The 5-layer review
Every MarTech stack review I run follows the same five layers. Start at the bottom, work up.
Layer 1: Data foundation
Is your CRM the single source of truth? Or do you have customer data in 4 different tools that don't sync? Fix this first. Everything else depends on clean, unified data.
Layer 2: Automation
Map every automated workflow. For each one, ask: does this still match how we actually work? Most companies have 30-50% zombie workflows that fire but don't matter.
Layer 3: Analytics and attribution
Can you answer 'which channel brought our last 10 closed deals' in under 5 minutes? If not, your analytics layer is disconnected. Fix attribution before adding more channels.
Layer 4: Content and engagement
Email platform, social tools, content management, webinar tools. How many of these overlap? Can your email tool do what your separate newsletter tool does? Usually yes.
Layer 5: Intelligence
Intent data, competitive intel, AI tools. This is the top of the stack. Only invest here if layers 1-4 are solid. Otherwise you're feeding bad data into smart tools.
Quick review questions
- How many tools does marketing pay for? (Most teams can't answer this)
- Which tools have less than 50% monthly active users?
- Which tools duplicate a feature that HubSpot already has?
- What's your total monthly MarTech spend per marketing employee?
- Can you trace a lead from first touch to closed deal in one system?
Want to see how your outbound stack scores? Try the Outbound Stack Grader I built.
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