Celerity has been working with Adobe’s Campaign Management (ACC) market-leading solution for over 15 years. In the last 2 years, Adobe has successfully rolled out the Adobe Experience Platform (AEP) which provides a new campaign marketing foundation that includes the Real-Time CDP, Adobe Journey Optimizer, and Customer Journey Analytics. Together they provide marketing teams with a unified marketing framework to drive experimentation with content and audiences at an executable scale not possible before.
The technical power of AEP combined with AJO, CJA, and RT-CDP is a significant reason for organizations to upgrade from ACC V7, but what other factors are needed to solidify the business case to change? What we hear as we talk with various organizations, are the following additional considerations (e.g., strategic, operational, and financial factors) that are heavily influencing their decision to migrate:
1. The Business Value and ROI that AEP Can Provide
Increased Revenue: Its ability to directly or indirectly boost revenue
Cost Reduction: Helping to reduce operational costs (e.g., labor, IT savings, maintenance costs)
Return on Investment (ROI): Offering a clear and substantial ROI within a short timeframe
2. Competitive Advantage
Innovation: Enabling innovation by allowing marketing to execute real-time campaigns that they weren’t able to do in the past
Market Differentiation: Helping companies stand out from their competitors by communicating to customers more quickly with a unified message
Customer Experience: Improving customer interactions, reducing potential churn, and increasing LTV
3. Operational Efficiency
Automation: Automating routine tasks and improving team communications and productivity
Streamlining Processes: Simplifying complex campaign processes and improving execution efficiency
Remote-working Support: Aligning Adobe’s cloud-based solutions with the ever-growing needs of an organization’s mobile/remote workforce
Scalability: Scaling via cloud technology, with the company's growth to enable them to shift as market and customer preferences shift
4. Risk Management
Security: Ability to protect the company’s assets, data, and customer information
Compliance: Meeting regulatory and legal requirements
Business Continuity: Ensuring continuity during potential disruptions (e.g., disaster recovery solutions)
5. End-User Experience
Ease of Use: User-friendliness and minimal training requirements to come up to speed on the products
Employee Productivity: Enhancing the productivity of marketing & IT supporting team members
Employee Retention: Making sure the experience of working with the AEP platform allows them to attract, hire, and retain the best marketing talent
6. Vendor Trust and Relationship
Reputation: The credibility and reliability of Adobe’s commitment to innovative technology
Support and Service: Ongoing support, customer service, and the availability of training are crucial considerations
Adobe Partners: A large network of Adobe partners to help organizations in a variety of marketing dimensions
7. Strategic Alignment
Alignment with Company Goals: Ability to align the platform with the company’s broader strategic growth objectives
Long-Term Vision: The fit of the platform with the long-term vision and roadmap of the company
8. Cost and Budget
Total Cost of Ownership (TCO): Easy to understand and clarity around implementation, maintenance, and upgrade costs
Financing Options: Flexible payment plans, subscriptions, or leasing options that Adobe can offer
9. Market Trends and Peer Influence
Industry Trends: Adobe’s commitment to tracking marketing trends and best practices and adjusting the product roadmap where needed
Peer Recommendations: Ability to share testimonials, case studies, and recommendations from other executives in similar roles or industries
10. Speed of Implementation
Time to Market: Plans, best practices and approaches to quickly implement the platform and products
Ease of Integration: Seamless integrations with existing systems with a focus on reducing the complexity of an implementation
Marketing Technology is evolving at record speeds, and companies are focusing on modernizing their existing campaign management infrastructure, data sources, and systems to harness the power of cloud-native architectures. It is of paramount importance to bring the old into the new. Equally as important, companies want to automate everything possible to streamline workflows, create smoother processes, improve customer and employee experiences, and ultimately deliver their products and services as successfully as possible.
In summary, AEP, AJO, CJA, and the RT-CDP are unique platforms that positively check the boxes that Marketing Executives need to make the business case move forward quickly. It’s a technology solution that provides clear business value, is aligned with strategic objectives, and offers a favorable balance of cost, efficiency, and risk management.
If you would like more information about Celerity’s AEP services, please do not hesitate to reach out to Sean Burrell, our SVP of Business Development at sean.burrell@celerity-is.com, or 617-816-9492.
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