What Enabled Adobe’s Leadership in Enterprise Marketing Software?



Adobe is a leader in enterprise marketing software suite

Earlier in the series, we discussed expected growth in Adobe’s (ADBE) offerings in fiscal 1Q18. In late February 2018, Adobe was positioned as a leader in “The Forrester Wave: Enterprise Marketing Software Suites” in 1Q18. Forrester’s EMSS (Enterprise Marketing Software Suites) report stated, “Of the vendors included in this study, Adobe maintains the highest degree of overall strategic focus on marketing and consumer engagement. Adobe is investing heavily in its platform’s core services to unify data, content and shared functionality across products. Adobe stands out for its digital intelligence, content handling, and aggressive rollout of AI features. Reference clients praise Adobe for their application usability and account management.”

Forrester defines EMSS as “An integrated portfolio of marketing technology products that provide analytics, orchestration, and execution of insight-driven customer interactions to support inbound and outbound marketing.”

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Adobe’s position in digital marketing space

Adobe was also placed in the “leaders” category in Forrester’s “Wave Cross-Channel Campaign Management” 1Q18 report. IBM and Oracle were other leaders in this space. While Adobe provides a comprehensive approach to CCCM (cross-channel campaign management), cross-channel digital marketing is Oracle’s forte. 2017 marked the third year of Adobe’s leadership in the digital marketing analytics research space, according to Gartner. Forrester Research also recognized Adobe as a leader in the web analytics space.

Adobe stood out as “a leader,” while IBM (IBM), Oracle (ORCL), SAS, and SAP Hybris were labeled “strong performers.” Adobe Experience Cloud, which is the company’s EMSS offering, helped it achieve this status in this space.

Adobe is a leading player in the digital marketing space, which, according to Adobe, “has redefined the enterprise software landscape. Today, we are targeting the much broader Experience Business opportunity, which we estimate to be a 53 billion addressable market in 2020.”

Correction: An earlier version of this article included an image Market Realist does not have the rights to reproduce. We regret this error.


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