That increased the need for speed and agility. That’s where Workfront comes into play.ĭuring the pandemic, that became imperative as the majority of sales moved online. He says that involves connecting the people, processes and data within marketing into a single system where teams can iteratively plan on the work as changes arise.

“If you think about a CMO, he or she and their team is developing the key priorities for decisions for the year or for the quarter take those key priorities and make sure that they are driving the activities within the marketing organization,” he said. For starters, it lets them connect strategy to execution. Shootman says having this system of record in place allows marketing teams to do several things. While there is more than a hint of marketing in that explanation, the data from Workfront’s workflows acts as a record of the creative process.Īs part of Adobe, the company has built hooks into Experience Manager and Creative Cloud to enable marketing’s creative work to move through an organized and auditable process, leaving a data trail that lets management know exactly what happened - a marketing system of record. As marketing executives try to balance mapping strategy to the creative process while building customized experiences, a marketing workflow tool would fit neatly into Adobe Experience Manager (AEM), and that’s where it has landed.Īlex Shootman, who was CEO at Workfront and is now VP and GM of Adobe Workfront, told me they see the tool as the system of record for the marketing department inside of AEM. Today the company is officially announcing how it intends to use it. Five months ago, Adobe purchased (for $1.5 billion) Workfront, a company that helps build marketing department workflows.

Adobe purchases workfront