“The new normal distributed marketing team, distributed experience delivery teams, people having to work remotely - we started to see new use cases emerge around the idea of work management, around the idea of content velocity, around the idea of providing compliance and governance capabilities so no asset escapes the organization, and it goes through this process of passing through creative and the marketing teams and getting out there and really representing your brand in the right way,” Vittal explained. As the pandemic has played out, it began to make more sense to bring in-house this kind of tooling that works well in a distributed environment, and over the last several months the deal came together. Suresh Vittal, VP of platform and product for Adobe Experience Cloud, said that the two companies often work together and encounter one another’s sales teams. This one helps companies manage complex projects inside the marketing department (or elsewhere in the company, for that matter). The acquisition gives Adobe more online marketing tooling to fit into its Experience Cloud. (It’s worth noting that $280 million of that was secondary money raised last year.) Workfront was founded back in 2001, making it a bit long in the tooth for a private company that has raised $375 million, according to Crunchbase.
Bloomberg first reported the sale earlier today. Adobe just announced that it is acquiring marketing workflow management startup Workfront for $1.5 billion.
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