Optimizing Marketing Content Supply Chains: The Role of Automation and Integration

Behind every marketing campaign lies a complex marketing content supply chain. Adobe 's latest insights shed light on the critical need for companies to upgrade their workflows and planning from initial planning to content production to measurement. The GenAI revolution via a solution like Adobe Firefly will dramatically change things in content production.  As I mentioned in my last post, Adobe Firefly will allow companies to do personalization at scale with millions of variations of content generated in fast time frames and within tight budgets. However, the impact of Adobe Firefly is only fully realized and can be measured properly when paired with integrated solutions in workflow & planning. Said simply, you can’t put a highly effective GenAI solution in the middle of an assembly line that is front ended with hammer and rock manual processes done in spreadsheets and expect things to go well. Adobe Firefly will break the manual processes upfront all the way through to measurement unless companies upgrade those parts of the assembly line as well. Luckily Adobe and Anaplan have done a lot of thinking about this. Last year, Adobe honored Anaplan as the Tech Partner of the Year at Adobe Summit. The year prior to that Adobe placed keynote focus on the need for a “marketing system of record” that dramatically upgraded connected work and financial planning in marketing departments from a disconnected spreadsheet-driven world to a fully orchestrated, more automated, and smarter decision-making engine.  

Why? What we didn’t know at the time was Adobe was busy building Adobe Firefly GenAI capabilities and rightfully saw the need to fix other areas of the marketing content supply chain quickly so that companies could capitalize on the coming GenAI revolution.

Adobe Workfront + Anaplan offers a seamless bridge between planning and execution, enabling data-driven decision-making and streamlining collaboration across teams. Say goodbye to manual processes and hello to automation at every stage of the content supply chain journey including one that has Adobe Firefly GenAI capabilities. Importantly, Adobe Workfront + Anaplan is the workflow and planning backbone that will allow teams to connect work and financial metrics to every piece of content generated downstream in a GenAI-scaled production. It is imperative for companies to get workflow and planning upgraded so that measurement at the end of the process can be tied back to work, strategic initiatives, campaigns, and financial investments down to the content asset level. The goal is to optimize personalization at scale over time in a closed loop decision-making manner. Any spreadsheet driven process should be heavily scrutinized in an AI scaled world because humans will not be able to manually connect the dots between data sets and processes anymore.  Think about the feasibility of measuring thousands or millions of pieces of content, across hundreds or thousands of campaigns. The math does not compute in a manual spreadsheet-based world, but it does work in a more automated, streamlined, orchestrated, and visible workflow and planning world

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As we look to a GenAI future, it’s clear that one of the keys to success lies in embracing modern tools and workflows. If your company has already embarked on a journey with Adobe, and you are excited about Adobe Firefly, then you should also make sure Adobe Workfront + Anaplan are up and running to support this new GenAI capability. For companies considering a journey with Adobe enterprise solutions for the first time, Adobe Workfront + Anaplan is a great “quick win” place to start. With GenAI capability and integrated platforms supporting every step, companies can achieve new heights of efficiency and innovation in content creation and downstream measurement. You will be able to deliver personalized experiences to consumers, customers, clients and prospects at scale. And it’s great for top line and bottom line company financials.  What do you think? Geoff Amborn would love to continue the discussion with you.

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