Skip to main content
Search Icon
Quick Links
  • Adobe Completes Workfront Acquisition
  • Workfront + Adobe
  • Why Workfront is different
  • Leap Virtual Conference
  • Interactive Product Tour
  • Work Management Guide
Language Select Icon
US (English) UK (English) Dutch German Swedish
Login
Workfront ProofHQ
Contact Sales
Language Select Icon
US (English) UK (English) Dutch German Swedish
Workfront - An Adobe Company logo
Search Icon
Quick Links
  • Adobe Completes Workfront Acquisition
  • Workfront + Adobe
  • Why Workfront is different
  • Leap Virtual Conference
  • Interactive Product Tour
  • Work Management Guide
  • Why Workfront
  • Solutions
  • Platform
  • Plans
  • Resources
Why Workfront
Overview

Why We Are Different

Customers

Partners

Services

Solutions
By Department

Marketing

IT

Product Development

Professional Services

Agency

By Use Case

Project Management

Resource Management

Digital Collaboration

Portfolio Planning

Strategic Planning

Platform
By Product

Workfront

  • Goals

  • Scenario Planner

  • Fusion

Adobe Experience Cloud

Tours & Demos

Interactive Product Tour

Scenario Planner Demo

Workfront Goals

Plans
Resources
Learn

Resource Center

Work Management Guide

Blog

Events

Customers

Workfront One

Training

Innovation Lab

Workfront System Status

Login
Workfront ProofHQ
Contact Sales

Overview

Why We Are Different

See what makes us stand out from the competition and why top brands trust us.

Customers

Learn how Workfront customers benefit from our work management solution.

Partners

Consult our extensive global partner network of digital transformation experts.

Services

Get comprehensive support, training, and a tailored implementation of Workfront.

Recommended Content

Workfront Overview

With Workfront, enterprise work management can help your company, departments plan, predict, collaborate, evolve, and deliver their best work.

Learn more
Why workfront product screen.
Learn more

By Department

Marketing

Align marketing strategy to execution and launch campaigns faster.

IT

Transform the enterprise and deliver impact with data-driven decisions.

Product Development

Manage processes and automate work to launch winning products.

Professional Services

Manage client needs and deliver services faster.

Agency

Streamline workflows, manage resources, and deliver results.

Explore all solutions

By Use Case

Project Management

Plan projects, track progress, and deliver work that achieves results.

Resource Management

View capacity, make assignments, and prove your impact.

Digital Collaboration

Centralize communication, project planning, and work execution.

Portfolio Planning

Decide which projects to prioritize or pause, and identify those at risk.

Strategic Planning

Define business direction and outline a path for achieving your goals.

Explore all use cases

Recommended Content

Mighty Guide: 7 Experts on Flawless Campaign Execution

Read this Mighty Guide for advice from seven marketing experts on how to execute flawless campaigns under pressure.

Learn more
grey background with mighty guide logo
Learn more

By Product

Workfront

Manage the entire lifecycle of work in a single, centralized solution.

  • Goals

    Align strategic goals to work, monitor progress, and drive amazing results.

  • Scenario Planner

    Plan continuously, compare scenarios, and determine the best path forward.

  • Fusion

    Integrate your favorite applications and automate work in one platform.

Adobe Experience Cloud

Digital experience solutions

Explore the platform

Tours & Demos

Interactive Product Tour

Get a hands-on look at managing all your work in Workfront.

Scenario Planner Demo

Experience how Scenario Planner simplifies the continuous planning process.

Workfront Goals

Align strategic goals to work, monitor progress, and drive amazing results.

Explore all tours & demos

Recommended Content

Forrester Total Economic Impact of Workfront Study

Forrester interviewed Workfront customers in marketing, IT program management, product development, and the strategic programs office, concluding that Workfront can provide companies with a 285% ROI over three years with a payback period of less than three months.

Learn more
Forrester report
Learn more

Learn

Resource Center

View webinars, reports, and studies to learn about the Workfront solution.

Work Management Guide

Learn everything you need to know about enterprise work management.

Blog

Prepare for the future of work with insights from work management leaders.

Events

Join Workfront at one of these events.

Customers

Workfront One

Get product updates, connect with other users, and request product support.

Training

Become a Workfront expert with our library of training resources.

Innovation Lab

Submit and vote on product ideas.

Workfront System Status

Check on Workfront status, scheduled maintenance, and incidents.

Recommended Content

Level Up: How to Plan, Measure & Execute Strategic Growth Initiatives

Ready to learn how to take advantage of new solutions to level up your strategic alignment in 2021? Join LeapPoint’s leadership, Workfront experts and special guests from Penn State University as they share best practices, tools and ideas to level-up your strategic alignment and execution for 2021.

Learn more
Work Boldly
Learn more
A person sits in an office comparing scenarios using Scenario Planner application
December 15, 2020

3 ways to unite marketing and finance to achieve long-term, sustainable growth

By the team at Workfront

***

The velocity of change in 2020 has been relentless, with big impacts on marketing teams. Marketing has had to take on extra work, pivot from in-person to virtual events, and move from annual planning to continuous iterative planning.

To help their organizations manage a continued digital transformation in 2021—and thrive in our post-pandemic world—marketing needs to work proactively, efficiently, and with agility as circumstances and opportunities continue to evolve. To do this, marketing needs to work more closely with the finance department. 

Although marketing and finance have always worked together, their collaboration is often limited to annual meetings to agree on budgets for the year. But in an environment that is constantly shifting and requires iterative planning, marketing and finance need to build and maintain a stronger partnership. Their continuous collaboration will help the business invest in strategies that deliver results and long-term sustainability for a strong post-pandemic comeback.

To explore the opportunities and challenges associated with relationship-building between marketing and finance, CMO Heidi Melin with Workfront, an Adobe company, led a MarTech Today webinar—3 Ways the CMO and the CFO Can Become BFFs. She was joined by EY’s Erik Larson, Americas Digital & Emerging Technology Leader, and Myles Corson, Global Strategy and Markets Leader, Financial Accounting Advisory Services. They shared research findings on the dynamics of marketing and finance relationships, and explained why investing in this partnership is so critical to everyone’s success.

 

Keep a continuous dialogue going based on shared goals.

As chief advocates for customers in a business, marketers have been relied on during the pandemic to highlight the most urgent actions required to stabilize revenue streams and protect brand value. At the same time, finance teams have had to lock down their budgets to save for the future and mitigate against additional unexpected events.

Coming out of a pandemic, straitened financial circumstances mean that whenever expenditure needs to be authorized, it must demonstrate real incremental value. The conversation between marketing and finance needs to be ongoing and based on mutually understood objectives. This agile planning process, anchored by shared goals, requires continuous dialogue for businesses to be responsive to a fast-changing marketplace.

 

Embrace different personalities and align on the same priorities.

Strong finance-marketing relationships are based on trust and shared goals. Building that trust should be a top priority for organizations. In many businesses, marketing and finance teams have contrasting personality types and departmental priorities. They should embrace their differences while aligning on shared company goals to establish a more productive and supportive relationship.

Working together more effectively requires cultivating understanding between groups of people who may have very different approaches to achieving the same objectives. Finance may seem cost-focused and risk averse. Marketing teams that work with finance to excel at expenditure management, financial agility, and optimized planning will be the ones that set themselves apart from their competition in 2021.

 

Share knowledge to strengthen relationships.

There’s no substitute for knowledge sharing—making time to transparently communicate insights and information that support the decision-making process. For example, a CMO sharing information with the CFO about the nuances of digital marketing and the impact that investing in different areas can have on lead generation and customer acquisition. Only by understanding the unique drivers and thought processes of each other’s teams, can marketing and finance come to a shared vision for achieving long-term, sustainable growth for the business.

To learn more about building important bridges between finance and marketing, watch the on-demand webinar in full: 3 Ways the CMO and the CFO Can Become BFFs.

Facebook Twitter LinkedIn

Get Workfront blog updates straight to your inbox.

Why Workfront
  • Plans
Solutions
  • Marketing
  • IT
  • Agencies
  • Professional Services
  • Product Development
Products
  • Product Tours
  • Workfront
  • Workfront Fusion
  • Integrations
Resource Center
  • The New World of Work
  • Blog
  • Work Management Guides
  • News & Press
  • Events
Support
  • System Status
  • Help
  • Workfront One
  • Innovation Lab
  • Training
About Us
  • Leadership
  • Careers
  • Partners
  • News & Press
  • Locations
  • Security
Adobe logo
  • Careers
  • Privacy Notice
  • Security
  • Terms of Service
  • Cookie Policy
  • Resources Index
Facebook
Twitter
LinkedIn
YouTube
Instagram
Contact Us
Copyright © 2021 Workfront, Inc. All Rights Reserved.