![]() ![]() Workfront had a head start with integrations between those clouds. Project management and resource management tools were missing from Adobe's marketing stack, said Predrag Jakovljevic, principal analyst for Technology Evaluation Centers, a software research and analysis firm. Workfront also attracts users outside of the marketing realm, Ross pointed out, and it will be interesting to see how the company, under new ownership, continues to serve those customers. The Workfront acquisition will give Adobe access to more front-line marketing workers and team managers who don't use their fairly specialized marketing and design software applications. if you're Adobe, you allow other vendors to be in the middle of that." ![]() "They're using many other tools to manage other processes and ultimately put that work into Experience Cloud. "For many design professionals, Creative Cloud tools are the de facto standard for the creation of content," Ross said. Adobe wants to capture them and oversee even more tighter integrations between Workfront and its design and marketing tools. The acquisition makes sense because many marketing and design workflows and approvals take place outside of Adobe cloud services in Workfront, said Chris Ross, a Gartner analyst. The companies claim 1,000 customers in common, and Workfront has developed deep hooks into both Adobe Experience Cloud and Creative Cloud. Workfront, which has a million users spread across 3,000 customers, is a popular tool with marketers in general and Adobe Experience Cloud users in particular to manage the creation, approval, orchestration and handoff of the content that goes into marketing campaigns. ![]() ![]() Marketing teams often are distributed geographically, and also do work with outside agencies. ![]()
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