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[onshow. c_name] Value Summary [onshow. c_name] | [onshow. . now; frm=‘mmmm d, yyyy’] [onshow. username] | Title © All rights reserved. Adobe confidential. © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Value realization is an iterative journey Foundational Qualitative Quantitative Product Adoption Scores & Utilization Use Case Activation Value KPIs Tracked over Time Lead Input: Adobe | Contributor: Customer Collaborative Lead: Adobe | Customer Lead Input: Customer | Contributor: Adobe © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Value Summary (Foundational & Qualitative) Adobe Solution Use Case Value Realization Analytics Marketing performance measurement • • • Increased Yo. Y site conversions +117 bps Home +1156 bps Mobile 390 monthly active users, 88% diagnostic analysis via Workspace 10 DWB users running ~20 k queries/month on ~3 dimensions/query • $20 MM in media efficiency gains with frequency & customer suppression 80 audience segments activated/month Audience Manager OPTIONAL Slide for CSM Audience activation • Target Personalized experiences & optimization • • +66% CVR from single AI/ML test on VZW Deals Page Served personalized experiences to 273 k NSE & 1 M EUP (35% web sales) Utilization of 947 Target activities, 6% from AI/ML Either remove OR substitute with foundational/qual value highlights • • • key use cases activated (multi-vehicle orchestration, KMS, Target, AEM, Pega, CIM migration) 50+ campaigns executed/month Experience Manager Web experience & digital asset management • • 69 active users (43 authors/ 26 developers) 360 K experiences delivered/day (visits) Creative Cloud Content marketing & velocity • • 97% of 200 creative seats assigned at 140 W 85% of 1500 credits utilized (trending to 100%) Campaign © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Campaign orchestration 4 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Benefits Efficiency Reduce Time Spent Creating Campaigns Marketo Engage increases the efficiency of the marketers allowing them to create more campaigns in the same period of time. Reduce Acquisition Costs Reduce Customer Acquisition Costs 20 10% $75, 000. 00 $150, 000 Marketer FTE Fully Burdened Salary 1 st Year benefit Creation Efficiency Marketo Engage lowers the CAC by allowing a marketer to create more campaigns. Improvement in Campaign Number of Marketers Customer Retention Marketing 5 Decrease Customer Churn Marketo Engage can proactively target existing customers thereby reducing customer churn. Increase Renewal Revenue Marketo Engage allows for the targeting of existing customers with cross sell and up sell opportunities, therefore increasing the renewal revenue. © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Benefits Pipeline Generation Increase Revenue with More Unique Annual Website Visitors By increasing the number of unique annual website visitors, there will be more known users and, in turn, more deals closed leading to an increase in revenues. Increase Revenue with More Opted-In (Known) Annual Users By increasing the conversion rate of anonymous users to known users, the pool of known users is increased and, in turn more deals closed leading to increase in revenues. 10% 20 $75, 000. 00 Increase Revenue with More Marketing Qualified Leads Number of Marketers By increasing the conversion rate of known revenues. Improvement in Campaign Efficiency users to. Creation Marketing Qualified Increase Revenue with More Sales Qualified Leads, the pool of Marketer FTE Fully Burdened Salary MQL is increased and, in turn $150, 000 1 st Year benefit more deals closed leading to increase in 6 By increasing the conversion rate of Marketing Qualified Leads to Sales Qualified Leads, the pool of SQL is increased and, in turn more deals closed leading to increase in revenues. Increase Revenue with More Closed Deals By increasing the closed rate of known users to customers, more deals will be closed leading to an increase in revenues. © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Key Assumptions (Per Year) [keys; block=begin; sub 1=(factors)][keys. name] [keys_sub 1; block=begin][keys_sub 1. name] [keys_sub 1. value_fr][keys_sub 1. a bbr_type] [keys_sub 1; block=end] [keys; block=end] 7 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Sample Value Summary Deliverables

9 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

10 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

SAMPLE: Quarterly Value Realization Survey Data 11 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

12 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

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16 © 2020 Adobe. All Rights Reserved. Adobe Confidential.

Driving Incremental Value

Partnering to identify incremental value Activity Details OPTIONAL Slide for CSM Adobe Day Curated day of learning where Adobe SMEs present a POV on priority uses cases & topics Marketo User Group Monthly engagement where Target customers meet to discuss current techniques, tips/tricks, challenges their organization is experiencing with the Adobe Target solution Bi-Weekly Resource Newsletter CSM sends out bi-weekly email containing upcoming Adobe Webinars, articles and enablement opportunities Customer Success Days Workshops where Adobe works with customer to address current business needs by leveraging their Adobe solutions Customer Experience Center Virtual meeting where Adobe and customer executives align on highlevel business needs and digital transformation efforts Ongoing Activities that Drive remove OR Value Either Realization substitute with CSM led plays to drive value

Next Steps Action Description Owner Timelin e 01 TBD Customer X weeks/months 02 TBD Adobe TBD 03 TBD TBD © 2020 Adobe. All Rights Reserved. Adobe Confidential.

[onshow. c_name] Summary of Current / Desired State Free Text Business Challenges/Impact Give character to business impact of the challenges (Need Pick List) Free Text Identify key challenges / pain points Background (Need Pick List) Free Text Description of Current State SOC Team – FTE # End Points © 2020 Adobe. All Rights Reserved. Adobe Confidential.