How to evaluate your MarTech stack

Let’s be honest: most MarTech stacks don’t always get “designed.” They got accumulated.

A tool added here and there. A renewal approved because “we might need it.”Fast forward a year and suddenly your team has 15 tools… and still struggling to see impact and efficiency. 

I have seen this numerous times. However, the fix doesn’t need to be complicated. 

Here’s a simple framework you can use to start auditing your MarTech stacks quickly.

1. List Every Tool 

If it touches marketing — it goes on the list. Start by categorizing them: 

• CRM

• Email platforms

• Analytics

• CMS

• Paid media tools

• Automation tools

• Social tools

• SEO tools

• Survey tools

• Project management tools

• “Other” tools

A spreadsheet works perfectly. You will also want to include user licenses. 

What matters is being able to answer: “What are we actually paying for?”

2. Assess Usage

This is where reality kicks in. Ask the team questions like:

• Who actually uses this?

• How often?

• Which features matter?

• Does this make the team faster or slower?

Low usage doesn’t always mean the tool is bad. It often means:

• Onboarding never happened

• Processes weren’t built

• The business outgrew it

• It’s capabilities weren’t clear

3. Follow the Flow

Map the flow to make sure it has a place is properly integrated:

• Website → CRM

• CRM → Email

• Paid platforms → Analytics

• Lifecycle stages → Dashboards

• Conversions → Reporting

Then ask:

• Are leads syncing correctly?

• Are UTMs consistent?

• Do dashboards match what teams experience in real life?

• Are there any discrepancies in the data?

Fixing integrations and validating data often unlocks more value than buying any new tool.

4. Identify Overlap 

This is where you usually find quick wins. Common examples I see:

• Two email platforms

• Multiple survey tools

• Social media management software that schedules just like the platform do natively

• A paid landing page builder that does the same thing your CMS can do

• Multiple insights software reporting on the same things, but providing inconsistent data

This isn’t about having the smallest stack. It’s about having the most intentional stack.

Every tool should have a place.

5. Tie Every Tool to Business Impact

This is the step that separates tool management from actual strategy.

For every platform, ask:

• What business outcome does this support?

• Which KPI does it influence?

• Does it improve revenue, efficiency, insight, or experience?

• If we removed it, what would actually break?

Strong tools clearly support things like:

• Better lead quality

• Higher conversion rates

• Stronger retention

• Faster decision-making

• Fewer manual processes

• Stronger integrations

If the impact isn’t clear. That’s a signal.

Need help evaluating your MarTech stack? I can help. 

Hi, I’m Christine 👋. With 15+ years leading growth, digital, and brand strategy across B2B and B2C organizations, I partner with companies to build smarter marketing functions, align strategy to business goals, and drive measurable impact. I have evaluated the most complex MarTech stacks, and successfully created efficiencies and reduced costs. If you’re looking for a fractional or full-time marketing leader who brings both strategy and execution to the table, let’s chat!