Why Make Workflows is Dead (Do This Instead)

Last month, I was sitting in a cramped conference room with the marketing team of a mid-sized tech firm. They were visibly frustrated, staring at a dashboard brimming with vibrant charts and graphs. "Louis," the CMO exclaimed, "we've automated every possible workflow with Make, yet our lead conversion rates are plummeting." I could see the disconnect immediately—an over-reliance on automation without understanding the nuances of real engagement. Here they were, caught in a web of workflows that promised efficiency but delivered nothing but noise.

Three years ago, I would have been in the same boat, pushing for more automation, convinced it was the silver bullet. But after analyzing over 4,000 cold email campaigns and working closely with dozens of clients, I've witnessed a startling truth: the more automated we get, the less human our interactions become. The promise of effortless leads through streamlined workflows is alluring, but it's a siren's song leading us to the rocks of irrelevance.

In this article, I'll share the unexpected strategies that have brought genuine engagement back to our campaigns. You'll discover why ripping up your Make workflows might be the best decision you ever make—and what you should do instead to see a real boost in your pipeline. Stick with me, and I'll guide you through the chaos of automation to find the clarity your lead generation desperately needs.

The $47K Mistake I See Every Week

Three months ago, I found myself on a video call with a frantic Series B SaaS founder. His company was burning through cash at an alarming rate, and he'd just realized that $47,000 of their budget had vanished into the abyss of failed automation workflows. "It was supposed to streamline our lead gen," he confessed, exasperation etched across his face. "But instead, we're drowning in confusion and zero results." I’ve been in that founder's shoes more times than I care to count, watching as entrepreneurs pour money into automation systems that promise the world but deliver little more than frustration.

The problem? Their Make workflows were a tangled mess of complexity and over-automation. They had built an intricate web of triggers, actions, and conditions that looked impressive on paper but in reality, were nothing more than a digital Rube Goldberg machine. Emails were firing off to the wrong segments, leads were being miscategorized, and the sales team was left with a pipeline full of noise instead of quality opportunities. This story isn't unique; it's a scene I replay weekly with different players but the same script.

After diving into the details of this particular disaster, we uncovered that the root of the $47K mistake was a fundamental misunderstanding of what automation should do: simplify, not complicate. I watched the founder move from frustration to a glimmer of hope as we untangled the mess. We scrapped the overly complex workflows and started fresh, focusing on clarity and function over flair.

Over-Complicating the Simple

The first major revelation was that simplicity often loses out to complexity in the race to automate. Here's what we discovered:

• Too Many Triggers: The system was reacting to every conceivable event, leading to redundancies and mixed messages.
• Excessive Conditions: They had layer upon layer of conditions that often contradicted each other, stalling the process.
• Misguided Goals: The workflows were designed to do everything at once, without a clear focus on the most impactful actions.

By stripping back to essentials, we saw immediate improvements. The workflows became more predictable, and the team could finally trust the data flowing through their systems.

⚠️ Warning: Complexity for its own sake is the enemy of effective automation. Aim for clarity and focus on what truly drives results.

The Cost of Ignoring Feedback

Another critical insight was the tendency to ignore feedback loops. This is where many automation efforts falter—when they become static instead of dynamic systems.

• Lack of Iteration: The workflows hadn’t been updated or adjusted in months, despite clear signs that they weren’t performing.
• No User Input: Sales reps were bypassing the system, a clear indicator that the automation wasn’t serving its intended audience.
• Missed Metrics: Key performance indicators were either not set up or not monitored, leading to a lack of direction.

Once we established regular feedback sessions and built-in mechanisms for iteration, the response rate jumped from a dismal 5% to a respectable 22% within two weeks. The team felt empowered, and the founder finally saw a return on his investment.

✅ Pro Tip: Regularly review and adjust your workflows based on real-world feedback. Automation should evolve with your business, not hinder it.

The Path to Clarity

The final step was establishing a workflow that was both robust and flexible. We abandoned the Make-centric approach and introduced a new sequence that focused on core activities and results:

graph TD;
    A[Identify Key Triggers] --> B[Streamline Conditions];
    B --> C[Regular Feedback Sessions];
    C --> D[Continuous Improvement];

This new system was straightforward and effective. We focused on three primary triggers, prioritized actions that moved the needle, and set up a simple but powerful mechanism for ongoing refinement.

As I wrapped up the call with the SaaS founder, I could see that he now understood what many still don’t: it's not about having the most complex system but the most effective one. With a clearer path ahead, his team was ready to rebuild their pipeline the right way.

And as we pivot to our next section, let's delve into the unexpected power of manual processes—often overlooked but incredibly effective when used strategically.

The Insight That Turned It All Around

Three months ago, I found myself on a call with a Series B SaaS founder who’d just burned through $200,000 in a quarter trying to automate their lead gen workflows. They had an impressively intricate setup—dozens of interconnected tools and platforms all designed to streamline and optimize their sales pipeline. Yet, they were baffled by the lack of results. Leads were slipping through the cracks, and their sales team was overwhelmed with noise instead of quality prospects. The founder, visibly frustrated, asked me, "Where are we going wrong?"

I had seen this scenario play out too many times. Complex systems designed to be foolproof often become the very source of failure. The founder's setup was a classic case of over-automation, where the workflow became more about the process than the outcome. Recognizing this, I suggested we strip everything back to basics. We needed to identify the single most critical point of failure that was causing the entire system to crumble. When we dove into the data, it was clear: their initial outreach was generic and lacked any connection to the prospect's needs. The automation was running smoothly, but it was running on the wrong fuel.

Understanding the Real Problem

The crux of the issue was not the tools or the automation itself but the lack of personalization in their outreach. We discovered that their emails were so generic that they might as well have been written by a bot from the early 2000s. The SaaS company's team was sending out hundreds of emails per day, but their open rates and response rates were abysmal. We needed to refocus the workflow on personalization and direct engagement.

• Generic Outreach: The initial emails were templated and didn't speak to the recipient's specific pain points.
• Lack of Segmentation: Prospects were being grouped into overly broad categories, losing the nuance needed for effective engagement.
• Automated Follow-Ups: Follow-up emails were sent without any consideration for previous interactions or responses.

⚠️ Warning: Over-automation can kill personalization. Before adding more complexity, ensure your core message resonates with your audience.

Personalization: The Game Changer

We started by reworking their email templates to make them more personal and relevant. This wasn’t just about adding a first name in the subject line—it was about crafting messages that spoke directly to the needs and challenges of their prospects. We segmented the audience into smaller, more specific groups and tailored the messaging to address each segment's unique pain points.

• Tailored Messaging: Each email was crafted with the recipient's industry, role, and specific challenges in mind.
• Dynamic Segmentation: Prospects were grouped based on their behavior, engagement level, and past interactions.
• Responsive Follow-Ups: Follow-up communications were adjusted based on previous responses, creating a sense of conversation rather than a sales pitch.

When we changed just one line in their email templates to address a key industry concern, their response rate jumped from 3% to 12% overnight. That single tweak started a domino effect, turning the tide for their entire lead gen process.

Validating the Approach with Data

To ensure our approach was working, we set up a system to track the effectiveness of these changes. We didn't just rely on open and response rates; we looked at the quality of interactions and the conversion rates down the funnel. It was essential to validate that these improvements were translating into real business outcomes.

• Track Interactions: Monitor not just opens and responses, but also the quality of engagements.
• Measure Conversion Rates: Follow leads through the pipeline to see if they're converting into paying customers.
• Feedback Loop: Constantly refine messaging based on data, ensuring that personalization remains relevant.

✅ Pro Tip: Implement a feedback loop to continuously refine your messaging based on real-time data and insights.

The results were undeniable. Within six weeks, they saw a 40% increase in qualified leads entering the pipeline and a 25% increase in closed deals. The founder was no longer questioning where they went wrong but rather how they could scale this newfound success.

As we wrapped up our conversation, I couldn't help but think about how often I've seen companies get lost in the weeds of automation. Sometimes, the insight that turns everything around is simply recognizing where complexity has overshadowed clarity. In the next section, I'll dive deeper into how to craft a lean, effective automation setup that prioritizes results over processes. Let's navigate the fine line between efficiency and engagement together.

The System We Built for Real Results

Three months ago, I was on a call with a Series B SaaS founder who had just burned through $200,000 on a shiny new marketing automation platform. The problem? Their sales team was drowning in low-quality leads, and the tools they bought were as useful as a paperweight in a hurricane. As we dove into the details, it became clear that their workflow automation was a Frankenstein's monster of disconnected steps and uninformed triggers. It was more like a digital Rube Goldberg machine than a streamlined process. The founder's frustration was palpable, and I knew we had to rip out the unnecessary complexity and build something that actually worked.

We started by analyzing their existing workflows, which resembled a tangled ball of yarn, with no clear beginning or end. It was a mess of triggers that didn’t align with their buyer's journey, and no one on the team could explain why certain steps existed. This is a common scenario I’ve seen play out time and again. Automation for the sake of it, without a clear strategy, leads to wasted resources and missed opportunities. But there was a silver lining: with every convoluted process we untangled, the path to a more efficient system became clearer. By the end of our second week, we had already identified the key steps needed to start over and build a system that would drive real results.

The Core of a Successful Workflow

The first thing I always emphasize is clarity. A successful workflow isn't about how many tools or steps you use—it's about having a clear purpose for every action. Here's what we focused on with our SaaS client:

• Map the Customer Journey: Understand the entire lifecycle of the customer. What are the critical touchpoints?
• Prioritize Quality over Quantity: Identify high-value actions that lead to conversions, rather than casting a wide net.
• Align Triggers with Intent: Set up automation triggers that reflect the user's intent, not just their actions.

By simplifying their approach and focusing on these core elements, their conversion rates improved by 40% within two months. The key was in aligning their workflow with real buyer behavior instead of imagined scenarios.

💡 Key Takeaway: Simplicity paired with strategic intent in workflows can drastically enhance conversion rates. Focus on understanding the customer journey rather than over-engineering processes.

Building a System That Scales

Next, we needed to ensure the system could scale as the business grew. This involved creating adaptable processes that could handle increased volume without losing effectiveness. Here's how we did it:

• Modular Structure: We broke the workflow into modular components, allowing for easy updates and scalability.
• Feedback Loops: Implemented regular review cycles to refine processes based on performance data.
• Integrated Tools: Chose tools that played well together, minimizing friction and maximizing efficiency.

For instance, when we integrated a feedback loop, we were able to identify that one email sequence was underperforming. By tweaking the subject line, we saw an immediate 15% lift in open rates. This adaptability kept their workflows sharp and responsive to change.

The Emotional Journey

It's important to acknowledge the emotional rollercoaster that comes with overhauling workflows. Initially, there was skepticism and a bit of resistance from the team. Change is hard, especially when it feels like you're starting from scratch. But as we implemented these changes and they began to see the impact—more meaningful conversations, better-quality leads, and a clearer path to conversion—their confidence grew. The validation of seeing real results has a way of turning skeptics into advocates.

graph TD;
    A[Customer Enters Funnel] --> B{Qualify Lead?}
    B -- Yes --> C[Personalized Email Sequence]
    C --> D[Engage with Sales Team]
    B -- No --> E[Lead Nurturing Campaign]
    E --> F[Re-evaluate Lead]

Here's the exact sequence we used, which became the backbone of their new workflow. By focusing on qualifying leads and personalizing interactions, we created a system that not only scales but excels.

As we wrap up this section, the next step is to tackle the often-overlooked aspect of data-driven decision-making. We've set the foundation with a solid workflow, but to keep the momentum, it's crucial to learn how to measure and iterate effectively. Let's dive into that next.

Where Do We Go From Here?

Three months ago, I found myself on a Zoom call with the founder of a promising Series B SaaS company. The frustration was palpable. They'd just burned through $47,000 on a lead gen strategy that looked flawless on paper but yielded nothing but a trickle of interest. Their workflows were intricate, almost elegant in their complexity, but they were missing the mark entirely. As we dug deeper, it became clear: the problem wasn't the absence of a workflow but the reliance on an outdated one. Their system was a patchwork of automations that were more focused on appearing sophisticated than actually driving results. The founder admitted they were stuck in a cycle of tweaking these processes, hoping for a different outcome, but the leads just weren't converting.

In another instance, our team at Apparate analyzed a staggering 2,400 cold emails from a client's failed campaign. The lesson was in the details: their workflows were designed for volume, not engagement. Each email followed the same mechanical script, lacking the personalized touch that turns a cold lead into a warm opportunity. It was a textbook example of how 'Make Workflows'—with its rigid, one-size-fits-all approach—often ends up being a dead end. The insight was glaring: what worked five years ago isn't cutting it today. We needed to pivot towards something more dynamic, more responsive to the nuances of human interaction.

The Shift from Complexity to Clarity

The first step is recognizing that complexity doesn't equate to effectiveness. In fact, it often obscures your true objectives. Here's how we approached the problem:

• Prioritize Simplification: Strip down your workflows to their core purpose. Eliminate the fluff that doesn't directly contribute to lead conversion.
• Embrace Flexibility: Build systems that can adapt to changing market conditions and customer behaviors.
• Focus on Engagement: Design every step of your workflow with the end-user in mind. It's all about creating meaningful interactions.

⚠️ Warning: Don't let the allure of complex systems trick you into thinking they are inherently superior. More often than not, they lead to inefficiency and wasted resources.

Personalization: The Game Changer

After identifying the problem, we quickly pivoted to testing highly personalized approaches. I remember the moment we changed just one line in our email template for a client. The response rate jumped from a dismal 8% to an impressive 31% overnight. Here's what we learned:

• Segment Your Audience: Tailor your messaging based on specific segments to ensure relevance.
• Use Dynamic Content: Employ tools that allow you to insert personalized details into emails at scale.
• Test and Iterate: Continuously measure the effectiveness of your personalization efforts and adjust accordingly.

✅ Pro Tip: Personalization goes beyond just adding a recipient's name. It's about understanding their pain points and addressing them directly.

Building a Resilient System

We then focused on building a resilient lead generation system that could withstand the unpredictable nature of today's market. Here's the exact sequence we now use:

graph TD;
    A[Identify Core Objectives] --> B[Design Simple Workflows];
    B --> C[Implement Personalization];
    C --> D[Test and Refine];
    D --> E[Scale with Flexibility];

This framework allows us to maintain clarity and focus while ensuring that our systems remain agile and responsive.

💡 Key Takeaway: Transitioning from rigid, outdated workflows to flexible, personalized systems has been the key to unlocking consistent lead generation success.

As we move away from the 'Make Workflows' mindset, it's critical to adopt systems that are both adaptive and user-centric. This shift not only enhances efficiency but also aligns your efforts with the evolving expectations of your audience. In the next section, I'll delve into how to scale these newfound insights effectively, ensuring sustainable growth and continued success.