How (and Why) to Map Your Marketing Technology Stack

Do you have a map of your martech stack? If you’re concerned about ROI and performance, you probably should.

More than just a series of boxes on a PowerPoint slide, a comprehensive marketing tech stack map gives you an at-a-glance view into all of your tools, why you have them, and how well they’re working. Obviously this can be useful for a number of applications:

  • Increasing your efficiency. A map gives you clarity around any functional gaps or missing integrations that might be impacting your workflow or performance. Once you’ve identified those gaps, you can fill them.

  • Reducing costs and increasing ROI. If you’re like most enterprise marketers, you probably have some duplicate tools in your martech stack, along with some that aren’t really fitting your needs any longer. By nature of being a large organization, it’s easy for these kinds of issues to fly under the radar. With a good stack map, you can more easily identify which parts of your stack are delivering ROI, and which should be dropped or replaced.

  • Planning a big move. Even for small companies, adding or replacing key tools can be a big undertaking. There are workflows to reconfigure, integrations to replace, use cases to accommodate. For large enterprises, those same issues are multiplied and complicated by the sheer number of people involved. Starting with a comprehensive map of your current tech stack, showing how it all integrates and who uses it all, can prevent oversights and misunderstandings that can slow down change processes and drive up project costs.

Creating a map of your martech stack sounds straightforward, but there are actually several different ways to approach it.

For that reason, we created the Marketing Tech Stack Workbook to do a deep dive on several ways to map your tech stack, and how to use them:

  • The System Map. Organized by function and role in the sales process, this map helps you evaluate how well your stack is supporting your funnel, and if any duplicate or missing functions are holding you back.

  • The Experience Map. The Experience Map examines the same elements as the System Map, but through the lens of your customer’s journey. You can see how each tool interacts with your customer and what role it plays in helping them move forward, making it a great resource for marketing teams shifting to a Customer Experience-oriented strategy.

  • The Workflow Map. This maps is all about how your team works, and what tools support them in the process. This map is especially useful for identifying inefficiencies and functional gaps.

  • The Data Flow Map. A must-have for teams considering a major stack change, the Data Flow map carefully details how each system in the martech stack interacts with the other systems, including functions covered and data exchanged. This is vital for ensuring that any new stack elements are able to integrate with the right systems.

The Marketing Tech Stack Workbook is free to download. Check it out!

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