Workfront CEO Alex Shootman will continue to lead the Workfront team, reporting to Chakravarthy. “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,” he wrote.

In a blog post, Chakravarthy put the acquisition in the context of increasingly dispersed workforces challenged with delivering digital content at scale and speed, as well as a growing drive for personalised digital experiences. ‘Adobe and Workfront share a common affinity to help the modern marketer thrive in an ever-evolving, increasingly demanding setting’

“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,” said Anil Chakravarthy, executive vice-president and general manager of the digital experience business at Adobe. With the acquisition, Adobe intends to add Workfront to the Adobe Experience Cloud. This move brings operations managers into the fold of Adobe, whose products already service creative professionals and marketers. Adobe has long partnered with the platform, which integrates to Adobe Creative Cloud and Adobe Experience Cloud, and the companies share more than 1,000 clients including Deloitte, Under Armour, Prudential Financial and T-Mobile. Workfront lays claim to more than 3,000 customers and 1m users. Workfront, a work management platform for marketers, enables users to plan and track marketing campaigns, and execute complex workflows across teams. With this acquisition, Adobe will expand its offerings to include workflow management for digital content creators.Īdobe has entered a definitive agreement to acquire Workfront for $1.5bn in an acquisition expected to close during the first quarter of Adobe’s 2021 fiscal year.

Adobe buys workfront