At Qualtrics, we create software the world’s best brands use to deliver exceptional frontline experiences, build high-performing teams, and design products people love. But we are more than a platform—we are the creators and stewards of the Experience Management category serving over 18K clients globally. Building a category takes grit, determination, and a disdain for convention—but most of all it requires close-knit, high-functioning teams with an unwavering dedication to serving our customers.
When you join one of our teams, you’ll be part of a nimble group that’s empowered to set aggressive goals and move fast to achieve them. Strategic risks are encouraged and complex problems are solved together, by passing the mic and iterating until the best solution comes to light. You won’t have to look to find growth opportunities—ready or not, they’ll find you. From retail to government to healthcare, we’re on a mission to bring humanity, connection, and empathy back to business. Join over 5,000 people across the globe who think that’s work worth doing.
Principal Analyst, ICP and Market Strategy
Why We Have This Role
As a Principal Analyst on the Market Intelligence team at Qualtrics, you’ll be at the forefront of defining and refining who our ideal customers are, helping shape the way our sales, marketing, and product teams approach the market. You will uncover and share buyer needs that directly impact how we attract, engage, and retain the right buyers. Working cross-functionally with sales, marketing, product, and revenue operations, you'll turn data into clear, actionable definitions of our target customers and help drive our overall go-to-market strategy.
Our growth depends on deeply understanding the customers we serve. This role exists to build and maintain the ideal customer profiles (ICPs) that ensure we prioritize and optimize our efforts in the most efficient way possible. You’ll influence high-level strategies through data-driven insights, making a measurable impact on pipeline quality, conversion, and customer retention.
How You’ll Find Success
- You’re analytical and love diving into data to uncover trends and insights that others might miss.
- You enjoy collaborating across teams and feel energized by connecting diverse perspectives toward a unified goal.
- You take initiative and think strategically, anticipating what information stakeholders need before they ask.
- You communicate clearly and influence without authority, building trust across sales, marketing, product, and revenue operations.
- You’re comfortable translating complex market and customer behavior data into practical, actionable ideal customer profiles and scoring models.
- You continuously look for ways to improve processes and are adaptable in a fast-paced environment.
- You have a passion for understanding buyer needs and behaviors with a data-driven mindset.
How You’ll Grow
- Gain deep expertise in market intelligence within a fast-growing B2B SaaS organization.
- Build leadership skills by driving cross-functional initiatives and influencing senior stakeholders.
- Enhance your ability to turn market and customer data into strategic decisions that move the business forward.
- Expand your experience with advanced data analytics, CRM, and marketing automation platforms.
- Develop skills in training and enablement by creating resources that empower sales and marketing teams.
Things You’ll Do
- Define and continuously refine Qualtrics’ Ideal Customer Profiles and buyer personas based on data from market research, CRM, sales, and product usage.
- Drive improvements to account and lead scoring models by partnering with marketing operations and revenue operations, optimizing pipeline quality and progression.
- Act as the central point of contact for ICP insights — regularly communicating updates and training across sales, marketing, product, and customer success teams.
- Monitor key metrics related to ICP performance including lead quality, conversion rates, and customer lifetime value, identifying gaps and adjustment opportunities.
- Conduct primary market research and track industry trends to ensure ICPs and buyer personas evolve with shifting customer needs and competitive landscape.
- Continuously seek and implement process improvements to enhance how ICPs and buyer personas are defined, managed, and applied.
What We’re Looking For On Your Resume
- Proven success defining and managing ideal customer profiles or buyer personas in a B2B SaaS context.
- Strong track record of turning data from CRM and marketing automation systems (e.g., Salesforce, Marketo) into actionable sales and marketing strategies.
- Experience working cross-functionally, influencing without direct authority across sales, marketing, product, and customer success teams.
- Demonstrated ability to analyze customer behavior and market trends to shape go-to-market strategies.
- 7+ years of relevant experience in product marketing, market analysis, sales operations, or related roles.
- Bachelor’s degree in Business, Marketing or similar field, with preferred advanced business education a plus.
What You Should Know About This Team
- We are a tight-knit Market Intelligence team dedicated to driving clear, data-driven buyer needs that fuel company growth.
- Our team embraces collaboration — we believe the best insights come from strong partnerships across departments.
- We are passionate about continuous learning and improvement, seeking new ways to innovate how we understand and go to market.
- We have a high-impact culture that values strategic thinking, experimentation, and delivering measurable business outcomes.
Our Team’s Favorite Perks and Benefits
- Comprehensive health, dental, and vision insurance plans.
- Generous PTO and flexible work policies promoting work-life balance.
- Employee stock purchase plan and 401(k) matching for long-term investment.
- Access to ongoing learning programs including mentorship and training workshops.
- Qualtrics Experience Pass: dedicated time and resources to learn and grow your skills.
The Qualtrics Hybrid Work Model: Our hybrid work model is elegantly simple: we all gather in the office three days a week; Mondays and Thursdays, plus one day selected by your organizational leader. These purposeful in-person days in thoughtfully designed offices help us do our best work and harness the power of collaboration and innovation. For the rest of the week, work where you want, owning the integration of work and life.
Qualtrics is an equal opportunity employer meaning that all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other protected characteristic.
Qualtrics is committed to the inclusion of all qualified individuals. As part of this commitment, Qualtrics will ensure that persons with disabilities are provided with reasonable accommodations. If reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please let your Qualtrics contact/recruiter know.
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