Make
Visual automation for the workflows off-the-shelf integrations can't handle, the connective tissue of a custom RevOps stack.
RevOps teams automating complex, multi-tool workflows that go beyond simple trigger-action integrations.
Automation & iPaaS
What Make is.
Make (formerly Integromat) is a visual automation platform for building multi-step workflows across your tools. Where native integrations stop, Make handles the branching logic, data transforms, and API calls that stitch a real stack together.
It's more powerful and cost-efficient than Zapier for complex, high-volume scenarios, at the cost of a steeper learning curve. We reach for it when a build needs logic that HubSpot or Salesforce workflows can't express alone.
In practice, Make shines on scenarios that mix conditional routing, iterators, aggregators, and error handlers in a single flow, which is where per-task pricing on other tools gets punishing. Its operations-based billing means a five-step scenario running thousands of times a month stays affordable. The trade-off is that this depth demands deliberate design and documentation, or the same power that makes Make capable makes a broken scenario nearly impossible to diagnose later.
Make pros & cons.
- ✓ Visual builder handles branching, loops, and data transformation.
- ✓ Far cheaper than Zapier at high operation volumes.
- ✓ Deep control over API calls, error handling, and payloads.
- ✓ Reusable scenarios and templates for repeatable ops.
- – Steeper learning curve than Zapier for non-technical users.
- – Complex scenarios can be hard to debug and maintain without docs.
- – Fewer one-click app integrations than Zapier's larger catalog.
Is Make right for your industry?
How Make lands across the sectors we work in: B2B SaaS, FinTech & RegTech, Industrial & Manufacturing, and Professional Services.
B2B SaaS
Strong fitPerfect for wiring product events, CRM, and billing into automated revenue workflows.
FinTech & RegTech
Good fitGranular control suits compliant data handling; document flows carefully for audits.
Industrial & Manufacturing
Good fitBridges legacy systems and modern tools that lack native integrations.
Professional Services
Situational fitPowerful, but Zapier is often enough for simpler services-team automations.
Make vs the alternatives.
Bottom line: Make is the strongest value in visual automation for teams with genuinely complex, high-volume workflows, provided someone owns and documents the builds; simpler needs are better served by Zapier.
| Alternative | What it is | Compared to Make |
|---|---|---|
| Zapier | The most popular no-code automation tool. | Simpler and broader app catalog; Make is cheaper and more capable for complex, high-volume logic. |
| Workato | Enterprise iPaaS. | Enterprise-grade governance and scale at enterprise price; Make covers most mid-market needs for far less. |
We use Make to automate the workflows your native tools can't: documented, error-handled, and owned by your team after handover.
Need hands-on help with Make?
Effiqs deploys Make inside a broader engine we build, run, and hand over to your team.
Explore B2B Marketing AutomationTactics that run on Make.
Make: common questions
Is Make worth it for B2B RevOps?+
Yes, when your automations outgrow simple trigger-action links. Make earns its place on branching logic, data transforms, and high-volume API work that native HubSpot or Salesforce workflows cannot express. If your needs are basic handoffs, a simpler tool is enough and Make is overkill.
Make vs Zapier: which should we choose?+
Choose Make for complex, high-volume, logic-heavy workflows where it is markedly cheaper per operation. Choose Zapier for speed, breadth of app connectors, and operators building automations without help. Many teams run both: Zapier for quick links, Make for the hard flows.
How much does Make cost?+
Make prices on operations consumed per month, not per task like some rivals, which makes it cost-efficient at volume. There is a free tier for testing, then paid plans that scale with operations and features. Budget for growth as scenario complexity and run frequency rise.
What are Make's limitations?+
The learning curve is real for non-technical users, and complex scenarios get hard to debug and maintain without documentation. Its one-click app catalog is smaller than Zapier's, so some connectors need custom API modules. Undocumented scenarios become fragile single points of failure.
Not sure Make is the right fit?
A free audit maps your stack against your goals: a ranked list of what to keep, add, or replace, in 48 hours.