SAP AG (SAP) and Adobe (ADBE) on Tuesday unveiled a new partnership targeted at improving digital marketing and omni-channel commerce experiences for customers.

The global reseller agreement calls for SAP to resell Adobe Marketing Cloud with the HANA platform and the Hybris Commerce Suite. Additionally, both SAP and Adobe will contribute marketing, sales and development resources to the partnership.

The combination of solutions will “enable companies to analyze massive data sets across various marketing channels and help engage customers in real time,” SAP Executive Board Member Dr. Vishal Sikka said in a prepared statement.

Customers can also gather data within their existing SAP databases to “provide a single real-time view of the customer within the Adobe Marketing Cloud,” Ovum Customer Engagement and Marketing Technology Senior Analyst Gerry Brown said in an email statement.

“They can then use the Adobe Marketing Cloud platform to execute relevant and timely campaigns to both market segments and potentially individual customers,” Brown added

He also noted that this partnership “significantly enhances the position of both Adobe and SAP in the digital marketing arena.”

“Adobe gains greater access to the large SAP enterprise installed base, a large partner eco-system and the global SAP salesforce; and SAP gains some great marketing technology and the brand credibility that accompanies Adobe’s strong position in the digital marketing arena,” he said.

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