1. AN INTRODUCTION TO ADOBE DIRECT SALES
ADOBE CONSUMER AND BUSINESS SALES
AN INTRODUCTION TO ADOBE DIRECT SALES
Proprietary to Adobe Systems Inc.
Version 2.0
Revised Date: 16 May 2017 JAZ

2. ROUTES TO MARKET OVERVIEW
AN INTRODUCTION TO ADOBE DIRECT SALES
ROUTES TO MARKET OVERVIEW
RESELLER
Third-party authorized resellers of Adobe products.
Sometimes referred to as “channel partners.”
The largest partners are “managed partners” with a Dedicated Account Manager.
AFFINITY
Route to bring in new Adobe customers who may have never used our products before.
Bundles an Adobe subscription with one of their own products.
The partner usually refers the customer to Adobe.com for more information.
Adobe continues the relationship with the customer.
RETAIL
Sells their own products at a brick-and-mortar store.
Displays Adobe products alongside their own.
Attracts customers who want a “hands on” experience when buying.
Examples are Best Buy stores in North America and Yodobashi Camera in Japan.
ADOBE ENTERPRISE SALES
Revenue in the millions per deal
Large number of licenses used across many locations
Selling all three cloud-based solutions
Customized functionality
Customized contracts
Examples include Microsoft and IBM
ADOBE.COM
Primary direct sales vehicle for individual consumers.
Marketing-focused; get the customer to try and buy.
DIRECT PHONE AND CHAT SALES
Consumer and Business sales, serving the Commercial and Education markets.
Selling to end-consumers, small-to-mid-sized businesses, and educational institutions.

3. DIRECT SALES ROUTE TO MARKET
AN INTRODUCTION TO ADOBE DIRECT SALES
DIRECT SALES ROUTE TO MARKET
Top four goals:
Growth by bringing more Adobe products and services to existing and new customers.
Bringing more business direct from indirect routs to market.
Migrate Adobe customers from perpetual licenses to cloud subscriptions.
Retain our customers and maximize renewals.

4. DIRECT SALES AGENT FUNCTIONS
AN INTRODUCTION TO ADOBE DIRECT SALES
DIRECT SALES AGENT FUNCTIONS
INBOUND AGENT
Inbound calls from prospective Consumer and SMB customers; initial point in the sales cycle.
Consumer market = 80% of calls, 20% of revenue. SMB market = 20% of calls, 80% of revenue.
May need several calls to close SMB prospects.
Maximize opportunities; not just order taking.
Manage the queues.
KPIs: Gross new units, net new ARR, attrition rate, conversion rate, call abandon rate. 
OUTBOUND AGENT
Campaign-driven to current SMB and EDU customers.
Major campaigns:
Perpetual to subscription
CCI to CCT
CCI or CCT to CCE
Acrobat Upgrades
Adobe Stock cross-sells
KPIs: Number of calls, time on phone, pipeline leads and lead status, contact rate (number of leads touched), conversion rate (how many touched leads turned into sales).

5. DIRECT SALES AGENT FUNCTIONS
AN INTRODUCTION TO ADOBE DIRECT SALES
DIRECT SALES AGENT FUNCTIONS
CSAM AGENT
Customer Success Account Manager: Outbound calls to manage the Customer Lifecycle Management (CLM) process.
Main point of contact post-sales.
Calls-to-Action (CTAs) prompt customer contacts. Calls current direct customers and customers of non-managed partners.
Four key points of CLM contact:
Deployment
Nurture & Educate
Growth & Expansion
Renewal
Customer retention is top priority.
CHAT AGENT
Extension of Inbound team and Adobe.com.
Chat pod activates from customer browsing on Adobe.com.
Geos Supported: US, UK, FR, DE.
Normally working with Consumer market, but sometimes SMB.
Guide customer to self-order; larger leads transferred to phone sales.

6. WORLDWIDE DIRECT SALES CENTERS
AN INTRODUCTION TO ADOBE DIRECT SALES
WORLDWIDE DIRECT SALES CENTERS
NEWCASTLE UPON TYNE EMEA Phone Sales and Chat Sales
TOKYO & SAPPORO, JAPAN Japan Phone Sales
MAASTRICHT, NL
EMEA Phone Sales and Chat Sales
NOIDA, INDIA
North America, EMEA, ANZ Phone Sales
BANGALORE, INDIA
Worldwide English-speaking Chat Sales
SAO PAULO, BRAZIL & BOGOTA, COLOMBIA
Latin America Phone Sales