At Adobe Systems Incorporated (NASDAQ: ADBE)'s annual European Digital Marketing conference, the company announced in a press release it will partner with Microsoft Corporation (NASDAQ: MSFT) to "redefine" how enterprises manage their marketing, sales and services to better engage customers across all touch points.

The partnership will bring together Adobe's Marketing Cloud Solutions with Microsoft's Dynamics CRM that will deliver experience that take all customer engagements into account – from reach and acquisition to retention and loyalty. The combination of both technologies is expected to eliminate "frustrating" customer experiences that result when marketing, sales and service interactions are "siloed."

Microsoft's integrating marketing management solution, Dynamics Marketing, is a complimentary service to Adobe's Marketing Cloud that will provide "added value" to customers. The partnership will bring an integrated "CRM-Marketing" solution to marketers across many industry segments including financial services, travel and leisure.

According to the press release, the partnership will allow customers the ability to align sales and marketing activities by tightly integrating audiences and their behaviors, which can help guide sales or service calls, identify sales opportunities or inform lead scoring. Another example of how the partnership can help clients would be the ability to combine web behavior data with order history, return history, loyalty status and call center history to identify where in the sales lifecycle stage a customer is in and then deliver the right content at the right time.

"Helping our customers reinvent productivity and business processes is one of our top priorities. Partnering with Adobe enables us to deliver a comprehensive set of customer engagement processes to enterprise customers to help them be more productive and better engage with their customers," said Kirill Tatarinov, executive vice president, Microsoft Business Solutions in the press release. "The integration of our industry-leading Dynamics CRM solution with Adobe Marketing Cloud will enable business professionals to maximize their investment in technology and deliver breakthroughs in marketing, sales and customer care."

Adobe's management echoed similar sentiments:

"Adobe and Microsoft are creating the industry's first large-scale solution for connecting the customer experience across all touch points," said Brad Rencher, senior vice president and general manager, Digital Marketing Business at Adobe. "We are making it possible for the long-held promise of the customer-centric enterprise to become a data-driven reality."

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