SurveyMonkey in 2018: Under New Management

By Robert E. Siegel, Amadeus Orleans
2019 | Case No. E654 | Length 15 pgs.

The unexpected passing of Dave Goldberg in May 2015 triggered the most difficult period in the history of SurveyMonkey, a global online survey software company headquartered in the San Francisco Bay Area. In a state of emotional shock, the team was forced to find answers to complex strategic questions, navigate a convoluted process of CEO succession and, ultimately, reinvent the company.

Over three years later, the company was starting a new chapter with an IPO, and faced a mix of old and new challenges, including reinventing its product portfolio and brand; expanding internationally; attracting a larger share of large clients—the “Enterprise” customers; navigating an ever-changing competitive landscape; and incorporating new technological innovations such as artificial intelligence (AI) and machine learning. The company had come a long way—that was unquestionable—but there were still obstacles ahead.

Learning Objective

The teaching objective of the case is to give students an overview of issues related to leadership transition, culture, and strategic shifts at a high-growth technology company.
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