Cue dramatically accelerates integration delivery time to build a world-class sales and service scripting platform

Expedites customer requests and deal cycles while freeing up developers to focus on product roadmap

Tray Embedded is the rocket fuel that lets us deliver integrations in days, not months, freeing up our resources to focus on building a best-in-class product,

Jordan Spivack, CTO of Cue
Jordan Spivack, Co-Founder, Chief Technical Officer


  • Accelerates integration roadmap from months to days to enable faster delivery for customers and prospects

  • Significantly shortens deal cycles with rapid customer integrations

  • Frees developers to focus on building exceptional sales and support platform

  • Pushes integration updates live in minutes without dedicated development resources

  • Expands total addressable market by building custom integrations to more services, faster


  • SaaS
  • Customer service technology
  • Sales and service scripting


  • Atlanta, Georgia


  • Tray Embedded

Cue’s flexible, all-in-one sales and service scripting platform lets any phone-based sales or support team service their prospects and customers the right way, every time. Cue simplifies calls by consolidating data from different sales and support systems, including CRMs, fulfillment platforms, and note-taking tools. Phone-based teams can run their calls in Cue without having to switch between different tools to pull up information, letting them instead focus on delivering an exceptional call experience that will keep customers coming back. The company’s simple but flexible platform enables its users to complete all functions of their job in one place to streamline training, reduce talk time, and service customers with greater confidence.

“Sales and support agents are increasingly asked to do more on calls in less time. They’ll have multiple screens with multiple tools open to call up user information, make account changes, and perform a variety of different tasks. Our platform surfaces all information and actions that an agent completes during a call in a single interface,” says Jordan Spivack, CTO at Cue. “As you can imagine, consolidating data from different systems into a streamlined process for the end user is a big part of our goal to provide an all-in-one experience for our customers.”

With the Tray platform you can connect any web service

Cue case study


Growing an all-in-one sales and support platform

As Cue expanded into more teams, the company faced a growing number of integration requests with the different types of software its customers use, including CRMs, support platforms, dialing tools, and all manner of communication and collaboration systems. “We’ve created a platform where phone-based agents can access all of their data in a single place, so it’s only natural that as our customer base grows, we receive more requests for custom integrations with specialized tools,” explains Spivack. “In the past, we had to prioritize our product team’s time between these integrations and adding features to our core product. In turn, our sales cycles stretched into months as we worked to satisfy each request.” 

Meanwhile, the product team at Cue had ambitious plans to launch new features and platform improvements to further enhance the efficiency and effectiveness of their end users. To create a best-in-class call platform, the team couldn’t spare the development resources to focus on building a significant volume of bespoke integrations that customers and prospects continued to request. As such, slow integrations started to limit Cue’s ability to expand its total addressable market (TAM) to reach more prospects who used different types of software in their own tech stacks.


Delivering faster customer integrations at scale with Tray Embedded

Cue needed a solution powerful enough to speed up its customer integrations at scale, but the team didn’t know where to start. “For some time, we avoided building new integrations, because they took too much time and energy,” says Spivack. “We knew we had an exceptional product. And we knew we weren’t set up to pump out new custom integrations. First and foremost, we wanted to focus on building the market-leading solution in call center technology.”  

But Spivack and his team knew that faster integrations could unlock a broader audience for Cue. “Originally, we didn’t know that integration platforms that we could embed directly into our own software even existed. So we initially considered building an integration to an external service that our customers could use to sync contact data between two systems.”

“The problem was that our customers didn’t just want to sync contact data. They needed integrations customized to their business needs that could move and transform all kinds of data, including revenue pipeline, opportunities, deals, case records, and more. We realized early on that these simple contact syncing tools didn’t offer the functionality we needed.”

“After some extensive research, we discovered Tray Embedded.” Spivack and his team appreciated the quality and speed of the implementation process. “Once we enabled third-party integrations in our product, we had our instance up and running in a single sprint. The team at was incredibly helpful and genuinely cared about our success.”

Use case

Cue balances best-in-class product with demand for integrations

With the help of’s customer success team, Cue built an instance of Tray Embedded directly inside the Cue client using’s APIs, pre-built tools, and code samples. And because the implementation only took the product team a single sprint to stand up, the team quickly acquired the ability to offer a new integration marketplace within the Cue application. By giving customers the power to create their own integrations using hundreds of pre-built connectors, the Cue team could deliver more integrations, faster, without having to pull vital development resources away from core product innovation.

Additionally, Tray Embedded provided a number of user-friendly features designed to streamline Cue customers’ integration projects, including a step-by-step guide for setting up workflows as well as a library of reusable integration templates.

"Tray Embedded is the rocket fuel that lets us deliver integrations in days, not months, freeing up our resources to build a product that simplifies and optimizes the work of phone-based sales and support teams.


Unlocks rapid integrations and broadens total addressable market

Spivack and his team use Tray Embedded to dramatically speed up customer integrations. “We’ve shortened the average time it took to build out a specific integration from about a month to just a couple of days. Faster customer integrations mean faster deal cycles, which have a direct impact on win rates. Now, our customers don’t have to wait for us to build a business-critical integration for them a month down the line. And we don’t risk losing customers to our competitors during prolonged deal cycles.” 

“We’ve also received a lot of positive feedback from customers since we’ve adopted Tray Embedded. We’ve accelerated the pace of incremental improvements 10x - even smaller changes or tweaks to existing workflows that would have taken days to implement now take minutes.”

“Internally, Tray Embedded has significantly eased the burden on our product team. We couldn’t operate at this level of efficiency in terms of shipping new updates and features to our core product if we had to focus on customer integrations at the same time.” 

Next steps

Building a better platform while driving growth

Moving forward, Cue is investing in an all-in-one sales and service scripting solution for any business, regardless of existing tools and processes. Michael Wilson, Cue CEO and Co-Founder, adds, “When you’re selling to an audience that is already using so many different systems, you can’t force your customers to pick and choose compatible platforms and expect to grow your business. Now, we can engage any team that works with a headset and stands to benefit from more-effective calls with prospects or customers.” 

If you’d like to discover how more rapidly growing businesses are using Tray Embedded to build customer integrations, check out our case study with CRM innovator Copper to see how it achieved breakthrough integration velocity for its 12,000+ customers. And if you want to learn more about Tray Embedded, sign up for a 1:1 demo.


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