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Gartner Expert
David Yockelson
Distinguished VP Analyst
David Yockelson (LinkedIn: https://www.linkedin.com/in/david-yockelson-452324/) is a Research Vice President and Gartner Fellow within the Product Marketing Practice team in the Technology and Service Provider Research organization. He provides research and advisory services on go-to-market strategies for technology providers, particularly focusing on elements of product marketing (buyer insight, launch communications, messaging and positioning, enablement), marketing/sales interaction and alignment, value management and value realization, product-led growth and related technology (such as interactive demonstration), and demand generation. Additionally, Mr. Yockelson helps marketing organizations understand the potential for and particular applications of AI, GenAI, and agent technologies as well as providing guidance for GTM and marketing of AI and related tech.
Previous experience
Mr. Yockelson has 30 years of high-technology strategy, technical and product marketing and research experience. He was a Research Director and led technology research services at Meta Group (acquired by Gartner in 2005). He held technical and product marketing leadership roles at both startup and F500 organizations, including Prodigy Services, Qumu, IBM, and Vista Equity Partners, providing thought leadership, positioning, competitive intelligence, sales enablement, channel marketing, pricing and influencer/analyst relations strategy. His technology history includes enterprise and video content management, IoT, mobility, API management, business process and case management. He has also held senior positions in technology M&A as well as corporate strategy, both within investment banking and high-technology firms.
Professional background
IBM, Senior Corporate Advisor and Program Director, Product Marketing, 7 years
Qumu, VP of Product Marketing, 2 years
Vista Equity Partners, Director, Product Marketing, 1 years
Areas of coverage
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Improve Product Marketing Execution
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Customer Marketing
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Marketing Planning and Performance
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Industry Strategy Execution
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Technology Marketing Effectiveness
Education
B.S. in Computer Information Science, magna cum laude, Pace University
Top Issues That I Help Clients Address
Tech go-to-market strategies (including messaging, positioning, product marketing, brand optimization, product strategy, pricing, competitive intelligence) for providers
Marketing/sales alignment and organizational structures for technology providers
Product marketing/management handoffs, relationships, and impact on demand generation and campaign management
Digital business evolution and impact on traditional and digitally native providers
Corporate strategy, M&A (due diligence, company and product integration)