![]() What in 2009 started out as a digital marketing platform with the acquisition of Omniture for $1.8 billion, the Adobe Experience Cloud now extends beyond digital marketing. By that time, Adobe should have re-defined the category. Adobe just bought the most comprehensive platform, so the followers are going to need to both buy point solutions and stich and build to reach parity to the Adobe + Workfront offering. This acquisition unlocks value beyond marketing. Adobe just laid down the gauntlet for all others to follow. With remote work, and the ubiquitous adoption of collaboration tools, we’ve entering a new era of how work gets done. It now embeds the Operational System of Record (OSR) within the digital experience ecosystem. The category is now established, and this acquisition promotes the category to a new level. In the past few months, we’ve seen the IPO of Atlassian, owners of Jira and Wrike, and Asana. ![]() While the $1.5 billion acquisition of Workfront is more than a single tip of the hat for the PPM category, it marked a thunderclap for the enterprise marketing cloud technology providers. We believe it will change both the marketing cloud category, and the Portfolio and Program Management (PPM) software category. As Lima Consulting Group is both a Gold Partner with Adobe and a certified and experienced Workfront partner, our close relationships with both companies give us some insight as to what this acquisition means beneath the surface. ![]() Let’s immediately get beyond the vital stats and talk about what this acquisition means for both those in the industry and for Wall Street. ![]()
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