Revenue operations (RevOps) teams are grappling with a pivotal question: should they build AI tools in-house, buy existing solutions, or combine both approaches? According to a recent discussion by the RevOps Co-op, the answer is almost always a hybrid strategy, but the framework for deciding which components to build versus buy can make or break the impact.
The Hybrid Approach
Most organizations find that a pure build or buy strategy falls short. Building everything from scratch is resource-intensive and slow, while buying every tool can lead to integration headaches and vendor lock-in. The sweet spot lies in a "both" approach, where teams strategically choose what to develop internally and what to purchase.
The Horseshoe Model
A key insight from the discussion is the "horseshoe model," which shows that AI delivers the most value at two extremes: highly customized, niche tasks that benefit from in-house development, and broad, standardized functions where off-the-shelf AI excels. The middle ground—generic, one-size-fits-all AI—often underperforms.
Tech Consolidation Trends
With the proliferation of AI tools, consolidation is becoming a priority. Teams are looking for platforms that can serve as orchestrators, unifying multiple AI capabilities rather than juggling disparate point solutions. The choice of an orchestrator can determine whether your tech stack becomes more streamlined or more fragmented.
Real-World Use Cases
Productivity gains are being realized in areas like automated lead scoring, predictive forecasting, and personalized outreach. However, the biggest barrier to success isn't technology—it's people and processes. Without proper change management and workflow redesign, even the best AI tools fail to deliver.
Key Takeaways
- Evaluate strategically: Use a framework to decide build vs. buy based on your unique needs.
- Focus on outcomes: Prioritize AI applications that directly impact revenue and efficiency.
- Invest in change management: Technology alone won't drive results; teams must adapt their processes and skills.
As AI continues to evolve, RevOps leaders who master the build-buy balance will gain a significant competitive edge.