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

If Amazon Doesn’t Knock, Will You Let Them In?

by David Yockelson  |  October 27, 2017

A few days ago, Amazon introduced a new service/product combination called Amazon Key. Through the integration among a video camera, selected smart locks, Amazon Prime, and your favorite delivery service, you will be able to elect to have packages containing your Amazon purchases delivered not only TO your door but INSIDE your door. Wow! The ultimate […]

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Storytelling Is Selling (and Vice Versa)

by David Yockelson  |  September 26, 2017

I once believed that salesmen were born and not made. Now, I am a marketer – a product marketer to be exact – and one could argue that my view of sales from the outside might color my perception. It has, but not in the way you might think. While I still believe my original […]

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Whole-ly Disruption, Amazon! (and Uber, and…)

by David Yockelson  |  June 23, 2017

[Author’s note: the title is both a pun about the acquisition and a bit of homage to Adam West, forever my favorite Batman, after his recent passing] I had initially set out to blog about the intended acquisition of Whole Foods by Amazon, which we discussed in some detail here in a “First Take”. But over the […]

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The Enterprise Architect as Product Marketer

by David Yockelson  |  June 7, 2017

Last week, I wrote this blog that discussed the parallels between being an enterprise architect in an end user organization and being a product leader for a tech provider. I thought I’d add a wrinkle this week since many of the conversations at the EA Summit led to the following question: “But how do I sell/convince/persuade/ask our CIO/COO/CEO to […]

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The Enterprise Architect as Product Leader

by David Yockelson  |  June 2, 2017

As an attendee and speaker at this week’s Enterprise Architecture Summit in Orlando, I had the pleasure of meeting with and listening to numerous current and future enterprise architects (EAs). Normally, I’m not so fortunate; my “day job” is to be an analyst within our Tech Go To Market (GTM) practice, serving technology and service […]

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You Don’t Have to Be a Disruptor to Be Disruptive

by David Yockelson  |  April 25, 2017

Nearly every organization is considering or undertaking some form(s) of digital transformation. Nearly every technology and service provider (TSP) is attempting to tailor its offerings to organizations undertaking transformation. [editor’s note – the tally officially became “every” for both of the above during the writing of this blog] Digital disruptors like Amazon/Amazon Web Services (AWS), […]

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Pardon This Disruption

by David Yockelson  |  March 16, 2017

I am continually speaking with technology and service providers of all shapes and sizes with respect to digital transformation. That is, they are all attempting to sell into their perceptions of their customers’ desires to transform themselves digitally…whatever that means. Turns out that many organizations don’t have a clear view or definition of what transformation […]

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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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