In today’s crowded digital ecosystem, most companies use a variety of tools for marketing, sales, automation, analytics, and content — but few take the time to evaluate whether those tools are actually helping them grow.
At DGTL hub, we’ve audited stacks for 350+ startups and businesses. What we’ve learned is simple:
The problem isn’t usually a lack of tools. It’s a lack of alignment.
Whether you’re spending too much on redundant software, missing critical insights, or simply underutilizing what you already have — a marketing stack audit can reveal quick wins and prevent long-term waste.
Here’s how to audit your entire marketing stack in just 60 minutes.
Step 1: List Every Tool in Use (10 Minutes)
Start with a full inventory. Include tools across these core functions:
- Content creation (e.g., Canva, Adobe, Jasper)
- Email marketing (e.g., Mailchimp, Klaviyo)
- CRM & lead management (e.g., HubSpot, Pipedrive, Zoho)
- Analytics (e.g., GA4, Hotjar, Looker Studio)
- SEO & content (e.g., Semrush, Ahrefs, Surfer)
- Social media scheduling (e.g., Buffer, Hootsuite, Later)
- Ad platforms (Google Ads, Meta Business Suite, LinkedIn Ads)
- Landing pages or web builders (e.g., Webflow, Unbounce, WordPress)
Include:
- Tool name
- What it’s used for
- Monthly/annual cost
- Who owns it internally
This gives you a clear view of your tech landscape and potential redundancies.
Step 2: Evaluate Usage vs. Value (15 Minutes)
Now ask: Is each tool earning its keep?
Use a simple 3-point scoring system for each tool:
- Essential – used frequently, drives clear ROI or operational value
- Useful – nice to have, but not critical
- Redundant – overlaps with another tool or has unclear impact
Be honest. If you’re using two email tools, or your social scheduler hasn’t been logged into in months, flag it.
This alone can often uncover 15–30% in potential savings.
Step 3: Check for Integration Gaps (10 Minutes)
One of the most common marketing issues we see is poor tool integration. Your CRM doesn’t sync with your email tool. Your analytics don’t reflect lead source attribution. Or your ad platform isn’t connected to your sales funnel.
Ask:
- Are key systems integrated with each other?
- Do marketing and sales have a shared view of customer data?
- Is automation flowing cleanly between stages of the funnel?
If not, you’re losing time — and possibly leads.
Step 4: Align with Your Funnel Stages (15 Minutes)
Your stack should support every stage of the customer journey. Map your tools to these stages:
- Awareness – Content, social, paid ads, SEO
- Engagement – Email, landing pages, lead magnets
- Conversion – CRM, sales tools, booking systems
- Retention – Onboarding tools, surveys, remarketing
- Measurement – Analytics, dashboards, attribution tracking
If a funnel stage has no tools, or too many that do the same thing, that’s a red flag. Real growth comes from orchestration — not overload.
Step 5: Define Next Steps (10 Minutes)
Finally, summarize your findings:
- What tools should be cut, upgraded, or replaced?
- Which integrations should be improved?
- Where are the gaps (e.g., no retention tool, no attribution insight)?
- What training does the team need to maximize current tools?
Document these and schedule action items with clear owners. Even simple optimizations (like consolidating tools or fixing automation paths) can lead to better conversion rates and cleaner reporting.
Final Thoughts
Your marketing stack should serve your strategy—not distract from it. Many businesses add tools reactively, rather than intentionally. A 60-minute audit can uncover inefficiencies, reduce costs, and improve performance across your entire funnel.
At DGTL hub, we help clients build lean, powerful marketing stacks that support growth—not just activity.
If you’d like a free checklist or a consultation to review your own stack, get in touch with our team.