Speaking to Marketing about Adobe's new global marketing campaign, Chalwin said: "For too long, marketing has been misunderstood, undervalued and seen as a soft profession, which has too much guesswork and doesn't provide too much impact on business strategy and bottom-line results."
She explained that with much more technology at marketers' disposal, this is no longer the case.
The "metrics, not myths" campaign, which launched this week in print and online, aims to dispel marketing myths, and the ad creative features statements such as "Marketing is BS", "Marketing hates big data", and "Half of ad spend is wasted", to grab attention and promote Adobe's suite of marketing tools.
She explained this was a shift in marketing strategy for Adobe, which has taken a conservative approach in its previous campaigns, to a more "bold and provocative" one.
Adobe, which provides digital tools for the creative community, is expanding the business to reach marketers, with its new Marketing Cloud, which offers tools for analytics, targeting, campaign management.
According to Neil Morgan, senior director of digital marketing at Adobe, its customers who have been using its creative tools have been asking for ways to help them optimise, measure and manage their campaigns.
Morgan said: "Marketers are coming to us and asking us to help them prove this creative is producing results, help us test the creative and target it accurately."
Discussing competition in the enterprise software industry, Morgan said Google, which last year launched a competitor to Adobe's Omniture, is "absolutely" seen as a threat.
He said: "We are competitive with Google in this space, but we see a major differentiator between Adobe and Google in that we are not trying to sell you advertising – we are agnostic of channel and give an independent view.
"Why would you trust some one who is trying to sell you advertising with an analytics tool to figure out what works? They are probably going to tell you their advertising works better than on Facebook."Follow @shearmans