Sales Trainings · build-vs-buy
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Build vs buy: when should we custom-build vs adopt vendor platforms for sales ops infrastructure?
Direct Answer
Build only for 5–10% of workflows (unique competitive moat). Buy 90–95% (CRM, analytics, compensation). Build-vs-buy decision matrix: if 3+ vendors exist and solve 80%+ of use case, buy; otherwise build.
Operator Approach
Most sales ops teams waste 18–24 months on custom builds they could buy in 3 months. Industry standard: build once you've bought and configured everything else.
Buy: Non-negotiables
- CRM: Salesforce, HubSpot, Pipedrive (switching cost is nuclear)
- Activity data: Outreach, Salesloft, Gong (reps demand these)
- Reporting: Tableau, Looker, Mode Analytics (time-to-dashboard matters)
- Compensation: Spiff, Motivate, ZoomInfo CompTool (legal + complexity = don't DIY)
Build: Only when
- Vendor doesn't exist or all options cover < 60% of requirement
- Competitive moat is real (proprietary algorithm, rep workflow magic)
- ROI payback in < 18 months vs build cost
- Maintenance burden is < 0.5 FTE ongoing
Avoid building:
- Forecasting engines (too many vendor options exist)
- Activity tracking (Outreach/Salesloft do this)
- Dashboarding (Tableau, Looker are cheaper than custom)
- Comp modeling (too many edge cases, not a moat)
Build-vs-buy table:
| Tool Category | Vendor Examples | Build Cost | Buy Cost | Decision |
|---|---|---|---|---|
| CRM Core | Salesforce, HubSpot | $500K+ | $2–10K/mo | BUY |
| Activity | Outreach, Salesloft | $300K | $3–10K/mo | BUY |
| Analytics | Tableau, Looker | $200K | $2–5K/mo | BUY |
| Custom Workflow | N/A (unique) | $150–250K | N/A | BUILD if ROI clear |
| Compensation | Spiff, Motivate | $100K + legal | $500–3K/mo | BUY |
Red flags for custom builds:
- "No vendor does exactly what we need" (means unclear requirements)
- Estimated timeline > 12 months (scope creep incoming)
- Ops team size < 2 FTE (no one maintains it post-launch)
- No clear competitive advantage defined
Mermaid: Build-vs-Buy Decision Framework
flowchart TD
A["Define Requirement"] --> B{"3+ Vendors Solve 80%+?"}
B -->|Yes| C["SELECT VENDOR"]
B -->|No| D{"Competitive Moat Clear?"}
D -->|No| E["Wait for better vendor"]
D -->|Yes| F{"Build Cost ROI < 18mo?"}
F -->|No| G["Revisit in 12 months"]
F -->|Yes| H{"< 0.5 FTE Maint Burden?"}
H -->|No| I["Don't build; buy best-fit"]
H -->|Yes| J["BUILD (but integrate tightly)"]
C --> K["Vendor license + config"]
J --> L["Custom build + vendor API layer"]
K --> M["Deploy & measure adoption"]
L --> M
Sources: SaaStr Tech Stack Spend Study, Pavilion Benchmarks, OpenView Build-vs-Buy Analysis
TAGS: build-vs-buy,vendor-selection,infrastructure,custom-development,ROI-analysis,competitive-moat,tech-stack-decisions
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