qualtrics case study - invest nsw
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Case study
The Futureof QualtricsMade in Sydney
“Sydney is unquestionably the easiest location in Asia Pacific for an American company to go into and launch its business.”Bill McMurray, Managing Director for Qualtrics.
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Qualtrics spreads its wings into Asia Pacific through Sydney
Software maker Qualtrics is rapidly growing its Asia Pacific and Japan
footprint from the company’s Sydney headquarters.
From its beginnings in a family home basement in Provo, Utah,
Qualtrics has grown into a global powerhouse that was acquired
by SAP for US$8 billion in January 2019.
In today’s experience economy, Qualtrics provides a single technology
platform empowering organisations to manage the four core
experiences of business—customer, employee, product, and brand.
Using the insights captured, businesses can optimise the experiences
they deliver to build products people love, create more loyal customers,
develop a productive employee culture and create iconic brands.
Qualtrics began expanding internationally in 2013. The company
officially opened its headquarters for Asia Pacific and Japan (APJ)
in Sydney in early 2015, with ambitious plans to grow across the
region. Dreams quickly became reality—by the end of 2016, Qualtrics
had opened three more offices and a data centre in Australia.
This was followed by the opening of offices in Singapore (to serve
South East Asia) and Tokyo within the following 12 months.
Bill McMurray is the Managing Director for Qualtrics in APJ.
From being the company’s first local employee in Australia,
he now leads more than 150 employees from seven offices
across Australia, New Zealand, Singapore and Japan.
Fast facts about Qualtrics
Founded in 2002 in Utah, United States
Qualtrics helps organisations collect, understand, and take
action on experience data - the beliefs, emotions, and
sentiments - from customersand employees
Works with more than 10,000 brands across the globe
including Qantas, Atlassian, Telstra and Volkswagen
in Australia
Opened its Sydney office in January 2015
Has more than 150 employees in Asia Pacific and Japan
US$8B COMPANY
AQUISITIONAcquired by SAP in
January 2019 for US$8 billion
Front cover and inside left images courtesy of Qualtrics.33333
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Setting up in Sydney
McMurray says that selecting
Qualtrics’s Asia Pacific hub
was easy because Australia’s
language and culture are highly
compatible with those in the
United States (US).
Sydney was a natural choice
for the company’s head
office location because of
its status as the commercial
capital of Australia. “Sydney is
unquestionably the easiest
location in Asia Pacific for
an American company to go
into and launch its business,”
says McMurray. “The size and
maturity of the Australian market
means that it is commercially
attractive and many of the
programs and collateral used in
the US are relevant here too.”
Hiring professionals
Sydney’s quality of life has
helped Qualtrics attract talent
from both within Australia and
overseas, according to McMurray.
Hiring people was one of his first
major tasks when he joined the
company in late 2014.
He had to recruit 50 individuals
by the end of the company’s
first year of operations in
Sydney—no small challenge
for a new market entrant.
The company’s constant focus
on hiring remains today,
with plans to grow its APJ team
to over 200 by the end of 2019.
Sydney’s attractiveness to young
professionals looking to live in a
dynamic city and pursue work in
one of the technology industry’s
most exciting sectors ensures
Qualtrics an excellent pool
of talent. “First things first,
when you look around Sydney
it’s such a beautiful place
to live. Alongside this, the
opportunities at Qualtrics—as a
rapidly growing company—are a
rare chance for people to join a
company during an exciting stage
of its development,” says McMurray.
Qualtrics has also benefited from
the NSW Government’s programs
to draw talent into the state and
help new businesses get started.
The NSW Government has
worked to create an appealing
environment for global talent
to work in NSW and improve
the ease of doing business in
the state. It provides business
migration assistance by,
for example, offering state
nomination for highly skilled
professionals seeking to work in
Australia. The NSW Government
also links new companies to
potential business partners,
training institutions, service
providers and industry regulators.
These initiatives have made filling
jobs and launching operations
convenient for companies
like Qualtrics.
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“The size and maturity of the Australian market means that it is commercially attractive and many of the programs and collateral used in the US are relevant here, too.”Bill McMurray, Managing Director for Qualtrics.
Image courtesy of Qualtrics.555
Enabling fast growth
Being based in Sydney has
allowed Qualtrics to grow its
business rapidly in Asia Pacific.
The company had increased its
number of customers to more
than 1,000 by the beginning of
2019—which is a rapid increase
from the 250 at launch. In that
same period Qualtrics has
achieved in excess of 100%
compound annual growth
rate (CAGR).
Qualtrics now focuses on
continuing its regional
expansion. In 2017, it opened its
Southeast Asia headquarters in
Singapore to grow its business
in Malaysia, the Philippines,
Indonesia, Thailand and Vietnam.
More recently, it opened its first
office in Japan, where it plans
to boost its number of clients
to more than 300 in the next
three years. The company
expects its Asia Pacific
operations to continue to be
a growth engine for its global
business, with new office
openings on the horizon in
South Korea, Hong Kong
and India.
Image courtesy of Qualtrics.6
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Learn more
The NSW Government assists businesses looking to establish, grow and
innovate in the technology sector by providing:
• market intelligence and information
• business case development
• assistance to identify suitable business locations
and partners in NSW
• familiarisation visits to NSW
• connections with government contacts and
the local business network.
The NSW Government offers a range of programs and initiatives to
support businesses to grow to reach their full potential in NSW.
The NSW Government Investment Concierge provides free,
comprehensive and confidential advice and services.
Contact our team today to explore the range of support we can
give to your company.
Image courtesy of Qualtrics.
Contact us
NSW Government Investment Concierge:
T: +61 2 8222 4888
W: invest.nsw.gov.au
77777
TheFutureMadeHereT: +61 2 8222 4888
W: invest.nsw.gov.au
© State of New South Wales through Treasury 2019.
The information contained in this publication is based on knowledge and understanding at
the time of writing (August 2019). However, because of advances in knowledge, users are
reminded of the need to ensure that the information upon which they rely is up to date
and to check the currency of the information with the appropriate officer of the Industry,
Trade and Investment team of NSW Government or the user’s independent adviser.
PUB19/214
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