Emily Tan
Mar 28, 2014

Fights, wine and data: Adobe's marketing-technology journey

SALT LAKE CITY - Ever since Gartner forecast that by 2017 the CMO would be spending more on IT than the CIO, marketing and tech departments have been striving to break down silos and work more closely. Adobe shared its experience with delegates at its annual marketing summit.

John Travis

Seven years ago, Adobe's marketing department was “really traditional”, Adobe CMO Anne Lewnes commented during a panel late in the conference. Today, the technology firm spends nearly three-quarters 74 per cent of its budget in digital with the bulk of day-to-day marketing done in-house.

“To say that it required an amount of change is an understatement,” confided John Travis, VP of brand marketing, in the session on IT and marketing. “We had to fundamentally change...

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