Celonis’ case is the classic “cobbler’s children have no shoes” dilemma. Celonis is the heavy-hitting intelligence company you call when your enterprise operations are tangled. But their own digital marketing plumbing was notoriously backed up until quite recently.
Celonis’ web experience slowed down visitors as it grew. Publishing a simple webpage required a multi-team coordination effort, and content editors couldn’t even preview their work before taking it live. For a company entirely focused on operational precision, having a clunky website became a mismatch with its brand promise.
But here is where they made a genuinely brilliant pivot. They implemented an architecture that actually gets out of the way rather than forcing their team to learn a complex, rigid new backend.
By adopting Adobe Experience Manager Sites with Edge Delivery Services, Celonis upgraded and decentralized their CMS. Now, their team builds and updates pages using familiar tools they already live in, like Google Docs. They effectively stripped away the friction of publishing, and the payoff has been massive:
- Up to a 60% increase in site performance across devices.
- 23% more search impressions year-over-year.
- A 21% boost in net new SEO leads.
Throw in Adobe Assets to wrangle their expanding, multi-lingual content library and Adobe Analytics to measure what’s actually working, and Celonis essentially applied their own medicine to their marketing stack.
It’s a refreshing reminder that the best tech is always the one that empowers your people to move fast. Celonis realized that true operational excellence means building it into your own team’s daily journey.
