The market for corporate automation shows no signs of slowing down. According to Gartner, the integration/automation industry will increase by $32 billion by the end of 2025, nearly tripling in size in only five years.
Perkuto was one of over 2,000 registrants from around the world who attended the Workato partner kickoff event last month. We learned about Workato’s product roadmap, technical improvements, and new frameworks, as well as how the company plans to assist partner growth. And many of these findings demonstrate how important these technologies have become for marketers.
Workato is integrating the three most active markets: iPaaS, full lifecycle API management, and robotic process automation (RPA) to solve for a market with too many specialised solutions, according to Vijay Tella, co-founder and CEO.
iPaaS is experiencing a renaissance.
Organizations will begin to slow investment in B2B gateway software, MFT (managed file transfer), and master data management (bottom right of the chart below), and increase investment in iPaaS, full life cycle API management, and data integration tools, according to Massimo Pezzini, head of research, future of the enterprise at Workato (bottom left of the chart). By 2025, iPaaS is expected to generate $9 billion in sales.
So, what is the cause of iPaaS’s exponential growth? The two most important factors, according to Workato, are variety and ease of usage, which makes iPaaS appealing to small to medium businesses with limited resources.
What does iPaaS adoption in marketing operations look like?
Only 17.7% of Marketo users are now integrating iPaaS with their Marketo instance, according to the 2022 Marketo Engage User Study, which was performed in collaboration with Adobe. In the coming year, we expect more adoption. Workato is used by 44% of Marketo users that are presently integrating iPaaS with Marketo.
Marketing operations will need to expedite adoption of business automation if they are to lead the drive.
Automation continues to be a priority for businesses.
Integration technologies are not just popular with CIOs, but they are also seen as crucial to attaining corporate objectives. According to Gartner, 34% of CIOs in the United States intend to increase their investments in integration technologies, APIs, and API design.
Massimo discussed five reasons why automation is extremely important for corporate success:
- By optimising operations and reducing manual errors, you can save money and boost efficiency.
- Provide an integrated, uniform, intuitive, and conversational user interface to improve the consumer and staff experience.
- By altering historical processes in small steps, you may enable company agility and transformation.
- By simplifying and avoiding manual errors, you can gain insights and situation awareness.
- By creatively assembling “commodity” systems, you can create differentiation through innovation.
Creating a successful automation plan
Even though technology is the last thing on your mind when developing an automation strategy, many businesses get it wrong. Massimo recommends starting by identifying your objectives, requirements, and other functional and non-functional needs. Workato offered a methodology for how businesses should go about automating their processes.
It would be interesting to observe if 2022 will be a watershed moment for iPaaS and the automation business in general.