Salesforce and Oracle may soon face stronger competition in the sales and marketing space with Adobe and Microsoft teaming up to offer joint cloud solutions.
Adobe and Microsoft will share their respective sales and marketing software products, with the two tech titans set to collaborate on an industry standard to define and unify the language for marketing, sales and services data required to offer digital experiences consistently at scale.
The model will standardise how data is structured and accelerate the process of gaining insights from huge amounts of data.
Adobe and Microsoft announced the availability of their first set of joint solutions focused on transforming customer experiences.
The solutions look to transform cross-channel experiences and campaign orchestration using Adobe Experience Cloud and Microsoft Cloud.
The joint cloud offering will use Adobe’s marketing software suite, which has been re-named Experience Cloud, along with Microsoft’s Azure, Dynamics 365 and Power BI.
The new integrations will allow businesses to align sales and marketing better and create personalised and consistent experiences for their customers, Adobe said.
The integration of Adobe Campaign and Microsoft Dynamics 365 will allow enterprises to compile customer insights across several channels.
Adobe Analytics and Microsoft Power BI will look to deliver increased insights across the enterprise, while Adobe Experience Manager Sites Managed Service on Microsoft Azure will allow companies to deliver personalised web experiences faster, irrespective of customers location.
Adobe executive vice president and CTO Abhay Parasnis said: “Today’s customers have high standards when it comes to brand interactions. Enterprise companies must deliver exceptional experiences at scale or risk losing customers to competitors.
“Bringing together Adobe’s and Microsoft’s sales, marketing and customer intelligence solutions enables brands to better understand and engage with their customers across all touch points.”
The partnership between the two companies is based on an agreement they signed last September.
The deal allowed Adobe to deliver its Cloud services on Microsoft Azure and Microsoft to make Adobe as its preferred marketing service for Dynamics 365 enterprise.
Microsoft executive vice president Scott Guthrie said: “We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence.
“Together, we are delivering compelling and personalised experiences that will drive brand loyalty and growth.”