Qualtrics doubles down on APAC partner growth ahead
“Qualtrics is standardizing the QPN model to simplify how partners work with us and make it easier for organizations to find the best partners for their specific needs,” stated Sean Holcombe, Chief Partner Officer at Qualtrics.
Qualtrics has expanded its partner network as the experience platform looks to double down on its global community of partners to help more organizations transform customer and employee experiences into measurable business growth. The expanded Qualtrics Partner Network (QPN) will make it faster and easier for partners to offer organizations access to specialized expertise, industry best practices as well as tailored solutions on the Qualtrics XM Platform.
With more than 500 partners worldwide and customers globally, the Asia Pacific region remains a key focus for Qualtrics as it looks to build its presence in the region.
“Qualtrics is standardizing the QPN model to simplify how partners work with us and make it easier for organizations to find the best partners for their specific needs. We are also making targeted investments to support partner success and the customers we support,” stated Sean Holcombe, Chief Partner Officer at Qualtrics in a blogpost announcing the expanded partner program.
In terms of investments, Holcombe said that Qualtrics is making targeted investments in key global regions to scale its partner engagement. This includes investments across APAC and Japan, which includes increasing partner-facing resources, marketing, customer success, enhancing enablement, and simplifying technical and operational support to accelerate partner success.
In an interview with CRN Asia, Holcombe said these investments are crucial as they empower partners to build repeatable, scalable, and profitable solutions using Qualtrics technology, which is viewed as essential for market growth into the next year.
“Specifically for the Australian market, which is one of our fastest-growing regions, we’re committed to investing in the local ecosystem to build capabilities, grow the category, and accelerate impact. We’ve seen significant interest from Australian partners who are eager to scale their businesses, particularly with our omnichannel and AI capabilities. By combining our partners' expertise with Qualtrics' capabilities, innovation, and support, we anticipate rapid growth and impact across the country. Our overall investment strategy includes providing dedicated support that covers enablement, marketing, customer success, and simplified technical and operational support,” explained Holcombe.
New partner tiers
The refreshed partner program will see the introduction of a new tiering model that includes Platinum, Gold, Silver, and Member tiers. This model is designed with several key objectives in mind. They include:
- Recognizing Partner Capabilities: The tiers help us recognize our partners' capabilities across crucial areas like commercial impact, delivery excellence, and our shared customer success.
- Facilitating Client Connections: It enables our end clients to find the right partner faster by providing clear recognition of expertise and service levels.
- Providing a Clear Growth Path: For our partners, it offers a well-defined path to grow their engagement and business with Qualtrics.
- Foundational Recognition: The recognition within these tiers is based on how partners build Qualtrics capabilities, grow the market, and accelerate customer maturity.
“This comprehensive tiering system is also part of a broader effort to align the right behavioral incentives, metrics, investments, and opportunities, all designed to build stronger go-to-market strategies with our partners,” said Holcombe.
Regional partner opportunities
“As a company that champions the power of listening; gathering and acting on partner feedback is a core commitment for us. In fact, when I stepped into this role, my first priority was to gather partner feedback to understand how we could improve their experience, identifying both our strengths and areas for improvement,” explained Holcombe.
As such, he highlighted that the redesign of the partner program was directly shaped by partner feedback, and this mindset of continuous input from partners is something Qualtrics remain deeply committed to.
“We received valuable feedback from partners worldwide throughout this process, which was absolutely vital. To ensure this continuous dialogue, we've also established new mechanisms for listening, such as regular check-ins, co-design sessions, and feedback loops through our regional teams,” added Holcombe.
Looking specifically for the APAC region, Holcombe pointed out that they worked extensively with partners in Australia to develop this new program. He said their input was crucial in shaping the changes, and Qualtrics has delighted by the overwhelmingly positive response from its Australian partners, including firms like EY, Kantar, and ActXM.
“This direct engagement ensures that our program truly empowers our partners to build healthy, sustainable, and profitable businesses with Qualtrics,” said Holcombe.
Driving growth
For Holcombe, the refreshed Qualtrics partner program is strategically designed to provide both Qualtrics and partners with a significant competitive advantage in the rapidly evolving landscape of experience management.
As experience management has become a fundamental element of how leading organizations operate, he believes that Qualtrics has evolved significantly from survey-led programs to a comprehensive platform that enables companies to analyze and act on a full range of structured and unstructured feedback across multiple channels, including contact center conversations, chat, and social media.
Crucially, Holcombe also highlighted that GenAI and agentic capabilities that automate with empathy and precision are being incorporated as well.
“This refreshed program structure is designed to match the scale and sophistication of our technology and the vast opportunities available, ensuring that both we and our partners are fully prepared for the future of experience management. Additionally, the establishment of two clear tracks - the Consulting Track and the Platform Track (launching in 2026) - allows partners to use their specific strengths and expertise more effectively. This clarity will accelerate innovation and business impact, while also making it easier for organizations to find the support they need,” said Holcombe.
Also, as AI continues to play an increasingly larger role, Holcombe said that Qualtrics is equipping partners, especially those in the Consulting Track, to integrate emerging AI capabilities without compromising trust and human connection.
“Our approach to AI-led solutions prioritizes data security, safety, and robust guardrails, ensuring built-in mechanisms to protect customer data and sensitive information (including PII, GDPR adherence, and 2FA). We also emphasize "human in the loop" solutions that incorporate checks and balances, monitoring AI output to ensure it meets customer needs and reinforces trust, rather than undermining human connection. This commitment to responsible AI ensures that our partners can deliver innovative, empathetic, and secure experiences,” concluded Holcombe.