Make

Make (formerly Integromat) is the automation platform that ops teams gravitate toward once they outgrow Zapier’s linear workflow model. The visual scenario builder displays your entire automation as a flowchart, with modules connected by lines that show exactly how data moves between steps. For anyone who thinks in systems, this is immediately more intuitive than Zapier’s sequential list format.

The data transformation capabilities are where Make genuinely differentiates. You can map fields using functions, parse JSON and XML natively, iterate over arrays, and aggregate results, all without writing code. This matters for GTM use cases like enriching lead records with data from multiple sources, transforming webhook payloads from event platforms, or building custom reporting pipelines that pull from several APIs.

Pricing is notably cheaper than Zapier. The free tier gives you 1,000 operations per month (10x Zapier’s free allowance), and paid plans start at $9/mo. Operations are counted per module execution, similar to Zapier’s task model, but the lower per-operation cost means complex multi-step scenarios do not blow up your bill as quickly.

The trade-off is accessibility. Make’s data mapping interface uses expression syntax that takes time to learn. Non-technical team members who were productive in Zapier within an hour may need a few days to get comfortable with Make. The module library is also smaller, at roughly 1,800 apps compared to Zapier’s 6,000+, though Make covers most mainstream GTM tools.

For GTM ops teams that build and maintain dozens of automations, Make offers better economics and more capability. For teams that just need a handful of simple connections, the additional complexity may not be worth it.