When we say that the web is becoming API-driven, we're really talking about using the offerings of specific companies like Facebook and Google. How do developers decide whose API to use and whose to abandon? Many of those companies are turning to developer evangelists and advocates to encourage developers, or even entire companies, to pursue deeper integrations.

The job description of a developer evangelist is akin to "professional hat-wearer" and usually includes aspects of sales, marketing, community management. There's a strong case for getting them involved in product management because they collect so much feedback from real users in real situations. But how can product management best benefit from the work of someone whose paper title is in product marketing?