Qualtrics has always imagined a future where companies can measure and improve human experience. The problem was, the industry lumped them in with increasingly commoditized survey companies like Survey Monkey and Medallia.

We worked with Play Bigger to build a category story that matched Qualtrics’ vision. First, we painted a picture of the Experience Gap—the gap between a customer’s actual experience and what companies think the customer's experience is—that companies were currently wrestling with. We went on to tell the story of how Qualtrics, the first-ever Experience Management Platform, bridges that gap. Once the strategy was approved by Qualtrics’ executive team, it formed the foundation for CEO Ryan Smith’s category launch presentation and all other public communications to come.

RESULTS
Soon after Ryan’s keynote, Qualtrics raised $180 million in venture capital around this new category story, valuing the company at $2.5 billion. A year later they were acquired by SAP for $8 billion. They remain the category leader in Experience Management and, in 2021, IPO’d at a value of $21 billion.