A marketing operations tech stack is the integrated set of tools—such as CRM, automation platforms, analytics, and customer data systems—that streamline campaign execution and performance tracking. When aligned strategically, it improves efficiency, ensures data-driven decision-making, and enhances ROI across the marketing funnel.

HubSpot has published a new guide, ‘Marketing operations tech stack audit: A proven checklist for operations teams‘.

Stephanie Trovato says, “Marketing tech stacks often expand fast, leading to sprawl. The result is low tool usage. Gartner estimates that only 49% of marketing technology tools are actively used by teams. A marketing operations tech stack audit brings structure back to teams with bloated software.

During the audit, teams identify opportunities to cut redundant software, resolve data issues, and improve ROI. Ironically, teams may also surface the need for new tech to manage large volumes of data. HubSpot’s Data Hub is designed to help, combining data across each company’s tech stacks.

Tech stack audits allow teams to see what duplicate solutions should be cut. Marketers will also notice which tools create barriers in their workflow and offer little valuable data. Thorough evaluation leads to data consistency and a tech stack that reflects current business priorities.”

Marketing operations tech stack audit: A proven checklist for operations teams

HubSpot