[pkrotich]

Perhaps your friends interviewed potential customers (i.e buyers not just users) and arrived at marketing it as a dev tool for dev teams...

In my opinion - I'm not so sure if the product should be marketed to "dev teams" per se! To me it looks like a collaboration tool around product development... not just for developers.

I would think the primary buyer would be PMs (Product / Project Managers) who would then push for the tool-use onto the dev teams as a way to improve collaboration and close the feedback-loop across all stakeholders (design, marketing etc). Yes, for that to be a success it requires devs to love it and indeed make thier job easier, but I don't think they're the primary buyers. Developers, in general, are notoriously hard to sell to because they filter out marketing jargon!

[e_zr]

That's a great point. I'll show them your feedback. But since this is an SDK that needs to be installed on the preview environment, I assume a developer needs to be involved...

[pkrotich]

I agree that developers are vital - but the buyer is who to market to, not necessarily the user.