“Homegrown martech is like homemade pizza.”

That’s the kind of quip I might have likely shot back a couple of years ago if someone asked me, “Should we build our own martech software or buy a packaged app from a martech vendor?”

It’s not that you can’t make your own pizza at home. Anyone can. I have. But making great pizza at home? Eh. You need a combination of skills, ingredients, the right pizza dough, perfectly tossed and stretched, and proper equipment — in particular, a pizza-sized wood-burning or coal-fired oven that you can get hot enough and a long wooden paddle you can shuffle the pizza with to evenly cook it.

And then a heck of a lot of practice.

Read more … Should you build or buy martech? Yes – Chief Marketing Technologist (chiefmartec.com)