Bio
VP of Marketing at Sentry, the application-monitoring platform for developers. Earlier Director of Product Marketing at Sentry, where he led the launch of Performance Monitoring (Sentry's entry into a new market, picked up by 7 publications, generating revenue on day one). Owns Sentry and Codecov's self-service businesses; built integrations that drove >30% trial-to-paid for Codecov and grew Sentry's monthly paying customers from hundreds to thousands. Public reference voice on developer-first PLG motion and "anti-marketing marketing."
Operating themes
- Developer-first dollar allocation — every marketing dollar goes to the individual developer, not the buyer above them.
- Triangulated community selection — product strength × community growth × competitive advantage.
- PMM as product-management-with-education — Sentry PMMs ship education, not sales enablement decks.
- Two-metric scoreboard for PLG — new customer acquisition + retention.
Cards
- Spend the whole dollar on the individual developer — Spend the whole dollar on the individual developer [Tier A]
- Pick communities by triangulating product strength, growth, and competitive advantage — Pick communities by triangulating product strength, growth, and competitive advantage [Tier A]
Sources captured
- 2024-05-01 — Ingredients for building a successful developer PLG motion, Calyx Substack (
raw/curiosity/rahul-chhabria/rahul-chhabria--developer-plg-motion--calyx-2024-05-01.md) - Sentry blog author archive (https://blog.sentry.io/authors/rahul-chhabria/)
- DEV Community (https://dev.to/rahulchhabria)