Culture Amp: Enterprise Market Opportunity Assessment

Culture Amp is a leading employee experience platform, helping companies take action to
improve employee engagement, retention, and performance. Culture Amp is used by more than 6,000 customers and over 25 million end users, including leading brands across the globe, like Salesforce, Unilever, PwC, KIND, SoulCycle, Celonis and BigCommerce.

To drive growth in its enterprise segment, Culture Amp needed a market opportunity assessment to capture intelligence in internally facing tools to help product marketing and sales teams build plans, programs, and content. These included a sales battlecard, buyer personas, and an ideal customer profile.

Callan Consulting interviewed Culture Amp’s subject matter experts, prospective customers,
and customers, and reviewed win/loss data to gain an in-depth understanding of the needs,
points of pain, and value proposition fit with Culture Amp’s offering. External candidates
included decision-makers from the US, UK, and Australia. 

After completing the interviews, Callan Consulting analyzed the findings and developed an enterprise market assessment deck that included recommendations on messaging and the best approach to succeeding in the enterprise segment. To equip Culture Amp’s go-to-market teams, Callan Consulting developed three internally focused market potential assessment deliverables. This included a 10-slide battlecard that addressed enterprise challenges, discovery questions, overcoming objections, proof points, and competitive insights; buyer personas, providing a description of five separate personas, their roles in the decision-making process, and their points of pain and responsibilities; and an ideal customer profile, which contained characteristics of an ideal enterprise customer, buyer roles, decision drivers, the buying process, and product market fit.

The new enterprise sales tools coming out of this market opportunity assessment helped Culture Amp quickly roll out content and programs targeting the enterprise segment. The intelligence captured helped validate their messaging and confidently sell to enterprise customers.

“The work that Callan did for us really helped to accelerate our understanding of the Enterprise
segment, the buying committee, personas, their pain points and needs. Armed with that
research we were better able to craft messaging and marketing content to target, attract, and
convert Enterprise prospects into Culture Amp customers.”

Ambika Aggarwal, Director of Product Marketing