Gartner’s Third Magic Quadrant for Digital Marketing Hubs Was Just Released. Guess Who’s a Leader (Again)?

For the third consecutive year Adobe has been positioned as a Leader in the Digital Marketing Hubs Magic Quadrant report from Gartner. The Gartner report continues Adobe’s excellence in the Marketing cloud/hub/suite reports from major analysts. In fact, Adobe has never NOT been a leader in any major analyst marketing cloud report. You can look it up. (And you can find the actual report here.)

While it’s always nice to be recognized by very smart industry analysts, Adobe believes that what’s even more important than being leaders in the Gartner Magic Quadrant, is that this emphatically validates Adobe’s Experience Business vision.

Gartner’s Magic Quadrant’s have an axis for Completeness of Vision and for Ability to Execute. Here’s how Gartner defines those:

Ability to Execute:  product/service, overall viability (business unit, financial, strategy, organization):  financials, sales execution/pricing, market responsiveness and track record, customer experience, marketing execution, operations.

Completeness of Vision: market understanding, marketing strategy, sales strategy, offering (product) strategy, business model, vertical/industry strategy, innovation, geographic strategy.

Adobe is highest and furthest to the right in both Ability to Execute and Completeness of Vision. So what is Adobe’s vision?

The Experience Business
Being an Experience Business means leveraging data, content, and data science to deliver experiences that are relevant and personalized, on any channel, to any customer. Adobe unifies data and content in an open and common platform to create the amazing customer experiences that build loyalty. Because in a world where customers identify the experience with the brand, nothing else matters.

When we started in this business, we disrupted the market, and we disrupted ourselves. In the last 7 years we have put together a remarkable collection of marketing technology. We have transformed the industry while pioneering the digital marketing category.

Today’s consumers identify all interactions and experiences with a brand as the brand. Adobe has become the de-facto platform for all customer experiences and engagement in an enterprise. Adobe Marketing Cloud is the central consumer engagement platform that enables enterprises to develop consistent, continuous, and compelling consumer experiences.

Enterprises can’t become experience businesses with old technologies and methodologies. What got you here won’t get you there—you need a digital transformation. Existing stacks built on outdated Old platforms are unable to deliver on the vision for the experience business. You need real-time, cross-channel engagement fueled by deep customer intelligence. For this you need Adobe’s Cloud Platform.

Industry recognition for leadership feels great, we don’t deny it. But we aren’t in this business for the accolades, but rather to realize our vision of helping companies accelerate their ability to become Experience Businesses. It’s who we are and what we do. And we expect to be doing it for a long time to come.

Gartner Magic Quadrant for Digital Marketing Hubs, Andrew Frank, Christi Eubanks, Lizzy Foo Kune, Martin Kihn, Jake Sorofman, 14 February 2017.

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Adobe.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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