Adobe announced that it is acquiring marketing workflow management startup Workfront for $1.5 billion. Bloomberg first reported the sale earlier today. Workfront was founded back in 2001. The acquisition gives Adobe more online marketing tooling to fit into its Experience Cloud. This one helps companies manage complex projects inside the marketing department (or elsewhere in the company, for that matter).

Suresh Vittal, VP of platform and product for Adobe Experience Cloud, said that the two companies often work together and encounter one another’s sales teams. As the pandemic has played out, it began to make more sense to bring in-house this kind of tooling that works well in a distributed environment, and over the last several months the deal came together.

Read the full article here: https://techcrunch.com/2020/11/09/adobe-acquires-marketing-workflow-startup-workfront-for-1-5b/