The sort of impact that Workfront can bring across this kind of landscape is shown by the experience of toymaker Mattel, speaking in an Adobe Summit session this week. IBM also has a strong incentive to show off the full potential of Workfront, having acquired one of the platform's leading consultancies from Rego Consulting last year to become part of IBM iX, its customer and experience transformation practice. This involved unifying over 40 separate digital asset management repositories, standardizing on reusable web page templates, and replacing a legacy email marketing platform to improve the effectiveness of interactions with customers. IBM hasn't yet said much about its use of Workfront, but it builds on a broader adoption of Adobe to standardize marketing processes across the global organization. The one I can talk about publicly right now is IBM, but there are many others in that mix that are literally using Workfront as their system of record. You see that in some of the accounts that we're getting. I'm very bullish on the opportunity with Adobe and Workfront.

That ability to tie strategy to execution - to, ultimately, delivery and optimization - that becomes that backbone to how people want to run their business. But is this focus on marketing processes closing off Workfront's earlier ambitions to manage work across the breadth of the enterprise? I put this question yesterday to Richard Whitehead, Head of Product Marketing for Adobe Workfront, who tells me that strategic work management is still very much on the agenda: There's also a tie-up with financial planning tool Anaplan, to give marketing leaders a direct view into what's happening with their budget. A new integration with Adobe Sign complements previous integrations with Creative Cloud and Experience Cloud first announced at October's Adobe Mix event. Fifteen months after closing its acquisition of Workfront, Adobe continues to integrate the work management platform into its broader product suite at this week's Adobe Summit.

Workfront teams integration