It’s a fair question. And the answer is that we wanted our name to reflect the present value and the future potential of our platform for our customers. Although our platform provided one place for enterprise teams to see their work across teams and departments, the word ‘task’ felt tactical, simplistic and small. It was time for our name to match the scope and value of our solution.
After months of consideration, we finally arrived at Workfront. But out of all the names we considered, why did we choose that one? Here’s why:
- Work is what we are about - Our work management solution is capable of handling massive projects or simple ad hoc requests that need to be done today—comprehensive work, not just tasks.
- We live at the front of all of our customers’ work - We are the first thing they see when they want visibility into work projects and what’s coming up next.
- We provide power and leadership - With real-time data-gathering and reporting, our solution provides lion-like power and the ability to make solid, data-driven decisions.
- We have not stopped growing - Our solution will continue to evolve and grow to meet the changing needs of enterprise teams, and our name needs to do the same.
So say hello to Workfront: new name, same powerful enterprise work management solution.
What does the name change mean for the future of the company? What was the reasoning behind it?
In simplest terms, we have outgrown the AtTask name. As we have been successful in becoming a significant player in the Enterprise SaaS world, our name no longer represents the market we serve and the value we bring to our customers. Unfortunately, the word “task” in our name has the connotation of being simplistic and less meaningful, perhaps even trivializing the power of our solution. While we certainly help customers manage tasks, we do much, much more than this.
As we continue to execute on our Enterprise Work Management (EWM) strategy, successfully grow our business and expand our presence in larger accounts, we want to have a name that better represents the brand we are building, and we feel that the name Workfront accomplishes that goal. Now is the time to make this change as we position the company for long-term success as a major SaaS work management player and clearly distinguish ourselves from both the traditional PPM space and task management solutions.
What was your process in developing the new name and how does it reflect the new company vision?
We went through a very rigorous process to choose the new name. A small committee, including the Executive Commitee and our internal Creative Services team, started with two activities: we polled our employees for name suggestions, and hired a seasoned naming firm to help us with the search. We wanted to choose a name that accurately reflects the value we bring to our customers. Because we live at the front of all of our customers’ work, and are their “always on” system of work, the name Workfront just made sense to tell the story of what we do. When we heard the name, it immediately had unanimous appeal.
Does this represent a change in focus for the company?
To the contrary, this name change will provide greater focus on our Enterprise Work Management strategy for users in IT, marketing, and every department in between. Our solution has evolved to encompass every stage of the lifecycle of work, from planning to execution to reporting. The word “task” in our previous name only touched on a small piece of our capabilities. The new name illustrates our commitment to providing a “single source of truth” for all work for our customers.
How is the name Workfront spelled?
When writing the word, it is spelled with a captial W, with all other letters lowercase—Workfront.
When inserting the Workfront logo into any documents, please use the approved logo provided by our Creative Services team.
Are you looking at acquisitions, going public, or being acquired?
We are focused on delivering outstanding value to our clients and helping them solve real problems. As our business continues to grow and scale and market conditions are favorable, we will consider our capabilities as a public company and/or acquisitions. We will also consider future acquisitions where they fit well with our product strategy and roadmap. With a strong management team, large market, industry-leading solution, and a proven track record of success, we believe that we have great opportunities ahead of us.
What is the meaning of the logo/mark?
We went through several rounds of logo review as we worked very hard to find a logo that encapsulates our market value. The lion mark that is part of the logo shows the power our solution brings to our customers. A pride of lions is most successful, and remains the “king of the jungle” as they work seamlessly together. We bring our customers together in a “pride” of sorts to drive significant results as they coordinate all of their work.
Are the product names changing as well?
Yes, the product name will also change to align with the corporate name.
Where can we find you online (URL), social media, etc.?
Our new url is workfront.com. Should you have a momentary memory lapse, you can still type in AtTask.com and be redirected. We also changed our social accounts to the new name: Facebook, Twitter, LinkedIn, YouTube and Google+.
How is the company performing currently?
Workfront has had several quarters of record-breaking revenue, with significant quarter-over-quarter gains. In January 2014 Workfront closed its Series D fundraising with $38M, is being used to support product, sales and marketing development.
Does this impact product roadmap/product focus?
We have a strong roadmap built to support our Enterprise Work Management strategy, and provide specific development for marketing and enterprise teams. The name change won’t impact our going-forward product roadmap focus.
What does the name change mean for current customers and company stakeholders?
Our current customers and stakeholders will continue to reap the benefits of a leading Enterprise Work Management solution. The name change will help them easily illustrate significant benefits they will reap from our product to other company stakeholders.
Did you use the Workfront product to help facilitate the renaming process?
As you might imagine, it is a tremendous undertaking to rename a company. Everything from updating signage on our building, to swapping out copy on the website, to updating our billing needs to be done with the balance and care. We had more than 200 tasks in our renaming project, and Workfront helped us stay on top of all of them.
If I am currently an AtTask customer, do I need to execute an assignment document or other paperwork to maintain the business relationship?
The name may be changing, but the contracting entity with whom our customers have current agreements and order documents is not changing. Workfront, Inc. is the same legal entity that was formerly named AtTask, Inc. If you are an AtTask customer, your existing agreements and orders will continue to be fully valid and enforceable, and any necessary updating of names will be handled in the order form associated with your next renewal.