How to Build a High-Performing Developer Relations Program for Sales
Designed for Sales enablement leaders and senior account executives in SaaS companies tasked with integrating developer relations into their sales strategy to spark real collaboration and high-energy learning.
A 90-minute hybrid workshop for advanced sales leaders and enablement professionals, hosted in a modern conference room with virtual access. Participants feel pressure to differentiate technical products and have struggled to gain traction with developer decision-makers, often defaulting to generic sales pitches that fall flat. There’s skepticism about integrating DevRel into sales, fearing loss of authenticity or unclear ROI.
DevRel Value Mystery Reveal
Kick off with a challenge: present two anonymized B2B sales outcomes—one with and one without a developer relations program—and have participants guess which is which. After votes, reveal the DevRel-driven outcome (shorter cycle, sustained engagement) and unpack the strategic enabler role DevRel played.
Tap to view the full activity.
Why this works
Curiosity and surprise trigger attention and new mental models. This activity surfaces gaps in knowledge and frames DevRel as a critical differentiator, not an afterthought.
Debunking DevRel Myths
Show three common misconceptions (“DevRel is just community events,” “Sales should never involve engineers,” “Developers don’t influence purchasing”) and assign each to a small group. Each group crafts a 1-minute ‘myth busting’ elevator pitch and presents to the room.
Tap to view the full activity.
Why this works
Blue-tone activities reveal and challenge faulty assumptions, encouraging critical thinking and collective learning.
Silent Poll: DevRel Impact
Run a silent poll with sticky notes (in-person) or digital reactions (virtual): “What single pain point has DevRel solved for your sales team—or what’s the biggest gap?” Share results visually, without individual names, to allow participants to spot trends and patterns without judgment.
Tap to view the full activity.
Why this works
This orange-tone activity lowers social risk, encouraging honest, low-pressure input. Participants see common issues and open up for deeper conversation.
DevRel Engagement Lightning Storm
Split the group into two teams. Each team has 5 minutes to brainstorm and act out a creative engagement tactic (demo, hackathon, peer story) that could be used by DevRel to help close a technical sale. Teams then perform their tactic to the room for feedback and applause.
Tap to view the full activity.
Why this works
Purple-tone energizers drive engagement and collaborative creativity. Rapid action and positive feedback boost momentum and learning.
Developer Dilemma Case Challenge
Present a real-world scenario: ‘You’re pitching to a Fortune 500 client with a developer-heavy buying committee. Their lead engineer stonewalls your product pitch. What would you do?’ Groups discuss and draft an action plan, including DevRel tactics, and share their solution.
Tap to view the full activity.
Why this works
Pink-tone activities tap relevance and urgency, anchoring learning to real-world dilemmas. Problem-solving builds confidence and practical skill.
Personal DevRel Success Story Map
Invite each participant to write down (or draw) one moment where DevRel directly influenced a sales outcome—positive or negative. Share stories in pairs, then capture themes on a shared board. Facilitator weaves common threads and encourages personal commitment to next steps.
Tap to view the full activity.
Why this works
Teal-tone reflection activities support internalization and personal connection. Storytelling cements learning and motivates behavior change.
Sign up to unlock 3 more activities
Get the full pack, facilitation flow, and more ready-to-run ideas.