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 and capabilities, optimization towards customer buying journeys, successful integration with existing sales channels and alignment with sales teams and wider business stakeholders.

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


EMEA E-Commerce Lead (CBG)

Stanley Black & Decker

Group E-Commerce Manager (Northern Europe)

Areas of coverage

Sales Strategy and Leadership

Sales Execution

Revenue Technology


MSc Digital Marketing, Manchester Metropolitan University

BA (Hons) Business & Marketing, Sheffield Hallam University

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Top Issues That I Help Clients Address

1Digital commerce strategy design and implementation

2Digital commerce go-to-market model assessment and selection

3Leading the sales function through digital evolution

4Optimizing the customer buying journey through digital channels

5Integrating digital commerce alongside existing sales channels