Adobe has just announced that it is acquiring a start-up marketing workflow management solution for $1.5 billion. Bloomberg first reported the sale would be happening earlier today.
Front Work was founded in 2001, making it a bit long for a private company that has raised $375 million, according to Crunchbase. But it gives Adobe more online marketing tools to fit its Experience Cloud. It helps companies manage complex projects within the marketing department.
"The combination of Adobe and Workfront will further accelerate Adobe's leadership in customer experience management, providing a pioneering solution that spans the entire digital experience lifecycle, from ideation to activation," Anil Chakravarthy, executive vice president and general manager of Adobe's digital experience business. and worldwide field operations, said in a statement.
Holger Mueller, an analyst at Constellation Research, says the acquisition will help Adobe customers manage the complexities of marketing project management. "Scheduling and work management had made the task orders more complex for companies, and Adobe is accounting for that with the acquisition of Workfront, providing better tool support for the new future of work," Mueller told TechCrunch.