How Qualtrics Boosted Buyer Engagement by 11% with Highspot

A scaling organization needs best-in-class processes

In recent years, Qualtrics has undergone immense change—and it all began with an acquisition. “About two years ago, Qualtrics was purchased by a private equity firm,” shared Betsy McCormick, global head of GTM training and enablement at Qualtrics. “There has been a lot of change in the company. We made a ton of innovation to our product, especially on the AI front. We changed our pricing and packaging model. We’re totally overhauling our sales process.” 

This evolution surfaced an important realization: Qualtrics had outgrown its legacy processes. “Qualtrics grew so fast that, in some ways, it never had to worry about what best-in-class operations looked like,” continued McCormick. “We’ve gotten so big that we cannot ignore that question.” It was time to focus on the foundation: the enablement processes that would help the business navigate the changes of today—and continue to scale tomorrow. 

As the team considered how to create these processes, they asked three key questions: “How can we drive programming that people expect?” wondered McCormick. “How can we get enablement in reps’ hands in the moment they need it? And how can we create enablement that is both scalable and personal?” These were big questions that their previous enablement solution couldn’t help them answer. As Qualtrics grew, the existing solution struggled to scale. Gradually, limitations in governance and search features led to painful operational gaps. “We wanted to take enablement and our partner network seriously, but we had a structural problem,” added McCormick. 

The team knew it was time to make a change. As they considered their options, one overarching question loomed: “How do we operate at scale?” asked McCormick. With Highspot, the team found a partner to help them answer it.

A strategy for operationalizing  internal and partner enablement

The team has a vision for enablement: It needs to be expected, accessible, and personalized. “We’re trying to get the team aligned with the most up-to-date understanding of what a high-quality enablement team is,” began McCormick. 

This North Star in mind, the team is using Highspot to reach it—beginning with a single source of truth where reps and partners alike can find exactly what they need. “The field and our partners know that everything important lives in Highspot,” began McCormick. “This is really helping to instill that this is what they can expect.” By unifying reps and partners in the same system, the team can more efficiently engage them without having to duplicate work. “We’re able to better serve our partners,” explained McCormick. “Before, we had to do everything twice. Now, we’re able to give partners the same high-quality software they need to do their jobs.”

More robust content governance features add an extra layer of accessibility. The previous solution’s tag-based search function lacked precision and rendered crucial resources inaccessible in the moments that mattered. In its place, the team is using Highspot’s intelligent search to rewrite what’s possible. “Our field isn’t just searching endlessly for documents in different places,” added McCormick. “Highspot cuts out so much churn, so much confusion, and so many hours of searching for things.” These early efforts sparked a 13% increase in content usability.

Reps and partners know what to expect from enablement. They trust that they have access to essential materials. Now, the team is focused on the third piece of their vision: personalization. “We’re working on bringing different experiences to different functions,” shared McCormick. “It’s another way to create something personalized and scalable.” With Highspot, the team is crafting a strategy built for scale—one that will meet global teams and the entire business where they are.

New approach empowers global sales force

With Highspot, Qualtrics’ enablement team is addressing problems of scale and building the best-in-class operations that will enable future growth. As their strategy comes to life, one overarching philosophy holds true. At every turn, enablement is expected, accessible, and personalized—and it’s changing how global teams engage with it. “We’ve seen 80% recurring usage on our Highspot assets,” explained McCormick. “To me, that signals that this is working.” As engagement ticks up, so too does the impact on key outcomes: Since implementing Highspot, buyer engagement has increased by 11%.

The team asked the right questions and is developing the right solutions. These improvements are the direct result of this effort. Now, the team is asking new questions and seeking new opportunities to sharpen their processes further. “Enablement is the perfect fit for AI,” shared McCormick. “So, how can we stop our teams from doing core content creation, have AI build the bones, and then leverage our expertise to make it next level?” Qualtrics is building for the future—with Highspot, it has a ready-to-scale solution designed to do so. “We have a great partnership,” concluded McCormick. “There’s a lot more to come.”