For the third year, Adobe has been positioned as a Leader in the Digital Marketing Hubs Magic Quadrant report from Gartner. The Gartner report continues Adobe’s excellence in the Marketing cloud/hub/suite reports from major analysts. In fact, Adobe has never NOT been a leader in any major analyst marketing cloud report. You can look it up. (And you can find the actual report here.)
While it’s always nice to be recognized by very smart industry analysts, Adobe believes that what’s even more important than being leaders in the Gartner Magic Quadrant, is that this emphatically validates Adobe’s Experience Business vision.
Gartner’s Magic Quadrants has an axis for “Completeness of Vision” and “Ability to Execute”. Here’s how Gartner defines those:
Completeness of Vision: market understanding, marketing strategy, sales strategy, offering (product) strategy, business model, vertical/industry strategy, innovation, geographic strategy.
Ability to Execute: product/service, overall viability (business unit, financial, strategy, organization): financials, sales execution/pricing, market responsiveness and track record, customer experience, marketing execution, operations.
Adobe is highest and furthest to the right in both Ability to Execute and Completeness of Vision. So what is Adobe’s vision?
The Experience Business
Being an Experience Business means leveraging data, content, and data science to deliver experiences that are relevant and personalized, on any channel, to any customer. Adobe unifies data and content in an open and common platform to create the amazing customer experiences that build loyalty. Because in a world where customers identify the experience with the brand, nothing else matters.
When we started in this business, we disrupted the market, and we disrupted ourselves. In the last 7 years we have put together a remarkable collection of marketing technology. We have transformed the industry while pioneering the digital marketing category.
Today’s consumers identify all interactions and experiences with a brand as the brand. Adobe has become the de-facto platform for all customer experiences and engagement in an enterprise. Adobe Marketing Cloud is the central consumer engagement platform that enables enterprises to develop consistent, continuous, and compelling consumer experiences.
Adobe creates the warp and woof of a brand’s experience fabric, with a complete, extensible platform composed of comprehensive data and content systems. And, as marketing organizations become part of enterprises’ broader initiatives to manage holistic consumer experiences, Adobe Marketing Cloud enables organizations to create, manage, and deliver experiences across all consumer interactions, starting with traditional marketing touchpoints, but extending to support, service, product, and sales.
Enterprises can’t become experience businesses with old technologies and methodologies. This is a modern engagement, requiring almost futuristic tools-a digital transformation. Old platforms, freeware, haphazard profiles, or even enterprise tools that don’t interact or integrate-these are holding marketers back, these are creating clunky, disjointed experiences. To get this right means re-platforming and creating a modern digital marketing foundation that provides seamless integration, holistic customer views, and a delivery mechanism so smooth customers hardly notice it.
Adobe Marketing Cloud Starts With Platform
All of this starts with and is realized through the Adobe Cloud Platform. Unlike many vendors, who package and market their jumbled toolboxes of disjointed acquisition sprees as clouds and platforms, Adobe puts platform at the center. We are putting our money and resources where our vision is – in the platform.
The Platform ensures that all our applications (solutions/clouds) are increasingly intelligent and able to instantaneously apply insight derived from integrated and unique data assets to the many channels where consumers interact and engage with brands. With the Platform at the center, our solutions become agile integrated applications that make Experience Business a reality by providing companies a new level of actionable intelligence natively connected to real-time delivery.
With Adobe Cloud Platform, companies accelerate their ability to function as Experience Businesses. These companies can now centralize and standardize customer data and content from any system, creating powerfully cohesive and actionable insights and profiles. Applying the Platform’s data science framework to these data and content assets dramatically improves the design, personalization and delivery of rich customer experiences. The Platform includes services for blending and analyzing data and harnesses machine learning via Adobe Sensei to amplify marketing abilities and efficiency.
The Adobe Cloud Platform also makes its data, content, and insights available via APIs to partners and third party applications for them to consider and act upon in real-time-driving consistent, continuous and compelling experiences in the relevant moment-no matter the tool or service.
We are driving toward new horizons of opportunity. We want to enable our customers to not only do the things they do now better, but to do new, exciting, and sometimes unforeseen things that will delight their customers at every turn. We are committed to major innovation, and the best, fastest way to innovate and disrupt the industry and maintain our competitive advantage is to first establish and innovate on the Adobe Cloud Platform, which will enable faster and more disruptive innovation in the solutions.
Industry recognition for leadership feels great, we don’t deny it. But we aren’t in this business for the accolades, but rather to realize our vision of helping companies accelerate their ability to become Experience Businesses. It’s who we are and what we do. And we expect to be doing it for a long time to come.
Gartner Magic Quadrant for Digital Marketing Hubs, Andrew Frank, Christi Eubanks, Lizzy Foo Kune, Martin Kihn, Jake Sorofman, 14 February 2017.
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Adobe.
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