For marketers who aren’t particularly partial either way, well, they get to lick the bowl.
Workfront, connected to the other solutions across the IT infrastructure, is now the platform for human collaboration from planning to activation lifecycles.įor marketers committed to Adobe, the acquisition advances from the existence of two separate things-a pile of rich morsels (Adobe) + a high quality batter (Workfront)-to this complete package that packs a big punch. The chips and the dough become a cohesive cookie. Imagine every component of the marketing stack is a chocolate chip, with each morsel representing key applications like DAM, financial management and data visualization.Īdobe’s acquisition of Workfront now bakes in Work Management to be the batter that holds everything together. What resources are available to leverage the strengths each solution brings to the table to deliver personalized experiences?.Beyond marketing, how will Adobe better connect to the enterprise via Workfront? How will Workfront fill its own gaps with Adobe’s reach?.How can Workfront extend Adobe’s automation of marketing operations? What are the use cases?.With this background, this blog will cover the following: Service providers to marketing who can create the vision for a customer engagement platform that transcends organizational boundaries to deliver a personalized, high-quality customer experience will continue to have the advantage. Vendor consolidation and converging digital ops will always trend toward simplification of the technology landscape, which is only a good thing for marketing technology buyers. For those who keep tabs on this space, most are wondering what took so long.Īcquisitions and partnerships can make for strange bedfellows. While Workfront does Work Management outside of marketing, it is by and large considered the standard for marketing, the beachhead MRM once claimed but didn’t prove out.Īnnounced on 11/9, Adobe’s acquisition of Workfront makes good sense for marketing-some would say it makes great sense. For marketing departments large and small, Workfront has led the way in recent history in a category related to MRM that it calls Work Management.
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