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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