"Marketing tech stacks often expand fast, leading to sprawl. The result is low tool usage. Gartner estimates that only 49% of marketing technology tools are actively used by teams. A marketing operations tech stack audit brings structure back to teams with bloated software. During the audit, teams identify opportunities to cut redundant software, resolve data issues, and improve ROI. Ironically, teams may also surface the need for new tech to manage large volumes of data."
"During the tech stack audit, teams also map what data is collected by each tool and if data is accurate. At the end of the audit, the team should have a list of every tool that the marketing team uses. Marketers can then see how data moves between systems, what metrics are captured by each tool, and opportunities for consolidation. HubSpot Data Hub stores data from each tool in the tech stack in a central location, breaking down silos."
Marketing tech stacks commonly expand rapidly and create sprawl that depresses tool usage. Gartner estimates that only 49% of marketing technology tools are actively used by teams. A marketing operations tech stack audit is a structured review of all marketing, sales, and service tools that identifies redundant solutions and maps data collection and accuracy. Audits reveal how data moves between systems, what metrics each tool captures, and opportunities for consolidation or replacement. Audits improve data quality, resolve data issues that cause 75% of martech pain per Hightouch, and can justify new solutions like HubSpot Data Hub to centralize and manage cross-system data.
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