SAP to Acquire Qualtrics, Changing the Game for CX, CRM, and ERP Industries

Sal Visca, CTO of Elastic Path sees the marriage of CX and operational data as key to agile marketing.

“SAP is paying a premium because it sees Qualtrics as having gone way beyond their survey roots to full experience management. SAP has been trying to move from a back-office application company towards offering front-office and full customer experience capabilities. Acquiring Qualtrics allows SAP to combine CX data and operational data, which has the potential to make SAP a more effective tool for marketers and be more competitive in the CRM space. That said, we’ll only see that potential come to fruition if marketers can react quickly to the resulting insights.”