How to Optimize Your Marketing Technology Stack in 3 Easy Steps

There are literally thousands of different marketing and business applications on the planet. And, there are new ones being introduced every day. You’ve probably already heard that you should never go grocery shopping when you’re hungry, but it can be easy to become overwhelmed by all the options available.

However, there are some things that you can do right now to make the most of the assets you have on hand. This way, you’ll know that your next purchase will be worth it and aligned with your goals. Here are some of the things you can do to optimize your marketing technology stack.

Take Inventory of Your Tools

If you don’t have a solid understanding of which tools you already have in your toolbox, you might end up with tools that only serve a few functions, others that overlap or some that are missing core elements.

While the process is pretty straightforward, it still needs to be planned. Your plan should set the direction for a gap analysis and full audit of your stack. Once you know exactly which resources and tech you have on hand, you’ll have a foundation that you can build upon with short term initiatives and quick wins.

Benchmark Your KPIs

The next thing you have to do is define and benchmark your key performance indicators. While you probably know the metrics for some of your main channels, you need to have a more complete view of your performance according to your business’s goals by using actionable cross channel KPIs.

However, going from point metrics to holistic ones can be a challenge, so start small. Instead of trying to track things like return on investment by channel spent, try to look for simpler metrics such as average campaign costs. Then you can start adding granularity by channel and follow with sales numbers. By doing this, you’ll gain valuable insights that will allow you to make the most out of the tools in your stack.

Integrate Your Systems

Now that you have a clear understanding of what tools you have, what they do, and which one you should use, you can start integrating them together. Thankfully, there are tons of tools that will allow you to do this.

One of the most popular options is Zapier. However, while it can be a great tool for some, it’s far from perfect. For instance, if you update information in one app in your stack, it won’t automatically be updated in other apps. One tool that is recognized by many as the best alternative to Zapier is PieSync. PieSync allows you to fully sync data across apps and will continuously monitor records to make sure that updates are always reflected. All historical data will also be automatically matched when you perform your initial sync.


With these few steps, you should be able to unleash your stack’s full potential and be able to streamline your processes. You’ll then be able to optimize your integrations, and constantly improve them to meet your business objectives.