Book
Picks & Shovels
The book on marketing to developers during the AI gold rush. Paperback and Kindle on Amazon. Print at Barnes & Noble. Digital version also available direct from me.
Developer marketing
I’m Prashant Sridharan.
For 30 years I’ve helped developer tools win, from Sun to Microsoft to AWS to Meta to Twitter to Supabase. I build marketing teams, launch products, and turn technical founders into market leaders.
#1 Amazon best-seller
Picks and Shovels
Marketing to developers during the AI gold rush. The strategy, execution, and real lessons behind technical marketing that works.
How to use this site
Materials
Training and coaching
Bundle of digital versions, skills, and more. Training for you and your team. Product marketing interview training to help you level-up before your big interview loop.
Advisory
Consulting/advisory
I'm not an agency, nor am I looking for a full-time role. But I'd be happy to chat with you about your developer marketing problems. Reach out through a common friend for a free session, or book a session.
Writing
All posts →Marketing to machines
ChatGPT recommending your product and a coding agent installing it are two different outcomes. Measuring mentions alone can hide whether coding agents can use what you sell.
If Picks and Shovels had one more chapter
I published the book in 2025. The chapter I would add now is about marketing to agents, and the part I got wrong is more interesting than the part I would add.
The first marketing hire survival guide
You were hired to do marketing. The job is actually to work out whether the company is in customer discovery or customer creation, because everything you do next depends on which one it is.
Is PMM going to survive the AI reckoning?
The role will survive. Most of the people currently in it might not. Not because AI is good at product marketing, but because the essence of the job was never the artifacts.
Level-appropriate communication: your team is copying you
Managing up means giving each level the version of the problem they can act on. Managing down means remembering that everything you say gets multiplied before it lands, and that your team is copying you either way.
The complete developer marketing guide: selected excerpts from Picks and Shovels
Selected passages from Picks and Shovels, arranged in the order a developer marketing program actually runs.
What I do
- Strategy
- 30+ years of developer marketing and go-to-market strategy, from positioning to launch.
- Community
- Built and led developer communities at Sun, Microsoft, AWS, Meta, and Twitter.
- Growth
- Helping startups and enterprises accelerate developer adoption and pipeline.