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Azuqua’s team.

Say you’re a software company needing to roll out a bunch of new features — and fast. One big customer is threatening to walk. Others are trying in vain to use your software with a bunch of other shiny, new cloud apps. Normally, you’d either hire a team of coders and do the job yourself or buy a company that already has the features you need.

Seattle-based software automation and integration company Azuqua is announcing Wednesday that big software vendors including Adobe, Zendesk, Allocadia and Workfront have joined Azuqua’s new Connect Partner Program, which gives software-as-a-service companies a fast way to avoid those types of scenarios by creating app integrations and workflows.

Todd Owens. (Azuqua Photo)

Azuqua CEO Todd Owens said the company’s model could alter the way most cloud software is developed and delivered. Instead of writing code from scratch, he said, companies will likely keep a library of connected features in an ecosystem like Azuqua’s. As an example, Azuqua executives asserted that Salesforce’s landmark $6.5 billion acquisition of MuleSoft in March might have been unnecessary if the companies were connected on a platform like Azuqua.

At least 15 additional companies have joined the program, an Azuqua spokeswoman said. Azuqua did not release the names of those companies.

Azuqua’s platform is a lot like IFTTT (If This Then That), the consumer portal where people can automate all kinds of cloud functions, such as emailing alerts, logging changes to your Trello boards, or, say, sending you a text when the International Space Station is overhead. Azuqua is similar, except its exchange of software features is for big companies.

The Seattle company has a library of pre-built “connectors” for all sorts of apps, including Adobe, Hubspot, Marketo, Microsoft Dynamics CRM, Salesforce and Slack. Using this platform, Azuqua partners can design, build and deploy custom features — or “integrations” — far cheaper than they could develop them in-house, then sell those features to their customers.

Owens said a software vendor has a better chance of keeping up with customers’ requests for new features using Azuqua’s platform. And there are more and more of those requests coming in all the time, he said, with thousands of cloud apps out there and big companies needing those apps to work well together.

“This is some of the most complicated software to build,” Owens said of all of the cloud services and apps on the market. “You’re dealing with hundreds of API endpoints.”

In a statement, John Pritchard, the senior director of engineering at Adobe I/O, said Adobe’s customers, including artists and big companies, are increasingly asking that Adobe products work well with other SaaS apps.

Azuqua announced in August that had raised $10.8 million in a new Series B funding round for a total of $16.3 million.

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