"Marketing technology debt isn't just about unused subscriptions. It's the accumulated cost of complexity, integration failures, and team frustration that builds up over time. Think about it: Every new tool you add creates more connections to manage, more logins to remember, more data living in different places, and more decisions about which platform to use for what. Each addition makes the whole system more fragile."
"AI tools are accelerating this problem. They're easy to add and promise immediate efficiency gains. But they're harder to integrate with your existing systems, and most teams are adding them faster than they can actually adopt them. The result? Your stack gets heavier, your team gets slower, and you're paying for capability you're not using. Do you have marketing technology debt? Use this checklist to assess your situation honestly."
Marketing teams accumulate technology debt when they add too many tools that fail to deliver value. Excess tools increase complexity, create integration failures, fragment data, multiply logins, and cause team frustration. AI-powered tools accelerate accumulation because they are easy to add but often difficult to integrate and adopt. The cumulative effect is heavier stacks, slower teams, and recurring costs for unused capabilities. A checklist can reveal red flags across usage, integration, cost, strategy, and features. Scoring indicates severity: 0-2 minimal debt, 3-5 emerging debt, 6-10 moderate debt requiring review, and 11-15 significant debt demanding major consolidation.
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