As the GTM stack grows more complex, one question keeps coming up: should you build in-house or buy off the shelf? In this session, we’ll unpack how GTM Engineers and technical RevOps leaders are making these calls - balancing speed, control, scalability, and cost. We’ll explore the frameworks teams use to evaluate tooling, when it makes sense to go custom, and how to avoid building for the sake of building. If you’re stitching together systems or facing pressure to consolidate, this one’s for you. Key takeaways: - How to evaluate build vs buy decisions across your GTM stack - Cost, control, and maintenance trade-offs every team should consider - Real examples of internal tools vs purchased platforms — what worked, what didn’t - How to future-proof your GTM architecture as needs and teams evolve