The considerations of buying versus building are interesting martech scenarios. There is never a clear answer, which makes martech more of an art than a science. Sometimes, there is also a buy and build option to consider.
Recently, in an episode of Bloomberg’s Odd Lots podcast about coding with vibe, guest Noah Brier, founder of Alephic, argued that AI models that generate software code are dangerous for SaaS vendors. He said that no one is using all the features of the platform and writing about vibe will make it easier for organizations to build what they need to increase their purchases.
This can also help customers who experience situations where they feel like small fish in a big pool of customers. If a large retailer understandably can’t justify making changes to suit their individual needs, the company can use the vibe code to help fill in the gaps.
I feel that vibe writing still needs to mature before it can truly and reliably meet the larger needs, but it’s headed that way.
Why ‘buying and vibe code’ is not an easy way
Organizations following the “buy and code vibe” model are not going easy. They still have a lot to worry about and follow up on later. When using vibe coding to augment their systems, organizations will need to take ownership and maintenance of the software they develop.
This requires the time and effort of the stakeholders in the business. In larger organizations, this may also involve people such as business analysts, product managers and project managers to ensure that the assumptions are clear and effectively implemented.
An important aspect is documenting how the generated code works and how it is maintained. Since the organization produces this for itself, it needs to take this responsibility. Unfortunately, documentation is considered an extra job that is sometimes not possible due to other pressing needs. However, it is useful in the future when the code needs attention.
Additionally, user empowerment is another important concern. Custom code may affect the way the main platform works and the vendor will not have instructions on how to respond to that. If the generated code has consequences beyond the field, users must be aware of that.
Since this approach essentially creates new code, quality management requirements are also present. The organization takes responsibility for developing the corresponding documents and procedures.
Another factor is business continuity and disaster recovery concerns. For example, custom-built code may reside in infrastructure that an organization needs to maintain (ie, monitoring operating systems, performance, time and other related tasks). Although this is already possible with existing infrastructure services, it still needs attention.
This option is not the same as clicking the proverbial simple button. It takes a long time, attention and effort. As any seasoned martech professional can attest, even the seemingly simple things don’t always turn out that way.
How writing on vibe affects the seller’s bond
Another factor that an organization should consider when following this approach is how it affects the seller’s obligations.
For example, if something doesn’t work, the cause may lie in additional code. The dealer may not be able to help solve the problem or fix the problem.
Software platforms are flexible. An organization may develop a platform with some code, but later, when there is a platform update, that code may not move with the platform. There is a good chance that something might break and the organization will need to scramble to fix the issue.
Besides, are marketers responsible for keeping track and account of all vibe writing done by their customers to grow their platform? Customers will need to bear some responsibility.
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Product teams will need to adapt
Product managers and product marketers will certainly need to step up their game as vibe coding allows customers to create their own customized solutions more often.
Product teams will need to get closer to customers to better understand their needs and accountability. This will reinforce the existing challenges of creating people, conducting user research and staying on top of changing trends.
Our fellow customer success managers are a really great resource. CSMs must stay close to customers and stay informed of what they need and experience while using the platform.
How martech roles will change
As AI grows in power and vibe coding maturity, organizations will need to inspire and motivate change in the mindset of their employees – including martech employees.
For example, while marketing staff will enjoy a break from some of their intellectual work, they will need to shift from a tactical to a more strategic perspective.
As some marketers are expected to use robust no-code or low-code tools, they will have to learn to clearly and comprehensively define what they need from AI tools with a little help from business analysts and product experts. Perhaps aspects of the latest engineering fad will resurface.
On the technology side, increased flexibility in providing more common IT functions to business stakeholders will be required. While some people may welcome the ability to delve into more business matters, other people enjoy a technical role.
From a human resources perspective, such shifts will change job roles, recruiting and job planning functions. An effective change management strategy (organizational behavior, not IT) will certainly help in such a change.
As AI tools take over many tasks, it is important to acknowledge that doctors will have less experience working on important issues. Organizations will need to train and equip clinicians with an understanding of the tasks that AI tools now handle.
For example, AI tools may handle many data hygiene tasks in the future, but it is still important for professionals to understand what the tools do. A key consideration is who will pay for the required education – employers or prospects? The answer can be both and both employers and job applicants should take ownership.
The truth behind the vibes
In many forums, focusing on vibes seems easier than talking about specifics. However, this is not always the case.
Although widely available tools like Claude Code generate working code that accomplishes most of what is needed, people still need to polish the output. Investors are increasingly worried about how this will affect the big tech companies. They should also consider how this change affects the companies that buy the software.
Marketers are in a good position to help with vibe-coding changes. They must use their acumen that spans both the business and technical fields to help their colleagues and organizations navigate the changing landscape.
As AI takes on more tactical tasks like creating campaigns, analyzing performance data and building dashboards, marketers can move into strategy, but that requires a deliberate approach.
