MarTech Stack Audit Template

List every marketing tool your team uses — paid and free. Include: tool name, category, monthly cost, number of users, primary use case, and contract renewal date. Don't forget tools bought by individuals on expense reports. Most teams discover 30-40% more tools than expected.

Calculate total MarTech spend: subscription costs, implementation fees, training costs, and time spent managing tools (this is the hidden cost). The average marketing team spends 40% of their time managing tools rather than using them. Quantify this in hours and dollar equivalents.

For each tool, assess: what percentage of features are actually used? How many team members actively log in weekly? If utilization is below 30%, the tool is likely redundant. Flag underutilized tools for consolidation or cancellation.

Identify tools with overlapping functionality. Many teams have 3 tools that do keyword research, 2 that send emails, and 4 that track analytics. Map overlaps visually and identify which tool does each function best.

Evaluate how well tools connect: does data flow between them automatically, or does someone manually export/import? Disconnected tools create data silos and manual work. Score each integration from 0 (manual) to 3 (fully automated).

Recommend specific consolidation actions: which tools to keep, which to cancel, and which to replace with a consolidated platform. Calculate projected savings in both cost and time. Prioritize changes by impact and contract timing.