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A Road Less Taken January 26, 2015

Posted by Peter Varhol in Software development, Software platforms.
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Among the best jobs that I had in my long and interesting career is the roles of technical evangelist. I’ve had that formal title three times, and have had related roles on other occasions.

As you might expect, a technical evangelist evangelizes, or enthusiastically promotes, a particular technology, product or solution to a wide range of people. They could be C-level executives, or industry thought leaders, managers, tech leads, or individual contributors.

This is done through a number of ways – through articles in industry publications (these days mostly websites), white papers, blog posts, webcasts, podcasts, and screencasts, as well as speaking at user groups and industry conferences.

What good is evangelism? Well, it can play a number of different but interrelated roles. In the places I was an evangelist, it was mostly about brand awareness, with some customer contact for demonstrations and consultation. In other roles, it could serve as a specialized technical resource to help customers solve difficult problems. In still others, it is primarily a technical sales function. The important thing to do is to understand what is expected of the role, and to deliver on those expectations. It sounds simple, but in reality it rarely is.

A little bit about me. I don’t consider myself to be especially outgoing, but I was a university professor for a number of years, and through interest and repetition became a very good public speaker. I learned the art of storytelling through trial and error, and found it to be an effective teaching technique.

I was fortunate enough to receive training in academic instruction through the Air Force, and found that I had a knack for relating to my audiences. I found that I loved the travel and interaction with experts, peers, and students of the field. I would like to think that I built brand awareness very well.

The downside of being an evangelist is that many technology companies are ambivalent about the role. I worked for a company that had twenty evangelists, then systematically dismantled the team in order to look attractive for an exit strategy. In doing so, they may have sacrificed long term growth for a short term balance sheet.

Yet it is an exciting and fulfilling role. I hope to be able to get back into it at some point.

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