Scenario

You're advising a SaaS company that wants to add a new growth feature to improve activation and expansion. The team could build the capability directly into its core product, or rely on a third party integration that gets to market faster but may limit control over the user experience and roadmap.

Question

What framework would you use to decide whether to build a growth feature in-house or rely on a third-party integration?

A strong answer can anchor on an Aircall example, such as whether to build a growth feature natively in Aircall Workspace or launch it through an Aircall App Marketplace integration.