![]() The transaction is expected to close during the first quarter of Adobe’s 2021 fiscal year. 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 for Adobe. Adobe and Workfront were already longstanding partners, and Workfront features APIs that connect to Adobe Creative Cloud and Adobe Experience Cloud. The combination of Adobe Experience Cloud and Workfront will help this because Workfront software is designed to orchestrate marketing workflows. Adobe Experience Cloud features capabilities in the areas of content and commerce, customer journey management and customer data and insights.Īdobe officials noted the increasing nature of remote work means marketers need to execute and manage marketing campaigns and content among dispersed teams. This definitive agreement to acquire Workfront means Adobe users will get access to a solution marketers use to manage content, plan and track marketing campaigns and execute complex workflows across teams, according to Adobe officials. Adobe has acquired many components that now compose its Adobe Experience Cloud, including most recently its $4.75B acquisition of marketing automation provider Marketo in 2018. The digital customer experience software provider acquired Workfront, a work management platform for marketers, for $1.5 billion. Adobe made its latest billion-dollar-plus acquisition this week.
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