Special Reports

Adobe and Microsoft 'go big' to transform customer experience and business processes



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Adobe (Nasdaq: ADBE) and Microsoft (Nasdaq: MSFT) announced on Nov. 3, 2017, an update to their strategic partnership, specific to CRM and customer engagement. Adobe Experience Manager, a leading content management solution and Adobe Marketing Cloud component, is now integrated with Microsoft Dynamics 365, a CRM system tailored for supporting sales and lead management needs of the largest enterprises. While details are still forthcoming, the move is another in a trend whereby enterprise technology vendors operating in high-growth segments (e.g., customer experience [CX]) and mature segments (e.g., CRM) opt to integrate suites that are highly complementary, with very little overlap, if any. These moves are strategic on multiple levels, as each company looks to simplify complexities of front- to back-office systems while fending off competitors such as Salesforce (NYSE: CRM), Oracle (NYSE: ORCL) and SAP (NYSE: SAP), each of which offers competitive stacks.

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