Qualtrics Commits to Channel With Sweeping Program Updates

Experience management platform vendor Qualtrics today announced a series of updates and additions to how it goes to market with partners worldwide. The adjustments mark arguably the most significant update to its program since its 2018 inception and a shift towards enabling partner growth in the AI race.

Channel program changes coming to the Qualtrics ecosystem

The existing partner network targeted consultancies and other strategic partners offering expert guidance, implementation, training, and other services to customers. Now, those partners will benefit from investments in go-to-market resources and new training programs. The new program consolidates the two previous Qualtrics channel programs, a move more vendors are making as they simplify and streamline their operations.

“We have very high aspirations for our growth, and the investment in our partner ecosystem is a sign of the bet we’re making to achieve scale through the effective utilization of this ecosystem,” Sean Holcombe, Qualtrics’ chief partner officer, told Channel Insider in a briefing before the program launch this week.

Holcombe told us the updates include faster time-to-payment for partners in addition to new co-sell and lead generation opportunities and workflows. Ultimately, Qualtrics is focused on enabling partners to build repeatable, scalable, and profitable solutions with Qualtrics technology that proves mutually beneficial as the company pursues aggressive market growth into next year.

The four-tiered program will incentivize various partner activities through credits and enablement resources. Holcombe says the program was developed in collaboration with existing partners, many of whom have worked with Qualtrics for years, and the open feedback they provided during the first half of this year.

“It was an intentional part of us developing this program to involve our partners along the way,” Holcombe said. 

“It’s great to see Qualtrics investing in its Partner Network Program—we’re proud to be part of this growing alliance. These enhancements will help us deliver more comprehensive experience solutions that create tangible organizational value,” said Vijay Nidumolu, EY Americas Experience Management Leader and Partner, Technology Consulting, Ernst & Young, in a Qualtrics blog about the program.

How a refreshed approach will enable Qualtrics to reach its goals

Holcombe highlights these investments as a sign of what Qualtrics hopes to grow into throughout the year. With changes to the partner network, the company aims to cement itself as a leader in experience management solutions for the AI era.

To do this, Qualtrics has built out agentic AI capabilities within its offerings and has also extended visibility for organizations into both human-led and AI-enabled customer experience metrics.

Looking forward, Qualtrics is also determining the opportunities available to expand its program to meet more organizations, including ISVs and potentially traditional resellers, next year.

“As a long-standing partner to Qualtrics in Customer and Employee Experience, Ipsos is excited to see the evolution and investment Qualtrics is making in their ecosystem. Our partnership exemplifies industry innovation, harnessing the power of human insight and cutting-edge technology.  Together, we empower the world’s leading organisations to gain a deeper understanding and make informed decisions that drive lasting business success,” said Ben Llewellyn, Global Head of the CX Service Line at Ipsos.

Vendors continue to embrace simplicity and streamlined pathways to growth as they update partner programs. Catch up on why Mitel recently adjusted its program.