{"id":2173,"date":"2022-06-29T18:34:44","date_gmt":"2022-06-29T22:34:44","guid":{"rendered":"https:\/\/blog2wrkdev.wpenginepowered.com\/strategies-for-taking-workato-to-market\/"},"modified":"2026-09-30T08:18:09","modified_gmt":"2026-09-30T12:18:09","slug":"strategies-for-taking-workato-to-market","status":"publish","type":"post","link":"https:\/\/blog2workato.wpengine.com\/strategies-for-taking-workato-to-market\/","title":{"rendered":"How 3 Workato customers have taken the Embedded Platform to market successfully"},"content":{"rendered":"\n\n\n<p class=\"wp-block-paragraph\">Reltio, a master data management solution, utilizes embedded integrations to help clients gather and store data from various sources in their platform, as well as enrich that data via 3rd-party tools.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qstream, an enterprise microlearning app, uses embedded integrations to help clients kickstart an assessment as soon as a student or employee finishes an online course.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">CafeX Communications, a business collaboration solutions provider, leverages embedded integrations to streamline critical processes, like incident management, and others typically provided by a service desk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While an embedded platform is clearly valuable in various contexts, the process of taking the platform to market is nuanced. You\u2019ll need to decide how you price your <a href=\"https:\/\/www.workato.com\/the-connector\/approaches-to-implementing-product-integrations\/\">product integrations<\/a>; you\u2019ll need to ideate and execute marketing activities that help spur awareness and adoption of your integrations; and you\u2019ll need to engage in internal enablement initiatives that allow your customer-facing teams to communicate and sell your integrations effectively.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ll help you navigate these areas by breaking down the go-to-market strategies that the companies above used with Workato\u2019s Embedded Platform.&nbsp;<\/p>\n\n\n\r\n    <div class=\"article__cta\">\r\n\t\t            <div class=\"article__cta-right\">\r\n                <img decoding=\"async\" class=\"article__cta-right_image\" src=\"https:\/\/blog2workato.wpengine.com\/wp-content\/uploads\/2026\/09\/AD_4nXcOwkKcrrTEe2h5Uh3Y0JgSO9grPIl3dfscv-VpSgbFyy4CugiH6fzvyiSO7dQTgpn3guRD2nErQYcNLFWUo7PqdmzFb56nDOKN69K2O8mlrcSC8Ahc5Zeg-E3ZQP1OLyqNFgmOPAkeycsFHeprG52GEgFrBoBrMojE7-150x150.png\"\r\n                     alt=\"\">\r\n                <div class=\"article__cta-right_content\">\r\n                    <h4>Want to learn more?<\/h4>\r\n                    <p>These insights came from the Automate session, \u201cProduct leaders tell all: Proven strategies for taking Workato to market with your customers.\u201d Catch everything that was shared by watching the session\u2019s recording.<\/p>\r\n                <\/div>\r\n\t\t\t\t                    <a class=\"article__cta-right_btn\"\r\n                       href=\"https:\/\/discover.workato.com\/taking-orkato-to-market-with-your-customers\/p\/1?ref=connector-product-leaders\">Watch the recording<\/a>\r\n\t\t\t\t            <\/div>\r\n\t\t    <\/div>\r\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Enabling clients to implement integrations at no additional cost<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Reltio and CafeX Communications had some overlap in their go-to-market strategies. Both chose Workato\u2019s <a href=\"https:\/\/www.workato.com\/the-connector\/embedded-integration\/\">embedded automation customization approach<\/a>, where clients can implement integrations and automations themselves within the platform. Moreover, they decided to offer their embedded integrations at no additional cost with a base subscription*. This lets both companies not only strengthen their products relative to others in the market but also improve client retention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:14px\"><em>*CafeX Communications allows clients to access a certain number of connectors at no additional cost, but will charge more once a certain threshold is exceeded.&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ayan Basu, a Senior Director of Product at Reltio, further explains why they decided to avoid monetizing their integrations:<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Our Pricing Strategy for Workato Embedded Platform | Reltio\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/gEs8ds87BPA?start=36&amp;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A key distinction between the two companies\u2019 approaches, however, lies in their marketing and enablement efforts.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ali Shadman, the Chief Strategy Officer at CafeX Communications, explained that their team did minimal marketing and relied mostly on word of mouth. Internal enablement was equally simple:<\/p>\n\n\n<div class=\"article__quote article__quote_v1\">\r\n    <div class=\"article__quote-decor\" aria-hidden=\"true\">\u201c<\/div>\r\n    <div class=\"article__quote-text\">\r\n\t\t\u201cIt (Workato\u2019s embedded platform) was a really easy sell for our field teams because in the past, customers have been looking for a solution like Workato.\u201d    <\/div>\r\n\t        <div class=\"article__quote-author\">\r\n\t\t\t\t\t\t                <span class=\"article__quote-author-name\">\r\n\t\t\t\t\tAli Shadman \t\t\t\t<\/span>\r\n\t\t\t\t\t\t                <span class=\"article__quote-author-position\">\r\n\t\t\t\t\tChief Strategy Officer at CafeX Communications\t\t\t\t<\/span>\r\n\t\t\t        <\/div>\r\n\t<\/div>\n\n\n<p class=\"wp-block-paragraph\">Basu and his team at Reltio took a more hands-on approach to marketing and enablement. They share information and answer questions on using the \u201cReltio Integration Hub\u201d with their community of users, they host webinars that break down each step of building automations, and they promote the platform via social channels, like Linkedin. Basu went on to explain that these efforts would, over time, allow them to \u201cbuild a fanbase around this (the Reltio Integration Hub).\u201d&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Related: <a href=\"https:\/\/www.workato.com\/the-connector\/embedded-ipaas\/\">What you need to know about an embedded iPaaS<\/a><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Adopting a managed service approach with plans for customer involvement<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bret Kramer, the VP of Sales and Customer Success at QStream, shared that his team decided to take a managed service approach with their embedded platform (\u201cQstream Connect\u201d).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Their team consults with clients on the scenarios that make sense for using Qstream Connect. Once they\u2019ve landed on the use cases, Qstream\u2019s integration team will go on to implement the integrations in Qstream Connect. The team also handles maintenance, so as clients&#8217; integration requirements evolve, the integration team can respond accordingly. Kramer acknowledged that this model will likely evolve as customers become more familiar with Workato, and that he and his team are \u201clooking forward to that development.\u201d&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In terms of enabling his customer-facing colleagues to sell Qstream Connect, Kramer explained that he introduced them to the platform and the various use cases it enables; that alone proved to be enough.<\/p>\n\n\n<div class=\"article__quote article__quote_v1\">\r\n    <div class=\"article__quote-decor\" aria-hidden=\"true\">\u201c<\/div>\r\n    <div class=\"article__quote-text\">\r\n\t\t\u201cWe just needed to get people (customer-facing colleagues) thinking and talking about the possibilities. They quickly got excited and brought that excitement to their conversations with customers.\u201d    <\/div>\r\n\t        <div class=\"article__quote-author\">\r\n\t\t\t\t\t\t                <span class=\"article__quote-author-name\">\r\n\t\t\t\t\tBret Kramer\t\t\t\t<\/span>\r\n\t\t\t\t\t\t                <span class=\"article__quote-author-position\">\r\n\t\t\t\t\tVP of Sales and Customer Success at QStream\t\t\t\t<\/span>\r\n\t\t\t        <\/div>\r\n\t<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Their future plans with Workato<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Now that Qstream, Reltio, and CafeX Communications have each seen early success in launching Workato\u2019s Embedded Platform, they\u2019re planning on doubling down in the months to come.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The team at Reltio plans to build more templated automations across applications to help clients ideate and implement additional automations more easily.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The team at CafeX Communications plans on exposing additional AI capabilities inside of their connector so that clients can implement more intelligent automations. And, like Reltio, they plan on building additional templated automations for each of the industries they serve and solutions they offer.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Finally, the team at Qstream is looking to use integrations to tackle more complex and exciting challenges, like connecting with virtual and augmented reality technologies.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Given how thoughtful these companies have been in taking Workato\u2019s Embedded Platform to market, we\u2019re confident that their ambitious, forward-thinking initiatives will prove successful.&nbsp;<\/p>\n\n\n\r\n    <div class=\"article__cta\">\r\n\t\t            <div class=\"article__cta-no\">\r\n\t\t\t\t                    <a href=\"https:\/\/discover.workato.com\/taking-orkato-to-market-with-your-customers\/p\/1?ref=connector-product-leaders\">Catch everything they shared by watching the session\u2019s recording<\/a>\r\n\t\t\t\t            <\/div>\r\n\t\t    <\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Reltio, a master data management solution, utilizes embedded integrations to help clients gather and store data from various sources in their platform, as well as enrich that data via 3rd-party tools. Qstream, an enterprise microlearning app, uses embedded integrations to help clients kickstart an assessment as soon as a student or employee finishes an online [&hellip;]<\/p>\n","protected":false},"author":49,"featured_media":12383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[35,33],"tags":[],"class_list":["post-2173","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-company-product-news","category-thought-leadership"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How 3 Workato customers have taken the Embedded Platform to market successfully - Workato<\/title>\n<meta name=\"description\" content=\"Leaders from Reltio, CafeX Communications, and Qstream share everything they did when taking Workato&#039;s Embedded Platform to market.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog2workato.wpengine.com\/strategies-for-taking-workato-to-market\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How 3 Workato customers have taken the Embedded Platform to market successfully - Workato\" \/>\n<meta property=\"og:description\" content=\"Leaders from Reltio, CafeX Communications, and Qstream share everything they did when taking Workato&#039;s Embedded Platform to market.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog2workato.wpengine.com\/strategies-for-taking-workato-to-market\/\" \/>\n<meta property=\"og:site_name\" content=\"Workato\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-29T22:34:44+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-30T12:18:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/workato.com\/the-connector\/wp-content\/uploads\/2026\/09\/Product-leaders-tell-all_-Proven-strategies-for-taking-Workato-to-market-with-your-customers.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"840\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Jon Gitlin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jon Gitlin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/strategies-for-taking-workato-to-market\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/strategies-for-taking-workato-to-market\\\/\"},\"author\":{\"name\":\"Jon Gitlin\",\"@id\":\"https:\\\/\\\/www.workato.com\\\/the-connector\\\/#\\\/schema\\\/person\\\/a2f4df48701d403abb88a36add551a45\"},\"headline\":\"How 3 Workato customers have taken the Embedded Platform to market successfully\",\"datePublished\":\"2022-06-29T22:34:44+00:00\",\"dateModified\":\"2026-09-30T12:18:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/strategies-for-taking-workato-to-market\\\/\"},\"wordCount\":764,\"image\":{\"@id\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/strategies-for-taking-workato-to-market\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog2workato.wpengine.com\\\/wp-content\\\/uploads\\\/2026\\\/09\\\/Product-leaders-tell-all_-Proven-strategies-for-taking-Workato-to-market-with-your-customers.png\",\"articleSection\":[\"Company &amp; 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