Transforming Marketing Operations for a National Grocery Chain

Challenge

Coordinating large-scale marketing campaigns with multiple teams and tools is inherently complex. Without a centralized system to align financial plans, tactical execution, and asset tracking, organizations risk limited visibility, inefficiencies, and misaligned resources—making seamless collaboration a challenge.

Recognizing the opportunity to enhance its marketing operations, our client sought to implement a robust work and financial management platform designed to streamline processes and connect workflows. This solution aimed to bridge disciplines, foster collaboration, and provide real-time insights into timelines, capacity, and resource allocation. The scale of the initiative added a layer of intricacy by integrating Adobe Workfront with the client's financial tool, Anaplan.

This required the creation of 18 custom Adobe Workfront Fusion scenarios to ensure workflows and data were seamlessly connected. Simultaneously implementing both Adobe Workfront and Adobe Workfront Fusion on such a large scale required careful planning and execution.

To achieve its goals, this client partnered with MERGE for guidance and support across three key areas: Core Adobe Workfront Configuration and Implementation, Anaplan–Workfront Integration, and Post-Training Support.

Outcome

To address the complexity and scale of this implementation, MERGE designed a strategic, multifaceted approach that leveraged discovery, process optimization, and hands-on training to create a scalable solution tailored to the client's specific needs.

Discovery

The Discovery phase focused on building a deep understanding of their unique processes and workflows. The client provided documentation, such as current campaign process workflows, intake briefs, and schedules, which allowed MERGE to assess its current state and refine the agenda for discovery sessions. This collaboration ensured every business need was accounted for—including Anaplan use cases, system integrations, and organizational workflows—preparing the foundation for a seamless build.

Project Templates

MERGE created, configured, and tested 10 base workflow templates to align with the client's diverse project types. The client's teams were then trained to develop and configure additional workflows independently, enabling them to stay agile and self-reliant as their needs evolved.

Reporting

MERGE built five reports per persona, configured seven unique dashboards and nine layout templates, all based on the individual user roles. This enabled the different users to see and gain insights into the data the client needed for their role. By configuring these objects during implementation, the client gained actionable insights, ensuring data-driven decision-making long into the future.

Data Migration

MERGE offered detailed recommendations for data migration, specifying the scope, methods, and resource requirements for a smooth transition.

Anaplan Integration

MERGE executed a parallel integration of Adobe Workfront into Anaplan by configuring and implementing Adobe Workfront Fusion scenarios to allow automations with certain processes. The scenarios allowed the strategist and channel managers to request funds for both campaigns and channel projects.

Additionally, project leads can now perform budget reallocations and request quotes from Anaplan via Adobe Workfront. By integrating the financial planning capabilities in Anaplan with the work management processes in Adobe Workfront, the client achieved a centralized solution that eliminated redundancies and improved efficiency.

Training

To ensure long-term success, MERGE delivered 20 hours of classroom-style training sessions. This enabled the team to operate Adobe Workfront with confidence while minimizing the learning curve for new employees. With Workfront as their core marketing resource management tool, project requests, collaboration, and reporting have been consolidated into one platform. Adobe Workfront Fusion also enabled them to connect additional platforms, automate processes, and enhance the overall user experience.

Together, this integrated solution provided enhanced transparency and actionable insights, enabling the client to make data-driven decisions, optimize resources, and reduce time to market.

Results

MERGE delivered a comprehensive solution that simplified processes, integrated tools, and enhanced visibility across the client's marketing operations. The implementation created a centralized, scalable platform designed for efficiency, collaboration, and strategic growth.

Transformed Campaign Planning and Integration

MERGE transformed campaign planning by consolidating all activities within Adobe Workfront, eliminating duplicative manual entries and enabling seamless integration with Anaplan for financial planning and budget approvals. By centralizing project requests, collaboration, reviews, and reporting, the new system ensures that all work originates in Workfront and is linked with Anaplan for accurate financial tracking.

Optimized Workflows and Resource Management

To improve efficiency and adaptability, workflows were standardized and configured for different project types, such as Advertising, Environmental, and Packaging. This included both planned and unplanned tasks, ensuring smooth handoffs between teams and delivery within set SLAs.

Additionally, Adobe Workfront now provides team leads with clear insights into resource capacity and robust forecasting tools, empowering them to allocate resources effectively and identify opportunities for increased productivity.

Post-Go-Live Success: Showcasing Rapid Adoption

Within just one week of going live, the client had already created over 1,000 organic (non-migrated) projects in Adobe Workfront. This remarkable milestone highlights the effectiveness of the training and enablement efforts, as well as the enthusiasm and adoption of the platform by the client's teams.

With this solution, the client now thrives on a cohesive, scalable solution that aligns teams, streamlines operations, and supports long-term success.