Technology & AI · Martech
Your martech stack is probably too big
Tool sprawl costs money and splinters data. How to audit, simplify and redesign your marketing technology stack.
Marketing stacks grow one tool at a time. Each purchase solved a real problem. Years later there are overlapping tools, unused licences and data scattered across systems that do not talk to each other.
Audit what you have
List every tool, its cost, owner, users and what it connects to. You will usually find duplicates, abandoned tools and critical processes running on a single person's knowledge.
Design the target architecture
martech stack architecture starts with capabilities, not products: capture, CRM, automation, analytics, content, advertising. Decide which system owns each capability and how data flows between them.
Choose tools on fit
When replacing or adding a tool, define requirements first, then evaluate options against them. tool selection avoids choosing on demos and discounts.
Integrate properly
Most value is lost in the gaps between tools. CRM integration and careful platform implementation make sure data arrives complete and on time.
Retire with a plan
Removing tools needs migration, training and communication. Phase it so nothing breaks.
Use our Martech Stack Rationalization Guide to run your own audit.