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10 Things to Expect at the 2017 Adobe Summit

Brad Meehan

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In just a few days, over 10,000 marketing professionals and techies from more than 50 countries will descend upon Las Vegas for a week-long conference to see first-hand how Adobe’s Marketing Cloud brings connected digital customer experiences to life. Product demonstrations and highlights of the Marketing Cloud will be bookended by keynote presentations from award-winning actor Bradley Cooper (the 2010 Razzie Award for “Worst Screen Couple,” not an Oscar), comedian Kate McKinnon, and future Hall of Fame quarterback and pizza salesman, Peyton Manning. 

If you’re attending for the first time, here are 10 things to expect at the Adobe Summit and why it should matter to you:

  1. Expect to hear countless buzzwords and phrases like “omnichannel,” “disruption,” and “digital transformation.” Yell, “Bingo!” if you hear all three. 
  2. Expect billowing fog machines, blaring music, and laser lights that make a Pink Floyd show seem like an Amish barn raising.
  3. Expect partners and exhibitors to lure you like Sirens with their 30-second elevator pitches and their solutions to the world’s digital problems.
  4. Expect pockets full of free, company-branded swag. Because nothing says, “Hire us,” like a free, glowing yo-yo.  
  5. Expect at least one attendee dressed as Where’s Waldo.
  6. Expect flawless demos from slick presenters wearing sport coats and jeans, appealing to both the dusty corporate banks and the hipster-filled start-ups. “Business on top, party on the bottom.”
  7. If you’re a potential client, expect a little wine-and-dining, private sweet-talk in makeshift conference rooms, or sidebar conversations on the exhibit floor. 
  8. If you’re already a client, expect to attend case-study presentations or pre-conference training sessions to figure out what the heck your organization is doing wrong.
  9. Expect to leave with a few questions: Is it really that easy? Can my agency support this? How much does it cost? What are the skillsets required to do this? Where do I get a Where’s Waldo outfit?
  10. Most importantly, here’s what you can expect when you get home ...

What happens in Vegas doesn't stay in Vegas

The real work starts when you get home and you ask yourself, “Is this right for my business?”

Since 2008, I’ve had the opportunity to consult on large-scale Adobe Marketing Cloud implementations for multiple global enterprises that have significantly transformed their businesses using these tools. Is the Adobe Marketing Cloud a good product? Absolutely. It’s rated best-in-class, according to Gartner, Forrester, and me. 

Over 80% of Adobe’s top clients use three or more solutions from the Marketing Cloud, including six out of ten of the highest-revenue pharmaceutical companies. However, most don’t fully integrate them. That means there’s a good chance that your organization will never realize the vision and story Adobe is sharing at Adobe Summit, and you will never see a true return on your investment in the product. There are a few reasons why this happens, and it’s not the software to blame.

Some organizations or agencies may have expertise in one or two individual solutions from the Marketing Cloud, but they tend to keep these capabilities segregated — a sure sign of a siloed organization or support structure. Others just aren’t ready for the way these connected solutions may disrupt their current organizational structure or model, keeping their antiquated methodologies as status quo. Some organizations plan for a phased roll-out of the solutions to align with timing or budget constraints, but then focus only on the individual solution they’re implementing at the time without any consideration for setting the foundation of future integrations with other solutions. Instead, they set the foundation for blown project timelines and weeks or months of rework.

The true value of the Marketing Cloud comes when the solutions and your business processes are integrated to share audiences, assets, and insights across channels — providing a connected, personalized experience for the customer. It’s a new way of thinking, a new way of strategizing, and a new way of executing truly connected digital experiences. Finding the right partner with deep understanding of the platform and your industry is important.

Intouch Solutions can help.

We’re Adobe’s first Specialized partner in the pharmaceutical industry. Our practice extends to multi-solution consulting and execution to align overall solution architecture to digital marketing goals.

If you’d like to learn more about maximizing the potential of Adobe Marketing Cloud, contact your account lead or start a conversation with us at getintouch@intouchsol.com

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