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Explore Adobe’s key sales strategies and messaging

Master the art of positioning Adobe products by taking a deep dive into our go-to-market messaging.

#F8F8F8

Explore Adobe’s key sales strategies and messaging

Master the art of positioning Adobe products by taking a deep dive into our go-to-market messaging.

Browse Sales Play content

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Introducing Adobe’s targeting and positioning strategies

Every year, Adobe refreshes its strategies and provides updated Sales Plays to give you fresh, ready-to-use content for positioning our products with your customers. We know you invest time understanding their challenges, so we’ve made it easier to match the right message to the right buyer at the right moment.

Sales Plays are your storytelling foundation—pre-built narratives designed to spark meaningful conversations. They follow a streamlined three-tier structure: multi-application Portfolio Plays and Strategic Sales Plays, as well as single-product Application Sales Tactics.

Whatever your client’s needs, our Sales Play framework helps you drive focused, impactful conversations.

Understanding the types of Sales Plays

Portfolio Plays. Portfolio Plays deliver Adobe’s highest-level messaging to help you position a bold, transformational vision with enterprise customers and C-level leaders. Perfect for multi-solution deals, they tackle complex business challenges and create value through a cohesive Adobe solution.

Strategic Sales Plays. Stepping down a level, Strategic Sales Plays are also multi-application solutions, but these are designed to address targeted customer challenges and key use cases.

Application Sales Tactics. This type of Sales Play is designed to support focused, single-application motions for various tactical sales scenarios like upsells and single-application cross-sells. FY2026 Application Sales Tactics will be available in early 2026.

Components of a Sales Play

Across each Sales Play, we’ve included a broad overview of key messaging along with other curated resources. The overview includes a definition of the Sales Play, how to use it with existing customers, the core value proposition, and customer stories demonstrating business impact.

Each Sales Play also includes industry-focused messaging, a guide to target personas and ideal customer profiles, qualification criteria and risk indicators, use cases, Adobe service packages, and many additional assets to drive meaningful customer conversations.