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. The subcategory has seen a 41% growth since 2019, third behind conversational marketing & chat (70%) and governance, compliance and privacy (68%). It’s part of the “projects and workflow” subcategory on the Martech Supergraphic by Scott Brinker. Workfront falls into the categories of Marketing Work Management (MWM) platforms, or Marketing Resource Management (MRM). It’s Adobe Experience Cloud is a marketing software mega suite built in part upon 21st century acquisitions in the areas of content management, commerce and marketing automation, most notably - and expensively - the $4.73 billion acquisition of Marketo in 2018. The company achieved a record digital experience software revenue of $3.21 billion in fiscal 2019. these are just some of the companies that have coupled DAM and some MRM capabilities,” Liu said.

“Aprimo, BrandMaker, IntelligenceBank, Sitecore, Wedia, Widen. The acquisition is part of a larger trend of companies coupling digital asset management with content collaboration and production capabilities, according to Stephanie Liu, an analyst at Forrester who focuses on B2C marketing professionals.

Adobe and Workfront are longtime partners. Officials pushed the idea of the growing need to manage actual marketing work and collaboration streams because more marketing teams than ever now work remotely due to the COVID-19 pandemic. None of them featured marketing workflow and marketing operations software until last week.Īdobe acquired Workfront, a marketing workflow, project management and Digital Asset Management (DAM) provider, for $1.5 billion on Nov. Major marketing cloud providers have contributed to more than $40 billion worth of acquired marketing technology (martech) software in the last four years.

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