Adobe, Microsoft Partner in Customer Service, Marketing and Sales Deal



Adobe and Microsoft announced a strategic partnership that will redefine how enterprises manage their marketing, sales and services to better engage with customers across all touch points.

The partnership will include the integration of Adobe’s marketing cloud solutions with Microsoft’s Dynamics CRM and allow brands to deliver experiences that take all customer engagements into account, from reach and acquisition to retention and loyalty. This integration will help eliminate frustrating customer experiences that result when marketing, sales and service interactions are siloed.

“Adobe and Microsoft are creating the industry’s first large-scale solution for connecting the customer experience across all touch points,” said Brad Rencher, senior vice president and general manager, digital marketing business, Adobe, in a statement. “We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality.”

Microsoft Dynamics Marketing, Microsoft’s integrated marketing management solution, includes capabilities like marketing resource management that are complementary to Adobe Marketing Cloud to provide added value to customers. The partnership will bring an integrated CRM-Marketing solution to marketers across many industry segments including financial services, travel and leisure.

This partnership offers customers the ability to:

  • Align sales and marketing activities by tightly integrating audiences and their behaviors, which can help guide sales or service calls, identify sales opportunities or inform lead scoring.
  • Find high-value audience segments and provide them with real-time offers on the website or enable targeted display ads
  • Combine Web behavior data with order history, return history, loyalty status and call center history to not only identify where in the sales lifecycle stage a customer is in, but then also deliver the right content at the right time, whether that content resides on a landing page, in a service follow-up email, or as an alert in a mobile app.

“Helping our customers reinvent productivity and business processes is one of our top priorities. Partnering with Adobe enables us to deliver a comprehensive set of customer engagement processes to enterprise customers to help them be more productive and better engage with their customers,” said Kirill Tatarinov, executive vice president, Microsoft business solutions, in a statement. “

Both companies are committed to expanding other areas of collaboration and product integration including Adobe marketing cloud solutions running on the Microsoft Azure Cloud platform. Adobe Campaign and Adobe Experience Manager are now certified on Microsoft Azure.