| | JUNE 20209CIOReviewUltimately, that is when the corporate digital DNA culture amid all of these challenges helped the Adobe team prevail and stay focused on the big picture since they understood that it was too expensive to support desktop and cloud subscription capability at the same time. The subscription model helped their team to broaden Adobe's reach into new markets.Of course, we know now that this model worked for Adobe and other traditional software companies switching to subscription models. Adobe's Creative Cloud and Experience Cloud, as a result, are well-positioned to meet chief marketing officer needs clocking in 19 billion dollars in revenue in 2019. As the innovation expert, Harvard Professor Clay Christensen pointed out companies need to constantly ask themselves what is the "job to be done" and look beyond their companies scope to uncover new opportunities.The story of Adobe's digital success fits his teachings well since Adobe avoided being disrupted by disrupting themselves and taking a leap of faith educated by data insight.The key lesson from Adobe's success:When Adobe acquired Omniture, Marketo, and Magento they understood that rather than doing things the Adobe way they had to use a different profit formula and approach, basically letting the businesses run business as usual, but providing support as needed resulting in explosive growthRather than staying in the premium space of sustaining innovation they enabled new clients to experience Adobe's solutions at a lower price point while shifting to a subscription-only model.With a focus on data Adobe created a new markets by being able to tie in customer data to deliver seamless experiences along customer journeys and through multiple channels based on data insight, personalization, customer journey management and advertising cost optimizationWhat's next?In light of the advances in advanced analytics and artificial intelligence, it makes sense to further invest in machine learning-driven automation, connected anything technology, data privacy protection, and integration with big enterprise software to continue to build a networked data fabric across Adobe solutions and partners. The Adobe success story is also a story that proliferates industries where leading software companies are being disrupted by more nimble players forcing them to look at new ways to go to market
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