Gartner Blog Network

David Yockelson
Research VP
1 years at Gartner
30 years IT Industry

David Yockelson is a Research Vice President on the Tech Go-to-Market and Sales Strategies team in the Technology and Service Provider Research organization.. Read Full Bio

Benefits and Value Statements: Not the Same Thing

by David Yockelson  |  February 17, 2017

When tech providers create their messaging, there are often the inevitable “features vs. benefits” authoring tasks in which product or content marketers attempt to wrest IT or business benefits from sets of product features. If this work is successful, buyers will be able to understand not only the key features that address their (presumed) pain points or […]

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Digital Transformation Manifesto for Providers

by David Yockelson  |  February 2, 2017

Every major provider thinks they’re the tip of the spear with respect to digital transformation. All providers (product or service) have similar – high level – stories about the importance of digital transformation to their customers. But since every customer only devotes about 36% of their attention to any given provider during a buying process, […]

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Even the “Best Sales Deck Ever” Requires a Connected (Sales and Marketing) Model

by David Yockelson  |  January 26, 2017

During a client engagement in which I was reviewing the client’s sales deck – and noting that it took a particular thematic form that was a bit different from what I typically see – I was asked, “Are you familiar with Zuora?” I noted that I knew the company, but I was then told that […]

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Cloud Marketplaces: Death Knell for Resellers?

by David Yockelson  |  January 24, 2017

A few blogs ago, I posited that cloud marketplaces such as those being run by AWS, Microsoft (Azure), Google, IBM, and a few other cloud platform providers might eventually obviate the need for sellers. While the demands of enterprise technology buyers will stave that off for some time at least, we might not be able to […]

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Alexa: The First AI Fake News Victim?

by David Yockelson  |  January 13, 2017

The media were all agog last week when a toddler asked Alexa – the voice service built into her Amazon Echo for those asleep at the switch this past Christmas – to “get me a dollhouse.” Alexa allegedly complied and also somehow ordered a significant amount of cookies as well (assumedly, the child asked for […]

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The future of sales…without sellers?

by David Yockelson  |  December 1, 2016

After spending a few days at the AWS re:Invent conference in Las Vegas, I suppose I could easily succumb to the web services KoolAid liberally dispensed out of every one of the 32,000 attendees, ISVs, SIs, customers and AWS employees wandering around (most with heads down on smartphones, but I digress) the set of hotels it […]

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All Roads Lead To Differentiation

by David Yockelson  |  October 31, 2016

At first blush, service providers – as distinguished from tech providers or vendors that create, market and sell software or hardware products – have a tough problem: how can they make their services stand out among a huge set of competitors that all do the same basic thing: supply resources that substitute for clients’ lack thereof. OK, […]

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Lessons from Lochte: What B2B Marketers Can Learn from Ryan Lochte’s Exploits

by David Yockelson  |  August 22, 2016

After reading that title, I’m sure your minds are swimming with questions about how there could possibly B2B takeaways from the Ryan Lochte soap opera that has just unfolded. Well, in a stroke of brilliance (and possibly too much coffee and clearly too much Olympic coverage), I’ve pooled together several parallels that will allow you to keep your […]

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Buying into Disruption

by David Yockelson  |  July 23, 2016

In the past week, there were two acquisitions announced that would seem to be entirely unrelated. These are the Softbank acquisition of ARM Holdings for $32B (that’s roughly 23.8X revenues) and the Uniliver acquisition of Dollar Shave Club for a “mere” $1B (which, given its $152M in sales last year according to Bloomberg, means a roughly 6.5X […]

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Early Lessons from Pokemon Go

by David Yockelson  |  July 13, 2016

I seem to have woken up from a deep slumber a few days ago to a new world. Check that – a world that was slightly different from what it was just a week before. The evidence of this was demonstrated in two ways: (1) every other news item, article or Facebook post was suddenly about Pokemon […]

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