Data integration and automation tools have quickly become “must-haves” in any high-growth organization’s tech stack. Many popular SaaS tools today contain similar elements within their feature sets — which can certainly be confusing when making buying decisions. Here we explain the major differences between two very popular categories of integration and automation tools: workflow management tools like Tray and customer data platforms (CDPs) like Hull, and why integrating both into your tech stack may be the growth lever your organization needs.
Workflow tools operate on an “if this, then that” basis. Tools like Tray let you trigger a specific action or set of actions to occur based on rules that you define. When you have all your workflows set up and firing on all cylinders, you can really start to see the benefits of automation.
The main value proposition that workflow management tools offer is efficiency.
Customer data platforms unify data across tools to create a holistic and chronological record of your customer’s attributes and interactions with your company. From there, you can build logic to segment, cleanse, transform, and sync the data out so that tools and teams stay aligned, and marketing and sales efforts are optimized.
The main value propositions that customer data platforms offer are two-fold: efficiency and conversion optimization.
When it comes to data integration, workflow tools like Tray operate on a one-to-one basis. The tool that defines the rule and the tool that executes the action need to “speak to one another”. While this may be a great starting point for organizations with a few tools, it becomes increasingly complex as your company scales and brings on more tools.
Customer data platforms simplify data integration because they act as the central hub from which data flows in and out. Instead of managing hundreds of one-to-one integrations, CDPs offer a more streamlined approach to data sharing.
Workflow tools like Tray allow you to manage certain aspects of your data, but they aren’t designed to be your data management command center because there isn’t a central place where all the data lives.
Workflow tools operate like a waterfall. Once water starts flowing, it doesn't stop until it reaches its final destination.
Customer data platforms really excel in this area, with several main features that allow for fine-tuned control of your data.
Here is where workflow tools really shine. With dozens of triggers and actions, workflow tools can replace repetitive, manual tasks with automation. Workflow tools like Tray typically integrate with dozens of SaaS tools, so you can feel confident that your workflow needs are covered.
Some customer data platforms have the capability of automating actions like sending alerts and notifications, but the firepower behind CDPs lie in their ability to ingest, transform, and synchronize data. Because CDPs host historical records of customer activities and interactions, they can serve as a gold mine of data from which workflow tools can then operate.
The possibilities for growth are endless when you combine Hull’s system of intelligence with Tray’s expansive list of triggers and actions. Track every customer interaction, clean up your data, and fine-tune your segments in Hull. Then, build workflows in Tray to automate actions in hundreds of different destinations. Together, unlock the benefits of both workflow management tools and customer data platforms, and accelerate go-to-market success.