Adobe and SAP Partner for Superior CMO Solutions

Adobe and SAP at Adobe Summit 2014 announced a global reseller agreement targeted at digital marketing and omnichannel commerce for enterprise customers, whereby SAP will resell Adobe Marketing Cloud with the SAP HANA in-memory platform and the hybris Commerce Suite. The agreement combines Adobe’s strength in creating personalized digital experiences with SAP’s leadership in enabling omnichannel commerce and real-time insights from big data.
Today’s customer is connected, empowered, and expects personalized and differentiated experiences. The customer experience should be seamless, whether it occurs on a Web site, via mobile apps, by phone, or in person. To do this, companies need to predict and deliver customer needs before they arise, analyzing information across marketing channels and customer touch-points and acting on it before the competition does. 

CMOs and CIOs increasingly need to work together, and SAP and Adobe aim to facilitate this by bringing marketing and technology solutions together. This partnership reconfirms SAP HANA as the industry’s leading innovation platform. Vendors like SAS and Adobe are using SAP HANA as their platform of choice, while reportedly hybris is running Adobe’s corporate Web site.

On the other hand, the partnership with Adobe provides SAP with the ability to deliver a comprehensive set of solutions for the office of the CMO. Adobe Marketing Cloud includes a broad set of analytics, social, advertising, targeting, Web and app experience management, and cross-channel campaign management solutions, as well as core services and mobile capabilities for marketers. In his blog post on this event, SAP’s CMO Jonathan Becher explains:

Adobe Marketing Cloud, hybris Commerce Suite, and SAP HANA will supercharge analytics to quickly process millions of customer records and accelerate access and discovery of key insights down to the individual customer level. Digital profiles can now be enhanced with other significant enterprise information to include customer demographics, orders, purchases, returns, service tickets, call center records, Web interactions, billing, and financials. As a result, marketers can see the full context of past interactions at every customer touch point. This makes every interaction more relevant and personalized.

Adobe acquired marketing automation software vendor Neolane in 2013 and folded it into Marketing Cloud. This partnership may lower the likelihood that SAP will acquire Marketo or another remaining marketing automation firm, as some might have expected. At the least, this event answers some questions about SAP’s marketing software strategy.
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