Adobe Inc. says it’s teaming up with Microsoft Corp.’s and Accenture Plc.’s joint venture Avanade Inc. to establish an “Adobe practice” aimed at helping customers get more value out of its products and services.

The idea behind the practice is to help customers better integrate Adobe’s and Microsoft’s cloud-based sales and marketing products, so they can build customized tools to suit their specific purposes. The initiative will begin by helping customers connect the Adobe Experience Cloud to Microsoft Dynamics 365.

“The partnership with Adobe and Microsoft puts us in an excellent position to help our clients create hyper-relevant, future-ready experiences at scale,” Pam Maynard, Avanade’s president of product and innovation, said in a statement. “Our focus on human centered experiences, through our Digital Studios, will bridge the gap between Dynamics 365 and Adobe to help our clients build best of breed marketing and sales solutions.”

The Adobe Experience Cloud and Dynamics 365 both provide useful tools for sales and marketing, but the exact nature of these is somewhat different. Experience Cloud is more focused on analytics tools, content management and advertising, while Dynamics 365 offers a range of sales, finance, hiring, marketing and mixed-reality tools.

The Adobe practice cements a longstanding relationship between the companies that has seen them team up on e-signatures and using the LinkedIn database for sales and marketing purposes. Microsoft’s Teams collaboration tool has also been integrated with Adobe’s products, and Adobe was one of the founding partners in Microsoft’s Open Data Initiative, which is a plan to standardize on a common data format to make it easier for customers to move data between the various services they offer.

Image: Adobe