So you want to automate your B2B go-to-market (GTM) workflows, but you’re stuck choosing between Make, Zapier, and Workato. Maybe you’ve outgrown the “if X then Y” quick zaps and need something that can handle gnarlier logic, lots of apps, messy data, and picky stakeholders. Or maybe you’re just sick of paying for three tools when one would do.
Let’s cut through the noise and get real about how these tools stack up for serious, complex B2B automations—not just moving Gmail attachments to Dropbox.
1. Know What "Complex B2B GTM Workflows" Actually Means
Before you compare anything, nail down what you’re actually trying to automate. “Complex” means different things to different people. Here’s what usually makes B2B GTM workflows tricky:
- Lots of apps: CRM, marketing automation, enrichment tools, data warehouses, Slack, billing, you name it.
- Multi-step logic: Not just “if this then that,” but branching, loops, error handling, and conditions.
- Data wrangling: Cleaning, transforming, deduping, and enriching data as it moves through.
- Security & compliance: Audit trails, user roles, approvals, data residency, SSO.
- Scale: Dozens or hundreds of runs per day, not just a handful.
If that doesn’t sound like your use case, you might not need the heavy artillery.
2. Quick Primer: What Each Tool Is (No Fluff)
- Make: Visual, flowchart-style automation tool. Great for mapping out big, branching workflows and seeing everything at a glance. Formerly Integromat.
- Zapier: The OG in the automation space. Best known for its simplicity and huge app directory. Focused on “if X then Y” automations (called Zaps).
- Workato: Aimed at enterprises. Offers deep integrations, advanced logic, and strong governance features. Priced and designed for teams with real IT needs.
3. Side-by-Side: Where Each One Shines (and Struggles)
Let’s get to the meat: what’s actually different when you’re building complex B2B GTM automations.
User Experience
- Make: Drag-and-drop, flowchart UI. You can see every fork, filter, and loop, which is a godsend for debugging. But the learning curve is real. Non-technical users might be overwhelmed.
- Zapier: Clean, approachable UI. Anyone can set up basic Zaps. But multi-step logic quickly gets opaque, and debugging is painful. Not built for visualizing complexity.
- Workato: Visual builder, but more like a process diagram than a flowchart. Powerful, but feels like you’re using a “pro” tool. Not beginner-friendly, but your ops folks will feel at home.
Pro Tip: If you need to hand off complex automations to less-technical team members, Make’s “map” view is easiest to follow. If you need to lock things down, Workato’s role-based controls win.
Logic & Data Handling
- Make: Handles branching, looping, aggregations, and error handling out of the box. Built for messy, real-world data. Mapping fields between apps is clear, if sometimes fiddly.
- Zapier: Multi-step Zaps are possible, but anything more than a couple of steps gets messy. Branching and looping are limited. Data transforms are basic unless you pay extra.
- Workato: Full-fledged scripting, advanced logic, conditional workflows, and custom connectors. You can go wild, but you’ll need someone who can think like a developer.
Ignore: Anyone who says Zapier can do “anything” with enough creativity. If you need loops, complex conditionals, or data enrichment, you’ll hit a wall fast.
App Integrations
- Make: Hundreds of app integrations, but not as many as Zapier. REST API support means you can connect almost anything with a little work.
- Zapier: The biggest app library by far, but depth varies. Some integrations are shallow (e.g., only a handful of triggers/actions).
- Workato: Wide support for enterprise apps (Netsuite, Workday, Marketo, etc.), plus deep, robust integrations. Can build custom connectors, but setup is more involved.
Honest Take: If your stack is full of niche SaaS tools, check integration depth—not just if the logo is listed. “Supported” doesn’t always mean “fully functional.”
Security, Governance, and Scale
- Make: Decent security and audit logs. SSO and user roles are there, but not as advanced as Workato. Good enough for most mid-market teams.
- Zapier: Okay for small teams. Weak on fine-grained permissions, audit trails, or data residency. Not built for regulated industries.
- Workato: Enterprise-grade everything—roles, approvals, SSO, audit logs, SOC2, the works. Designed for teams with security reviews and compliance headaches.
If your IT team is breathing down your neck, Workato is the only real option here.
Pricing
- Make: Transparent, usage-based pricing. Starts cheap, but can get pricey at scale (lots of operations = bigger bills). No free lunch for heavy users.
- Zapier: Free tier is generous for tiny workflows. Paid plans jump fast as you add steps or volume. Watch out for “premium” apps that require pricier plans.
- Workato: Expensive. No way around it. Pricing is by “recipe” (workflow) and connectors. Starts around $10K/year and goes up. But you get what you pay for (mostly).
Reality check: If budget is tight and you don’t have enterprise needs, Workato is probably overkill.
4. How To Actually Compare Them for Your Use Case
Here’s a step-by-step approach that’ll save you time and headaches.
Step 1: List Your Real Requirements
- What apps do you need to connect? Check integration docs, not just marketing pages.
- What logic do your workflows need? Map them out—branches, loops, data transforms, approvals.
- Who needs to use/administer these automations? Technical? Non-technical? External partners?
- Any deal-breaker security/compliance requirements?
Step 2: Prototype Your Hardest Workflow
- Don’t start with a “hello world” demo. Pick your gnarliest GTM process.
- Try building it in each tool (all have free trials or sandboxes).
- Notice where you get stuck—app support, data mapping, error handling, or UX confusion.
Pro Tip: If you need to write code or wrangle APIs right away, that’s a red flag for non-technical teams.
Step 3: Run a Cost Estimate
- Estimate your monthly “runs,” “operations,” or “recipes.”
- Plug real numbers into each tool’s pricing calculator. Don’t forget premium connectors or extra seats.
- Factor in time-to-build and ongoing maintenance—complex automations eat more time than you think.
Step 4: Get Honest Feedback from End Users
- Let the folks who’ll actually use or maintain these automations play with your prototypes.
- Ask: “Could you fix this if I left the company tomorrow?” If not, you’re setting a trap.
5. What Works, What Doesn’t, and What to Ignore
What Works
- Make: Visual debugging, solid logic handling, easier for non-devs to follow a complex workflow.
- Zapier: Fastest way to automate simple, linear tasks. If it fits, it’s a breeze.
- Workato: Handles enterprise-grade mess—complex logic, scale, compliance, custom connectors.
What Doesn’t
- Zapier: Anything beyond simple multi-step workflows. You’ll hit walls with branching, loops, and data wrangling.
- Make: Can feel overwhelming for new users. Documentation is hit-and-miss. Complex error handling needs careful setup.
- Workato: Price and complexity. You need real resources to get value. Overkill for SMBs.
What to Ignore
- App logo counts: Integration depth matters more than raw numbers.
- “No-code” claims: All three tools require technical fluency for complex automations.
- Marketing hype: Every vendor says they’re “enterprise-ready.” Look at real docs, not just case studies.
6. The Bottom Line: Keep It Simple, Iterate, and Don’t Overbuy
Don’t get sucked into endless comparison charts or vendor sales calls. Start with your hardest workflow, build a real prototype, and see where the pain points are. Pick the tool that lets you move fastest without painting yourself into a corner.
If you’re just automating lead routing and Slack alerts, Zapier probably still works. If you need real logic, visual clarity, and mid-level governance, Make is a solid bet. If your IT team is sweating over compliance or your workflows look like a bowl of spaghetti, Workato’s worth the money (but only if you’ll use it).
Whatever you choose, start simple and iterate. Complexity creeps up fast—don’t let your automation tool become yet another thing you need to automate around.