Adobe announced today that it has acquired Workfront, a leading work management platform for marketers, which currently has more than 3,000 customers and one million users worldwide.
The Workfront platform is used to manage content, plan and track marketing campaigns, and execute complex workflows across teams.
As such the deal represents an evolution by Adobe into the back office of the marketing department where typically companies such as Atlassian and Asana have featured more prominently.
According to Anil Chakravarthy, Adobe EVP and GM for digital experience, writing on an Adobe blog, “Today, every business has become a digital business, accelerating the need for companies to develop world-class digital experiences for their customers. Yet, delivering experiences that delight customers and keep them coming back requires large volumes of new content and myriad marketing campaigns.”
He says that to be successful, marketers must create, manage, and deliver personalized marketing campaigns at speed and scale and that this needs to be done across increasingly dispersed teams.
“Adobe solutions are at the nexus of creativity and customer experience management, and mission-critical to marketers, creatives, analysts, and now, operations managers.”
Chakravarthy says the combination of Experience Cloud and Workfront will bring efficiency, collaboration, and productivity gains to marketing teams everywhere.
“Workfront’s platform is agile and uniquely architected for the enterprise, with extensive integration capabilities that can be easily configured to meet the varied needs of companies of all sizes.”
Adobe and Workfront are longstanding partners with strong product synergies and a growing base of over 1,000 joint customers, including Deloitte, Under Armour, Nordstrom, Prudential Financial, T-Mobile and The Home Depot. Workfront is equipped with APIs that enable a seamless connection to Adobe Creative Cloud and Adobe Experience Cloud.
The companies already have a long-standing relationship and the acquisition, expected to close during the first quarter of Adobe’s 2021 fiscal year.
Chakravarthy said the deal will benefit Adobe’s customers by expanding the platform’s focus beyond the creation and delivery of customer experiences, and into the realm of the workflows that underpin them.