Going Global: How Qualtrics Achieved 152% Growth Across Three Government Markets
“We were trying to expand globally, but each region felt like starting from scratch. We needed someone who could help us understand, reach, and engage government buyers across multiple markets.”
The Challenge
As Qualtrics looked to expand beyond North America, they faced the complexity of entering multiple government markets simultaneously. Each region presented unique regulatory requirements, procurement processes, and buyer expectations. Without deep market intelligence or established relationships, the sales team struggled to gain traction. Meanwhile, content that worked for U.S. government buyers wasn't resonating with international audiences, and the company lacked the regional insights needed to create locally relevant materials.
Our Solution
Working closely with Qualtrics' leadership team, we developed a comprehensive market entry approach that combined deep research, strategic planning, and targeted content development.
We began with extensive market research across EMEA, APJ, and CA regions, mapping key decision-makers, analyzing buying patterns, and identifying unique regional requirements. This intelligence informed the development of region-specific go-to-market playbooks, complete with partnership strategies and sales enablement frameworks.
To establish credibility in each market, we:
Created region-specific content libraries and thought leadership platforms
Developed local public sector reference programs
Built targeted value propositions for each region
Established partnerships with key government associations in each region
Key Results
Market Intelligence Impact
Identified $300M+ in addressable opportunities
Mapped 50+ key decision makers
Developed region-specific buyer personas
Revenue & Pipeline Growth
152% overall pipeline growth
104% growth in EMEA public sector revenue
35% pipeline acceleration in APJ region
Content & Engagement
3+ region-specific white papers and case studies
45% increase in government prospect engagement
5+ successful public sector reference stories
The above case study reflects strategies developed while our team served in public sector leadership at Qualtrics, now forming the foundation of how we help clients succeed in unlocking the public sector.
