Salesforce, meanwhile, didn’t fill any major gaps because it already had collaboration capabilities with Quip and Chatter apps. Adobe also needed better coordination with other customer-facing departments or divisions within the organization. "Because if you look at big companies with big marketing organizations, that's already pretty difficult to do,” she said. “Who would have thunk it?” France asked.Īdobe needed to beef up the ability to support operations and effective collaboration within marketing, she added.
Adobe’s acquisition of Workfront pulls marketing efforts into a more extensive workflow within the organization, joining customer experience forces with even the IT organization. Still, France said she isn’t quite buying a major trend - yet - when analyzing the Adobe-Workfront and Salesforce-Slack acquisitions alone. Tale of Two Acquisitionsīut this is Adobe and Salesforce, two fierce competitors on top of the marketing and CX software space, acquiring two workplace components within a few months. IBM sold some marketing suites to HCL in late 2018 then had other marketing assets acquired by a private equity firm four months later. HP sold off its CX suite to OpenText in 2016.
Some have offered mixed messages in this arena. Oracle is now accepted as a CX contender in addition to its back-end, ERP suite. SAP rolled out major customer experience initiatives in 2018 with its announcement of SAP C/4HANA and SAP HANA Data Management Suite. Customer-facing apps have met employee-facing apps under one vendor roof before. “So we may end up getting to a similar point, even though that wasn't necessarily what was behind each of those different deals.” Not Breaking New GroundĪdobe and Salesforce aren’t breaking new ground. “My take is that, yes, these acquisitions are two data points that suggest a trend, but I think there's actually sort of different motivations behind them,” said Nicole France, principal analyst and VP of Constellation Research.
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