Hi Joe,

I’m responsible for managing all the marketing tech in my organization. I ensure all the different tools run smoothly, and that we’re getting the most out of each purchase.

With teams across the organization using different tools in various ways, it gets difficult to keep our stack manageable where each piece fits its purpose.

Should companies audit their software stack? How can I ensure that we’re using tools in the best way possible?

I appreciate any advice for keeping a stack in good shape.


Tech Stack Tom

pink seperator line

Thanks for writing us, Tom.

Keeping your stack under control is a great project to prioritize. The more your organization grows, the harder it becomes to untie the knots.

To answer your first question: Yes, companies should definitely audit their software stack.

I’ve done tech audits in the past with companies of various sizes, and I’ve seen how messy things get without upkeep:

  • tools onboarded and forgotten about
  • broken integrations, and
  • teams using multiple different solutions to fulfill the same functions.

Without realizing it, you can sink real cash into redundant subscriptions, disjoint your data between all the different tools, and burn effort working around errors.

Some companies make peace with sunk costs. If the breaks in the chain aren’t too damaging, or the tool they have can at least do a passable job, they’re okay to ride out a contract.

My advice: Complacency doesn’t lead to improvements. Tools that work well and fit their purpose make your life easier and help the company perform better. That’s worth the time spent giving your stack a health check.


Optimize your tech stack:

Here are a few pieces of advice to keep your tech stack healthy.


Consolidate your tech stack:

If various teams use tools with significant overlap in what they offer, collapse these solutions, where possible, into one piece of tech.

It’s a tough sell when teams love their tool, but consolidation has clear benefits: lower costs, simpler management, and a reduced risk of breakage.


Centralize your tech stack:

Compile a list of resources available to everyone. Give a complete picture of the tools in the company and how each team uses them.

This helps curb redundant software purchases, highlighting any capability gaps to fill in your stack.


Audit your tech stack:

Talk to people around your organization about any problems they’re having and how they use the tools at their disposal.

You want to map out the purpose each tool fulfills in your company and how all the pieces of your stack connect.

Find answers to questions like these:

  • Can you solve one team’s problems with an existing tool used by another team?
  • What functions of current tools can you get greater mileage from?
  • Is a new tool the best solution? An audit provides answers to questions like these.


Prioritize your tech stack optimization plans:

When deciding where to optimize your stack, consider the balance of problems solved and the opportunities gained.

Whatever your priorities as a business are — boost revenue, decrease overhead, save on subscriptions, work more efficiently — think about changes that achieve your most pressing goals or solve multiple issues at once.


Consult your network:

You’ll run into situations where the right tool isn’t obvious.

Your best move is to ask your network if they have experience in similar situations.

The response from people you know and trust will likely be more relevant than answers in online discussions.

Plus, you’ll be able to solve the problem faster than if you approached sales reps at different providers.

You’ve got this, and if you need any help contact us.

Joe Pulse.

We're trusted by the world's largest brands to maximize their marketing and sales technology investments. We pride ourselves on having an NPS consistently above 80, which is proof of our commitment to customer service excellence.

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