A tale of two Adobes

  • 15-Feb-2017

The bigger a vendor, the more likely you are to find they have multiple personalities. Different products are sold, developed and maintained by different divisions of the company, which are often groups that were assimilated through acquisition. OpenText and Adobe are the two suppliers I've seen demo different products in their marketing or customer experience suites, and every time, it's like watching a different vendor.

As a buyer, it's important to understand the origins and technical roots of any product you're buying, and also, the culture of the assimilated company — in one sense you'll be acquiring that, too. I've seen for example a massive difference in how Adobe presents themselves and the levels of knowledge of the teams that sell Adobe Campaign vs. AEM-Assets. It quickly becomes clear that Adobe acquired an experienced email marketing campaign team with Neolane, but did not acquire a deeply experienced DAM team or product with Day's CQ — rather, they acquired a WCM and have bolted on DAM components since then.

We can come back to the best-of-breed vs. "suite" argument here, and this is a case in point of why suites aren't always sweet. You may get a highly mature, fit-for-purpose tool for certain types of campaign management, but you might not get the most appropriate DAM if you buy both from the same vendor.

As always: know the potential pitfalls. RSG's Digital Marketing research identifies the strengths and weaknesses of key tools within the major suites. 

Our customers say...

"Finally, a review of MarTech suites that takes a critical look at these tools. I found it essential to understanding the promise of these solutions -- as well as some important tool and vendor weaknesses."

Alexander Deligtisch, Founder, Spliteye Multimedia

Other Marketing Automation & Campaign / Lead Management posts

What Is a Real Quadrant?

  • August 14, 2018

Customers and consultants have a love-hate relationship with marketplace "quadrant" diagrams. You suspect there's something not right in the arbitrary positioning...and you're correct!...

Thanks for the Book Reviews!

  • July 9, 2018

We wanted to take a moment to say a special thank you to a few people who took the time to write extended reviews of the book....

MD