A practical guide to rationalising your martech stack, covering the five layers inside every licence, real versus apparent overlap, renewal alignment and the seven steps that stop the stack rebuilding.
Part of the SmartBuyer Procurement Guide Series.
Marketing technology is bought in small increments, often on a card or an expense claim, so the stack ends up with a shape nobody chose. A licence is also rarely one thing: it carries data, integrations, support and a person who knows how it is configured, so a cancelled tool can cost more than it saves.
This guide shows you how to find everything you pay for, map capabilities rather than vendors, test overlap before calling it duplication, and use renewal dates to get the consolidation done. It reflects what experienced martech contracting specialists do differently.
If any of these describe you, this guide will earn back its 15 minutes.