Adobe has long played a foundational role in enterprise marketing stacks. From analytics and targeting to campaign orchestration and personalization, Adobe’s suite of tools has helped marketing and customer experience teams scale their efforts.
But today, the needs of enterprise teams have evolved. As customer journeys grow more dynamic and omnichannel experiences become the norm, brands need more than just integrated point solutions. They need real-time data unification, intelligent orchestration, and the flexibility to work across the entire business ecosystem. That’s where a modern customer data platform (CDP) comes in.
The Martech Landscape Has Changed – and So Have Customer Expectations
Over the past decade, marketing technology has exploded in complexity. Teams now juggle dozens of platforms, channels, and data sources, all while trying to meet rising customer expectations for personalized, connected experiences.
While the mission remains the same – deliver timely, relevant messages – the environment has changed. Real-time data, AI-driven decisioning, and composable architectures are reshaping how enterprises operate. And legacy platforms that can’t move at this pace are quickly becoming a bottleneck.
Why CDPs Are Central to the Modern Martech Stack
Adobe Experience Cloud is a core part of many enterprise ecosystems — powering web, email, advertising, personalization, and analytics. But as organizations evolve, they often look to CDPs to fill important gaps in data unification, audience management, and cross-channel activation.
Some teams adopt a CDP to build a 360-degree view of the customer. Others seek to enhance segmentation, improve identity resolution, or power more advanced personalization use cases.
Adobe Experience Platform (AEP) and its Real-Time CDP offering are natural considerations for companies already using Adobe tools. But even in Adobe-centric environments, many enterprises are exploring other CDP options to support broader technology goals and business needs.
Where Adobe CDP Falls Short
Adobe offers a wide array of tools for customer engagement, but many teams discover that its CDP capabilities have limitations. Key challenges include:
- Siloed Execution: Adobe’s suite can feel disconnected, especially when managing data or orchestrating journeys across both Adobe and non-Adobe systems.
- Rigid Architecture: Adobe’s platform is deeply integrated – but not composable. That rigidity makes it harder to flex across different business units and tech stacks.
- Operational Overhead: Adobe implementations can be resource-intensive, costly, and slow to adapt, creating friction for fast-moving teams.
These limitations often prompt enterprise teams to evaluate complementary CDPs that can extend Adobe stack’s value – without starting over.
What a Future-Ready CDP Looks Like
Today’s most forward-looking brands are investing in cloud-native and composable architectures that give them the ability to move fast, experiment freely, and scale with confidence. A modern CDP must:
- Unify data across Adobe and non-Adobe tools
- Support real-time audience segmentation and activation
- Enable composable deployment models that evolve with your business
- Integrate seamlessly with cloud data warehouses and business intelligence tools
- Power AI-driven experiences that adapt in milliseconds
Three Steps to Guide Your CDP Evaluation
Define the functions your CDP needs to support — from data ingestion and identity resolution to AI-powered segmentation, orchestration, real-time decisioning and closed-loop measurement.
Map existing capabilities across Adobe and non-Adobe tools. Identify duplication, gaps, and bottlenecks – especially those that prevent agility and real-time performance.
Look for ways to streamline execution, eliminate silos, and reduce tech debt. A CDP should help simplify workflows, not add more layers of complexity.
Why Enterprises Choose Uniphore to Extend the Value of Adobe
More than half of Uniphore’s CDP agent customers use Adobe Experience Cloud – and choose Uniphore to fill the critical gaps Adobe can’t solve alone.
Uniphore’s CDP is designed for interoperability, agility, and scale. With native integrations across Adobe tools, plus the ability to unify data from anywhere, Uniphore helps teams to:
- Achieve faster time to value from Adobe investments
- Power real-time experiences without sacrificing flexibility
- Embrace composability and modern cloud architectures
- Unlock richer insights and more granular segmentation
Whether you’re looking to connect Adobe tools or expand into broader data and activation strategies, Uniphore is built to support you.
Bring More Value to Your Adobe Stack
Adobe will continue to have a foundational role in the enterprise marketing ecosystem. But as the landscape evolves, success depends on having the right mix of tools — working together to power unified, personalized, and data-driven experiences.
With Uniphore, you can extend your existing stack, connect your data, and unlock new value — without starting over.
Learn More About How Uniphore Supports Your Adobe Stack
Download our solution brief: Increase the Value of Your Adobe Stack with Uniphore — and connect with our team to see what’s possible.
