Narayen spoke of the head-scratching deal that arose from the Adobe Summit in March when the company revealed that enterprise stalwart SAP would begin reselling Marketing Cloud products. During Tuesday's earnings call, more came to light around the early-stage partner deal.
"Next year and long term, you can expect to see [our] companies jointly come to market as commerce becomes a bigger player for SAP and hybris," he said. Adobe's chief made note of a "real-time integration" between the Adobe Marketing Cloud and SAP's high-speed data infrastructure HANA. "You are seeing our companies going into [conversations with] joint customer accounts, but it's early yet. We are hard at work educating their sales force on our offering."
That said, a continual emphasis of Adobe's (and SAP's, according to its CMO Jonathan Becher) is maintaining a vibrant and growing partner ecosystem. "A very substantial portion of our Marketing Cloud has a partner element to it," he added.
In terms of how Adobe Marketing Cloud is being sold and adopted within the enterprise ranks, Narayen said there's interest in tapping unified workflows. "There’s no question when we look at new deals, we’re selling the combination of the entire content lifecycle," he said.
This means, increasingly, Adobe Marketing Cloud integrations are occurring in conjunction with Creative Cloud and DPS deals, as more CMOs and marketing organizations link digital asset management to campaign output. Narayen alluded to a series of Creative Cloud innovations (both verticalized offerings and mobile apps), which will occur Wednesday.