RevOps Masterclass: “Build vs. Buy” - Marketing Tech: Making the Right Call in an AI-Driven Strategy
AI is forcing marketing teams to rebuild their tech stack. But the decision isn’t just about which tools to adopt—it’s about whether to build custom solutions or buy off-the-shelf. Alex Biale (Domestique) and Jack Altasov (Right Side Up) explore how AI is reshaping marketing strategy and operations for SaaS companies, then dig into the build vs. buy tradeoff for marketing technologies.
They’ll cover the real costs and risks of each approach, from integration complexity to the false economy of building in-house, and help you figure out what actually makes sense for your stage, team, and competitive position.
Your hosts:
Alex Biale is co-founder of Domestique, a fractional GTM Operations firm serving Series A-D B2B SaaS companies. He leads demand creation and commercial strategy, with a focus on how AI is reshaping marketing operations, team structure, and go-to-market execution. Alex has spent 15+ years in business operations and growth roles, and has become a recurring voice on how operators should think about AI integration—not as a feature add, but as a force that requires strategic rethinking of marketing itself.
Jack Atlasov is Director of Agentic Commerce at Right Side Up and an AI-native operator, growth marketer, builder, and educator who turns frontier AI into highly capable agentic systems and workflows for brands, investors, founders, and technology providers. Over 12+ years and two exits, he’s led and been part of teams that have collectively generated over $170M in profitable growth across Amazon, Walmart, Target, TikTok Shop, and DTC. He’s also a member of the Agentic Retail Media Council, an independent working group responsible for setting standards for evaluating agentic AI performance and capabilities across the retail & paid media industry.
