a client result
Developers see the value, but internal approval stalls
1 Evidence to examine
Imagine developers complete a technical evaluation, but sales opportunities stall before engineering leadership gets involved. Follow-up focuses on features, with little support for explaining the business value, adoption effort, or risks to the wider buying group.
2 Recommended change
Give the developer a concise internal business case they can adapt and share. Connect their technical problem to its business consequences, explain the expected value and adoption requirements, and address the questions engineering leadership will ask.
3 How to test it
Offer the business case to a group of qualified evaluators and compare their progression with similar evaluators receiving the current follow-up. Track introductions to other decision-makers and progression to a qualified sales opportunity. Treat the result as a test, not proof of causation.
The review includes three prioritized changes, the reasoning behind each, and a test plan grounded in your journey and data.
Your advisor
Twenty years of marketing to developers
Britt King · Salt Lake CityLinkedIn ↗ (opens in a new tab).
I’ve spent nearly 20 years helping B2B technology companies bring complex products to market, including work with JetBrains, PostSharp, NDepend, Particular Software (NServiceBus), Powerflasher FDT, and Typemock.
My experience includes developer communities, champion programs, webinars, and campaigns built around real technical problems.
I combine that practical experience with strategic analysis, market research, and a habit of asking why results happened. Today, I help technology leaders evaluate opportunities, challenge assumptions, and make better marketing decisions.
Founder & strategic advisor, GravityGears
A good fit
When the next move matters
- A developer product that needs a clearer route from technical interest to a sales opportunity
- An existing campaign or customer journey, with materials and data available to review
- A team ready to implement changes and test the recommendations
A few practical questions
What happens in the first conversation?
We discuss your product, the journey you want reviewed, and the evidence available. We confirm whether the Developer Pipeline Review is a fit before you commit.
What does the $3,000 fee cover?
One product and one customer journey, a kickoff call, an evidence-backed diagnosis, three prioritized changes, a test plan, a findings presentation, and one clarification round. Delivery is 10 business days after receipt of the agreed inputs.
Will you implement the recommendations?
The review provides the diagnosis and test plan for your team to implement. It does not include campaign execution, new asset production, customer interviews, or ongoing marketing management.
Do you guarantee more sales opportunities?
No. The review provides a diagnosis and a test plan, rather than a revenue guarantee. Results depend on how your team implements the changes and how buyers respond.
Who will I work with?
You’ll work directly with me, from the kickoff call through the review and findings presentation.
Let’s start with the question
What’s stopping interest from becoming a sales opportunity?
Bring one customer journey you want to improve. In a 15-minute call, we’ll discuss your goals and whether the Developer Pipeline Review is a fit. The review costs $3,000.
Book a 15-minute fit call