Martech Stack Mapping Template
A comprehensive visual and strategic template for documenting your entire marketing technology ecosystem, including tools, integrations, costs, and ownership. Use this to audit current tools, identify gaps and redundancies, and present a clear martech strategy to leadership. Perfect for CMOs preparing for budget reviews or planning digital transformation initiatives.
How to Use This Template
- 1.**Step 1: Conduct a Complete Tool Audit.** Before filling out this template, gather a comprehensive list of every marketing tool your organization currently uses or pays for. This includes tools used by marketing, sales, product, and customer success teams that impact marketing operations. Create a master spreadsheet with tool names, vendors, annual costs, primary users, and contract renewal dates. Interview team leads in each functional area (demand gen, content, analytics, etc.) to ensure you haven't missed any tools, including free or low-cost solutions that may not appear on official software lists. This audit typically takes 1-2 weeks and is critical for accuracy.
- 2.**Step 2: Organize Tools by Functional Category.** Group your tools into the five main categories provided: Customer Data & Analytics, Marketing Automation & Campaign Execution, Content & Creative Management, Advertising & Demand Generation, and Analytics/Reporting. If your organization has unique functional areas (e.g., marketing operations, partner enablement), add custom sections. For each tool, document the annual cost, primary owner, current status (active, sunset, or trial), and which other tools it integrates with. This categorization helps leadership understand your stack structure and makes it easier to identify gaps and redundancies across similar functions.
- 3.**Step 3: Map Integrations and Data Flows.** Document how data moves between your tools, including which systems are the source of truth for customer data, how lead information flows from advertising platforms to your CRM, and how analytics platforms pull data from multiple sources. Note whether integrations are native APIs, third-party platforms like Zapier, or manual exports. Identify any data silos or tools that don't communicate with the rest of your stack. This integration map reveals operational inefficiencies and helps justify consolidation or new tool investments. If you have a technical resource, create a visual diagram to accompany this section.
- 4.**Step 4: Calculate Total Cost of Ownership and Identify Savings.** Add up all annual costs for each functional category and the entire stack. Calculate what percentage of your total marketing budget goes to martech. Then identify redundancies—tools that perform similar functions or overlap in capabilities—and estimate potential savings from consolidation or sunsetting. Include not just software costs but also implementation, training, and maintenance expenses. This financial analysis is essential for leadership conversations and helps justify budget reallocation toward strategic initiatives or gap-filling tools.
- 5.**Step 5: Identify Gaps and Prioritize Recommendations.** Based on your marketing strategy and business objectives, list critical capabilities your current stack lacks. For example, if you're investing in account-based marketing but lack ABM-specific tools, that's a gap. Prioritize gaps by business impact and cost, then recommend specific solutions with estimated implementation timelines and costs. Distinguish between must-have gaps (blocking key initiatives), should-have gaps (improving efficiency), and nice-to-have gaps (enhancing capabilities). This prioritization helps leadership understand where to invest and why.
- 6.**Step 6: Establish Governance and Success Metrics.** Define who owns each tool, who makes decisions about tool selection and sunsetting, and how you'll measure whether your martech stack is delivering value. Set specific KPIs like adoption rate, data integration completeness, time-to-campaign, and cost per lead. Establish a quarterly review cadence to monitor these metrics and reassess your stack. Include training and enablement plans for underutilized tools. This governance structure ensures your martech strategy stays aligned with business goals and prevents tool sprawl in the future.
Template
# Marketing Technology Stack Map
**Organization:** [Your Company Name]
**Prepared By:** [Your Name/Title]
**Date:** [Date]
**Review Period:** [Q1 2024 - Q4 2024]
---
## Executive Summary
[1-2 paragraph overview of your martech ecosystem. Include: total number of tools, annual investment, key business outcomes enabled, and primary strategic gaps or opportunities. Example: "Our current martech stack consists of 23 integrated platforms across marketing operations, customer data, analytics, and campaign execution, representing an annual investment of $[X]. This stack enables [key capabilities], though we've identified [X gaps] that impact [business outcomes]."]
**Key Metrics:**
- Total Tools in Stack: [#]
- Annual Martech Investment: $[Amount]
- Integration Rate: [#]%
- Tools with Active Users: [#]
- Critical Gaps Identified: [#]
---
## Martech Stack by Function
### 1. Customer Data & Analytics
| Tool Name | Primary Function | Annual Cost | Owner | Status | Integration Points |
|-----------|-----------------|-------------|-------|--------|--------------------|
| [Tool Name] | [CRM/CDP/Analytics] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [CRM/CDP/Analytics] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [CRM/CDP/Analytics] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
**Strategic Role:** [Describe how this function supports your marketing strategy and customer understanding]
**Key Gaps:** [List any missing capabilities or data challenges]
### 2. Marketing Automation & Campaign Execution
| Tool Name | Primary Function | Annual Cost | Owner | Status | Integration Points |
|-----------|-----------------|-------------|-------|--------|--------------------|
| [Tool Name] | [Email/Marketing Automation/Workflows] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [Email/Marketing Automation/Workflows] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [Email/Marketing Automation/Workflows] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
**Strategic Role:** [Describe how this function enables campaign delivery and personalization]
**Key Gaps:** [List any missing capabilities or execution challenges]
### 3. Content & Creative Management
| Tool Name | Primary Function | Annual Cost | Owner | Status | Integration Points |
|-----------|-----------------|-------------|-------|--------|--------------------|
| [Tool Name] | [DAM/CMS/Design/Video] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [DAM/CMS/Design/Video] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [DAM/CMS/Design/Video] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
**Strategic Role:** [Describe how this function supports content production and distribution]
**Key Gaps:** [List any missing capabilities or workflow challenges]
### 4. Advertising & Demand Generation
| Tool Name | Primary Function | Annual Cost | Owner | Status | Integration Points |
|-----------|-----------------|-------------|-------|--------|--------------------|
| [Tool Name] | [Paid Media/DSP/Ad Platform] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [Paid Media/DSP/Ad Platform] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [Paid Media/DSP/Ad Platform] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
**Strategic Role:** [Describe how this function drives lead generation and brand awareness]
**Key Gaps:** [List any missing capabilities or targeting challenges]
### 5. Analytics, Reporting & Insights
| Tool Name | Primary Function | Annual Cost | Owner | Status | Integration Points |
|-----------|-----------------|-------------|-------|--------|--------------------|
| [Tool Name] | [Analytics/BI/Reporting] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [Analytics/BI/Reporting] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
| [Tool Name] | [Analytics/BI/Reporting] | $[Amount] | [Owner Name] | [Active/Sunset] | [Connected Tools] |
**Strategic Role:** [Describe how this function enables measurement and optimization]
**Key Gaps:** [List any missing capabilities or reporting challenges]
---
## Integration & Data Flow Map
**Primary Data Flows:**
- [Source System] → [Destination System]: [Data Type] (Frequency: [Real-time/Daily/Weekly])
- [Source System] → [Destination System]: [Data Type] (Frequency: [Real-time/Daily/Weekly])
- [Source System] → [Destination System]: [Data Type] (Frequency: [Real-time/Daily/Weekly])
**Integration Methods:**
- [Native API integrations: # tools]
- [Third-party integration platform (Zapier/IFTTT/etc.): # tools]
- [Manual data exports/imports: # tools]
- [Unintegrated/Siloed: # tools]
**Integration Health Score:** [#]/10
**Rationale:** [Explain the score based on data flow efficiency, redundancy, and gaps]
---
## Cost Analysis & ROI
| Category | Annual Investment | % of Total Budget | Key Tools | ROI/Impact |
|----------|------------------|------------------|-----------|------------|
| Customer Data & Analytics | $[Amount] | [#]% | [Tool names] | [Impact description] |
| Marketing Automation | $[Amount] | [#]% | [Tool names] | [Impact description] |
| Content & Creative | $[Amount] | [#]% | [Tool names] | [Impact description] |
| Advertising & Demand Gen | $[Amount] | [#]% | [Tool names] | [Impact description] |
| Analytics & Reporting | $[Amount] | [#]% | [Tool names] | [Impact description] |
| **TOTAL** | **$[Amount]** | **100%** | — | — |
**Cost Optimization Opportunities:**
1. [Redundant tool or underutilized license]: Potential savings of $[Amount]/year
2. [Redundant tool or underutilized license]: Potential savings of $[Amount]/year
3. [Redundant tool or underutilized license]: Potential savings of $[Amount]/year
**Total Potential Savings:** $[Amount]/year
---
## Gaps & Redundancies
### Critical Gaps
| Gap | Impact on Business | Recommended Solution | Estimated Cost | Timeline |
|-----|-------------------|----------------------|-----------------|----------|
| [Missing capability] | [How it affects marketing effectiveness] | [Tool or approach] | $[Amount] | [Q# 2024] |
| [Missing capability] | [How it affects marketing effectiveness] | [Tool or approach] | $[Amount] | [Q# 2024] |
| [Missing capability] | [How it affects marketing effectiveness] | [Tool or approach] | $[Amount] | [Q# 2024] |
### Redundancies & Overlap
| Overlapping Function | Tools Involved | Recommendation | Annual Savings |
|----------------------|----------------|-----------------|----------------|
| [Function] | [Tool A, Tool B] | [Consolidate/Sunset] | $[Amount] |
| [Function] | [Tool A, Tool B] | [Consolidate/Sunset] | $[Amount] |
| [Function] | [Tool A, Tool B] | [Consolidate/Sunset] | $[Amount] |
---
## Tool Ownership & Governance
| Tool Name | Primary Owner | Secondary Stakeholders | Training Status | Adoption Rate |
|-----------|---------------|----------------------|-----------------|---------------|
| [Tool Name] | [Name/Title] | [Stakeholders] | [Complete/In Progress/Needed] | [#]% |
| [Tool Name] | [Name/Title] | [Stakeholders] | [Complete/In Progress/Needed] | [#]% |
| [Tool Name] | [Name/Title] | [Stakeholders] | [Complete/In Progress/Needed] | [#]% |
**Governance Model:** [Describe your decision-making process for tool selection, evaluation, and sunsetting]
**Training & Enablement Gaps:** [List areas where team skills need development]
---
## Strategic Recommendations
### Near-term (Next 90 Days)
1. [Specific action, owner, expected outcome]
2. [Specific action, owner, expected outcome]
3. [Specific action, owner, expected outcome]
### Mid-term (6-12 Months)
1. [Specific action, owner, expected outcome]
2. [Specific action, owner, expected outcome]
3. [Specific action, owner, expected outcome]
### Long-term (12+ Months)
1. [Specific action, owner, expected outcome]
2. [Specific action, owner, expected outcome]
3. [Specific action, owner, expected outcome]
---
## Success Metrics & KPIs
**How we'll measure martech stack effectiveness:**
| Metric | Current State | Target | Timeline | Owner |
|--------|---------------|--------|----------|-------|
| [KPI] | [Current value] | [Target value] | [Timeline] | [Owner] |
| [KPI] | [Current value] | [Target value] | [Timeline] | [Owner] |
| [KPI] | [Current value] | [Target value] | [Timeline] | [Owner] |
| [KPI] | [Current value] | [Target value] | [Timeline] | [Owner] |
---
## Appendix: Tool Details
### [Tool Name]
- **Vendor:** [Vendor Name]
- **Primary Use Case:** [Description]
- **Annual Cost:** $[Amount]
- **Contract Renewal Date:** [Date]
- **Key Integrations:** [Connected tools]
- **User Count:** [#]
- **Adoption Rate:** [#]%
- **Owner:** [Name]
- **Strategic Fit:** [Assessment of alignment with marketing strategy]
- **Risks/Challenges:** [Any issues or concerns]
[Repeat for each major tool in your stack]
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Get the Full AI Marketing Learning Path
Courses, workshops, frameworks, daily intelligence, and 6 proprietary tools — built for marketing leaders adopting AI.
Trusted by 10,000+ Directors and CMOs.