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Summary

Marketing tech stacks grow rapidly, often resulting in underutilized tools. A tech stack audit helps streamline operations, ensuring effective use of technology. This enhances data consistency and aligns tools with business priorities, crucial for SMBs.
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Full Article (AI)

Marketing tech stacks often expand rapidly, leading to an overwhelming number of tools and underutilized resources. Gartner's research reveals that only 49% of marketing technology tools are actively used by teams. Conducting a marketing operations tech stack audit can bring clarity and efficiency back to these overwhelmed teams. During an audit, teams identify redundant software, resolve data issues, and improve ROI. It may also highlight the need for new technology to manage large volumes of data. HubSpot’s Data Hub can help by integrating data across a company’s tech stack, breaking down silos and allowing for better data management. ✨ Practical Steps To run an effective marketing operations tech stack audit, begin by building a comprehensive inventory of every tool. Document each system, its purpose, usage, and the data it collects. This will highlight overlaps and friction points in workflows. Next, map data flows to identify a single system of record, ensuring data consistency and establishing a foundation for future growth. Evaluating contracts, costs, and usage levels will help determine whether the spend matches the value received. Scoring each tool based on its impact versus the effort required to maintain it can provide clarity on which tools are essential. Finally, identify redundancies and consolidation opportunities to streamline operations. 🚀 Competitive Advantages Conducting regular tech stack audits leads to better data quality and improved marketing performance. It reduces tool redundancy and ensures teams only pay for the tools they use. With clean data, faster campaigns can be deployed, and lifecycle alignment can enhance reporting clarity. A stable system frees operations teams to focus on strategy rather than troubleshooting, unlocking insights that drive better strategies. Marketing operations tech stack audits are essential for maintaining an efficient, cost-effective, and high-performing marketing department. By following these steps, organizations can ensure that their marketing technology stack aligns with current business priorities and maximizes ROI.
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Business Impact

European SMBs face challenges with sprawling tech stacks leading to inefficiency. Regular audits can identify tools that aren't used effectively and ensure marketing operations are streamlined, improving ROI and data quality.
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Interesting Facts

  • Gartner reports only 49% of marketing tools are actively used.
  • Hightouch reveals that 75% of tech pain points are data-related.
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Business Opportunities

By conducting audits, SMBs can cut costs by eliminating redundant tools and invest in essential technologies that enhance marketing efficiency. This also opens up possibilities for adopting new data management solutions like HubSpot’s Data Hub.
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LAZYSOFT Recommendations

LAZYSOFT advises European SMBs to conduct regular tech stack audits to ensure the tools align with their business goals. Focus on integrating CRM and marketing automation platforms to enhance customer engagement and data utilization.