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.
Counting tools is the easy part. Our specialists work out what each tool is really doing and what a cut would release. This guide turns that experience into a process you can run on your own stack.
Written by a specialist with hands-on experience of rationalising and renegotiating martech contracts, not theory. They are part of a network of 500+ procurement specialists who buy these categories every day.
