Technical marketing sits between engineering, product, and the people actually buying and operating the technology being built.
Different companies call it different things. At Amazon Web Services and Snowflake, parts of the function often sit within product marketing. At ServiceNow and Salesforce, it shows up more directly as technical product marketing. At Databricks and smaller infrastructure vendors, it often blends into developer relations, solutions engineering, enablement, and field strategy.
The titles vary, but the core discipline is recognizable across all of them.
"The work clearly exists, but the industry still lacks a shared language and framework for defining it."
That's the reason this index exists.
The phrase "technical marketing" is used in two distinct ways. Some practitioners use it to describe the technical implementation side of digital marketing — tag management, analytics architecture, and the work sometimes called marketing engineering. The Technical Marketing Handbook by Simmer is the strongest free resource in that space. This index covers a different discipline: the technical marketing function inside enterprise software companies, where the work sits between engineering, product, and the people buying complex technical products.
Right now, the thinking around technical marketing is scattered across vendor blogs, career guides, analyst commentary, conference talks, and a relatively small number of practitioner essays. Some of it is excellent. Some of it captures only part of the role. Very little of it reflects the full shape of the work or why it has become increasingly important in modern enterprise software.
Volume 01 is an attempt to start organizing that thinking.
The entries included here are not meant to be exhaustive. They were selected because each one captures something true about how the discipline is practiced, understood, or evolving today. Editorial notes are included alongside each piece to highlight what it gets right, where it falls short, and how it connects to the broader conversation.
This index is intentionally curated, not comprehensive. Pieces are included based on the strength of the ideas and specificity of the perspective, not the size of the brand or the popularity of the author.
The empty spaces are intentional too. There are still major gaps in the published thinking around this field, and part of the goal is to help surface and fill them over time.
New volumes will publish quarterly. Submissions, recommendations, and thoughtful disagreement are always welcome.