SAP and Adobe have entered a global reseller agreement targeted at digital marketing and omni-channel commerce for enterprise customers.
As part of the global partnership, SAP plans to resell Adobe Marketing Cloud with the SAP HANA platform and the hybris Commerce Suite. Adobe and SAP will both invest marketing, sales and development resources in the partnership.
The combination of digital marketing and commerce solutions from SAP and Adobe will be designed to help enable businesses to analyse data across marketing channels and customer touch points, deliver more relevant, contextual customer experiences and ultimately to move one step closer to real-time customer engagement and drive better business results.
"The extraordinary power of SAP HANA gives us an opportunity to rethink entire industries and ultimately help amplify the potential of users from CIOs to CMOs," says Dr Vishal Sikka, member of the executive board of SAP AG, products and innovation. "Adobe has been an amazing partner on the SAP HANA innovation journey. Together, the Adobe Marketing Cloud and the SAP HANA platform will enable companies to analyse massive data sets across various marketing channels and help engage customers in real-time, unearthing opportunities like never before."
"Today's most successful brands use digital marketing to drive their businesses. In this new world, a strong bridge connecting the worlds of the CMO and CIO is a strategic imperative," says Brad Rencher, senior VP and GM of Adobe's digital marketing business. "Adobe and SAP, two powerhouses in marketing and commerce technology, are taking a groundbreaking step towards delivering solutions that marketers can use to succeed in today's business environment."
Gerry Brown, senior analyst for customer engagement and marketing technology at Ovum, says although a strong player in the customer relationship management (CRM) area, SAP has always struggled to deliver a cogent digital marketing solution.
"SAP will leverage the SAP HANA in-memory database platform and the SAP hybris Commerce Suite with the Adobe Marketing Cloud to provide clients with a complete solution for an omni-channel customer experience. This alliance fills this gap in SAP's solutions portfolio, and significantly augments the completeness of SAP's overall digital offer."
He also points out that the new partnership will enable SAP customers to leverage data held within their SAP ERP and CRM databases and other SAP operational systems to provide a single real-time view of the customer within the Adobe Marketing Cloud.
"They can then use the Adobe Marketing Cloud platform to execute relevant and timely campaigns to both market segments and potentially individual customers. This capability is likely to prove attractive to both SAP and non-SAP customers alike."
Brown notes that Adobe Marketing Cloud, SAP HANA and hybris are the core technologies that drive the adobe.com web site. Hybris and Adobe, in particular, have a large stable of joint customers, he adds.
"Hence this agreement leverages an existing strong relationship which significantly enhances the position of both Adobe and SAP in the digital marketing arena. Adobe gains greater access to the large SAP enterprise installed base, a large partner eco-system and the global SAP salesforce; and SAP gains some great marketing technology and the brand credibility that accompanies Adobe's strong position in the digital marketing arena."
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