Ever heard of a MTSAP? Of course not; that’s a terrible acronym. But the tech stack audit process could make all the difference in hitting your revenue targets. And if you can think of a nifty acronym, there may be a cookie in it for you.
For the sake of your marketing programs and your sales operations, we will audit your martech stack to see if your leads and associated data are getting to the right people at the right time. Finally, we look at whether you can confidently analyze results with your current configurations. We look for inefficiencies, manual workarounds, duplicate efforts, dropped information, and poor cross-functional operations by going through several key steps.
MRM Yetis, who conducts hundreds of assessments every year, will complete your audit with these pragmatic steps. At every phase, your company gains value:
- Identify Goals and KPIs: First, we understand your primary KPIs and business objectives, so we have the right lens to review how your current tech stack does or doesn't help. Ever used a telescope the wrong way around? No, because that would be daft, and by aligning our efforts to your KPIs, we keep things…non-daft.
- Analyze Existing Technology Stack: Your technology investments may cover marketing automation, CRM, data enhancement, sales enablement, and all of the corresponding integration. Each piece of technology touches multiple stakeholders, so it’s vital to understand its current state. We take a look at what is currently in use, assess performance against purpose, and identify potential issues. You’ll gain an understanding of how your existing tech stack operates cross-departmentally.
- Look for Tech Stack Gaps: After analyzing your current technology stack, we will review how each tool works within your ecosystem and identify if there are any specific gaps. Frequently, gaps are represented by manual processes, but may also be caused by missing pieces to your tech stack puzzle.
- Evaluate Integration and Interoperability: Or, if we’re speaking like humans - is everything playing nicely together? We’ll evaluate integrations between your existing tools. Are they integrated at the correct level? Are there errors or challenges between the systems that are posing a challenge to your teams? How well do your current technologies work together, and do any potential conflicts or issues exist? If you’re going to have a stack of tech, then they need to do that ‘the whole is greater than the sum of its parts’ philosophy; otherwise, you have a stack of expensive software.
- Review Data Collection and Analysis: Seriously, don’t get us started on data. How you get it and what you do with it is HUGE. So, we are going to go a little nutzo in our review of how you collect and validate data. This assessment includes evaluating accuracy, completeness, and reliability of your data, and whether it provides adequate information for automation or reporting you need. You guys will get as excited as us, for real.
- Assess Access and Compliance: Remember when Marnie went on vacation and no one could login and send an email? Or, worse, when you weren’t sure who all the people who had access to your client data were? We are going to sort out your permission sets, as we’re seeing business-impacting issues proliferate. We’ll look over what you’re providing different system users: permission sets, roles, teams, and use for everyone who has an account.
- Develop Recommendations: None of us want another boring slide deck, so what you’ll get are findings, discussion points, and the beginning of a project roadmap for steps to improve your marketing technology infrastructure. We will then walk you through the roadmap to develop a comprehensive project plan. And you’ll walk away, ready to roll up your sleeves.
Listen, we like being the marketing tech geeks, so this marketing tech stack audit process is going to be thorough: analyzing your existing technology stack, conducting a gap analysis, evaluating integration and interoperability, reviewing data collection and analysis processes, assessing security and compliance, as well as developing a project roadmap based on your technology stack and your business goals. By following these steps, you can identify potential issues and inefficiencies within your marketing technology infrastructure and optimize it for improved performance and ROI.
Contact an MRM Yeti today to learn how we can help you!
