Qualtrics Appoints Ken Coleman as Senior Vice President of Marketing

Qualtrics has appointed Ken Coleman as Senior Vice President of Marketing, strengthening its global marketing leadership as the company looks to expand the Experience Management (XM) category in the AI era.

Coleman will lead the company’s global marketing organization, with a focus on building brand awareness, strengthening customer engagement and advancing Qualtrics‘ position in experience management. Maynard highlighted Coleman’s background in building category-leading brands, scaling multi-channel audiences and developing messaging that drives business growth.

Coleman brings a diverse marketing background spanning media, publishing and brand leadership. A three-time bestselling author, he has interviewed more than 1,000 business leaders and built influential media platforms with millions of followers, giving him extensive experience in storytelling, audience development and thought leadership.

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The appointment comes as AI continues to reshape enterprise software marketing. Technology companies are increasingly competing not only through product innovation but also by educating customers, defining emerging categories and communicating business value in a rapidly evolving market.

For enterprise software companies, marketing leaders are playing a broader strategic role. Beyond generating demand, they are expected to shape category narratives, strengthen customer trust and align brand messaging with evolving customer expectations. As AI transforms how organizations manage employee and customer experiences, clear market positioning has become an important competitive advantage.

Coleman’s appointment reflects the growing importance of strategic storytelling and category creation in enterprise technology. As experience management evolves alongside AI, marketing leadership will play a key role in helping organizations understand how technology can improve customer and employee experiences while driving measurable business outcomes.