Is there any company out there that would treat development relationships as a project? If you are a SaaS company targeting developers surely your own developrs know what DevRel is about.
you dont even have to be a saas company targeting developers. Spotify has (well.. had.. idk how they have fared) devrel too for their apis. and i've heard of non-tech bigcos who hire INTERNAL devrel just to get their 1000's of developers educated/updated on their internal platforms