Build, buy or integrate your GTM AI?
Most GTM AI pilots stall after the demo. Pick one workflow, score it on foundations, the work, and your team, and get a verdict with the risks to fix before you commit.
The reasoning behind each question is in Build, buy or integrate: where your GTM AI should come from.
Build
Well-defined workflows with a clear template: branded first-draft decks, account research briefs, recurring reports, and scoring specific to how you win.
Buy
Work where the hard part is not intelligence: capturing every conversation, full deal context, third-party data, forecasting, routing, and deliverability.
Integrate
Define the blueprint, buy the engine that populates it, keep open data access, and build a thin layer of your logic on top.
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Questions about building or buying GTM AI
What is the difference between build, buy, and integrate?
Build means your team writes and maintains the AI workflow end to end. Buy means a vendor runs it for you. Integrate means you define the blueprint (fields, stages, definitions, playbooks), buy the engine that populates it on every interaction, and build a thin layer of your own logic on top through APIs, warehouse sync, or MCP.
How is the recommendation calculated?
Each workflow and team statement leans toward build or buy. The tool averages each side on a 1 to 5 scale. Strong build signals with weak buy signals return Build. Strong buy signals with weak build signals return Buy. Anything mixed returns Integrate. Foundations and data access are scored separately and flagged when low, because they decide whether any option works.
Why does the assessment score foundations first?
Without agreed CRM fields, metric definitions, stages, handoffs, and playbooks, AI gives a different answer every time someone asks. No platform creates alignment between sales, marketing, and CS. It can only enforce an agreement that already exists, so foundations come before any build or buy decision.
Where does the $250K to $500K figure come from?
It is Airspeed's working budget for a mid-market team running a homegrown GTM AI workflow: one or two engineers plus RevOps time per year, before token costs. Your number depends on salaries and scope, so treat it as a planning range, not a quote.
Should I run the assessment once per workflow?
Yes. The answer is usually different for different jobs. Branded first-draft decks or account research briefs often score Build, while CRM updates after every call or forecasting often score Buy or Integrate. Run each workflow you are considering separately.
Buy the engine. Build your logic on top.
Airspeed matches every call to its deal, scores it against your playbook, and writes to your CRM, Slack, or your own Claude through MCP.