Optimizing Your MarTech Stack for 2026

The average enterprise uses over 90 marketing technology tools. While each may have been added with good intentions, the result is often a fragmented ecosystem that's difficult to manage and fails to deliver on its promise.

Start your optimization by auditing what you have. Create a complete inventory of all marketing tools, their costs, who uses them, and what they're used for.

Look for overlap and redundancy. It's common to find multiple tools doing similar things across different teams or regions.

Evaluate integration quality. Data flowing smoothly between systems is critical for personalization and attribution. Identify gaps and broken connections.

Consider consolidation opportunities. Modern platforms often combine capabilities that previously required multiple point solutions.