Case 2 of 4 · Qualtrics × SAP

Post-acquisition GTM

~60%

Global growth

Growth depended on turning two GTM motions into one.

We aligned the customer definition, value proposition, and sales motion across two organizations.

The situation: SAP customers were not buying enough Qualtrics. The initial assumption was that the team needed more pipeline.
What I saw: Two large organizations were taking different customer definitions, stories, processes, and sales motions to market.
The growth move: Create one shared ideal customer profile, a joint value proposition, and a coordinated way to sell together.
My role: I led a global team across product, sales, and marketing to create the joint positioning and pitch story, then helped activate the enterprise and co-sell motion.
The result: Approximately 60% global growth.

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