Interview scorecard template

Technical Evangelist interview scorecard

Evaluate Technical Evangelist candidates across 4 weighted areas: campaigns that performed, measurement and testing, audience and segmentation, and working with the business. Campaigns that performed leads at 30%, so ask which launches, hackathons, or conference talks they drove: API adoption numbers, sign-ups from a keynote, GitHub stars, or docs traffic lifted after. Use the rubric to compare role-specific evidence consistently.

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TL;DR
For campaigns that performed, look for evidence the candidate names specific launches with adoption figures: SDK installs, active API keys, repo forks, or talk-attributed trial conversions. For measurement and testing, look for evidence the candidate tracks activation and retention beyond vanity metrics, runs content experiments, and states honestly which channels showed no measurable return. Apply the written 1–5 anchors to every answer, record the evidence behind each rating, and use the factor weights to reach a consistent overall assessment.
Complete evaluation framework

What to assess and how to score it

Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.

01
Evaluation factor

Campaigns that performed

30% weight

Ask which launches, hackathons, or conference talks they drove: API adoption numbers, sign-ups from a keynote, GitHub stars, or docs traffic lifted after a tutorial series.

Evidence to listen for

  • Names campaigns or programmes they ran, with the metric they moved and the baseline it moved from
  • Distinguishes their own work from the team's or the agency's
  • Knows the audience and the offer, not just the channel
  • Can describe a campaign that failed and why

Five-point scoring guide

1
Poor

No numbers; describes activity rather than results.

2
Needs Improvement

Vanity metrics only; attribution to their own work is unclear.

3
Satisfactory

Real campaigns with some numbers; baselines often missing.

4
Very Good

Named campaigns with metric, baseline, and clear personal ownership.

5
Excellent

Names specific launches with adoption figures: SDK installs, active API keys, repo forks, or talk-attributed trial conversions.

02
Evaluation factor

Audience and segmentation

25% weight

Probe how they segment developer audiences: backend versus mobile, hobbyist versus enterprise architect, and how their demo, sample repo, and talk depth changed per segment.

Evidence to listen for

  • Describes real customer segments and what differs between them, not demographic guesses
  • Has built lifecycle stages, journeys, or nurture logic that reflect actual behaviour
  • Knows where the audience data comes from and its limits
  • Writes for the segment rather than for everyone

Five-point scoring guide

1
Poor

One message for everyone; no segmentation thinking.

2
Needs Improvement

Segments by demographics only; no behavioural insight.

3
Satisfactory

Workable segmentation; lifecycle logic is basic.

4
Very Good

Behaviour-driven segmentation and lifecycle design with evidence behind it.

5
Excellent

Distinguishes practitioner personas clearly and shows content reshaped for each, citing where a message failed with the wrong crowd.

03
Evaluation factor

Measurement and testing

30% weight

Test measurement habits: attribution from DevRel activity to signups, funnel tracking in Amplitude or Mixpanel, docs analytics, community sentiment, and how they judged a talk that flopped.

Evidence to listen for

  • Tests deliberately rather than changing everything at once
  • Understands attribution limits and does not overclaim
  • Knows what sample size and duration a test needed
  • Can name a test whose result contradicted what they expected

Five-point scoring guide

1
Poor

No testing; claims credit for correlation.

2
Needs Improvement

Runs tests but reads them badly; overclaims attribution.

3
Satisfactory

Tests sensibly; rigour drops under deadline pressure.

4
Very Good

Disciplined testing with honest attribution and a result that surprised them.

5
Excellent

Tracks activation and retention beyond vanity metrics, runs content experiments, and states honestly which channels showed no measurable return.

04
Evaluation factor

Working with the business

15% weight

Check how they fed developer feedback into product roadmaps, worked with engineering on breaking changes, and defended community interests against product marketing pressure.

Evidence to listen for

  • Works with sales, product, or operations rather than throwing campaigns over a wall
  • Briefs designers and writers well enough to get usable work
  • Manages agencies or freelancers to a standard
  • Reports results to leadership without spin

Five-point scoring guide

1
Poor

Works in isolation; reports only flattering numbers.

2
Needs Improvement

Limited coordination; briefs are thin.

3
Satisfactory

Coordinates adequately; reporting is honest if basic.

4
Very Good

Strong partner to sales and product; briefs and reports clearly.

5
Excellent

Cites concrete product or docs changes they triggered from community signals, plus evidence of engineers trusting their technical judgement.

Evidence-led prompts

Interview questions for a Technical Evangelist

Use these prompts to surface evidence for the weighted factors above and compare candidates against the same role-specific criteria.

  1. 01

    Describe a technical marketing campaign you were involved with.

  2. 02

    Can you give an example of persuading someone to try a new technology?

  3. 03

    Can you discuss building a relationship with a key technical decision maker?

  4. 04

    Can you share an example of using your technical knowledge to solve a hard problem?

  5. 05

    How familiar are you with our products and our main competitors?

See the complete Technical Evangelist question set
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