Microsoft and Adobe have launched a strategic partnership to help enterprises improve customer engagement.

The companies hope to help businesses “redefine” the way they connect and engage with customers by offering an integrated customer relationship management (CRM)-marketing solution, combining Adobe’s Marketing Cloud Solutions with Microsoft’s Dynamics CRM suite.

Microsoft said the partnership will allow enterprise customers to better manage their marketing, sales and service in order to make customer “touch points” less siloed.

For example, the company said the solution will allow businesses to align their sales and marketing activities in order to better direct sales or service calls and identify sales opportunities.

It will also help businesses to identify and target high-value customer segments with real-time offers and advertising, as well as provide tools related to analytics and customer engagement.

Kirill Tatarinov, Executive Vice President of Microsoft Business Solutions, said: “Helping our customers reinvent productivity and business processes is one of our top priorities. Partnering with Adobe enables us to deliver a comprehensive set of customer engagement processes to enterprise customers to help them be more productive and better engage with their customers.

“The integration of our industry-leading Microsoft Dynamics CRM solution with the Adobe Marketing Cloud will enable business professionals to maximise their investment in technology and deliver breakthroughs in marketing, sales and customer care.”

Microsoft and Adobe said they would also be pushing forward with other collaborations and product integration, including the implementation of Adobe’s Marketing Cloud Solutions on Microsoft’s cloud platform, Azure.

Brad Rencher, Senior Vice President of Adobe’s Digital Marketing business, said: “Adobe and Microsoft are creating the industry’s first large-scale solution for connecting the customer experience across all touch points.

”We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality.”​

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