Model
The martech stack audit, in six stages
Short answer: a martech stack audit maps every tool you own against the job it is supposed to do, removes the overlap, and leaves one system of record per job. That is what makes marketing workflow automation and AI possible at all.
Klicka dig igenom stegen. Det här är samma ordning jag använder när jag går igenom en marknadsavdelnings teknikstack.
List every tool, licence and owner
A martech stack audit starts with the unglamorous part: every platform, seat, renewal date and named owner in one sheet. Most teams find 30 to 60 percent more tools than they expected, and several with no owner at all.
Signal: nobody can name the owner of a tool you pay for monthly.
Auto-plays. Click a stage to hold it.
What a bloated stack actually costs
- Licence spend on seats nobody logs into, renewed automatically every year.
- Work duplicated in two tools because neither is the agreed source of truth.
- Reporting that cannot be trusted because numbers differ per platform.
- AI projects that stall because the data lives in five disconnected places.
The questions I ask first
- Which tool does a brief enter through, every time?
- Where does the approved master asset live?
- Who decides when a tool is retired?
- Which numbers does leadership look at, and which tool produces them?
If two people would answer those four questions differently, the stack is the problem.
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