Qualcomm's Adobe-powered digital revolution

Adobe provides a suite of digital experience solutions including Adobe Experience Manager Sites, Adobe Marketo Engage, Adobe Real-Time Customer Data Platform, Adobe Target, Adobe Firefly, and Adobe GenStudio — enabling enterprises to deliver personalized digital experiences, automate content creation, and align marketing and sales operations.

Qualcomm is a renowned global technology leader founded in 1985, known for creating era-defining breakthroughs in intelligent computing. The company develops core technologies for smartphones — including connectivity, high-performance low-power computing, and on-device AI — and drives digital transformation across industries through its Qualcomm and Snapdragon brands.

Qualcomm's marketing organization relied on outdated, labor-intensive content creation processes and convoluted digital systems that had been in place for over 30 years. Developer engagement was poor due to disorganized, hard-to-navigate digital experiences. The marketing and sales teams were misaligned, with leads falling into a "black hole" and sales distrusting the maturity of marketing-qualified leads. Page load times were extremely slow (15–22 seconds), and content publishing required heavy reliance on a centralized web team.

Qualcomm implemented Adobe Experience Manager Sites as the core of its content management strategy, enabling streamlined content delivery, self-service publishing, and multi-language translation. Adobe Target and Adobe Real-Time CDP were integrated to deliver personalized experiences to diverse user groups. Adobe Marketo Engage was expanded to its full capacity to improve lead scoring, enrich lead histories with touchpoint data, and align marketing and sales. Future plans include Adobe Firefly for AI-driven content creation and Adobe GenStudio to transform the content supply chain.

Carmen True (VP of Marketing) and Jeremy Krall (Senior Director of Marketing Technology & Digital Ecosystems) led a deep marketing analysis to identify modernization opportunities. With CMO Don McGuire and CIO Cisco Sanchez as executive champions, they secured organizational buy-in to shift 30+ years of operations. They rolled out Adobe Experience Manager Sites to centralize content management, then expanded Marketo Engage usage to build a sophisticated lead scoring system based on site actions, form fields, and event participation. They established MQL/SQL standards to align marketing and sales language and reporting.

After implementing Adobe Experience Manager Sites, Qualcomm saw dramatic improvements in digital engagement: page views increased by nearly 800%, time on site grew by 250%, and page load times dropped from 15–22 seconds to 3–5 seconds (an 86% improvement). On the marketing-sales side, Marketo Engage drove a 40% uplift in lead quality and a 25% increase in lead conversion rates, while establishing shared MQL/SQL standards that rebuilt trust between teams.