SAP’s value proposition – back from its days as a provider of supply-chain technologies – is its ability to configure and automate complex processes. This could be of value as Adobe updates its Cloud to better handle increasingly convoluted scenarios due to the explosion of online communication channels.
Additionally, Brown pointed out in his statement that SAP customers can combine data housed in its ERP and CRM systems with Adobe Marketing Cloud – essentially this would provide even more information to Adobe’s new core feature Master Marketing Profile, which consolidates all customer information into a single view.
Adobe, for its part, gets access to SAP customers as well as the chance to fill in a hole in its Marketing Cloud portfolio: ecommerce. While Adobe has some ecommerce capabilities through CQ (now a part of its Marketing Cloud Experience Manager solution), it’s not considered a core strength. Instead, it integrated with hybris – owned by SAP since August.
For a while, it was unclear whether SAP’s acquisition of hybris might change the nature of the ecommerce solution’s relationship with Adobe. Now, we have a definitive answer: The partnership will continue.
This is good news for Adobe, because while Adobe’s Marketing Cloud stack has many crucial pieces – Web analytics, tag management, a data-management platform – it really didn’t have the same strength in ecommerce as competitors like IBM and Oracle.