The marketers aspire to build a MarTech stack that works for them and paves the way for future growth and adaptability. This is why, they should identify and adapt the most effective tools and software that align with the company’s operations, marketing, and sales strategies to ensure a seamless customer journey. This helps them effectively target and engage the right customers, for better collaboration and teamwork within their organization.
As a company grows and evolves, the goals and objectives revive. This allows an opportunity to evaluate the tools you have in place, whether they meet your needs, and what upgrades or new tech stack may be necessary to meet your organizational goals and requirements.
That’s where marketing technology assessments come in: The goal of a MarTech audit is to determine if your current setup is working for you.
What Is a Marketing Technology Audit?
A Martech stack audit assesses your current digital marketing technology and how it contributes to your organization and revenue goals. It helps you understand what tools you have in place, how they work together, and where you may need to upgrade or add new systems based on your goals and requirements.
What are the benefits of Marketing Technology Audit?
A MarTech stack audit assesses your current digital marketing technology and how it contributes to your organization’s revenue goals.
What to Know Before a MarTech Audit?
There are some basic things you need to know before you audit your MarTech Stack:
⦁ The different types of tools used.
⦁ The reason for each of the tools being used.
⦁ The functionality of each tool
⦁ How each tool should be used
⦁ The integration between these tools
5 Steps to Auditing Your Marketing Technology Stack
Auditing a marketing technology stack takes time and requires a robust strategy. Here are the exact steps you need to follow.
1. Get a Buy-In from Everyone
Bringing together stakeholders from marketing, sales, operations, and finance is essential. They know and understand what needs to be accomplished for their success.
2. Gather Information
Collect details such as vendor names, tool names, owners, costs, usage purposes, integrations, and security requirements. Also, collaborate with stakeholders to gain insights into tool usage, benefits, challenges, and integrations.
3. Organize the Inventory
Categorize MarTech tools based on categories like department, marketing function, contract type, or cost.
4. Identify Gaps
Address key questions like: Are any platforms redundant? Are there two tools that perform similar functions? Assess their strengths and weaknesses and analyze channel alignment with marketing goals. Track platform spending and ROI and pinpoint where upgrades or new systems are required. You can replace or update platforms that underperform and opt for cost-effective alternatives when platforms offer similar functionalities.
5. Plan and Review
Regularly update your MarTech stack to keep it in line with long-term goals and evolving needs. Ensure your stack remains current with advancements in technology.
Conclusion
Periodically auditing your organization’s MarTech stack ensures you use your tools best. In a landscape where new technologies emerge daily, it’s important to understand what you have in place and whether it’s still relevant. Anytime you feel the organization setup is not working as expected, look for an audit consultant.
Digital Di Consultants can help you audit your marketing tech stack and plan your future MarTech strategy roadmap. Book a call with us to optimize your stack for operational performance and financial efficiency.
FAQs
1. How Often Should You Conduct a MarTech Audit?
How often you want to audit your MarTech stack depends on your capabilities. You can do it annually or if you feel the processes are not working as expected. With the right marketing automation consultant, a sustainable process, and clear governance, your team can effortlessly capture important information about their tools and vendors.
