MarTech Case Study 2: MarTech Stack Audit
Industry:
B2B SaaS – The client was scaling quickly and had accumulated a variety of marketing tools over time, including platforms for automation, advertising, content management, lead capture, and analytics. Despite heavy investment, the marketing team lacked clarity on what tools were actually delivering value—and where overlap or gaps existed.
Problem:
The client’s MarTech stack had grown without a clear strategy, resulting in:
- Tool sprawl and redundant functionality across platforms.
- Underused or misconfigured tools adding cost without ROI.
- Gaps in integration, leading to fragmented data and reporting.
- Confusion among marketing and RevOps teams about what tools to use when.
This led to inefficiencies, increased spend, and inconsistent campaign execution.
Solution:
We conducted a full MarTech stack audit to evaluate tool usage, cost, integration, and strategic fit. The solution included:
- Inventorying the full stack across marketing, sales, and analytics.
- Assessing tool adoption, performance, and business value.
- Identifying redundancies, inefficiencies, and missed opportunities.
- Recommending a streamlined, integrated stack aligned to the client’s growth goals.
Execution:
- Discovery & Stakeholder Interviews – Met with marketing, RevOps, and IT to understand pain points, current workflows, and tool ownership.
- Stack Inventory & Categorization – Documented all tools in use, grouped by function (e.g. automation, CRM, analytics, content, lead capture).
- Usage & Performance Audit – Analyzed adoption rates, usage patterns, integrations, and impact of each tool.
- Cost Analysis – Compared tool cost versus usage and value delivered, highlighting opportunities for consolidation.
- Gap Analysis – Identified missing capabilities needed to support strategy, such as attribution modeling or personalization.
- Recommendations & Roadmap – Delivered an actionable roadmap for optimization, including keep/replace decisions, integration fixes, and governance improvements.
Challenges & Roadblocks:
- Lack of Tool Ownership – Some platforms were underused due to unclear ownership or lack of internal champions.
- Limited Integration – Siloed tools required manual data exports and workarounds.
- SaaS Renewal Timing – Some consolidation recommendations had to be timed carefully due to contract commitments.
- Resistance to Change – Teams were hesitant to give up familiar tools, requiring stakeholder alignment and support.
Results:
- Identified over $60K in potential annual savings through tool consolidation.
- Increased platform adoption by 40% through simplified workflows and clear documentation.
- Improved data flow and campaign tracking with stronger integrations across the stack.
- Provided marketing leadership with a clear, strategic roadmap for future tech investments.
Dashboard:
Key Takeaways & Learnings:
Regular stack reviews help companies stay agile as marketing needs and strategies evolve.
A MarTech stack audit uncovers hidden inefficiencies that can save money and improve performance.
Clear tool ownership and training are critical to adoption and ROI.
Integration is just as important as functionality—a well-connected stack drives better insights and automation.
Related Strategy Work:
Business Analysis Case Study 3: MarTech Stack Planning for Scale