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The Age Old “Buy vs. Build” Dilemma Will Invert for GTM Systems
For decades, the mantra has been: “buy SaaS, don’t build custom software in-house.”
In 2026, we will begin to see this advice invert with formal methodologies emerging for GTM Systems teams to build custom solutions and workflows within their platform ecosystem, as opposed to continued reliance on integrated point solutions.
What’s Driving the Change
First and foremost, AI makes custom development accessible.
Overhyped AI features continue to increase uncertainty around what’s real in vendor’s capabilities.
The Research Evidence:
“AI can help you set up, structure, and normalize your data pipeline into a single data repository with just a few clicks. It brings down barriers and reduces the technical requirements.”
Translation: Building custom is getting EASIER while buying multiple tools is getting MORE COMPLEX.
The Shift:
• Old model: Buy Outreach for sales engagement, Buy 6sense for intent, Buy Gong for conversation intelligence
• New model: Build custom workflows on Salesforce + Agentforce that do all three
Why This Matters:
Companies that master “building on platforms” will:
• Move faster (no procurement, no vendor integration)
• Cost less (platform fees vs. 5 tool subscriptions)
• Integrate better (native platform vs. API duct-tape)
The Controversial Take:
By 2027, 50% of point solution vendors will be dead or acquired. The winning move is platform mastery + custom development, not tool portfolio optimization.
What WorkingTheories Should Do:
Position as “Platform Development Studio” — you build custom GTM solutions on Salesforce/Agentforce that replace point solution purchases.
Example offering:
• Instead of buying Gong ($100K/year): Build conversation intelligence on Agentforce ($25K build + platform fees)
• Instead of buying 6sense ($150K/year): Build intent scoring on Data 360 ($40K build + platform fees)
The ROI pitch: “We’ll build you custom GTM capabilities for less than annual SaaS subscriptions, with better integration and no vendor lock-in.”
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