Qualtrics has launched a refreshed version of its Partner Programme, introducing new tracks and a standardised tier system intended to support collaborative growth and capability-building within its international partner ecosystem.
Since the initial introduction of the Qualtrics Partner Network (QPN) in 2018, the company has aimed to provide organisations with expertise and services to improve customer and employee experience programmes. QPN now includes hundreds of members globally and has contributed towards the adoption and growth of experience management initiatives at thousands of companies.
With increasing investment by businesses and public sector entities in experience management, the company stated that partners' roles are becoming more strategic, especially as programmes now collect both structured and unstructured feedback and integrate artificial intelligence solutions. The updated Partner Programme is positioned as a response to these changes and opportunities in the market.
Programme structure
The restructured QPN model will introduce two primary tracks for partners. The Consulting Track is designed for organisations that offer advisory, systems design, solution integration, implementation, and ongoing services to customers. These partners are involved in aspects from strategic consulting to product implementation.
The Platform Track, scheduled for launch in 2026, will focus on organisations building commercially valuable offerings on the Qualtrics Developer Platform. Participants in this track may include independent software vendors as well as consulting partners.
Accompanying the new tracks is a standardised tiering system based on a partner's demonstrated capabilities and market involvement. The tiers are:
- Platinum: Partners show advanced skills in advising and expanding experience management for critical business problems.
- Gold: Partners deliver enterprise-level, multi-product, and complex programmes addressing diverse business needs.
- Silver: Partners demonstrate proficiency in experience management with a history of effective delivery and advisory services.
- Member: Partners are at the initial stages of participation, building their service and advisory expertise.
Qualtrics said that partners across both tracks and all tiers will have access to enablement resources, regular training, webinars, workshops, and support from Qualtrics experts to enhance their capabilities.
Investment and support
Qualtrics also announced targeted investments in support systems aligned with partner needs in different regions. These include resources dedicated to enablement, marketing, customer success, and simplified technical and operational backing.
Chief Partner Officer Sean Holcombe said these changes are intended to make it "faster and easier for partners to work and co-sell with Qualtrics, develop new solutions that reflect new innovations in the Qualtrics platform, and provide dedicated training and resources to build technical and consulting capabilities, grow the experience management category, and accelerate the maturity of programmes."
Feedback from partners
Qualtrics highlighted that the refreshed Partner Programme was designed in consultation with its partners. According to feedback, the changes address key issues relevant to partners' business operations.
Melanie Wright, Global Ecosystem Leader at Kantar, said:
Since 2018, Kantar has delivered powerful, measurable impact for clients through our strategic partnership with Qualtrics. The redesigned Partner Network deepens that alignment - with clearer pathways to innovation, stronger support for our teams, and a shared focus on growth. This evolution enables us to scale faster, co-create smarter, and continue helping clients turn experience signals into meaningful business value.
The company indicated that advisory and enablement support would continue through regular engagement with partners, aiming to build a more mature and capable network able to respond to evolving customer needs and technological advancements.
Strategic direction
Qualtrics maintains that experience management programmes are now a key element in how businesses operate, and with the continued rise of artificial intelligence, partners are positioned to play a central role in delivering business value.
The company stated that its partnership approach is designed to build sustainable business models around experience management, aiming for a shared future of accelerated growth, capability development, and broader adoption of experience-driven business practices worldwide.
