SAP, Adobe Ink Reseller Agreement

SAP and Adobe have entered a global reseller agreement targeted at digital marketing and omni-channel commerce for enterprise customers.

As part of the global partnership, SAP plans to resell Adobe Marketing Cloud with the SAP HANA platform and the hybris Commerce Suite. Adobe and SAP will both invest marketing, sales and development resources in the partnership.

The combination of digital marketing and commerce solutions from SAP and Adobe will be designed to help enable businesses to analyze data across marketing channels and customer touch points, deliver more relevant, contextual customer experiences and ultimately to move one step closer to real-time customer engagement and drive better business results.

"The extraordinary power of SAP HANA gives us an opportunity to rethink entire industries and ultimately help amplify the potential of users from CIOs to CMOs," says Dr Vishal Sikka, member of the executive board of SAP AG, products and innovation. "Adobe has been an amazing partner on the SAP HANA innovation journey. Together, the Adobe Marketing Cloud and the SAP HANA platform will enable companies to analyze massive data sets across various marketing channels and help engage customers in real-time, unearthing opportunities like never before."

"Today's most successful brands use digital marketing to drive their businesses. In this new world, a strong bridge connecting the worlds of the CMO and CIO is a strategic imperative," says Brad Rencher, senior VP and GM of Adobe's digital marketing business. "Adobe and SAP, two powerhouses in marketing and commerce technology, are taking a groundbreaking step towards delivering solutions that marketers can use to succeed in today's business environment."

Gerry Brown, senior analyst for customer engagement and marketing technology at Ovum, says although a strong player in the customer relationship management (CRM) area, SAP has always struggled to deliver a cogent digital marketing solution.

"SAP will leverage the SAP HANA in-memory database...

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