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Core Role Description: "Segment CMO" that Sales Consults to Drive the Business Own the relationship with sales leadership & act as their "CMO". Partner to support business priorities & growth goals. Represent "the whole of marketing" - drive an integrated ABM mix of programs to create and progress pipeline "Own the number'' - deeply understand pipeline/bookings targets & attainment, MQA pipe, marketing influence bookings, and represent the impact of marketing 90% Stakeholder/Segment Strategy & Management; 10% Marketing Program Strategy & Execution
Core Stakeholder: SLM (Field "GM") Act as a true, strategic business partner to sales leadership and single point-of-contact for all things marketing Build and influence a plan with an effective mix of marketing programs in support of business priorities for segment/vertical across digital, events (in-person and virtual), content, etc. Drive operational rigor throughout the business, connecting the dots, and making key decisions to help teams
execute against the marketing strategy and plan while prioritizing the customer and segment needs Drive day-to-day alignment with BDRs to ensure they have awareness of Segment/Sales team plans
Must-Haves: CMO Mentality & Proven Influencer Strong interpersonal skills to build rapport with sales leadership; Proven leadership driving collaboration and results through cross-functional teams Deep understanding of marketing strategies to build an appropriate 'mix' to support business priorities & growth Data-driven and results-oriented with the ability to articulate impact of marketing programs to key stakeholders
What You'll Do (Expectations) Own the relationship with sales leadership - partner with and foster deep relationships with sales and act as their "CMO" to support business priorities & growth goals. Communicate regularly to ensure alignment, collaboration, and follow up on marketing generated and/or influenced leads and pipeline. Understand and translate sales objectives across industries and the portfolio of products (both opportunity and
relationship-based) into ABM program objectives and integrated campaigns "Own the number" - own & deeply understand pipeline/bookings targets & attainment. Measure, analyze, and report on target account penetration and represent the impact of ABM efforts on pipeline and bookings. Develop a fluency in the numbers and comfort in speaking to the health of the business to the broader marketing team Represent "the whole of marketing" - understand and own an integrated account-based marketing mix of programs
to create and progress pipeline Work creatively and collaboratively with marketing ("ABX COE") and sales teams to develop, implement, and steward ABM strategies and tactics (by segment) that create and nurture pipeline (from early to late stage and closed/won), build relationships with decision makers, secure meetings, and accelerate the sales process Partner with marketing COEs (ABX COE) on content strategy, planning and executing multi-channel, multi-touch,
integrated marketing programs using a variety of tactics including email, direct mail, paid media, and events (virtual and/or in-person) to meet pipeline & bookings requirements of the segment Drive operational rigor throughout the business, connecting the dots, and making key decisions to help teams
execute against the marketing strategy and plan while prioritizing the customer Advocate for what sales needs and keep sales informed on marketing priorities Be accountable for driving target account engagement and pipeline goals Drive alignment and enablement of the segment/sales team plan with BDRs to ensure exposure to digital and event/experience programs. Drive relevant follow-up and demand needs with BDR teams aligned to SLMs Drive 1:1 ABM strategy and execution for account-specific 1:1 engagement This does not include programmatic
touchpoints like Deal Progression Desk (DPD). Rather, it includes non-DPD 1:ls (incl. CSR) like the McDonald's Charity Golf Outing, account lunches, dinners or happy hours, or experiential events targeting one account (i.e. wine tasting).
What You'll Deliver Active participation in weekly sales meetings (SLM, FLM, NAM-level as needed) and be the marketing lead in SLM RTBs Frequent communication to sales stakeholders (MBRs, QBRs) Quarterly segment ABM plans deeply aligned to business priorities and growth goals Presentation of business/marketing results, insights, and pivots in monthly and quarterly business reviews MQA Activations & Enablement to the Field to drive MQA adoption at the SLM, FLM & NAM level Defined ROB with marketing COEs and other stakeholders to ensure effective feedback loop based on feedback from the field to drive program innovation Up-to-date segment scorecard Quarterly/Monthly up to date SLM/FLM Tracker that accurately depicts current business reality, challenges, and opportunities - alongside an aligned marketing strategy and plan Execute non-DPD 1:1 engagement as appropriate and within budgeta guidelines
What Success Looks Like (Success Metrics) Strong partnership and rapport with sales leadership. Become a de facto member of the sales team who will participate in account planning, and will design, develop and manage the execution of strategic marketing plans. Engagement resulting in 100% MQA, MQA Pipeline and Influenced Pipeline attainment and Influenced Bookings at
the VP/GM, SLM and FLM levels MQA Ambassador - fluency in MQAs, MQA activation, tools and understanding of engagement impact to MQAs and closed business. Strategic Marketing Plan that demonstrates deep understanding of Adobe solutions and sales GTM (i.e. use cases,
sales plays, segments, verticals) - together with a firm grasp of market opportunities, and competitive threats and positioning - and the ability to apply this knowledge to build engagement that drives pipeline and bookings. Proven leadership 6: collaboration with COEs resulting in strategic mix of programs that support results In-depth understanding of Adobe's solutions' target market, personas needs and pains, and associated customer/buyer journey aligned with content. Ability to forecast, measure and adjust marketing campaigns with strong literacy around campaign effectiveness
KPls and working through lead statuses, aging, sales cycle, and more.