Integrations aren’t always simple. Passing data from one application to another is contingent on timing: when data should be passed, logic: under which conditions should it be passed, and format: how endpoints expect to receive data. Further complicating things is the extent to which companies deeply customize the applications they use.
Integration complexities are driven by underlying business processes
Similar integrations can vary widely from company to company
Native integrations or simple API tools often fall short
The Tray Platform solves for almost all integration challenges by understanding that integrations are built in service of business processes. Our unique visual tools mimic the logic and flow of processes - allowing any user to build robust, complex integrations across nearly any application stack.
Step 1 - Trigger The trigger is what kicks off a workflow or a movement of data between applications. A trigger can be scheduled - running once a day at midnight for example, a change in an underlying application - a new lead uploaded to Marketo, or some end user activity - customer sends an email or fills out a form.
Step 2 - Source data This is the key information that will be used in the workflow. Usually this is a piece of information extracted from an application, but in the Tray Platform it can also be a CSV file or spreadsheet, the contents of an email, or data from a warehouse or corporate database.
Step 3 - Logic These are steps that the workflow takes to determine what to do with the information such as a comparison - Is the new lead from a company with greater or less than 500 employees?, or looping through a list to find a specific entry - Do we already have an account record for this company?
Step 4 - Formatting This is where we “transform”, or more simply manipulate the data to get it into the form needed for the final destination or action. This can be extracting fields, formatting dates, parsing a URL, or merging information from different sources.
Step 5 - Action This is ultimately what we’re going to do with the information. Most of the time this means moving it to the destination application - adding a new lead record in our CRM, but you might also want to trigger a Slack notification, or send an email to notify the sales team to follow-up.
In this workflow example we’ve pulled or pushed data across Zoom, Salesforce, Clearbit, and Slack. All of these operations are powered by Tray.io’s ever-expanding library of connectors. Our connectors abstract away the variations and complexities of hundreds of individual vendor’s APIs, allowing you to simply drag-and-drop data integrations between nearly any applications.
This is a simple example, and not all workflows follow a set sequence. Instead you’ll often have multiple logical steps and transformations, data pushed and pulled from multiple sources, and different actions happening based on different conditions.
This complexity is the reality of most business processes, and why the Tray Platform is designed to be as flexible as possible. Tray.io isn't just a solution for connecting two solutions, it’s a platform for automating work across any application stack.
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