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.

Introduction to ad hoc telemetry with Snap and Grafana

What makes Snap different? That’s the right question to ask and one I answered hundreds of times in the last couple weeks.

Jul 1, 2016

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