Why Marketing Operations Got a Billion-Dollar Nod in Adobe-Workfront Acquisition - CMSwire | The Marteq Alert | Scoop.it
Workfront falls into the categories of Marketing Work Management (MWM) platforms, or Marketing Resource Management (MRM). It’s part of the “projects and workflow” subcategory on the Martech Supergraphic by Scott Brinker. The subcategory has seen a 41% growth since 2019, third behind conversational marketing & chat (70%) and governance, compliance and privacy (68%).

Gartner calls Workfront an enterprise Project and Portfolio Management (PPM) and collaboration work management platform provider “with distinct support for the marketing use case” in its Market Guide for Marketing Work Management Platforms published June 23. According to Gartner researchers, more than 77% of Workfront customers use the platform for marketing, and 14% of customers are agencies. Workfront already had Workfront for Adobe Assets and was a partner for the Adobe Creative Cloud and Adobe Experience Cloud exchange programs.

The Workfront acquisition addresses a functional gap between Adobe Creative Cloud and Adobe Experience Cloud, according to Chris Ross, vice president analyst in the Gartner for Marketers practice. The acquisition could allow Adobe to better connect creative and design tools and processes with technologies for execution of digital experiences. Further, Ross added, this acquisition leverages Adobe’s relationships with the creator and design community and Workfront’s marketing work management capabilities.