Singapore markets close in 1 hour 35 minutes
  • Straits Times Index

    -45.04 (-1.44%)
  • Nikkei

    -462.16 (-1.63%)
  • Hang Seng

    -443.16 (-1.86%)
  • FTSE 100

    +65.92 (+0.94%)

    -1,172.08 (-2.04%)
  • CMC Crypto 200

    -3.03 (-0.21%)
  • S&P 500

    +60.65 (+1.32%)
  • Dow

    +236.60 (+0.68%)
  • Nasdaq

    +291.18 (+1.88%)
  • Gold

    +8.10 (+0.45%)
  • Crude Oil

    -1.78 (-2.54%)
  • 10-Yr Bond

    0.0000 (0.00%)
  • FTSE Bursa Malaysia

    +3.22 (+0.21%)
  • Jakarta Composite Index

    -31.60 (-0.48%)
  • PSE Index

    -77.56 (-1.07%) Releases New Advancements to Bring Composable Integration and Automation to Everyone

·6-min read

Low-code Automation Leader Further Democratizes Integration and Automation Composition with New Visual Workflow Builder, Automation Templates, and Investments in Customer Education and Success with Key Leadership Appointments

SAN FRANCISCO, October 27, 2021--(BUSINESS WIRE), the leader in low-code integration and automation, today announced several new product innovations to empower citizen automators—line-of-business (LOB) employees and business technologists—to compose new integrations and automations with unprecedented speed, maximum reusability, and greater self-service to accelerate digital transformation initiatives. New Tray Platform features include a redesigned workflow builder that LOB users can leverage to easily and quickly create new integrations and automations and speed innovation; new reusable workflow automation templates that enable users to automate faster by sharing and reusing workflow best practices, common use cases, and integration patterns; and low-code development tutorials designed to quickly upskill new citizen automators and democratize automation initiatives. The company also announced expanded investments in customer success and education to further empower users with the appointment of Shannon Cunningham as the Head of Education and Forest Anderson as Head of Customer Solutions and Innovation to expedite customer onboarding and training.

Automation and integration solutions have historically been used by integration specialists and developers. However, as COVID-19 reignited enterprises’ need to speed up digital transformation initiatives, organizations recognized they must enable everyone to compose integrations and automations to transform business processes. The secret is tapping into any app, database, or API to maximize reuse and enable collaboration to achieve a composable enterprise.

"Today’s business environment requires enterprises to enable business users and technologists to compose any integration and automation at unprecedented speed to meet demand—a key requirement to deliver digital transformation. However, without essential investments in customer education and low-code platform features focused on rapid time to value, the promise of the composable enterprise cannot be realized," said Rich Waldron, co-founder and CEO of "By democratizing automation initiatives, organizations can accelerate delivery of new innovations and adapt immediately to a dynamic and competitive environment."

New Tray Platform Features and Tutorials Drive Organizational Agility and Rapid Business Innovation
Creating a composable enterprise requires modern collaboration features and robust governance capabilities. The latest Tray Platform advancements build on its existing collaboration capabilities and introduce key enhancements including:

  • Builder canvas: Designed to enable users to develop integral automations even faster, the new builder canvas speeds performance with faster loading and execution by up to 1,000% and enhances workflow rendering in a low-code environment.

  • Workflow templates: Easily configurable templates for common usage patterns, such as adding lead lists into workflows, as well as completing automation use cases such as quote-to-cash processes for sales, will help builders automate faster. System integrators (SIs) can also publish templates to deliver value to their end customers.

  • Tutorials: Easy-to-access, self-service educational resources—including tutorials that focus on key functionality—will upskill new builders to start automating immediately, speeding development timelines and increasing platform adoption.

"The key to successful digital transformation and the composable enterprise will be upskilling existing line-of-business users, also referred to as citizen developers. According to Gartner, by 2023, the number of active citizen developers at large enterprises will be at least four times the number of professional developers," continued Waldron. "With low-code solutions, team members in marketing, sales, HR, accounting, and any other department across the enterprise can quickly build and deploy automated workflows that will continually enhance organizational agility and maintain rapid business innovation." Invests in Customer Empowerment with Key New Hires Focused on Developing Educational Resources recently appointed Shannon Cunningham as the Head of Education. In her new role, Cunningham is responsible for creating and driving the mission and vision to empower citizen automators and technologists through education. The vision of the newly launched Education and Enablement initiative is to increase the depth and velocity of user engagement and platform adoption for all roles across the organization and to empower users to start building and deploying automated workflows immediately through easy-to-access, self-service educational resources.

Cunningham is a veteran SaaS executive with extensive global education and client services experience. Over the past twenty years, she’s worked for companies ranging from startups to global enterprises, running the education and adoption services programs for companies including Salesforce, ServiceMax, and Sitetracker. At Salesforce, Cunningham served as the Enterprise Education Leader where she designed the company’s flagship outcomes-based scalable learning solution and played an integral role in launching Salesforce inside ADP, Merrill Lynch, and other organizations. During her time as the Head of Education and Enablement at ServiceMax, Cunningham oversaw the creation of the company’s four-pillar approach to education, which included a Product Certification and Industry Expert Certification program, New Release Training program, Customized Role-based Training program, and the ServiceMax Community. As the Head of Education and Enablement at Sitetracker, Cunningham was responsible for creating the vision for and executing on the development of the company’s various enablement programs, including Product Certification, Formalized Role-based Training, New Release Training, and the Sitetracker Community. also appointed Forest Anderson as the new Head of Customer Solutions and Innovation. In his new role, Anderson will be responsible for developing new programs designed to inspire current and future builders and improve the customer experience. He and the Customer Success Innovation team will focus on building new workflow templates and developing best practices and guidelines for builders.

A customer experience veteran, Anderson has more than 10 years of experience helping businesses identify opportunities to automate, integrate, and evolve their CX strategies. Prior to joining, Anderson led Zendesk’s Success Engineering team and was responsible for helping Zendesk’s strategic customers use the Zendesk Platform to build innovative customer experiences.

"Training will be key to the continued democratization of automation initiatives. By enabling line-of-business teams to solve complex business problems with automation, organizations can move faster and have the agility to make any necessary adjustments as needed," concluded Waldron. "We’re excited to welcome Shannon and Forest to the team. Their experience and the programs their departments are creating will empower our customers to maximize the full potential of low-code automation to scale their businesses."

To learn more about the latest enhancements to the Tray Platform, sign up for a free trial.

About is low-code automation for everyone. The General Automation Platform democratizes automation and integration so anyone can easily turn their unique business processes into repeatable and scalable workflows that evolve whenever business needs change. Unlike iPaaS solutions, which are expensive, complex, and code-intensive,’s flexible self-service platform makes it simple to build integrations using any API and connect enterprise applications at scale without incremental costs. Process innovation is today’s competitive advantage since companies can no longer differentiate on their tech stack alone. The promise of SaaS led to an avalanche of siloed point solutions that require businesses to force their processes into rigid, predetermined schema. The Tray Platform removes these limitations, empowering both non-technical and technical users to create sophisticated workflow automations that streamline data movement and actions across multiple applications. Freed from tedious and repetitive tasks, citizen automators, product leaders, and IT are able to uplevel their skill set with automation to unlock their full potential and do things in a way that’s right for their business. Teams at leading companies including FICO, New Relic, Segment, and Udemy bring the future of work to life using’s solutions. Love your work. Automate the rest.

View source version on


Media Contact:
Stephanie Floyd
Bhava Communications for
+1 (760) 522-2874

Our goal is to create a safe and engaging place for users to connect over interests and passions. In order to improve our community experience, we are temporarily suspending article commenting