SAP and Adobe on Tuesday announced a global reseller agreement to help enterprise customers better analyze data across various marketing channels and deliver "more relevant, contextual customer experiences" to drive sales.

SAP will resell Adobe Marketing Cloud with its HANA platform and the hybris e-commerce suite it acquired in June. Both companies will invest marketing, sales and development resources in the partnership.

"Together, the Adobe Marketing Cloud and the SAP HANA platform will enable companies to engage customers in real-time personalized experiences across marketing channels, and to analyze massive data and business processes in real time, unearthing unprecedented business opportunities," Vishal Sikka, an SAP executive board member, said in a statement.

Earlier this month, SAP outlined its new cloud strategy for delivering applications to enterprise customers as well as startups and SMBs. SAP's HANA cloud platform is based on the company's flagship in-memory data technology.

Company officials said the integration between the hybris e-commerce suite and the beefed-up Adobe Marketing Cloud will enable marketers to personalize customers' shopping experiences from brand engagement and marketing to "immersive omnichannel" shopping experiences.

"In this new world, a strong bridge connecting the worlds of the CMO and CIO is a strategic imperative,"  said Brad Rencher, senior vice president and general manager of Adobe’s Digital Marketing Business.

A recent Forrester Research survey found that more than half of all chief marketing officers now view their relationships with CIOs as "essential," up from just 30 percent in 2011.