Ninety-nine per­cent of the time, part­ners are right. This was a pow­er­ful core mes­sage from Adobe’s Matt Thomp­son, exec­u­tive vice pres­i­dent of world­wide field oper­a­tions, at the annual part­ner brief­ing on Mon­day at Adobe Summit—The Dig­i­tal Mar­ket­ing Con­fer­ence. More than 500 part­ners attended the brief­ing where Adobe exec­u­tives, mar­ket­ing teams, and guest speak­ers dis­cussed the need and require­ments for a suc­cess­ful part­ner ecosys­tem to main­tain a com­pet­i­tive advan­tage in the dig­i­tal mar­ket­ing landscape.

John Mel­lor, vice pres­i­dent of strat­egy and busi­ness devel­op­ment at Adobe, spoke to atten­dees about Adobe’s vision and stressed the impor­tant role that part­ners play in Adobe’s over­all growth. He set the stage for what key mes­sages part­ners could expect to hear at Sum­mit, namely, the par­a­digm of rein­vent­ing mar­ket­ing. Matt Langie, senior direc­tor of prod­uct mar­ket­ing for the Adobe Mar­ket­ing Cloud, demoed the new Adobe Dig­i­tal Mar­ket­ing Matu­rity Assess­ment, a remark­able tool that allows mar­ket­ing direc­tors and deci­sion mak­ers to iden­tify their orga­ni­za­tions’ strengths and areas for improve­ment. Part­ners can’t wait to use this tool with cus­tomers to assess prac­tices and build new rev­enue streams. David Coop­er­stien of For­rester fol­lowed with a thought-provoking pre­sen­ta­tion on the “The Next Act for Agen­cies,” a theme derived from his recent research, which found that cus­tomers don’t just want a dig­i­tal strat­egy any­more, they want a con­nec­tion strategy.

Addi­tional hot top­ics pre­sented by Adobe exec­u­tives included Big Data, per­son­al­iza­tion, mobile, and social. The remain­der of the brief­ing focused on part­ner pro­grams and the resources avail­able for part­ners to help grow their businesses. Matt Thomp­son, along­side Tony Sanders, senior direc­tor of Adobe North Amer­ica part­ner sales, con­tin­ued to show­case Adobe’s com­mit­ment to part­ners with the pre­sen­ta­tion of Adobe’s annual Part­ner of the Year Awards. This year, Adobe named Site­Worx as its North Amer­ica Regional Part­ner of the Year, and Epsilon as its North Amer­ica Cam­paign Part­ner of the Year.

In clos­ing, Shan­tanu Narayen, Adobe’s pres­i­dent and CEO, rein­forced Adobe’s grat­i­tude and com­mit­ment to its part­ners and empha­sized the under­stand­ing that suc­cess in this com­pet­i­tive indus­try can­not be achieved with­out great partners.