VENDORiQ: Adobe to Acquire Workfront for USD$1.5 billion
9 Nov 2020: Adobe announced a commitment to purchase Workfront for USD1.5b. The deal will bring Workfront’s marketing workflow and collaboration solutions into Adobe’s portfolio of ecommerce, content creation and delivery solutions.
Why it's Important
Adobe is the leader in the marketing technology landscape, with a wide portfolio of solutions for content creation and delivery. In the last three years, Adobe has aggressively pursued design and ecommerce automation through AI and related technologies. The addition of Workfront to its portfolio brings collaboration and workflow into the mix. The likely result being AI powered decision-making into marketing workflows.
Organisations with Adobe Marketing Cloud and related investments, and Workfront customers.
- eCommerce / marketing technology leads
Workfront and Adobe have a history of collaboration and there are cultural synergies that will likely make the merger relatively seamless from a customer perspective. In the near term (2-3 years), Workfront clients will not see a significant shift in product direction nor licensing. However, as Adobe leverages its AI capabilities into Workfront, expect to see new capabilities that benefit Adobe Marketing Cloud, Experience Manager and other products in the Adobe suite. Longer term, Workforce clients (many of whom are already Adobe clients) should prepare for the more assertive licensing audit activities for which Adobe is known.
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