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Gartner Expert
Luke Tipping
Director Analyst
Director Analyst in Gartner's Sales Practice, covering Digital Commerce. Luke advises sales organizations on the design and implementation of digital commerce strategy. This includes the assessment and selection of appropriate digital commerce go-to-market models, optimization of the digital customer experience in line with customer buying journeys, and successful integration of digital commerce with existing sales channels and teams, and wider business stakeholders. Luke also advises on several adjacent topics including: sales digital transformation, sales and marketing alignment, buyer journey mapping, digital customer acquisition, configure, price and quote (CPQ) applications, and sales technology adoption.
Previous experience
Most recently, Luke has been responsible for the development and delivery of digital commerce strategy including marketplace go-to-market implementation, and collaboration, planning and execution with channel partners (pure play and omnichannel). Luke has also led product experience management teams (PXM) and has experience of developing cross-functional digital commerce capabilities through the upskilling of business stakeholders and the development and deployment of technology roadmaps.
Earlier in his career, Luke has held roles in business analytics and marketing insight, field sales, key account management, and digital marketing.
Professional background
3M, EMEA E-Commerce Lead (CBG), 1 years
Stanley Black & Decker, Group E-Commerce Manager (Northern Europe), 11 years
Areas of coverage
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Digital Commerce
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Sales Process Execution
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Sales and Revenue Technology
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CSO Effectiveness
Education
MSc Digital Marketing, Manchester Metropolitan University
BA (Hons) Business & Marketing, Sheffield Hallam University
Top Issues That I Help Clients Address
Digital commerce strategy design and implementation to achieve commercial performance
Digital commerce go-to-market model assessment, selection and operations aligned to strategic objectives
Leading the sales function through digital transformation and evolution
Buyer journey mapping and optimizing the sales process through digital and seller channels
Integrating digital commerce with existing sales channels and the broader organization