Gartner Expert

David Yockelson

Distinguished VP Analyst

David Yockelson (LinkedIn: 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, demand generation, and corporate strategy. Additionally, with tech infusing virtually all products and services, Mr. Yockelson helps organizations navigate strategic product go-to-market challenges associated with the delivery of solutions that increasingly and necessarily leverage innovative and/or nascent technologies.

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

Vista Equity Partners

Director, Product Marketing


Senior Corporate Advisor and Program Director, Product Marketing


VP of Product Marketing

Areas of coverage

Messaging and Differentiation

Marketing Impact

Marketing Planning and Performance

Industry Strategy Execution (retired)

Technology Marketing Effectiveness (retired)


B.S. in Computer Information Science, magna cum laude, Pace University

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Top Issues That I Help Clients Address

1Tech go-to-market strategies (including messaging, positioning, product marketing, brand optimization, product strategy, pricing, competitive intelligence) for providers

2Marketing/sales alignment and organizational structures for technology providers

3Product marketing/management handoffs, relationships, and impact on demand generation and campaign management

4Digital business evolution and impact on traditional and digitally native providers

5Corporate strategy, M&A (due diligence, company and product integration)