Ryan Cantor, AVP Digital
Integrates internal systems with Recurly to build complete, end-to-end order/payment/fulfillment system for more than 500,000 local businesses
Mobilizes new sales team of 1,500 to immediately begin selling using newly-integrated sales experience
Now using Tray to automate additional strategic projects, such as major consumer promotions and centralizing data and operations
The firm recently bolstered its reach by augmenting its local business automation app Thryv with the acquisition of The Real Yellow Pages.
The reasoning behind Thryv’s decision to incorporate one of the longest-lived and most trusted directories for local business into its local business automation software should be obvious. However, combining the operations of these companies wasn’t going to be as easy to figure out.
The newly-expanded company needed to build an end-to-end order management platform that included online orders, fulfillment, and payment processing (for which it had selected the user-friendly solution Recurly). And the team needed to hurry, so it could enable the newest addition to its family - the YP sales team of 1,500+ sales professionals - to start selling ASAP.
Thryv’s partner management team found itself at a crossroads: Either find an accessible solution to this complex challenge on its own, or file a helpdesk ticket and start waiting for the IT department to build it. The scale of the project would likely have required months, if not up to a full year, of scoping, testing, and the use of potentially expensive point solutions that would each require their own evaluation period. This delay would, of course, also mean that its new 1,500-person sales team would have been looking at up to a year’s worth of inactivity...which would’ve been another significant problem.
“When we were first trying to figure out a solution, we had a lot of ‘How do we put two companies, or systems, together’ challenges,” recalls Associate VP of Digital Ryan Cantor. “We actually created our own online ordering system and fulfillment, and pulled the pieces together. We also had Recurly for payment processing. But we had to figure out, ‘OK, what can we use to interface with them?’”
To accomplish its goals, Thryv decided find a General Automation Platform that was powerful enough to directly integrate the different elements of its operational stack, and was user-friendly enough for the business users on its team. It evaluated its options and decided to work with Tray.io.
To connect its different systems, the Thryv team used Tray.io’s drag-and-drop interface to directly integrate orders, payments, and fulfillment. Specifically, the company built a workflow that built a 1:1 correlation between individual online orders placed through the company’s online portal and payment processing through Recurly on the back-end...and then routed processed orders back to Thryv’s fulfillment system to close the loop.
The company has gone on to integrate Tray across other aspects of its business. Cantor explains, “The really cool thing we can do with Tray.io, in my opinion, isn’t just workflows, but also all the one-time projects we need to do,” such as making updates to Thryv’s popular coupon redemption system.
All shoppers love a good discount, but the terms on different offers frequently need to change. This means that the team would find itself facing non-trivial manual tasks, such as converting thousands of lower-value, evergreen coupons into higher-value, limited-expiration coupons. The Thryv team has since built a workflow that turns this complex use case into a fully-automated process that completes itself in just minutes.
Using Tray.io, the Thryv team was able to build exactly the functionality it needed. Better still, the build process for it was complete in a matter of weeks.
With its order management apparatus in place, Thryv was able to take the YP sales team off the bench and immediately get them selling. In fact, the newly-integrated sales experience was so much easier to use, and more popular, than the company’s previous internal selling platform, that the original sales team requested a built-out version for themselves.
“Tray.io is the glue that holds all our systems together. It’s the only system flexible enough to do what we need,” says Cantor. “The cool thing is, Tray.io interacts with a lot of different systems, including [the pre-made] Google Sheets [connector in Tray], but with [Tray’s Universal HTTP] connector, for anything with an API, we can connect to it.”
Over time, the team has gained enough expertise with the platform to explore additional workflow options that manage a variety of its important business processes, integrating any API-based application. And now that the company has successfully built its new selling machine and deployed its new sales team, Thryv has big plans for the future. Beyond automating the heavy lifting out of coupon-code projects, the company plans to use business integrations to eventually centralize its data and operations, to streamline out inefficiencies and bring its entire team onto the same page. Says Cantor, “I think with Tray.io’s help, we’re gonna knock it out of the park.”