Scale, referrals, and developer advocacy

How do you turn a developer-first product into a growth engine without losing trust, clarity, or focus along the way?

In this episode of Tech Talks Daily, I'm joined by Sanjay Sarathy, VP of Developer Experience and Self Service at Cloudinary, for a grounded and thoughtful conversation about product-led growth when developers sit at the center of the story. Sanjay operates at a rare intersection. He leads Cloudinary's high-volume self-service motion while also caring for the developer community that fuels adoption, advocacy, and long-term loyalty. That dual perspective, part business, part builder, shapes everything we discuss.

Our conversation picks up on a theme I have been exploring across recent episodes. When technical work is explained clearly, whether that is security, performance, or reliability, it stops being background noise and starts supporting growth. Sanjay shares how Cloudinary approached this from day one, starting with founders who were developers themselves and carried a deep respect for developer trust into the company's DNA. Documentation that reflects reality, platforms that behave exactly as promised, and support that shows up early rather than as an afterthought all play a part.

What stood out to me was how early Cloudinary invested in technical support, even before many traditional growth motions were in place. That decision shaped a self-service experience that still feels human at scale. With thousands of developer sign-ups every day and millions of developers using the platform, Sanjay explains how trust compounds into referrals, word of mouth, and sustained adoption.

We also dig into developer advocacy and why community is rarely a single thing. Developers gather around frameworks, tools, workflows, and shared problems, and Cloudinary has learned to meet them where they already are rather than forcing them into a single branded space. From React and Next.js users to enterprise advisory boards, feedback loops become part of the product itself.

As AI reshapes how software is built and developer tools become more crowded, Sanjay offers a clear-eyed view on what separates companies that grow steadily from those that burn bright and stall. Profitability, experimentation with intent, and the discipline to double down on what works all feature heavily in his thinking. It is a conversation rooted in experience rather than theory.

If you care about product-led growth, developer trust, or building platforms that scale without losing their soul, this episode offers plenty to think about. As always, I would love to hear your perspective too. How do you see developer communities shaping the next phase of product growth, and where do you think companies still get it wrong?

Useful Links

• Connect with Sanjay Sarathy
• Learn more about Cloudinary

Thanks to our sponsors, Alcor, for supporting the show.