Marketing operations and orchestration are the back end of any marketing cloud, and most marketing clouds are disorganized disasters within any organization from a people/process perspective. Frankly, I’m surprised Salesforce didn’t buy them first. “Workfront clients should push back against Adobe architectural precepts giving precedence to an all-Adobe stack strategy that is likely not in licensees’ best interests,” he said.Ĭhris Penn, co-founder of TrustInsights.ai, told us: “The acquisition is a logical step for Adobe. He also speculated that Workfront licensees should brace themselves for potential fee increases upon renewal. On the down side, Adobe may focus more on margins and lock-in, and less on stack agnosticism.” On the plus side, the platform will sit in a very stable vendor going forward. “For Workfront customers, the deal is less valuable. “It makes sense for Adobe, which has been missing out on the increasingly important workflow/operations front in martech,” he said.
We asked Tony Byrne, President, Real Story Group, about the significance of the move. 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.” Writing in a blog post, Anil Chakravarthy, EVP and GM, Adobe Digital Experience Business, said: “The combination of Experience Cloud and Workfront will bring efficiency, collaboration, and productivity gains to marketing teams everywhere. Workfront had previously been a significant partner of Adobe, and had an integration with the Adobe platform. Reports say this will be Adobe’s fifth largest acquisition. The value of the deal is reported to be $1.5 billion, and it is likely to close between December and next February. This will add a high-profile collaboration to its Experience Cloud. In breaking news, the CX and creative giant Adobe has announced that it will acquire work management platform Workfront.
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