Adobe leads with a strong vision and solid community and collaboration capabilities. The software and digital experience juggernaut has evolved its go to market approach with a cloud offering that targets more than just huge organizations. Its key acquisition of Workfront since our last evaluation boosts its capabilities in collaboration and workflow capabilities, making it more agile and efficient in getting content to market. Adobe offers a suite of technologies including creative, analytics, and commerce software, which gives it a powerful ecosystem when customers work within it. Adobe has one of the largest market presences in this evaluation and while it has traditionally focused on large enterprises, it is looking to move into the lucrative midmarket.
Adobe excels in the content hub capabilities thanks to its heritage in the DAM space and while it has solid capabilities for collaboration and planning, we expect those to strengthen as the Workfront acquisition permeates the Adobe suite of products. Adobe also stands out in personalization and metadata capabilities, bolstered by its proprietary AI technology. It is weaker than others in this evaluation when it comes to pure headless capabilities. Its Experience League program helps it differentiate in the areas of practitioner and developer support. Customer references spoke positively about the platform’s ability to support governance and compliance of experiences and felt like Adobe had a strong digital experience vision. Adobe is a good fit for large, global brands that have bought into the Adobe ecosystem and aren’t daunted by a full-featured product.