Scaling DevTools Sales 101 with my ex-boss Guy Zerega (former Stack Overflow EVP)
Oct 31, 2025
Guy Zerega, former EVP of revenue at Stack Overflow and current sales lead at Cyborg, joins the conversation to share his insights on selling developer-focused products. He emphasizes the importance of knowing your audience and adapting communication styles. Zerega discusses common mistakes in sales, the art of personalized outreach, and the critical balance of trust in buyer decisions. He offers practical advice for founders on when to hire sales teams and the significance of creating a customer-centric culture.
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Know Your Audience First
- Ask questions and listen to understand how each person prefers to be communicated with.
- Treat people the way they want to be treated, not the way you want to be treated.
Listen More, Talk Less
- Stop talking and ask open-ended questions to let prospects describe their problems.
- Listen closely so prospects feel valued and will share real challenges.
Developers Prefer Written Precision
- Developers prefer written, precise communication and will judge credibility on accuracy.
- Use email and avoid sloppy sales language to engage technical buyers.