Hasta La Creative!

Earlier this week, Forrester released its first ever report ranking marketing technology companies by product offering. At the very top of the list? Adobe — a company known better for Photoshop and its creative suite than its tools helping companies interact more intelligently with customers and prospects.

Adobe beat out software powerhouses Oracle, IBM and SAP, which have made marketing software a priority, in some cases counting on marketing tech to drive software sales to other departments including sales (customer relationship management) and customer service (social listening).

Brad Rencher, general manager of Adobe’s digital marketing business, recently sat down with Ad Age and described the company’s plan to stay ahead of these competitors. What it comes down to, he said, is producing a system which helps marketers make sense of data, share it effectively across functions and put it into action when it matters.

Continue reading at AdAge.com