CMO · Checklist · Intermediate · Saves 25+ hours
Demand Gen Tech Stack Audit
A comprehensive audit framework for evaluating your demand generation technology stack. Identifies gaps, redundancies, and optimization opportunities.
What's included
- Tech Stack Inventory Template
- Tool categorization framework
- Integration mapping
- Cost tracking
- Utilization assessment
- Capability Assessment
- Required capabilities by maturity stage
- Gap identification framework
- Redundancy analysis
- Vendor Evaluation Criteria
- Feature comparison templates
- Integration requirements
- Total cost of ownership model
- Optimization Recommendations
- Consolidation opportunities
- Integration improvements
- Training needs identification
Best used when
- Annual tech stack review
- Budget planning season
- New CMO onboarding
- Post-merger tech integration
- Cost reduction initiatives
Why this is Gold
Tech stack sprawl is a hidden cost for most marketing teams. This audit identifies what you actually need and where you're over-invested.
The template
Overview
TECH STACK INVENTORY
Tool Categorization
| Category | Tool Name | Vendor | Annual Cost | Primary Owner | Utilization |
|---|---|---|---|---|---|
| Marketing Automation | $ | % | |||
| CRM | $ | % | |||
| Analytics | $ | % | |||
| Advertising | $ | % | |||
| Intent Data | $ | % | |||
| ABM Platform | $ | % | |||
| Content/DAM | $ | % | |||
| Webinar | $ | % | |||
| Chat/Conversational | $ | % | |||
| Enrichment | $ | % | |||
| TOTAL | $ |
INTEGRATION MAP
Current State
| Source System | Destination System | Data Passed | Sync Frequency |
|---|---|---|---|
Integration Health
| Integration | Status | Data Quality | Issues |
|---|---|---|---|
| Working / Broken | Good / Poor | ||
CAPABILITY ASSESSMENT
Required Capabilities by Function
| Capability | Must Have | Tool Providing | Gap? |
|---|---|---|---|
| Lead capture | Yes | Yes/No | |
| Lead scoring | Yes | Yes/No | |
| Email automation | Yes | Yes/No | |
| Landing pages | Yes | Yes/No | |
| Analytics/attribution | Yes | Yes/No | |
| ABM targeting | Depends | Yes/No | |
| Intent data | Depends | Yes/No | |
| Chatbot | Depends | Yes/No | |
| Webinars | Depends | Yes/No | |
| Data enrichment | Depends | Yes/No |
REDUNDANCY ANALYSIS
Duplicate Capabilities
| Capability | Tool 1 | Tool 2 | Recommendation |
|---|---|---|---|
| Consolidate / Keep both | |||
Cost of Redundancy
| Duplicate Area | Combined Cost | Savings if Consolidated |
|---|---|---|
| $ | $ | |
| $ | $ | |
| TOTAL | $ | $ |
UTILIZATION AUDIT
Feature Utilization by Tool
| Tool | Features Used | Features Available | Utilization % |
|---|---|---|---|
| /10 | 10 | % | |
| /10 | 10 | % | |
| /10 | 10 | % |
Utilization Actions
| Utilization | Action |
|---|---|
| <25% | Consider replacing or canceling |
| 25-50% | Training needed |
| 50-75% | Good, optimize further |
| >75% | Excellent utilization |
RECOMMENDATIONS
Immediate Actions
| Action | Impact | Savings |
|---|---|---|
| $ | ||
| $ |
Future Considerations
| Action | When | Investment Needed |
|---|---|---|
| $ | ||
| $ |
Frequently asked questions
What is the Demand Gen Tech Stack Audit?
A comprehensive audit framework for evaluating your demand generation technology stack. Identifies gaps, redundancies, and optimization opportunities.
Who is the Demand Gen Tech Stack Audit for?
It is built for CMOs and their teams working on Demand Generation. The AI coach adapts it to your company, stage, and goals.
What's included in the Demand Gen Tech Stack Audit?
2 working sections: Overview; Tool Categorization.
How long does the Demand Gen Tech Stack Audit take to use?
It saves roughly 25+ hours versus building from scratch. Our AI coach can tailor the checklist to your situation in minutes, then hand you a step-by-step plan.
Is the Demand Gen Tech Stack Audit free?
Yes. You can read the full checklist and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Demand Gen Tech Stack Audit?
The coach teaches you the framework, asks a few questions about your business, tailors the checklist to you, and gives you measurable next steps to execute.