londonpana.blogg.se - Adobe to acquire workfront

"It's all about this notion of digital transformation," Ahuja told Business Insider. The deal is expected to close in the first quarter of 2021. It will augment Adobe's Experience Cloud business, which focuses on digitizing customer experiences in marketing and commerce, Amit Ahuja, Adobe's vice president of ecosystem development, said.

That dynamic is what Adobe liked about the company. Workfront CEO Alex Shootman told Business Insider that over 75% of the company's customers were marketing professionals, as that industry is experiencing "a tremendous amount of transformation" in terms of modernization and digitization. Workfront, which had raised about $95 million in venture-capital funding, according to Crunchbase, makes software to help its customers organize their projects, track processes, and automate common tasks.

On Monday, Adobe announced its intent to acquire the Utah-based startup Workfront for $1.5 billion, in a bid to grow its digital-marketing business.

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Amit Ahuja, Adobe's vice president of ecosystem development, told Business Insider Workfront would make Experience Cloud even more valuable and useful to customers.

Workfront CEO Alex Shootman said the acquisition would give the company access to Adobe's wide base of marketing professionals: "Adobe is the trusted advisor to CMOs.".

Workfront makes work-management software mainly used by marketing professionals - making it a natural fit with Adobe's Experience Cloud product, which lets users manage their digital-marketing outreach.

Adobe is growing its digital-marketing business with the acquisition of the Utah-based Workfront for $1.5 billion in a deal announced on Monday.

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