Adobe Partners Embrace Digital Services All the Way to the Bank
Adobe Inc. is redefining partnership for a number of third-party business partners, some of whom have been aligned with the company for decades, others for less than a year.
Consider the company’s channel evolution: Just 10 years ago, you could walk into a Best Buy and buy a copy of Adobe Photoshop with your credit card. That’s a far cry from how the San Jose, California-based company goes to market today. Instead of product resale, Adobe partners focus on content creation, experience management and data analytics, just to name a few things.
In the aftermath of the recent Adobe Summit 2019, where the company introduced new technologies, partnerships and more, Channel Futures reached out for deeper insights on how the Adobe channel has evolved over the past few years and where it’s going next. That led us to Marybeth Gonzales, senior director of partner and program development.
Gonzales is a member of the Adobe partner leadership team. Her background includes stints at a tier one accounting firm, a fitness company and a security company. When you think about it, it’s a perfect career path for someone who now work in partner enablement, engagement and operational excellence.
We start the Q&A with a deep dive into the size and scope of the Adobe channel.
Channel Futures: Let’s talk about recent activities and achievements. But first let’s get a sense of the Adobe channel. How do the 13,000 members of your partner programs break down by business model?
Marybeth Gonzales: With the addition of Marketo and Magento, Adobe brings together a unique ecosystem of organizations spanning the entire customer journey, from content to marketing to commerce. This expanded global ecosystem of nearly 13,000 members includes solution integrators and agencies as well as technology and marketplace partners. Partners range from small regional players to large global organizations, and everything in between, serving the needs of companies of all sizes.
CF: What’s the fastest growing part of your channel?
MG: We’re seeing strong growth across all parts of our partner ecosystem, especially in relation to strategic services for customer experience management (CXM) and business transformation. Among our technology partners, we’ve observed significant momentum in integrating with Adobe Experience Platform Launch for easy product activation and real-time customer engagement.
CF: In a recent blog entry, Adobe pledged more enablement. Are there sufficient numbers of partners to handle the demand for Adobe solutions? What are you doing to enable more partners and increase the overall talent pool of third-party Adobe professionals?
MG: We’ve seen tremendous growth in both the number of partner organizations as well as the number of Adobe-focused individuals within those partner organizations over the past year. We are actively investing in enablement to ensure our partners continue to hone their expertise in our solutions and deepen the talent in their practices. A few examples:
- We’re offering more than 150 sales and technical training events focusing on hands-on learning.
- This year we’re adding six new certifications (demonstrating individual expertise in a specific Adobe solution) and two specializations (signifying organizational expertise in deploying and running a particular Adobe solution) to our program; to date, our solution partners hold a total of 15,000 Adobe certifications and an additional 2,500 from Magento and Marketo combined.
- We’ve created a new Technical Sales Professional credential program.
Our Adobe Exchange program for technology partners recently released …