Audit Your MarTech Stack: 6 Essential Categories to Review
▼ Summary
– The Stackies is an informal contest where companies visualize their marketing technology stacks to share approaches and inspire improvements.
– A simpler alternative to complex audits is the MarTech Matrix, which reviews six service types across seven communication channels for quick gap analysis.
– The six MarTech service types include core broadcast communications, personalized communications, optimization tools, insight tools, planning tools, and productivity tools.
– Competitor MarTech usage can be reviewed using services that monitor JavaScript tags on websites, such as BuiltWith.com or SimilarTech.com.
– Auditing MarTech helps identify gaps, enabling businesses to compete effectively and communicate the need for resources.
Evaluating your marketing technology stack through a structured audit is essential for maximizing its effectiveness and demonstrating a clear return on investment. A well-organized MarTech framework not only streamlines operations but also highlights opportunities for growth and competitive advantage. By systematically reviewing key components, businesses can ensure their technology investments align with strategic goals and drive meaningful results.
The Stackies, an informal competition curated by Scott Brinker, offer creative visualizations of marketing technology stacks from various organizations. These entries provide inspiration and practical ideas for structuring and communicating the value of MarTech within a company. Recent submissions emphasize the growing role of artificial intelligence, showcasing innovative ways to integrate AI into marketing workflows. The flexibility of these visualizations encourages fresh thinking and helps teams present their technology landscape in a compelling manner.
While The Stackies are insightful, they can sometimes be complex or tailored to specific industries. For a more universal and straightforward approach, consider using a simplified audit tool like the MarTech Matrix. This practical framework organizes technology into six core service categories across seven communication channels, making it easier to identify gaps and opportunities regardless of company size.
Core broadcast communications form the foundation of any MarTech stack. These include essential platforms like content management systems, email marketing tools, social media management software, and analytics. Major marketing cloud services often bundle these capabilities, but businesses should also consider sales and customer service systems, as well as keyword management tools for SEO and paid media.
Personalized individual communications involve technologies designed for one-to-one engagement with prospects or customers. While some personalization features exist within broader platforms, specialized solutions often deliver superior results. This layer is typically adopted as companies mature and seek more refined targeting.
Optimization tools enable advanced testing and experimentation, going beyond the basic A/B testing features found in standard email or web platforms. These are valuable for businesses focused on continuous improvement and data-driven decision-making.
Insight tools provide deeper analytical capabilities, uncovering patterns and opportunities not visible through standard analytics. They are especially useful for organizations looking to move beyond surface-level metrics and gain a competitive edge through advanced data interpretation.
Planning tools help structure marketing strategies and manage multiple channels cohesively. These resources support overall campaign management and strategic alignment, ensuring that technology use aligns with business objectives.
Productivity and collaboration services facilitate internal communication and project management. While some tools serve broad purposes, others are channel-specific, helping teams work together more efficiently.
To benchmark your MarTech against competitors, use services like BuiltWith or SimilarTech to analyze the JavaScript tags on websites. These tools reveal the types of technologies other companies are using, offering valuable insights for your own strategy. Larger enterprises often employ dozens of tags across analytics, advertising, CRM, and other categories.
Scott Brinker’s 6Cs—another useful framework—organizes MarTech into categories like Content, Commerce, Data, and Management. While similar to the six categories above, the 6Cs use a more concise labeling system. Both approaches aim to bring order to marketing technology, making it easier to audit, communicate, and optimize.
Regardless of the framework you choose, the goal remains the same: identify gaps, prioritize investments, and ensure your MarTech stack supports business growth. A clear, actionable audit empowers organizations to compete effectively and make the most of their technology resources.
(Source: Smart Insights)
