Adobe Cross-Sell Strategy Implementation Case Study

This case study details Adobe's efforts to implement a cross-sell strategy following its acquisition of Magento and Marketo. The document outlines the challenges faced by Adobe's marketing operations (MOps) team, particularly the technological disconnection between the three product lines, which resulted in lost leads and sales opportunities. The urgency of establishing a cross-sell lifecycle was emphasized, given the potential revenue impact of delays. The case study describes how DemandLab conducted a discovery and audit process to identify business opportunities and system limitations. This led to the development of two separate cross-sell lifecycles tailored to the needs of Magento and Marketo customers. The implementation resulted in the generation of over 400 automation qualified leads (AQLs) within the first six weeks, with minimal lead loss. Stakeholder feedback was positive, highlighting the effectiveness of the new lifecycles in enhancing sales and customer experience.