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Good follow up read on the Qualtrics story in HBS hbr.org/2021/07/the-fo
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I remember reading Qualtrics's S1 and thinking: there is something *very weird* going on with their customer acquisition. e.g. their retention+expansion numbers amongst (presumably academic) customers are ridiculously good.
Can't wait to read this.
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Hmm, no mention of Qualtrics's initial focus on universities? IIRC they land-and-expand-ed in various SoSci departments (which were extremely sticky, with large expansion revenue opps). I'd give anything for a look at their GTM playbook for universities.
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The HBR article I also linked to goes into universities more as you described!
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Ahh this is such a good piece. So the universities were an initial market, but not important to their latter growth! 🙇♂️👌