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.
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