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Author's profile photo Jonathan Becher

My Thoughts on Adobe and SAP Teaming Up to Deliver Insight-Driven Marketing and Commerce

In What Every CEO Should Expect From Their CMO, I wrote about the five key responsibilities marketing should embrace to transform from an order taker to a business driver and help evangelize the future. Later, in The Heaven And Hell Of Customer Experience, I urged marketing to become the champion for a consistent customer experience across all channels, whether or not it owns those channels. As CMO of SAP, I see “champions in action” as we are leading the charge on unifying the experience across more than 100 Web sites and touch points. So, when SAP and Adobe announced a strategic alliance, I could not have been more excited for what this means to marketers around the world.

Today’s ultra-empowered and connected consumers demand personalized and differentiated experiences. Marketers who go beyond collecting Big Data to uncover crucial insights and hidden trends can better anticipate their customers’ needs. Once marketers have this advanced insight, they can optimize a  consumer’s experience across every interaction. Truly, from insight to action.

The SAP/hybris and Adobe partnership makes a huge leap forward by offering technology solutions to CMOs and CIOs that go beyond merely serving data to enabling companies to deliver on an omni-channel experience. The Adobe Marketing Cloud delivers solutions that enable marketers to measure, personalize, and optimize campaigns to deliver digital experiences to target audiences. Most importantly, it gives marketers insights they need to act faster than ever before. Whether a customer clicks on a banner ad and visits a Web site, interacts through mobile apps, calls into a contact center, or walks into a store, every interaction is seamless.

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.

As the CMO of SAP, I’m personally excited about this partnership on two levels. I am proud to offer my fellow practitioners the most comprehensive marketing solution available today — a solution that promises speed, precision, and big outcomes. And as a customer, I am thrilled that I get to take my use of the Adobe Marketing Cloud powered by SAP HANA to the next level.

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      Author's profile photo Former Member
      Former Member

      Amazing announcement, this is going to be a great omni-channel era across enterprise and digital space in a significant way. Thanks for sharing

      Author's profile photo Former Member
      Former Member

      Hi Jonathan, Like a lot of others, I am a big fan of your articles. I am a CRM consultant and marketing is my favourite area.

      This definitely is a big step in the right direction for Digital Marketing and I'd love to hear about the direction of marketing solutions for companies that are not big on digtial.


      Author's profile photo Jonathan Becher
      Jonathan Becher
      Blog Post Author

      HI Gaurav,

      Thank you very much for the kind words. I'm glad you enjoy my writing.

      Over on the LinkedIn platform, I write a fair amount about the future of Marketing. You can read them here:


      Author's profile photo Jason Boyer
      Jason Boyer

      Retail is especially excited about this announcement!

      Author's profile photo Former Member
      Former Member

      Exciting times indeed, we wrote a blog on this topic and I agree that this is a really compelling solution. Most importantly, personalization opportunities today are largely reliant on processing massive amounts of data, caching it, and pushing a more personalized experience based on this process.

      Now, the feasibility of doing real-time, predictive personalization instantaneously is a real possibility. The key thing with this partnership is seeing what tangible integration comes from SAP, Hybris, and Adobe as well as the partner community.