Your martech stack is probably 40% redundant. Here's how to find out.

Your martech stack is probably 40% redundant. Here's how to find out.

Most marketing teams accumulate tools the way offices accumulate printers — one at a time, for specific problems, until nobody knows what anything is for.

Audit methodology:

Step 1: Export your SaaS billing from your company credit card. List every tool with its monthly cost and the last time someone logged in (check billing admin panels for last login data).

Step 2: Map each tool to a marketing function. If two tools cover the same function, flag them.

Step 3: Check integration health. Tools that aren't connected to your CRM or analytics platform are islands. Data islands create reporting blind spots.

Step 4: Run a 2-week "tool holiday" on the flagged duplicates. Disable access, see who complains. The tools nobody notices are the ones you can cancel.

Typical findings: 2-3 tools doing the same email segmentation, a landing page builder that's been replaced by a newer tool but still has active pages, social scheduling tools that nobody posts from.

Stack audits usually surface $200-600/month in immediate cancellations.