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.