Adobe + Genuine Parts Company | Business Value & Transformation Roadmap

Phase	Adobe capabilities	3-year benefit	ROI
Phase 1 — Foundation	CJA + RTCDP + MCA	$17.1M	862%
Phase 2 — Activation	Marketo Engage	$8.15M	394%
Phase 3 — Orchestration	Adobe Journey Optimizer	$14.4M	598%
Total program	Closed-loop platform	$44.3M	708%

Appendix · GPC Analytics Framework

Questions you can answer

A comprehensive framework of questions GPC can answer with unified account identity, offline data, account and buying-group analytics, and phased activation across RTCDP B2B, CJA B2B, Marketo Engage, and AJO B2B. Each topic lists the Adobe capabilities that answer it and the specific questions it puts within reach.

Phase 1

RTCDP B2B + CJA B2BIdentity, segmentation, online-to-offline behavior, friction, account health, cross-sell signals, attribution, and demand signals

Phase 2

Marketo EngageNurture, lifecycle, sales alignment, campaign influence, and pipeline progression

Phase 3

AJO B2BReal-time intervention, next-best action, omnichannel orchestration, role-based journeys, and AI qualification/prioritization

01 Omnichannel & Online-to-Offline

Primary solutions

CJA B2BRTCDP B2B

Derived from GPC's documented needs around PROLink, offline purchases, attribution, cross-channel orchestration, and visibility into what drives store revenue beyond direct digital conversion.

Channel & Path Questions

Which PROLink behaviors most reliably predict an order within 2 hours, 24 hours, or 7 days?
Which digital interactions most often precede a branch/store purchase?
How often do shops research online but complete the order through a rep, phone call, or store?
Which paths most often lead from search → quote → no order?
Which paths most often lead from search → quote → order?
Which channels assist an offline purchase without receiving last-click credit?
What percentage of digital product lookup activity ultimately converts offline?
Which accounts consistently use digital research but still purchase through manual channels?
Which journeys start on PROLink and finish through a branch or rep?
Which accounts switch channels most often before conversion?

Behavior & Segment Questions

What are the most common cross-channel sequences for high-value accounts?
What happens after an account checks availability but does not buy?
Which web or app interactions most strongly correlate with urgent in-store buying behavior?
Which campaigns drive store or branch demand without producing direct clicks?
Which geographic areas show the highest online-to-offline conversion gap?
Which accounts browse multiple times before placing an order?
Which interactions signal price comparison versus true buying intent?
Which digital journeys are most likely to end with phone-assisted ordering?
Which customer segments prefer digital lookup but not digital checkout?
How does channel preference differ by shop type, size, geography, or account value?

02 Conversion, Ordering Friction & Digital Adoption

Primary solutions

CJA B2BRTCDP B2B

Derived from GPC's documented focus on parts ordering, digital adoption, conversion breakdowns, and understanding where accounts drop out of the journey.

Friction & Drop-Off

Where exactly do accounts drop off in the ordering journey?
Which actions immediately precede quote abandonment?
Which low-converting journeys are most common for high-value accounts?
Which products or categories create the most digital friction before conversion?
Which pages, tools, or steps produce the highest fallout in PROLink?
What differentiates accounts that place orders digitally from those that revert to manual ordering?
Which categories are most likely to start online but finish offline?
Which order journeys involve repeated searches before a purchase?
Which product lookups produce no quote and no order?
Which sequences suggest an account could not find the right part, fitment, or availability?

Adoption & Conversion Patterns

Which accounts are increasing digital adoption over time?
Which accounts are decreasing digital adoption over time?
Which account segments convert immediately vs. after multiple visits?
Which conversion paths differ between independent shops and other commercial customer types?
Which interactions predict a successful repeat order?
Which quote behaviors predict eventual conversion?
Which accounts have the highest digital-intent but lowest digital conversion?
What are the most common detours before a successful order?
Which part of the experience causes "browse only" behavior?
How do ordering journeys differ between high-frequency accounts and rep-reliant accounts?

03 Segmentation, Identity & Visitor Recognition

Primary solutions

RTCDP B2BCJA B2B

Derived from GPC's explicit need to increase identifiable/addressable customers, unify GBQ data, identify all website visitors, and create better account-level segments.

Visitor & Intent Signals

Which anonymous visitors behave most like existing high-value PRO accounts?
Which known non-PROLink customers show digital intent but never authenticate?
Which behavioral patterns most strongly predict account value?
Which accounts are under-penetrated digitally relative to their purchase potential?
Which website visitors should be prioritized for onboarding into digital ordering?

Segment Classification

Which accounts should be segmented as at-risk, growth, or mature?
How many engaged accounts have no active opportunity or no coordinated outreach?
Which accounts show strong research intent but weak purchase progression?
Which accounts show strong engagement in one category but not across others?
Which segments are best for cross-sell versus retention?

Activation & Health Scoring

Which accounts are active in-store but invisible in digital data today?
Which accounts are digitally active but not recognized in activation systems?
Which segments best reflect lifecycle stage, rep-reliance, or price sensitivity?
Which segments are best suited for paid media suppression or lookalike acquisition?
Which visitor and account signals should be used to create health scores and share-of-wallet models?

04 Promotions, Personalization & Share of Wallet

Primary solutions

RTCDP B2BCJA B2BTargetMarketo EngageAJO B2B

Derived from GPC's documented goals around personalized promotions, customer health-based offers, purchase-history personalization, and cross-sell/upsell opportunity identification.

Offers, Promotions & Conversion

Which offers work best by customer segment?
Which promotions work best by customer health score?
Which promotional journeys increase repeat buying instead of one-time spikes?
Which segments respond best to price-led vs. availability-led messaging?
Which promotions drive attachment rates across parts, tools, and equipment?
Which promotions drive incremental revenue versus cannibalize existing demand?
Which accounts purchase repeatedly without needing promotions and should be suppressed?
Which website or app behaviors should trigger a promotion in-session versus later via nurture?
Which offers perform differently across regions, shop types, or sales motions?
Which signals suggest an account is ready for upsell, not discounting?

Share of Wallet & Personalization

Which categories have the highest cross-sell potential by account?
Which accounts are buying one major category but under-buying adjacent categories?
Which product combinations most often lead to larger order value?
Which content or offers increase conversion for high-value but inactive shops?
Which accounts show whitespace opportunities by category?
Which accounts respond better to role-based messaging inside the buying group?
Which accounts are most likely to grow share of wallet if targeted now?
Which accounts are most likely to buy across additional categories based on similar account behavior?
Which product and message combinations are most effective for reactivation?
Which messages are best for owners versus technicians versus managers?

05 Account Health, Retention & Churn

Primary solutions

CJA B2BRTCDP B2BMarketo EngageAJO B2B

Derived from GPC's explicit churn-prevention and account-health use cases, plus Adobe's B2B health, retention, and predictive lifecycle capabilities.

Early Warning & Churn Signals

Which accounts are showing early warning signs of churn?
Which changes in ordering cadence most strongly predict future revenue decline?
Which drop-offs in engagement precede lower order frequency?
Which churn signals are visible before a shop actually shifts spend away?
Which accounts have declining interaction across programs, campaigns, and purchases?
Which support or stock issues tend to precede churn?
Which accounts are dormant digitally but still buying through other channels?

Risk Classification & Intervention

Which account segments are most likely to require proactive outreach now?
Which accounts are at risk because of lower program participation?
Which patterns distinguish temporary inactivity from true churn risk?
Which re-engagement patterns work best for declining accounts?
Which journeys indicate future downgrading or lower spend?
How do churn signals vary by account type, category, and geography?
Which accounts are healthy on engagement but weak on revenue?

Recovery & Health Scoring

Which accounts are weak on engagement but still strategically important?
Which retention interventions reduce decline fastest?
Which sequences most often precede a return to healthy buying behavior?
Which accounts are likely to churn without rep intervention?
Which digital behaviors differentiate recoverable accounts from lost accounts?
Which signals should go into an account health score for GPC?

06 Sales, Pipeline & Rep Effectiveness

Primary solutions

CJA B2BMarketo EngageRTCDP B2BAJO B2B

Derived from GPC's rep-effectiveness use case, desire to connect activity to revenue, the 5x5 sales program context, and Adobe's B2B pipeline/progression/attribution capabilities.

Rep Activity & Account Prioritization

Which rep activities most often precede increased order frequency?
Which sales touches have the greatest impact on revenue by account type?
Which accounts need rep outreach now versus automated nurture only?
Which accounts are engaging but not progressing commercially?
Which messaging or content best supports rep follow-up?
Which shops are ideal for a 5x5-style prioritization model?
Which account signals should trigger rep follow-up immediately?
Which accounts have high engagement but insufficient sales follow-up?
Which accounts are advancing without rep intervention and can be deprioritized?
Which accounts would benefit most from combined SDR, rep, and marketing plays?

Pipeline Progression & Cycle Optimization

Which accounts are progressing faster when marketing and sales act together?
Which opportunities are slowing in the lower funnel and why?
Which accounts convert faster after a rep visit, call, or promotion?
Which reps or motions are most effective by category or account size?
Which buying-group members show the strongest influence at each stage?
Which stalled opportunities are most likely to reactivate?
Which actions shorten the sales cycle for complex accounts?
Which campaigns contribute most to opportunity creation and advancement?
Which accounts should be routed to sales instead of continued nurture?
Which sequences indicate that sales timing was too early or too late?

07 Buying Groups, Roles & Account Orchestration

Primary solutions

CJA B2BRTCDP B2BMarketo EngageAJO B2B

Derived from Adobe B2B buying-group analysis, role-based activation, and GPC's need to move from person-based signals to account- and buying-group-level orchestration.

Role Engagement & Influence

Which roles inside an account are most engaged right now?
Which roles are missing from high-value buying groups?
Which buying-group members influence progression most at each stage?
Which stakeholder mix is most likely to lead to faster conversion?
Which accounts have high activity but poor buying-group completeness?

Content & Channel by Role

Which role-specific content performs best for owners, managers, or technicians?
Which buying-group engagement patterns differentiate fast-moving vs. stalled accounts?
Which inactive stakeholders should be recruited into the journey?
Which accounts need role-based sequencing instead of generic messaging?
Which roles consume content but do not influence purchase?

Orchestration & Qualification

Which roles correlate most strongly with category expansion?
Which accounts require engagement from more than one persona before conversion?
Which accounts show buying-group fragmentation across channels?
Which accounts are over-indexing on one role and under-engaging other stakeholders?
Which buying groups are most likely to become marketing-qualified buying groups?
Which accounts should receive role-differentiated journeys in AJO B2B?
Which conversations indicate rising buying-group quality?
Which roles are essential at different stages of the sales cycle?

08 Inventory, Availability, Fulfillment & Demand Signals

Primary solutions

CJA B2BRTCDP B2B

Derived from GPC's business model around inventory availability, logistics execution, filling the right parts in the right locations, and the documented inventory/demand-signal use case.

Search, Demand & Availability Gaps

Which products are searched often but purchased infrequently?
Which search patterns indicate unmet demand at the SKU or category level?
Which inventory gaps create the highest fallout in the ordering journey?
Which accounts abandon a quote when availability is low?
Which product categories generate the most repeat lookup behavior before conversion?
Which products trigger comparison shopping across vendors?
Which availability issues most often lead to manual ordering or phone calls?
Which out-of-stock experiences lead to churn risk later?
Which regions or locations show repeated signals of unmet demand?
Which categories are most sensitive to delivery-speed expectations?

Fulfillment Behavior & Stocking Signals

Which journeys suggest the account could not find the exact fitment or specification needed?
Which product and inventory patterns produce the most returns?
Which delayed-fulfillment experiences lead to future changes in buying behavior?
Which SKUs produce repeated "check availability" behavior without a purchase?
Which search-to-order lag patterns suggest inventory friction?
Which accounts tolerate substitutions and which do not?
Which fulfilled orders lead to immediate reorder behavior?
Which failed product journeys later convert through a different channel?
Which product categories deserve special in-journey reassurance around availability?
Which demand signals should feed stocking and assortment decisions?

09 AutoCare, Programs, Loyalty & Adoption

Primary solutions

CJA B2BRTCDP B2BMarketo EngageAJO B2B

Derived from GPC's AutoCare program optimization use case, loyalty proxy comments, and Adobe lifecycle/personalization capabilities.

Program Participation & Adoption

Which accounts underuse AutoCare relative to similar shops?
Which engagement patterns predict stronger AutoCare participation?
Which shop behaviors distinguish program members from non-members?
Which accounts are best candidates for AutoCare expansion?
Which AutoCare activities correlate with higher retention?
Which program interactions correlate with higher share of wallet?
Which lifecycle stages are most responsive to program messaging?

Loyalty Behavior & Messaging

Which onboarding paths lead to sustained program participation?
Which segments should receive training, branding, or operational support messaging?
Which accounts are active buyers but low program adopters?
Which accounts show strong program engagement but weak purchase growth?
Which program touchpoints assist revenue best over time?
Which shops should receive role-based AutoCare messaging?
Which campaigns increase program adoption without requiring rep-heavy support?

Long-Term Retention & Health

Which content themes drive usage of training, incentives, or support offers?
Which channels are best for improving program participation?
Which accounts exhibit loyalty-like behavior even without formal membership expansion?
Which behaviors distinguish long-term loyal shops from opportunistic buyers?
Which interventions improve repeat ordering and category depth for program participants?
Which account-health changes can be tied back to program participation?

10 Media, Acquisition & Audience Activation

Primary solutions

RTCDP B2BCJA B2BMarketo EngageAJO B2B

Derived from GPC's audience integration/media partner use case and Adobe's customer acquisition, audience activation, and paid media optimization plays.

Audience Targeting & Suppression

Which audience segments are most efficient for paid media activation?
Which accounts should be suppressed from paid media because they are already converting?
Which anonymous visitors should be retargeted?
Which audience definitions create the best balance of reach and relevance?
Which audiences are over-targeted and should be reduced?
Which anonymous behaviors are worth converting into addressable audiences?
Which audience cohorts are best for LinkedIn vs. Meta vs. DV360 vs. Google?
Which audiences should flow from CJA insights into RTCDP activation?
Which audience refresh cadence is most useful for time-sensitive activation?
Which activation strategies improve acquisition without wasting spend on existing customers?

Campaign Performance & Acquisition Quality

Which campaigns bring in high-intent but previously unknown accounts?
Which acquisition channels produce the best downstream account quality?
Which media-exposed accounts later convert through branch, rep, or phone?
Which channels are most effective for account-based prospecting?
Which paid media segments create the highest-quality follow-up opportunities?
Which campaigns drive awareness but not conversion?
Which media journeys assist category expansion later?
Which media touches most often precede first known engagement?
Which campaigns are inflating clicks but not contributing to revenue progression?
Which new-account acquisition efforts are actually producing future retained value?

11 Content, Messaging & Experience Optimization

Primary solutions

CJA B2BMarketo EngageAJO B2BTarget

Derived from Adobe's documentation on content performance, personalization, nurture optimization, role-based messaging, and measuring what moves pipeline and conversion.

Content Effectiveness & Journey Optimization

Which content types move accounts from research to action?
Which content themes are most effective by buying role?
Which messages increase quote completion?
Which message timing produces the highest engagement?
Which nurture content drives order progression?
Which content sequences reduce friction in the ordering journey?
Which content is best for reactivating dormant accounts?
Which message/offer combinations are most effective by lifecycle stage?
Which channels are best for educational vs. commercial content?
Which content paths distinguish high-growth accounts from average ones?

Optimization, Testing & Sales Enablement

Which assets are consumed by accounts that later cross-sell?
Which content is effective without direct clicks?
Which product pages or experiences most often act as stepping stones to purchase?
Which in-session experiences increase confidence and reduce abandonment?
Which content variants improve performance for different account segments?
Which assets are useful to sales for follow-up?
Which content does not contribute meaningfully to pipeline or revenue?
Which experience changes reduce friction for digital adoption?
Which web personalization ideas should be tested first?
Which account-based content themes should be localized vs. standardized?

12 Support, Service, Friction & Recovery

Primary solutions

CJA B2BRTCDP B2BAJO B2B

Derived from CJA's call-driver and friction analysis capabilities, GPC's omnichannel service model, and the need to understand how support/service interactions affect future purchases and churn.

Friction Detection & Root Cause

Which digital behaviors most often precede support calls?
Which journeys most often lead to service friction before conversion?
Which unresolved issues correlate with churn risk?
Which recovery actions reduce the chance of account decline?
Which accounts repeatedly encounter the same friction point?
Which support interactions precede lower future order frequency?
Which sequences most often indicate confusion, uncertainty, or blocked progress?
Which channels are most effective for resolving friction fast?
Which accounts need proactive follow-up after a bad experience?
Which part of the journey is generating avoidable support demand?

Recovery, Loyalty & Revenue Impact

Which issues are caused by product lookup, pricing, availability, or fulfillment?
Which digital recovery interventions work best after a support event?
Which service interactions create future loyalty rather than dissatisfaction?
Which support touchpoints reveal upsell or cross-sell needs?
Which bad experiences are most recoverable?
Which accounts should be routed to service-first journeys instead of promotion-first?
Which customers switch vendors after unresolved friction?
Which problem patterns differ by account segment or geography?
Which experiences should be fixed in-product versus handled through outreach?
Which service issues have the largest downstream revenue impact?

13 Executive, KPI & Strategic Questions

Primary solutions

CJA B2BRTCDP B2BMarketo EngageAJO B2B

Derived from GPC's strategic goals, Adobe's KPI frameworks, and the account-team materials around revenue visibility, pipeline health, and closed-loop optimization.

Revenue & Growth Visibility

What is actually driving account growth across GPC's commercial business?
Where are we losing revenue in the account journey?
Which accounts are growing, flat, or declining — and why?
Which channels, programs, and rep actions influence pipeline and revenue most?
Which campaigns create measurable downstream value?

Investment & Prioritization

Which account segments deserve more investment right now?
Which signals best predict account growth or risk?
Which regions or account types have the greatest digital opportunity gap?
Where should marketing invest to improve commercial revenue most efficiently?
Which opportunities stall most often, and what happens right before that stall?

KPIs, Scorecards & Next Actions

Which teams need a shared view of account health, buying-group activity, and revenue influence?
Which KPIs should be monitored weekly vs. monthly?
Which accounts are engaging deeply but spending lightly?
Which segments could be automated versus rep-managed?
Which metrics belong in an executive scorecard?
Which interventions consistently improve conversion, retention, or share of wallet?
Which lifecycle stages should be measured most closely?
Which campaigns or programs should be stopped, expanded, or redesigned?
Which current blind spots are causing the most decision latency?
What is the next-best action for each major account segment?

14 Marketing Mix, ROI & Media Investment (AMM / MCA)

Primary solutions

Adobe Mix Modeler (AMM)Marketing Campaign Analytics (MCA)

Combines marketing mix modeling (MMM), multi-touch attribution (MTA), causal AI, incrementality measurement, budget optimization, and scenario planning to measure what marketing actually worked — across campaigns, channels, regions, co-op, and retail media — and where the next dollar should go.

Marketing ROI & Performance

Which marketing campaigns are generating the most incremental revenue?
Which marketing investments are truly driving business outcomes versus simply capturing existing demand?
How does marketing contribute to revenue growth, customer acquisition, and retention?

Media Mix Optimization

Which channel should receive the next marketing dollar?
Which channels are under-invested or over-invested relative to performance?
What is the optimal media mix to maximize revenue and ROI?

Budget Planning & Forecasting

What happens if investment increases or decreases in a specific channel?
Which budget allocation scenario will generate the highest projected return?
Where should future marketing investments be concentrated to achieve growth targets?

Incrementality & Causal Measurement

What revenue would have occurred without this campaign?
Which channels are generating net-new business versus capturing existing demand?
Which marketing activities are responsible for measurable business lift?

Real-Time Campaign Optimization

Which campaigns are underperforming right now?
Which campaigns are outperforming expectations and deserve more budget?
What optimization actions should be taken while campaigns are still active?

Co-Op Advertising Performance

Which co-op funded campaigns generate the highest return?
Which regions and partners create the greatest incremental impact from co-op investments?
How should future co-op dollars be allocated to maximize effectiveness?

Audience & Media Partner Effectiveness

Which audience segments produce the highest ROAS?
Which media platforms create the highest-quality customers and accounts?
Which media partners deserve additional investment?

Retail Media Network Measurement

Which retail media placements generate the highest incremental revenue?
Which retail media audiences and partners perform best?
Which retail media investments should be scaled, optimized, or reduced?

Regional & Market Performance

Which regions generate the highest marketing ROI?
Which markets create the strongest customer acquisition and revenue growth?
Which local campaigns should be expanded nationally?

Turning NAPA's customer data into measurable revenue growth.

Built around NAPA's five strategic pillars

Customer Intelligence Hub

Sales Acceleration

Omnichannel Journey Orchestration

Personalization & Automation at Scale

Measurable Revenue Growth

Aligned to the bigger vision

One closed-loop growth engine

Three phases: understand, activate, orchestrate

Customer Intelligence Foundation

Revenue Activation Layer

Intelligent Experience Orchestration

Where the value comes from

Cross-Sell / Upsell Across Categories

Parts Ordering & Digital Adoption

Account Health & Churn Prevention

Shop Owner Engagement Optimization

Enhanced Segmentation & Intelligence

Sales Rep Effectiveness

Full Customer Journey Visibility

Audience Integration with Media Partners

NAPA AutoCare Program Optimization

Stitch Online to Offline Conversions

Identify & Target Website Visitors

Inventory & Demand Signal Insights

Personalized B2B Promotions & Offers

B2B Lead Nurturing & Personalization

Buying Group Targeting & Personalization

Real-Time Customer Engagement

Cross-Channel Messaging & Orchestration

AI Next-Best Action / Offer

Journey-Based Suppression & Optimization

Total business value by phase

Let's build the Customer Intelligence Hub together.

Align on Phase 1 scope

Validate the value model

Sequence the rollout

Questions you can answer