With more than 3,000 customers and one million users, Workfront is used by marketers to efficiently manage content, plan and track marketing campaigns and execute complex workflows across teams.

Adobe solutions focus on creativity and customer experience management, which is mission-critical to marketers, creatives, analysts, and now, operations managers.

The acquisition

Satisfying the increasing expectations of B2B and B2C customers today requires large volumes of content and personalised marketing campaigns delivered at speed and scale.

This must be accomplished across increasingly dispersed teams, as remote work becomes prevalent in today’s environment and the future of work is redefined.

Adobe says the combination of Adobe Experience Cloud and Workfront will bring efficiency, collaboration, and productivity gains to marketing teams currently challenged with siloed work management solutions.

“The combination of Adobe and Workfront will further accelerate Adobe’s leadership in customer experience management, providing a pioneering solution that spans the entire lifecycle of digital experiences, from ideation to activation,” commented Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations, Adobe.

Alex Shootman, CEO at Workfront, added:”Adobe and Workfront share a common affinity to help the modern marketer thrive in an ever-evolving, increasingly demanding setting.

“We’re excited to join Adobe and believe this will be a tremendous opportunity for our customers and partners.”

Upon close, Workfront CEO Alex Shootman will continue to lead the Workfront team, reporting to Anil Chakravarthy, executive vice president and general manager, Digital Experience Business and Worldwide Field Operations.

The transaction, which is expected to close during the first quarter of Adobe’s 2021 tax year, is subject to regulatory approval and customary closing conditions. Until the transaction closes, each company will continue to operate independently.

Analysis

In the most challenging environment for more than a generation, businesses are increasingly under pressure to meet the increasing expectations of customers in order to survive. This means understanding what customers want and delivering campaigns at scale to reach large audiences, but with a personalised message that appeals. This must be accomplished across increasingly dispersed teams, as remote work becomes the norm — that is why Adobe has set its sights on acquiring Workfront.