Your martech stack is supposed to be a growth engine—not a graveyard of forgotten logins and overlapping tools.
But too often, we see teams drowning in tech they don’t use, can’t integrate, or no longer need.
It’s time to triage.
This isn’t about chasing the latest shiny object. It’s about making your stack lean, aligned, and ROI-positive. Let’s break down how to audit your martech stack and decide what to keep, kill, or combine.
1. Inventory Everything—Yes, Everything
Start by listing every tool in your stack. This includes CRM systems, email platforms, analytics tools, social media schedulers, and any other software used in your marketing operations. Document each tool’s purpose, usage frequency, and associated costs.
This comprehensive inventory will reveal redundancies and underutilized tools.
2. Categorize Tools by Function
Group your tools into categories such as:
- Content Creation & Management: CMS platforms, design tools.
- Lead Generation & Nurturing: Email marketing, landing page builders.
- Analytics & Reporting: Web analytics, dashboard tools.
- Customer Relationship Management: CRM systems, customer support platforms.
This categorization helps identify overlapping functionalities and potential areas for consolidation.
3. Define What Success Looks Like
Before you start slashing tools, define what a high-performing martech stack looks like for your business.
Ask:
- What do we need to do daily, weekly, monthly?
- Where are we wasting time switching between tools?
- Which metrics matter most to our team?
Then measure each tool against these outcomes.
4. The “Keep, Kill, Combine” Decision Matrix
Now it’s time to make the tough calls.
Keep
- Tools that are mission-critical
- Widely adopted by the team
- Aligned with your growth goals
- Offering high ROI or utility
Kill
- Tools with overlapping features
- Seldom used or abandoned
- Poor integrations or UX friction
- High cost with unclear value
Combine
- When one tool can replace multiple (e.g., switch to a CRM that includes email + analytics)
- When integrations create smoother workflows across functions
- When consolidation cuts cost and boosts data visibility
Don’t forget to loop in your RevOps or IT folks before you pull the plug.
5. Create a Streamlined Workflow Map
Once you’ve trimmed your stack, map your new flow:
- Where leads enter
- How data is tracked
- When handoffs happen between marketing and sales
- What automations or integrations are triggered
This exercise will spotlight any remaining friction and show you where to optimize further.
6. Train and Document
The most overlooked part? Enablement.
Roll out your lean stack with updated SOPs, short how-to videos, and office hours. Even the best tool is useless if no one knows how (or why) to use it.
Assign ownership: someone should be accountable for maintaining tool hygiene and staying ahead of renewals, updates, and integrations.
7. Review Quarterly
Your martech needs will evolve. So should your stack.
Set a quarterly review to:
- Evaluate usage data
- Check for tool sprawl
- Align with shifting strategy
Make this a recurring ritual, not a crisis response.
Wrap Up: Lean Stack, High Impact
Most founders and marketing teams don’t have a tech problem—they have a focus problem.
Your martech stack shouldn’t be a badge of complexity. It should be a lean, fast-operating toolkit that drives pipeline and performance.
Keep what works. Kill what doesn’t. Combine where it saves time and money.
Stay focused, stay productive, keep building.
