MarTech Stack Audits: What to Keep, What to Kill, What to Combine

The average enterprise uses over 90 marketing technology tools across departments—and that number is still climbing. From campaign automation and CRMs to chatbots and data enrichment tools, it’s easy to see how even the most sophisticated marketing teams end up with tech stacks that are bloated, redundant, and wildly underutilized.

This growing complexity comes at a cost: disjointed customer experiences, wasted budget, operational inefficiency, and poor alignment with revenue goals.

That’s where a MarTech stack audit comes in.

A strategic audit doesn’t just clean house—it provides clarity. It helps marketing leaders identify which tools to keep, which to cut, and which can be combined to improve performance and simplify operations. If your stack feels more like a junk drawer than a power tool, it’s time to reassess.

The Risks of a Bloated MarTech Stack

Too much tech isn’t just inefficient—it’s actively harmful to your business outcomes. Here’s why:

• Wasted Budget: You’re likely paying for tools that are barely used—or completely unused.
• Data Silos: With multiple platforms collecting customer data, it’s harder to get a unified view of performance or behavior.
• Inefficient Workflows: Teams waste time toggling between platforms, managing duplicate processes, or dealing with misaligned automations.
• Frustrated Teams: When the stack doesn’t work together, Marketing Ops teams carry the burden of patching it all together manually.

If your MarTech stack feels like more of a burden than a benefit, that’s a clear signal it’s time for a comprehensive audit.

What to Keep: Tools That Support Revenue and Scalability

The goal isn’t to slash and burn—it’s to prioritize the platforms that deliver measurable value. When evaluating what to keep, focus on tools that:

• Drive ROI: Are you clearly seeing business impact from this tool (e.g., lead quality, conversion rate, revenue attribution)?
• Are Widely Adopted: If your team isn’t using the tool consistently or effectively, it’s not worth keeping.
• Integrate Well: Is the tool plugged into your data layer, CRM, or automation workflows?

Essential tools that often make the cut include:

• Customer Relationship Management (CRM) platforms like Salesforce or HubSpot
• Marketing Automation Tools such as Marketo, Pardot, or ActiveCampaign
• Analytics Platforms for performance tracking (Google Analytics, Looker, Tableau)
• Content Management Systems (CMS) with flexibility and personalization features

If the tool clearly supports your funnel—from awareness to revenue—and plays nicely with the rest of your stack, it’s a keeper.

What to Kill: Tools That Drain Resources or Create Friction

Not every tool deserves a place in your stack. Some should be sunset to reduce complexity and cost. Red flags include:

• Redundancy: Are there multiple platforms performing the same function (e.g., two different email marketing platforms or survey tools)?
• Low Usage: Are licenses going unused or is the platform too complex for team adoption?
• Lack of Integration: Tools that operate in silos or require excessive manual workarounds aren’t worth the effort.
• Unclear ROI: If you can’t measure the value, it’s likely not driving results.

Killing tools can be a morale win too—your team will thank you for removing tech debt that slows down progress.

What to Combine: Tools That Overlap in Function

One of the most powerful outcomes of a MarTech audit is consolidation. Many modern platforms now offer multi-functional capabilities that replace the need for multiple point solutions.

Consider:

• All-in-One Marketing Platforms (like HubSpot or Adobe Experience Cloud) that combine CRM, email, automation, and content.
• Customer Data Platforms (CDPs) that centralize user behavior and enable personalization across tools.
• Integrated ABM Suites that unify ad targeting, content personalization, and sales insights.

The goal is to map your workflows and see where platform consolidation can improve speed, reduce costs, and minimize friction between teams.

Best Practices for a Successful MarTech Stack Audit

A thorough audit requires more than just a list of logins. To do it right:

1. Interview Stakeholders – Talk to your marketing, sales, ops, and analytics teams. Who’s using what? What’s actually working?
2. Audit Usage and Cost – Review licensing data and usage reports. How often is each tool being used, and by whom?
3. Map Integrations – Visualize how your tools connect. Where are the gaps or workarounds?
4. Score Each Tool – Create an “impact vs. effort” matrix to weigh business value against maintenance cost.
5. Align With Strategy – Don’t just audit for efficiency—audit for alignment. Tools should directly support your current and future marketing goals.

This process doesn’t just declutter—it sets the foundation for a smarter, more integrated marketing engine.

How to Future-Proof Your Stack Post-Audit

After your audit, don’t fall back into old habits. Build in long-term governance by:

• Creating Documentation – Ensure tool purpose, owners, and integrations are clearly documented.
• Assigning Ownership – Every tool should have a designated owner responsible for training, performance, and license management.
• Scheduling Regular Re-Audits – A quarterly or annual review helps keep your stack lean and aligned with evolving goals.
• Involving Revenue Teams – Tech decisions should never be made in a marketing silo. Ensure cross-functional alignment with sales, RevOps, and finance.

The best MarTech stacks are intentional, integrated, and iterative—not accidental patchworks of vendor hype.

Looking to Streamline Your Stack Without Sacrificing Strategy?

Bluetext helps marketing leaders cut through the noise and reclaim control of their tech stack. Our MarTech stack audits are designed to uncover hidden inefficiencies, align your tools with revenue goals, and lay the foundation for scalable, data-driven marketing operations.

Contact us to schedule your audit and future-proof your stack.