Making a connection with revenue

Jono Bacon: I think it depends. There are some companies that I've worked with, and currently work with, that see community management or developer relations as having a direct connection to revenue. That's a red flag for me.

However, I don't subscribe to the viewpoint that this work shouldn't have any connection to revenue, because I think everything in a business should have a connection to revenue in some form. However, the questions are how direct that connection is, what the expectations that relate to it are, and how it is measured and quantified.

One company that I worked with didn't explicitly say this, but it clearly wanted to see the revenue connection between downloads of its product and customer sales. I said, "You really don't want to connect those two pieces of data; you're going to be ultimately dissatisfied."

Where the company needed to get to was an understanding that if you...