Gartner Expert

Bindi Bhullar

Sr Director Analyst

Bindi Bhullar is a Senior Research Director in Gartner's Technology & Service Provider (TSP) organization and wears two hats: from a technology and markets perspective, Mr. Bhullar focuses on the application infrastructure and middleware (AIM) market with special interest in integration technologies such as iPaaS; he is also part of Gartner's Product Marketing research team covering marketing strategy and operations, Analysts Relations, go-to-market, demand generation, messaging, positioning, differentiation, partner and geo expansion strategies.

Prior to rejoining Gartner in 2016, Bindi held several senior marketing leadership roles across software, IT services and tech start-up companies. This included Oracle, Senior Director, responsible for the EMEA AR function, program and team (6 years); HCL, AVP & Head of Marketing & Alliances EMEA, supporting $1.5bn business run-rate, and responsible for marketing strategy, operations and execution including strategic communications and Analyst Relations (6 years); and Head of Marketing EMEA and field marketing globally for Couchbase, which also included AR responsibility. Coupled with 9 years of experience as research analyst with Gartner, this unique background allows Bindi to advise large, mid-size and small TSP's from a wide range of technology markets.

Previous experience

Previously, Mr. Bhullar was the corporate and business marketing lead for Couchbase, a big data pre-IPO, open-source DBMS vendor. He was responsible for creating and managing the EMEA marketing strategy and global field marketing plan, programs, budget and team across EMEA and the U.S.

Professional background


Head of Marketing, EMEA and Global Field Marketing

HCL Technologies

Head of Marketing and Alliances, EMEA


Senior Director, Corporate Marketing, EMEA

Areas of coverage

Go-to-Market Strategy

Messaging and Differentiation

Analyst Relations Best Practices

Analyst Relations Impact on the Business

Analyst Relations Leadership and Evolution


M.S., Management Studies

B.A. (Hons.), Information Management and Finance

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Top Issues That I Help Clients Address

1Building a strategic marketing plan and executing effectively including demand generation

2Creating customer-centric differentiation, positioning, messaging and storytelling

3Adaptive go-to-market strategies including partnerships

4Analyst Relations

5Application infrastructure & middleware focusing on integration technologies and markets: iPaaS, API Management MFT, B2B / EDI, Application integration platforms and suites