Published On: Wed, Mar 26th, 2014

Alliance lends SAP and Adobe a better grip on digital marketing: Ovum


LONDON, UK: SAP and Adobe from their barrio have announced a joint venture that will witness SAP reselling Adobe Marketing Cloud. SAP and Adobe from their quarter will invest joint development resources additional product integration and marketing funds for joint co-marketing activities. Retail, consumer packaged goods (CPG), and telecommunications will be some of the industry sectors targeted first by the partnership.


Gerry Brown, senior analyst for customer engagement and marketing technology at Ovum alleged that-

“Although a strong player in the 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 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.”


The fresh partnership will enable SAP clienteles to leverage data held within their SAP ERP and CRM databases and other SAP operational systems to be able to provide a single real-time view of the client 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 clienteles. This capability is likely to prove attractive to both SAP and non-SAP clienteles alike.

Adobe Marketing Cloud, SAP HANA and hybris are the core technologies that drive the web site. Hybris and Adobe in particular have a large stable of joint clienteles.

Therefore this agreement leverages an existing strong association which from its part significantly augments 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.

About the Author

Jawed Akhtar

- A Journalist by interest and a Music Enthusiast by passion. Wedded to Mother Nature, Jawed indulges his aesthetics in travelling and reading books of varied genres. Having covered News stories for top Dailies in his formative years, that is, he is game for tryst with Technology at Techmagnifier.

Alliance lends SAP and Adobe a better grip on digital marketing: Ovum