Adobe and Microsoft share their sales and marketing data

Adobe and Microsoft have teamed up to share their sales and marketing data in a bid to compete more strongly with existing products on the market from rivals Salesforce and Oracle.

At its annual user conference in California, Adobe confirmed that it is integrating its marketing suite, called Adobe Experience Cloud, with Microsoft’s sales software, Dynamics 365, so that business customers can use both solutions together seamlessly.

By providing end-to-end integration at the platform level, customers should be able to more easily customise their apps, capture behavioural data within web and mobile apps, and glean insights from across Adobe and Microsoft services, as well as any platforms that support the data model.

“Bringing together Adobe’s and Microsoft’s sales, marketing and customer intelligence solutions enables brands to better understand and engage with their customers across all touch points,” explained Abhay Parasnis, Adobe’s executive vice president and CTO.

This development builds on a partnership between the two companies, announced last November, when Adobe went public with its plans to take advantage of Microsoft’s Azure cloud platform.

“We believe the combined power of our technologies will allow enterprise businesses to harness their data in new ways, unlocking critical business insights and actionable intelligence,” said Scott Guthrie, executive vice president at Microsoft. “Together, we are delivering compelling and personalised experiences that will drive brand loyalty and growth.”

The two companies also said that they are working with the likes of AppDynamics, Dun & Bradstreet and MasterCard on an industry standard to define and unify the language for marketing, sales and services data needed to deliver digital experiences consistently at scale.