I touched on the differences between Zapier
. Since then, I got a demo from a member of the Tray team (thanks Dhruv). And it confirmed my belief that the main differences between workflow automation tools are not the tools themselves but their go-to-market.
Tray is willing to handhold its customers during the purchasing process, work with them to integrate additional apps and go through hoops big companies put up (SLAs, pen testing, etc) which the other two just won’t (or don’t have the resources to).
So it’s clear to me why Tray is winning in the enterprise space. What I kept coming back to is why is Zapier so much more popular than Integromat? Yes, Zapier is easier to get started with but its limitations are felt pretty quickly and there are complicated tools out there that people love. And yes, it also has more apps integrated but when it comes to the most popular apps, Integromat has them all.
Then I Google’d “connect X and Y tools” which is how I imagine most people discover workflow automation tools. Well, let’s just say the results spoke for themselves. Look at who comes first for “connect Airtable to Google sheets”