October 26, 2012
By Judith Aquino,

Adobe to Reorganize Marketing Cloud

When new customers think of Adobe, the first thing that comes to mind is usually ithe company's popular photo editing software, Photoshop, admits Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing business. "It usually takes me a few minutes to move them [customers] from their perception of Adobe to the digital marketing opportunity that my team is driving," writes Rencher in a blog post.

With its new "Metrics, Not Myths" marketing campaign and the retooling of its Digital Marketing Suite as the Adobe Marketing Cloud, Adobe hopes to further convince businesses that it understands the needs of marketers.

Adding to the announcement in March that Adobe has combined its Creative Cloud suite with its Marketing Cloud, the company announced plans this week to reorganize and simplify the way that customers can purchase its marketing technology.

"In the past we've had twenty to twenty-five different products that we were selling…and part of the challenge for customers and our sales teams has been trying to identify which solutions will best solve that business problem," Matt Langie, senior director of product marketing at Adobe, tells CRM. "So starting January 1st, we will combine these products into integrated solutions across five key areas."

Those five areas are Social, Analytics, Targeting, Experience Manager, and Media Optimizer. Instead of having to choose between Adobe's SiteCatalyst or Omniture products and its other analytics offerings, for example, those solutions will all be available under Adobe's Analytics category.

Langie demurred from naming a price point for the solutions, since each deal is different.

Adobe's move to streamline its Marketing Cloud pits it against Salesforce.com's Marketing Cloud, which created some of its own buzz this week around the news that nearly 100 Radian6 employees have been laid off.