Where Mar­ket­ing and IT Converge

The need for a strong bridge con­nect­ing the CMO and CIO’s worlds is a hot topic of con­ver­sa­tion these days. There are newly formed ini­tia­tives, imper­a­tives, man­dates, indus­try events, research teams and joint coun­cils ded­i­cated to align­ing Mar­ket­ing and IT in the name of cus­tomer expe­ri­ence, Big Data and tech­nol­ogy imple­men­ta­tion. At the core of many of these con­ver­sa­tions lies the same thing that is dri­ving smart busi­nesses today – deliv­er­ing the most per­son­al­ized expe­ri­ence pos­si­ble at any time and across any device.

As we speak with some of the most forward-looking orga­ni­za­tions – from auto­mo­tive to bank­ing, travel to retail and even lux­ury fash­ion brands  – about what is really hap­pen­ing in the IT and Mar­ket­ing depart­ments of brands immersed in this bridge-building dis­ci­pline, we hear a recur­ring theme: you bet­ter believe the CIO and the CMO are talk­ing! They are talk­ing reg­u­larly and loudly — some­times it is heated, per­sonal and pas­sion­ate, but it is a man­date from the CEO and its not going to change. Sim­ply put, the need for col­lab­o­ra­tion between IT and Mar­ket­ing is crit­i­cal to fur­ther­ing today’s dig­i­tal ini­tia­tives, which lie at the core of busi­ness success.

What busi­nesses need right now are tech­nolo­gies that enable their teams to break down walls and build bridges between the teams dri­ving mar­ket­ing and infor­ma­tion tech­nol­ogy ini­tia­tives that impact the bot­tom line and drive a bet­ter cus­tomer expe­ri­ence. Today at SAP’s Sap­phire Now event, well be show­ing Adobe and SAP’s joint vision for how to accom­plish this via a sneak peek at the power of the Adobe Mar­ket­ing Cloud inte­grated with SAP HANA plat­form data. It’s pretty, it’s pow­er­ful and its pur­pose is to bring together the right peo­ple to do the right things to wow the cus­tomer and pump up the dig­i­tal expe­ri­ence to meet the ever-changing expec­ta­tions of con­sumers. Tune in to the keynote to see the demo.

 Adobe Mar­ket­ing Cloud pow­ered by SAP HANA plat­form data


This is killer tech­nol­ogy – and if SAP (think real-time data plat­form experts) and Adobe (think dig­i­tal mar­ket­ing lead­ers) can con­nect the dots to do this – so can you. With this vision, we will help our cus­tomers reimag­ine con­sumer engage­ment across dig­i­tal and devices. What we show Sap­phire atten­dees today is only the begin­ning – what we will deliver jointly for our cus­tomers will change the way busi­nesses ana­lyze their data, drive con­ver­sions, increase rev­enue and build stronger cus­tomer loy­alty in the future. Stay tuned!