There will be a shared data format between Adobe’s marketing software suite, and Microsoft sales software and allowing the software systems to work together seamlessly
Microsoft Corporation and Adobe Systems are joining hands to make their respective sales and marketing software products more potent competitors to Salesforce.com Inc and Oracle Corp are offering, the two firms said Monday.
On the eve, California-based Adobe’s annual user conference, the company has said that Microsoft will be working with it to create a shared data format between Adobe’s marketing software suite, which the company is re-naming its Experience Cloud, and Microsoft’s sales software, called Dynamics, allowing the software systems to work together.
“It is going to enable to customers to go beyond the current (software) silos they have to navigate today,” said by Scott Guthrie an executive vice president of the cloud and enterprise division at Microsoft.
For Adobe, best known to consumers for its Photoshop digital imaging and Acrobat PDF software, the partnership that builds on a deal it struck with Microsoft last fall to use its Azure cloud computing services.
Adobe has been pushing up into business-to-business marketing software from which it has purchased Omniture, a solid that helps website owners track their traffic, for $1.8 billion in 2009.
Software that companies that used to run digital marketing and advertising campaigns represented about $1.2 billion of Adobe’s $4.6 billion in the revenue last year.
For its part, It has been trying to expand the Dynamics, its software system for sales persons. Teaming with Adobe helps it to compete more strongly against Salesforce and Oracle, with which both offer a combination of sales and marketing software.
Melissa Webster, an analyst with IDC, said that sharing data between systems to ensure that the customers could get a smooth experience will be “an important battleground” in business-to-business software.
If customers have spent a lot of money with some business, they expect the business to be remembered who they are and don’t like it when they have to constantly re-enter their name and information, she said.
“Every time a company says with its own body language ‘Who are you, again?’ it enters into their brand equity a little bit,” she said.