Principal Analyst, ICP and Market Strategy

Product Marketing Manager: ICP & Market Analytics

Qualtrics – Qualtrics is a leading Experience Management platform that empowers brands to deliver exceptional frontline experiences. As a Product Marketing Manager on the Market Intelligence team, you’ll define and refine ideal customer profiles (ICPs), partner with cross‑functional teams, and drive data‑driven go‑to‑market strategies.

As a Product Marketing Manager on the Market Intelligence team at Qualtrics, you’ll help shape how sales, marketing, product, and revenue operations approach the market. You will uncover and share buyer needs, turning data into actionable definitions of our target customers, and helping drive our overall go‑to‑market strategy.

• 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.

• 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.

• 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.

• 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.

• 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…