Matthew Broberg

Hey 👋. I’m Matt.

I help developer tools companies become the obvious choice.

I’ve spent 15+ years figuring out why some developer tools become beloved and others are avoided. Three things I’ve learned:

Developers buy from people who understand their problems, not people who pitch solutions
The best growth engine is a product operating model that understands its users, helping them look smart at work
Community isn’t a marketing channel—it’s your product’s immune system

How I can help: Leading product and developer-oriented storytelling teams to scale developer experiences, design internal platform products, and improve how organizations build, ship, and operate software (especially in AI-augmented workflows). Currently open to Director/Principal/Head roles in product, growth, and developer relations teams.

Impact stories

Unifying an Internal Developer Platform — At Target, I led a data-driven pivot from a 3-year ServiceNow-based “single pane of glass” to a unified internal developer platform (TAP). Using Kano surveys and GQM analysis, I enabled VP/SVP decisions to EOL the failing initiative and focus 300+ engineers on a common vision. TAP scaled to 95%+ developer adoption, unified 1,200+ engineers, and introduced “developer capacity unlocked” as the northstar metric that influenced how all developer experience value, including GenAI, was calculated.

Establishing Product Management Standards at Enterprise Scale — I built a cross-functional working group to define modern PM standards anchored in SVPG’s strategic positioning. Over 2.5 years, we developed a new skills assessment, trained and aligned 700 PMs, 300+ leaders, and 30+ executives on a common definition of product, transforming how Target evaluated and developed PM talent.

Repositioning Communities as Growth Engines — At Red Hat, I led Digital Communities (23 people driving traffic comparable to RedHat.com). I repositioned these sites from publishing for page views to strategic awareness and acquisition engines. Using SEO/persona analysis to focus on high-intent topics, I redesigned four teams into a unified product-driven org, built a Salesforce integration POC connecting community behavior to pipeline signals, and influenced ~$25M in single-year bookings.

Expertise areas

AI Integration at Scale — Pioneering GenAI workflows across enterprise platforms, reducing deployment time by 60% and onboarding by 50% while balancing innovation with governance.

Product Operating Models — Transforming how platform teams work through better frameworks, value measurement, and systematic enablement.

Growth for DevTools — Designing funnels, instrumentation, and A/B testing for developer tools; turning product usage and community signals into roadmap decisions.

Platform Engineering & IDPs — Scaled internal developer platforms from pilots to widely adopted systems.

Observability Products — Building telemetry and incident workflows as products, not just toolchains, to reduce MTTR while giving developers the right signals.

Developer Education — Grew technical content platforms and advocacy programs across enterprise technology organizations.

Community leadership

Communities I’ve built — Co-founded DevRel Collective (2,000+ members). Co-hosted The Geek Whisperers podcast (140 episodes, 100K+ listeners). Designed Opensource.com Correspondent program, CHAOSScast, and Enable Architect. Led community programs for Sensu, Snap, EMC Elect, and Basho.

Open source contributions — Led the Kubernetes SIG contributor experience product marketing sub-group. Defined CHAOSS value metrics. See my GitHub contributions for more.

Learning communities — Deep in systems thinking: Team Topologies, Wardley Maps, John Cutler. Product management: Melissa Perri, SVPG. Technology: Kubernetes, CNCF, DevOps, Python, Go.

Recent insights

When Platform Products Fail — Why internal platforms fail and how Wardley Maps, Domain-Driven Design, and Team Topologies help align them.

Platforms as Internal Products — On treating internal platforms as products that reduce cognitive load for stream-aligned teams.

Team Topologies: Map of Content — The exploration of Team Topologies and how I apply it to different domains.

Falling in Love with AI Coding Agents — Reflections on how generative AI changes developer workflows.

AI Coding Agents: A Product Perspective — Analyzing AI coding tools through a product lens rather than feature comparison.

Why Product Teams Fail — It's not lack of skills—it's trying to build products while simultaneously building systems to do their jobs.

What I mean by “Telemetry”

Snap is titled “the open telemetry framework.” I’ve been focused on getting us all comfortable using Snap, but I (rightfully) keep getting asked the bigger question.

Jun 7, 2016