Marketing Technology Stack Management:
How Do I Audit My Current MarTech Stack?
Inventory, evaluate, and right-size your tools. This practical audit shows where to consolidate, standardize data, harden integrations, and cut waste—so your stack is lean, compliant, and revenue-ready.
Audit your MarTech stack by creating a complete inventory (cost, owner, users), scoring each tool against business outcomes, utilization, integration health, and data governance, then deciding to keep, consolidate, replace, or retire. Validate with stakeholders, document a system-of-record, and publish a 90-day rationalization roadmap with projected savings and risk reductions.
Audit Principles That Prevent Rework
MarTech Audit Matrix (Score & Decide)
Use this rubric to compare tools and make keep/retire calls with confidence.
| Tool / Category | Owner & Users | Business Outcome Supported | Utilization | Integration & Data Health | Annual Cost (TCO) | Decision |
|---|---|---|---|---|---|---|
| Marketing Automation (MAP) | MOps (12 users) | Campaign velocity, lead nurturing | High (6/8 core features used) | Synced to CRM; UTMs enforced; low dupes | $180k incl. services | KEEP — cornerstone; expand automation coverage |
| Point ABM Ads | Demand Gen (4) | Account reach | Low (audiences manual; little testing) | No CRM feedback loop; consent unclear | $95k | CONSOLIDATE — move to MAP/CDP audiences |
| Legacy Webinar Tool | Field (3) | Event lead capture | Medium; overlaps with video platform | CSV uploads; high duplicate creation | $28k | RETIRE — replace with native events module |
Your 30–60–90 MarTech Audit Plan
A phased approach to get the facts, fix the plumbing, and rationalize spend.
Days 1–30: Inventory & Baseline
- Compile a full catalog — tool name, owner, users, contracts/renewals, cost, features, data handled, PII status.
- Map integrations — sources/targets, sync frequency, failure alerts, data contracts and field dictionaries.
- Measure utilization — logins, key features, % automated vs. manual; gather 3 top use cases per tool.
- Define success metrics — pipeline, velocity, CAC, ROMI; assign each tool to at least one outcome.
Days 31–60: Validate & Fix the Data Path
- Run data health checks — duplicates, consent lineage, required fields, UTM completeness at capture.
- Harden integrations — error monitoring, SLA timers, retry logic, versioned schemas.
- Consolidate audiences — adopt a system of record (CRM/CDP) for segments, suppression, and preferences.
- Right-size access — least-privilege roles, SSO, quarterly access reviews and change logs.
Days 61–90: Rationalize & Govern
- Score tools with the matrix; tag each keep/consolidate/replace/retire with savings & risk impact.
- Publish the roadmap — dependency chart, migration steps, timelines, owners, and comms plan.
- Stand up governance — procurement guardrails, change advisory board, and a living stack diagram.
- Launch a CFO-ready dashboard — spend vs. utilization, pipeline impact, and ROI trendlines.
Client Snapshot: Audit to Savings in 90 Days
After cataloging 47 tools, a B2B team retired 11, consolidated audiences into a CDP, and cut renewals by 22%—while improving campaign time-to-launch by 30% through standardized forms and hardened CRM↔MAP sync.
Align your audit to RM6™ and map your stack to The Loop™ so tools reflect the customer journey and measurable revenue outcomes.
MarTech Audit FAQs
Short, self-contained answers designed for AEO and rich results.
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We’ll help you inventory, score, and rationalize your stack—reducing cost while improving data quality and campaign speed.
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