Adobe announces IBM, Accenture as global services partners

Integrators and service providers play an increasingly important role in helping marketers better grasp technology and digital transformation, says Brad Rencher

Brad Rencher
Brad Rencher

Adobe has signed two new global services partnerships aimed at improving consultancy services around its Marketing Cloud platform.

The vendor announced at its annual Adobe Summit a global agreement with IBM’s Interactive Experience Services consultancy arm, as well as an expanded partnership with Accenture. Both will now provide specialised consulting services around Adobe’s Marketing Cloud platform for enterprises.

The choice of IBM as a partner is an interesting one given that Adobe and IBM are both striving to provide increasingly more comprehensive marketing services platforms to the CMO.

In a statement, Adobe said combining its marketing technology smarts with IBM Interactive Experience will help enterprises better integrate all touchpoints of a consumer’s journey. Services will include helping organisations design and develop customer experiences using big data and analytics, customer journey mapping and digital marketing strategy.

The partnership sees IBM consultants training and certifying across the Adobe Marketing Cloud suite, as well as the creation of joint IBM and Adobe client teams in key regions.

“We continue to partner with the world’s largest and most innovative agencies and systems integrators such as IBM Interactive Experience,” said Adobe’s vice-president and general manager of digital marketing, Brad Rencher.

“Mutual clients will benefit greatly from solutions that Adobe and IBM jointly develop to help them create differentiated customer experiences, whether those experiences are in a mobile app, an integrated shopping cart or on a digital screen in a retail store.”

In a press briefing at the summit, Rencher said systems integrator partnerships were an increasingly important part of Adobe’s efforts to help brands skill up around technology and digital strategy. As an example, he noted the vendor had established a maturity assessment model with partners to help identify where clients are in the modern marketing spectrum.

“There is going to be a maturity curve as people work through this digital transformation,” he said.

“Accenture’s and IBM’s services organisations are making it easier for marketers to on-board and engage in that digital transformation, and we have many partners helping with this. Partners clearly play a big role in the ecosystem in supporting the technology and helping that progression for marketing.”

The new partnership with Accenture sees the two launching a pay-per-use digital marketing service called Accenture Customer Engagement. The cloud-based managed service will allow brands to access a managed marketing technology service from Accenture supported by trained staff.

“As companies are looking to provide customers with personalized digital experiences, they can leverage our expertise and experience without being overwhelmed by technology and solution integration,” said Brian Whipple, senior managing director, Accenture Interactive, part of Accenture Digital.

“Bringing together Adobe’s marketing technologies with the strategy, design and implementation expertise from Accenture will help marketers create engaging customer experiences in a simple, agile and cost-effective way.”

“Together, Adobe and Accenture are removing barriers to help companies move at the speed of digital and deliver highly personalised experiences across marketing channels,” Rencher said.

More from Adobe Summit 2015

Nadia Cameron travelled to Adobe Summit 2015 as a guest of Adobe.

CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Latest Podcast

More podcasts

Sign in