Vibe Coding Disrupts Martech's Buy-vs-Build: Teams Building Custom CRMs and Email Flows Instead of Subscribing

MarTech·medium signal

MarTech published analysis that vibe coding will disrupt martech's buy-or-build debate, with 4-person B2B sales teams already building custom CRMs via Lovable or Bolt instead of paying $150/month for Salesforce when they need simple pipeline tracking, activity logging, and follow-up automation. Lovable's CEO articulated the endgame: the platform becomes 'the last piece of software' companies need — generating custom tools on demand rather than purchasing one-size-fits-all SaaS. The pattern is most acute in CRM, analytics, and email automation where customization needs exceed feature requirements.