In my experience, a good growth company will have at least the three following stages that can yield a healthy ROI with good builders:

1. Initial product (start up stage).

2. Secondary products and upsells.

3. Internal tools, iterative, and often in perpetuity for the life of the company.

I am not sure the “builders” should ever be more than about 5-10% of the programmers except in early stage 1.