In the context of a software company, when does it make sense to hire a technical evangelist (also known as advocates now). Big companies have them and I've seen plenty of smaller companies with their own evangelists.
What should I expect from the evangelism path? Is it fair to expect direct sales as a result? meaning, is it fair to compare them to a sales person? Is it worth the cost?
I would expect an evangelist to generate content (blogging, articles, videos, etc), give live demo's and presentations at conferences, communicate with the "community" and act as a type of proxy (acquiring feedback from users/customers)