How to Perform a Martech Audit

A martech audit is like a health check for your marketing technology stack. It helps you understand which tools are driving results, where inefficiencies exist, and how to optimize your systems for better performance. Without regular audits, you risk overspending on redundant software or running campaigns that don’t align with your goals. This guide will walk you through the process step by step. You’ll learn how to evaluate your current tools, identify gaps, and verify your martech stack is working as hard as you are.

Why Should You Do a Martech Audit?

A martech audit thoroughly examines every piece of technology supporting your marketing operations, and verifies that each one aligns with your overall strategy and delivers ROI. It evaluates how tools simplify tasks like targeting, personalization, and automation. When everything works well, you often see better engagement, higher conversion rates, and stronger returns. Outdated or misaligned tools, however, can hold you back. There are several warning signs that indicate the need for a martech audit. One is a bloated tech stack. Having too many tools that perform the same function or tools that are rarely used leads to inefficiencies and unnecessary expenses. Another sign is disconnected data. When platforms don't communicate, it undermines customer insights and complicates performance analysis, making it challenging to calculate customer acquisition costs and other important metrics. Additionally, underutilized tools can drain resources without contributing value. Sometimes a platform seems promising, but your team ends up using it rarely. Spotting these cases prevents wasting money on features that no one uses.

Step 1: Define Your Martech Audit Goals

Know exactly why you're auditing your martech stack to keep your effort focused. Your goals might include cutting unnecessary expenses or tightening integration. After setting your goals, establish key performance indicators (KPIs) to measure progress. If efficiency is your target, track improvements in process speed and resource use. When cutting costs is a priority, monitor reductions in tech spending or overlaps in functionality.

Step 2: Assemble Your Martech Audit Team

Cross-functional collaboration allows every perspective to be heard, which leads to a better assessment of your martech stack.  Members from different departments bring unique insights. For instance, the marketing team understands which platforms are absolutely necessary for their job, and can explain how different tools influence campaign effectiveness, customer outreach, and customer experience personalization. The sales team can share how well each tool supports lead conversion and customer engagement. The IT department evaluates system security, data integrity, and infrastructure stability, while finance monitors costs, contract details, and budget alignment.

Step 3: Take Inventory of Your Martech Stack

Before making any changes to your martech setup, get a clear view of what you are working with. Start by listing every tool in your marketing environment and capturing key details, including:

• Costs – Track all expenses, from subscription fees to licensing costs and extra charges for add-ons.
• Contracts – Record renewal dates, cancellation policies, and any vendor agreements that could affect flexibility.
• Users – Identify which teams or individuals rely on each tool and whether they are using it to its full potential.
• Features – Focus on core functions and capabilities, paying attention to overlapping tools.
• Integrations – Look at how well each tool connects with your existing systems. Poor integration can lead to data silos and extra manual work.

This inventory pinpoints redundancies and reveals tools that may no longer be worth the investment. Keeping this list up to date also makes it easier to track shifts in user adoption or take advantage of new features that vendors roll out. For B2C marketers, it is especially important to evaluate tools that impact customer experience. Platforms for email automation, personalization, customer data, and social media management should work together across channels. If multiple tools serve the same purpose, consider consolidating them. Spreadsheets work well for small teams, but as your martech stack grows, a more sophisticated tracking system might be a better option. Tools like Airtable, Trello, or dedicated martech management platforms can help keep everything organized and accessible.

Step 4: Assess Performance and Usage

A deep dive into performance and usage helps highlight what is working, what is underperforming, and what might be weighing your marketing down. Start by reviewing each tool’s role in your marketing strategy. Does it directly contribute to a key goal, such as customer acquisition, retention, or engagement? Look at how well your tools work together. Poor integration can lead to data gaps, inconsistent customer experiences, and wasted time spent manually moving information between systems. Regularly review performance metrics to track how each tool supports your goals. If an email automation platform is not improving open and conversion rates, or if a customer data platform is not providing actionable insights, dig deeper to find out why. It could be an issue with the tool itself, how it is being used, or whether it aligns with your overall strategy. User feedback is just as valuable as performance data. Gather input from your marketing team to understand how well each tool supports daily operations.  Ask questions such as:

• Are certain features going unused?
• Is the platform difficult to navigate?
• Does it actually make their job easier? 

Feedback can determine whether training, process adjustments, or a different tool altogether would be a better solution. For B2C marketers, customer-facing tools should be a top priority. Platforms that power personalized recommendations, automated messaging, or loyalty programs need to function smoothly to keep engagement high. If a system is slowing down campaign execution, limiting segmentation, or making it harder to act on customer insights, it is time to reassess whether it is adding real value.

Step 5: Identify Redundancies and Gaps in Your Stack

The next step is to take a critical look at your cataloged systems to see where functions might overlap. Redundant tools often appear when multiple departments select similar platforms independently. Trimming these duplicates can lead to noticeable savings. Pinpoint redundancies, as it not only cuts costs but also simplifies your team's workflows. It also reduces confusion caused by multiple tools serving the same purpose. Optimizing your stack makes it easier for team members to become proficient with the tools that truly matter.  On the other hand, recognizing gaps allows you to address unmet needs that could be hindering your marketing performance. Evaluate whether missing capabilities, like advanced analytics or automation, could be helpful. A needs-based framework, such as SWOT analysis, helps you decide whether adding a new tool is worthwhile.

Step 6: Analyze Data Flow and Integrations

Successful marketing teams rely on unified analytics dashboards to get a single customer view.  At this stage, you need to examine each connection point to see if data moves in real time and in a standardized format. When data flows seamlessly, you can gain comprehensive insights into customer behavior, campaign performance, and market trends. This, in turn, enables more targeted marketing efforts and better customer experiences. On the other hand, poor integration can lead to fragmented data, misinformed strategies, and missed opportunities. Consider replacing tools that complicate data integration.

Step 7: Check for Regulatory Compliance and Security

Keeping up with data privacy laws like GDPR and CCPA is not just about avoiding fines, it is about protecting your brand’s reputation and customer trust. Regulations change, and so do the risks, so regular check-ins on how data is collected, stored, and shared should be built into your martech audit process. Customers are paying more attention to how their data is handled. If they do not feel confident that their information is safe, they will take their business elsewhere. 

To stay ahead of security risks and compliance issues:

• Review vendor contracts – Make sure third-party providers meet data protection requirements and have the right clauses in place. If they cannot clearly explain their security policies, that is a red flag.
• Keep security measures tight – Use encryption, multi-factor authentication, and strict access controls to protect sensitive data. Regularly audit who has access to what.
• Train employees regularly – Compliance failures often come from human error. Keep your team up to date on privacy policies and best practices.
• Check for outdated or unused tools – Dormant platforms can create security vulnerabilities, especially if they still contain customer data. Deactivate and remove any tools that no longer serve a purpose.
• Run periodic compliance audits – Do not wait for a problem to arise. Schedule routine checks to spot potential risks before they turn into legal or security headaches.

Step 8: Develop an Action Plan

After you complete your audit, develop an action plan. A clear, four-category framework can guide your post-audit decisions:

1. Identify the tools to keep: These are high-performing platforms that align with business objectives; keep them updated and reevaluate periodically.
2. Determine which tools to replace: Ongoing underperformance signals it's time to look for better options; compare features and prices carefully before switching.
3. Decide which tools to eliminate: Outdated or duplicative software drains resources without adding value, so removing them sharpens your stack.
4. Recognize systems that need to be integrated: Siloed or partially connected systems need tighter integration to unlock their full potential.

Create a detailed roadmap to implement changes smoothly. This roadmap should outline specific timelines, assign responsibilities to team members, and allocate the necessary resources for each change.

Step 9: Implement Changes and Monitor Performance

Rolling out new tools or making updates to your martech stack requires planning and ongoing evaluation. Structure your changes to minimize disruptions to your everyday work. Before selecting a new vendor or adjusting existing tools:

• Plan the transition – Outline how onboarding, data migration, and training will be handled. Assign a lead for each stage to prevent confusion.
• Provide structured training – Make sure teams know how to use the updated system. Underused tools often stem from lack of training, not lack of value.

Monitoring does not stop once the changes are in place. Regularly check how tools are performing against expected outcomes and try to find any inefficiencies as soon as possible. It’s a good idea to get direct input from teams using the tools to reveal pain points or opportunities for better integration. Lastly, communicate the updates to keep the teams informed about why changes were made and how they impact workflows. Transparency will reduce resistance to new systems.

Reduce Wasteful Spend and Boost Performance with Pixis

Regular martech audits help eliminate unnecessary costs and improve efficiency, but staying competitive requires ongoing optimization. Pixis offers an AI-powered marketing infrastructure that automates media buying, refines audience targeting, and optimizes ad creatives in real-time. By analyzing campaign performance and reallocating budgets dynamically, Pixis helps brands reduce wasted ad spend. Book a demo today to see how Pixis can help you cut costs and drive better marketing results.