SalesTech Star Launches Embedded Edition that Enables Software Companies to Dramatically Accelerate their Data and Application Integration Velocity

Offers unique combination of API-powered plug-and-play design, drag-and-drop builder, and transparent user experience built to speed time-to-market and delight end users, the General Automation Platform that puts deep software integrations and enterprise-class automation into the hands of everyone, has launched Tray Embedded Edition. Software companies can now rapidly meet market demand by easily, seamlessly, and rapidly upgrading their products so that their customers can instantly activate integrations and automation between their app and any cloud-based application, database, or tool.

Companies that select Tray Embedded Edition benefit from:

  • Transformative developer productivity. Drag-and-drop building and practically unlimited connectors for APIs, files, databases, apps, custom connectors, and advanced business logic enable product and development teams to deliver virtually any integration need – without needing to worry about ongoing maintenance.
  • Rapid time-to-market. Tray Embedded Edition’s Template Builder enables developers to create completely reusable yet customized integrations for customers to activate, authenticate, and configure on-demand.
  • Completely seamless, intuitive user experience. Product teams can add Tray Embedded Edition’s guided activation wizard to their product and tailor using CSS, or leverage Tray’s purpose-built embedded APIs for complete UX control.

With companies deploying 20% more cloud applications every year, and dozens of apps deployed in sales, finance, marketing, services, and every other department, product leaders are facing spiraling demands from their customers and prospects. They expect intuitive, fast, and self-activated integration so the apps they deploy work together with the apps they have.  In turn, sales and delivery teams look to their product organizations to provide on-demand integration as a competitive necessity and an important factor of customer satisfaction.

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To meet market demand, product teams can no longer deliver one-off, hand-coded integrations that drain valuable engineering resources, are slow to provide to customers, and painful to maintain.

“Many SaaS firms are not only losing development cycles – they’re losing business outright due to not having the right native integrations,” says CEO and co-founder Rich Waldron. “Tray Embedded Edition solves this problem by empowering companies to quickly connect their own SaaS products to any application, with full control over the user experience. And they can do so without limits thanks to our platform’s elastic serverless architecture and easy-to-use, clicks-or-code interface.”

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“It’d take my engineering team three years of building integrations to do what we’ve done with Tray Embedded Edition in a much shorter time,” says Copper’s Senior Director of Product Management, Brett Schuenemann. The popular G-suite-based CRM company has more than 12,000 customers worldwide that rely on Copper’s platform as their internal system of record, but frequently fields even more customer requests for new and updated integrations. “Tray Embedded Edition has freed up our engineering resources to work on our core product while leveraging technology to provide customers the flexibility to integrate with their apps, opening the door to Copper’s next stage of growth as we move up-market.”

Rapidly-growing businesses around the world use Tray Embedded Edition to speed up their go-to-market by instantly providing the deep software integrations their customers expect. already counts savvy business leaders in marketing, sales, operations, finance, and customer success at successful enterprises and rapidly-growing companies worldwide as customers of its General Automation Platform, including Lyft, Udemy, RingCentral, DigitalOcean, and Vox Media.

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