ere a tool to create graphics, there one for presentations. Here an integration of two software solutions, there an application that used to be important but nobody uses anymore. The more complex a martech stack becomes over the years, and the more people and departments work with it, the more inefficient it often becomes. Because it’s precisely the accumulation of the various tools and software solutions that leads to less transparency and more confusion. This makes it all the more important to untangle and consolidate the mountain of marketing tools. But how exactly does that work, and when is the best time to do it?
A MarTech stack describes the sum of all marketing solutions a company uses. This stack consists of various tools and software that, ideally, are integrated with one another, enabling the leanest possible workflow. This includes planning tools as well as creation and distribution software, plus all digital applications used in day-to-day work.
One piece of software for everything: the dream of many companies. At the same time, it’s precisely the wealth of features offered by different digital solutions that is appealing. Especially in companies with many digital assets, the MarTech stack can quickly become complex. This becomes problematic above all when workflows and results suffer as a consequence, or when value for money is no longer there due to the sheer number of programs.
Functions are often duplicated, leading to “tool zombies” that nobody on the team uses anymore. Or an expensive software with a multitude of features is used for just one single function—money down the drain. Integrating the various technologies also isn’t possible with every tool. What follows is a lack of data integrity, because the digital assets are not updated across all applications. So when the MarTech stack becomes too complex, you quickly lose track of the requirements and the solutions you need. But don’t worry—we’ve collected a few tips for you to help shed some light on the matter.
Duplicate tools, unused software, inefficient workflows: The more complex a MarTech stack is, the more prone it is to problems. How do you keep an overview in the digital jungle?
One way to get a better overview of your own MarTech stack is to align it with the internal organizational structure. Each department—for example Marketing, Project Planning, or IT—uses its own tools and software that meet their respective requirements. At the same time, there are of course also applications that are used across departments. But here, not only good, but also efficient collaboration needs to be ensured. Deliberate access restrictions and editing rights make sure that, even with shared use, clear guidelines and responsibilities are established.
Another way to keep the MarTech stack clearly structured is to orient it around the individual phases of the customer journey. For example, SEO tools are assigned to the “Awareness” and “Consideration” categories, while eCommerce software is relevant in the conversion phase. In parallel to the individual touchpoints and phases, separate categories should be created for applications used internally.
This not only makes the MarTech stack clearer, but also provides valuable insights into the customer journey and the efficiency of individual tools and software for the customer experience.
One of the most common ways to structure the MarTech stack is to assign the individual tools to their respective area of application: Sales, social media, management, and so on. If the categories are too unspecific for you, you can also break the MarTech stack down into smaller subgroups. The MarTech Map from chiefmartec and MartechTribe gives you a comprehensive overview of all categories and subcategories that can be used to structure digital tools and software. Read more about the MarTech Map here.
Tip: Our how-to article on MarTech Audit.
There are various ways to consolidate a MarTech stack and make it efficient (again). Which solution makes sense for you depends on the weak points of your MarTech stack. In general, we recommend pursuing different consolidation approaches to tighten all the screws. The options include:
Evaluate technology:
A cross-departmental survey helps make the needs in practical use visible. Which tools and software are essential in day-to-day work? Which applications are unnecessary or duplicated? The answers help you make your MarTech stack leaner while also making it clearer and easier to oversee.
Establish an all-rounder platform:
With all-in-one suites, there are now numerous providers that cover a broad range of MarTech needs. Even without an integrated solution, a well-chosen tool can become the centerpiece of your MarTech stack and map a wide variety of functions. CRM systems as the central source of all customer data are a good starting point, for example. Depending on the feature set, all data from various other platforms and tools can be consolidated here.
Data Management Platform (DMP):
A DMP helps consolidate marketing-relevant data from various tools and software, providing an overview of customer purchasing behavior across different channels.
APIs:
APIs are interfaces between different applications. They enable cross-platform work, data exchange, and optimize the workflow.
Companies must be prepared for MarTech stacks to become increasingly complex as more and more digital solutions and channels are offered. While the greater choice is positive, it all too often leads to a lack of clarity, inefficiency, and other stumbling blocks when it comes to the MarTech stack. If you want to remain future-proof, you need to get an overview of your stack, review the value for money, and sort out tools that aren’t being used. With consolidated MarTech stacks, companies can not only become more efficient, but also reach their target audience better. A spring clean in the digital office helps employees gain clarity and use the existing tools in a more targeted way again.
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Till Zier is CPO at Matchilla and, as a MarTech expert, reports in MatchZINE on news and trends in marketing, automation, analytics, and data.
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