Microsoft and Adobe have entered into a deal whereby both companies will market each other’s cloud products and services.
Under the new deal, Adobe will make Microsoft Azure its preferred cloud platform for the Adobe Marketing Cloud, Adobe Creative Cloud and Adobe Document Cloud.
In turn, Microsoft will make Adobe Marketing Cloud its preferred marketing service for Dynamics 365 Enterprise edition.
The two companies say they are collaborating to create standardized data models for their marketing and business applications — leveraging artificial intelligence, machine learning and advance analytics — that customers can use to create new data-driven sales and marketing capabilities.
Adobe and Microsoft plan to make the data models extensible to enterprise customers, as well as third-party developers and partners, in order to foster innovation and development.
The partnership between Microsoft and Adobe is most likely to affect Salesforce, which is considered by Gartner to be the leader in the customer relationship management market, as well as SAP and Oracle, which are placed second and third respectively.
Satya Nadella, CEO of Microsoft, says: “Business leaders in every industry are focused on how to better engage their digital customers, wherever they are.
“Together, Adobe and Microsoft are bringing the most advanced marketing capabilities on the most powerful and intelligent cloud to help companies digitally transform and engage customers in new ways.”
Shantanu Narayen, president and CEO of Adobe, says: “Customers today expect a well-designed, personalized and consistent experience every time they engage with a brand.
“Adobe and Microsoft will bring together the cloud horsepower and end-to-end capabilities brands need to design and deliver great digital experiences.”