Adobe completes acquisition of Workfront to boost client marketing productivity

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Adobe (San Jose, California) has confirmed the acquisition of Workfront (Lehi, Utah), a leading work-management platform for marketers with more than 3,000 customers and 1,000,000 users. Adobe pointed out that the acquisition will bring more efficiency, collaboration and productivity gains to marketing teams currently challenged with “siloed work-management solutions.” Both companies are established partners with strong product synergies and a growing base of over 1,000 shared clients – including names like Under Armour, Nordstrom, Prudential Financial, T-Mobile and The Home Depot. In a statement, Adobe added that satisfying the increasing expectations of B2B and B2C customers today requires large volumes of content and personalized marketing campaigns delivered at “lightning speed and scale.” This must be accomplished, it said, across increasingly dispersed teams, as “remote work becomes prevalent in today’s environment and the future of work is redefined.”

Anil Chakravarthy.
Alex Shootman.

Workfront has proven experience and leadership in creating marketing workflows. Its platform is agile and uniquely designed for enterprises, with extensive integration capabilities that can be easily configured to meet the varied needs of companies of all sizes. Workfront is equipped with APIs that enable a seamless connection to Adobe Creative Cloud and Adobe Experience Cloud, which have become the global standards for creative workflows and customer-experience management. “Together, Adobe and Workfront will give leading brands access to a single system to support planning, collaboration and governance, to unlock organizational productivity,” said Anil Chakravarthy, Executive Vice President and General Manager of Digital Experience Business and Worldwide Field Operations at Adobe. “Adobe is leading the charge in digital transformation, and with Workfront, we’re further accelerating this vision.” Workfront CEO Alex Shootman will continue to lead the Workfront team, while reporting to Chakravarthy.

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