Businesses rely on multiple cloud applications to run their operations. However, existing automation tools were clunky, restricted to simple integrations, and lacked sophistication. This inefficiency led to workflow nightmares that created bottlenecks to growth. Ashok Gudibandla saw this gap in the SaaS industry long before most. Seeing the potential for a more flexible, powerful solution, he redefined cloud workflow automation.
Ashok worked with global customers to identify unmet needs in cloud-based automation. Equipped with this knowledge, he founded Automate.io in 2016. This is how he built and, consequently, exited his successful tech company.
Q: How did Automate.io make its mark in the industry?
A: As it was unique compared to the other products in the market, Automate.io gained good traction from early on. We ultimately grew to serve over 4,000 businesses worldwide, ranging from startups to large enterprises. The platform enabled companies to automate marketing, sales, and other essential workflows. This capability eliminated repetitive tasks while boosting efficiency. It acted as a catalyst for businesses looking to scale without being bogged down by operational inefficiencies. Additionally, Automate.io’s no-code, user-friendly interface allows non-technical users to build complex workflows easily.
Q: Were you looking for an acquisition?
A: I was just focused on building my company and had my plans for growing it. A lot of big cloud companies needed a platform like Automate.io for their workflow needs, so I used to get good inbound interests for acquisition, but I never really showed interest in them—until Notion approached me.
Q: What was your strategy for your successful exit?
A: To do a successful exit, you should not try too hard for it. One thing that worked very well for me was the fact that I wasn’t really looking for an exit. It just came up, and I didn’t really take it seriously—and it worked out. I was just focused on building my company and had my own plans.
Q: What was the significance of Automate.io’s acquisition by Notion?
A: By 2021, Automate.io had achieved millions in revenue and set an industry standard for workflow automation, which caught Notion’s attention as it sought to expand its product capabilities. Like many other big cloud applications in the enterprise space, Notion needed a platform that powers their integrations and workflows. This is where Automate.io filled a strategic product gap.
The acquisition also reinforced the growing importance of automation in the workplace, especially with the rise of remote and hybrid work. Automate.io’s technology met Notion’s evolving demands.
Q: Why did you sell to Notion? What did you like about the company?
A: Firstly, I admired Notion as a product a lot and was impressed with how fast the company had grown. When I started talking to them, I liked how they approached it and how they gave importance to our employees as well. We aligned well on the cultural aspects and the overall mission of both companies.
Q: What is your next venture?
A: I’m focusing now on a vertical AI product. I strongly believe that deep vertical and functional AI products have a lot of potential in the long run. Contrary to a lot of generic AI tools, focusing on vertical and function allows AI to own the business function and drive significant results.
Ashok Gudibandla’s journey exemplifies the power of persistence, adaptability, and keen market foresight. He understands that innovation solves real problems. With his next adventure already in motion, whatever comes will be worth watching.
