The Build-or-Buy Decision: Finding the True Cost of AI for Your Revenue Teams

AI investment decisions for revenue teams are often made with incomplete cost information, while the consequences extend well beyond the initial build or purchase. Maintenance, integration, governance, security, and adoption can shape long-term value, and a capability that never earns the trust of the people expected to use it may fall short of its promise. How should leaders decide where to build, where to buy, and where competitive advantage truly lies?

Organizations are weighing strategic fit and firm-specific needs against the availability of established capabilities, while looking more closely at lifecycle costs and the work required to move from a prototype to sustained use. They are also considering how AI fits existing CRM and team workflows, how customer data is protected and governed, and how to assess business impact alongside risk and adoption. Together, business and technology stakeholders should assess whether each approach can deliver trusted revenue context, governed AI execution, and purpose-built revenue workflows that support adoption and measurable outcomes.

Join your executive peers to compare approaches to build-versus-buy decisions for AI in revenue teams. Share where the hardest trade-offs arise, how organizations assess costs and competitive advantage, and what questions help bring business and technology priorities together. The conversation will also consider responsible use, workflow fit, and ways to judge whether AI is improving productivity, client experience, and business outcomes.

Gong harnesses the power of AI to transform how revenue teams win. The Gong Revenue AI OS unifies customer interactions, revenue context, AI-powered insights, and workflows in one trusted system—helping go-to-market teams understand what is happening, decide what to do next, and act with greater efficiency and effectiveness. Gong was named a Leader in the 2026 Gartner® Magic Quadrant™ for Revenue Action Orchestration for the second year in a row, and was positioned highest for Ability to Execute and furthest for Completeness of Vision.