From the course: Build Your Marketing Technology Stack
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Conduct a MarTech stack audit
From the course: Build Your Marketing Technology Stack
Conduct a MarTech stack audit
- Now let's talk about a critical part of your marketing technology strategy, conducting a MarTech stack audit. This entails taking stock of all your current marketing tools to identify gaps, redundancies, and improvement opportunities. This process requires time, governance, and a well-established method. So let's get started. Your first step is to build a MarTech inventory. Reach out to members across your organization to create a list of marketing tools they're currently using. Categorize each tool by listing the costs, business purposes, and users. You can create a simple spreadsheet or use a documentation tool for this purpose. Remember, you might not capture all tools in your first audit, but regular engagement with your team will help you build a more accurate list over time. The more data points you have on each vendor, the better, but at minimum, make sure you are listing the cost, business purposes…
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