The Path To Unification: The Guide to Auditing Your tech Stack In 2024

As you know, the B2B landscape is constantly evolving. The way people buy, connect and communicate has lead us to an era where "there's an app for that". And while that's true, today businesses are deeply reliant on a diverse array of software applications, collectively known as a tech stack, to operate efficiently.

Your tech stack may include a range of tools, from Customer Relationship Management (CRM) systems and project management software to data analytics platforms and various communication tools. .

Yet, a tech stack can be intricate and sensitive. Excessive complexity can introduce inefficiencies, redundancies, and elevated costs. Surveys, such as one conducted by Blissfully, indicate that a typical mid-sized company utilizes around 130 SaaS applications, with larger enterprises managing even more.

This has driven B2B brands towards a collective understanding — streamlining the tech stack by eliminating redundancies and unifying essential applications.

There's a bit of irony here, though. While technology is designed to simplify operations, it often ends up making things more complicated. Businesses using separate tools for email marketing, social media management, content management, and analytics can encounter logistical challenges. These include multiple logins, lack of integration, data silos, and overlapping functionalities, which can all lead to inefficiencies and high costs.

The solution? Tech stack unification, which involves reducing the number of tools by merging functionalities into fewer, more integrated platforms. This consolidation has numerous benefits, including simplified workflows, enhanced collaboration, reduced costs, and a more cohesive understanding of business data.

Before we can consolidate, a comprehensive audit of the tech stack is essential.

This audit acts like spring cleaning for your digital toolbox, requiring each tool to be evaluated on its utility and whether it deserves its place in the stack.

Let's explore the steps involved in conducting an audit, discuss who should be involved, investigate what to look for, and outline the actions to take post-audit.

What to Audit: Understanding Your Tech Stack

A successful audit begins with a comprehensive understanding of your current tech stack. This involves breaking down and closely examining each component.

Here’s what to consider when auditing various layers:

CRM Tools:

Functionality: How well does the CRM integrate with marketing, sales, and customer service? Does it offer essential features like contact management and lead tracking?

Cost: Is it cost-effective based on its features? Are there more affordable options with similar capabilities?

Utilization: Is the CRM being fully utilized? Are there any redundant features?

Project Management Tools:

Functionality: Does the tool support effective task tracking and team collaboration?

Cost: Are you overpaying for unused features?

Utilization: Is the tool consistently used by all team members? If not, why?

Communication Tools:

Functionality: Do these tools facilitate seamless internal and external communication? Do they include instant messaging, video conferencing, and file sharing?

Cost: Could you get the same benefits from a less expensive tool?

Utilization: Are there any barriers to using the tool, such as a complex interface?

Marketing Platforms:

Functionality: Does the platform support SEO, content management, email marketing, and analytics effectively?

Cost: Is the platform delivering value for money?

Utilization: Are all features being actively used?

Data and Product Analytics Software:

Functionality: Does it provide actionable insights and integrate well with other tools like CRM?

Cost: Are you paying for advanced features that you don't use?

Utilization: Is the full potential of the tool being realized?

Understanding each layer of your tech stack is critical. It’s not just about eliminating tools but ensuring each one serves a purpose and adds value to your operations. An in-depth audit can reveal redundancies, overlaps, or gaps in your stack that may not be immediately apparent.

For example, you might find that your CRM and marketing platform share overlapping features, or perhaps there’s a gap in your stack where a business need isn’t adequately addressed.

How to: The Process of Your Tech Stack Audit

Now that we understand what we’re auditing, how do we conduct the audit? How do we dissect the array of tools in use, understand their value, and decide which ones stay and which ones go?

This is where a structured, systematic approach is crucial.

Gather Data About Each Tool: Start by collecting essential information about each tool, including costs, usage stats, and integration capabilities. This overview helps identify obvious issues such as redundant tools or features.

Categorize Tools Based on Functionalities: Organize your tools by their primary functions. This categorization makes it easier to spot redundancies and overlaps.

Assess the Value of Each Tool: Evaluate each tool's return on investment, its impact on productivity, and its relevance to your business goals. This step helps determine which tools are essential and which are expendable.

Document and Visualize Your Tech Stack: Create a visual representation of your tech stack to better understand how each tool interacts and integrates with others. This could be a simple flowchart, diagram, or spreadsheet.

Who Should Be Involved:

Conducting a tech stack audit is not a solo task. It requires input from various stakeholders to ensure a comprehensive and effective audit.

Members from Each Team: Each team will likely uses a unique set of tools tailored to their specific needs. Including members from each team provides a comprehensive view of how your tech is elevating or hindering operations.

IT Personnel: The IT team is crucial for understanding the technical details of each tool, including integration capabilities and security features. Their technical insight is invaluable during the audit.

Decision-Makers: Executives and managers should also be involved, as they can provide a strategic perspective on the tech stack’s alignment with business goals and budgeting decisions.

Facilitating Effective Communication

With multiple stakeholders involved, maintaining clear and effective communication is key. Regular meetings should be held to discuss audit findings and make decisions collectively. Project management tools can be useful for tracking progress and sharing updates. It’s also important to foster an open dialogue where stakeholders feel comfortable sharing their insights and feedback.

Managing Perspectives and Reaching Consensus

Differing perspectives on the value of specific tools are inevitable. For example, what the marketing team considers essential might be seen as less critical by the IT team. The challenge is to manage these differing viewpoints and reach a consensus that aligns with the overall business strategy.

Encouraging stakeholders to share their perspectives and listening with an open mind helps build a collaborative environment. Using the data collected during the audit as a basis for discussions can guide these conversations and help align everyone on the strategic goals of the audit.

Identifying Opportunities for Consolidation

As the audit progresses, it will become clear where there are opportunities for consolidation. These opportunities often present themselves as redundant tools, underutilized software, or tools that do not integrate well with others in the tech stack.

Identifying these opportunities is crucial for streamlining operations, saving costs, and enhancing productivity.

Redundant Tools: These are tools that overlap in functionality. Consolidating these into a single, more comprehensive tool can reduce complexity and costs.

Underutilized Software: Tools that are rarely used or not fully utilized are candidates for removal or replacement. This not only cuts costs but also simplifies the tech stack.

Poorly Integrated Tools: Tools that do not integrate well create inefficiencies and can hinder workflow. Replacing these with better-integrated solutions can significantly improve productivity and data flow within the company.

Recognizing the Potential for Cost Savings, Increased Efficiency, and Improved Workflows

Consolidating your tech stack can lead to significant benefits, including cost savings, increased efficiency, and improved workflows. It’s important to quantify these benefits by calculating the potential savings and productivity gains from each consolidation opportunity.

Identifying Suitable Tools or Platforms for Consolidation

Once opportunities for consolidation have been identified, the next step is to find suitable tools or platforms that can replace multiple existing tools. These replacements should offer the necessary functionalities at a lower cost and with better integration capabilities.

Finding a comprehensive platform that can perform the functions of several tools not only saves money but also simplifies training and improves efficiency.

Next Steps: Post-Audit Actions

After the tech stack audit is complete, the next steps involve turning the insights gained into actionable improvements. This includes creating a detailed action plan, implementing change management strategies, and setting up regular reviews and audits to keep the tech stack optimized.

Creating an Action Plan: This plan should outline the steps to be taken to consolidate the tech stack, including which tools will be phased out and which new ones will be adopted. Prioritize changes that offer the greatest benefits in terms of cost savings, productivity improvements, and alignment with strategic goals.

Implementing Change Management Strategies: Managing the changes to your tech stack is crucial for ensuring a smooth transition. Strategies to consider include:

Training: Provide comprehensive training to help your team understand and effectively use the new tools.

Communication: Maintain open communication with your team about the changes, the reasons behind them, and the expected benefits. This helps reduce resistance and ensures everyone is on board.

Gradual Rollouts: Implementing new tools in stages can help the team adjust more easily and allows for any issues to be addressed on a smaller scale before full deployment.

Ongoing Reviews and Audits: Optimizing your tech stack is an ongoing process. Regularly review and audit your tech stack to ensure it continues to meet the evolving needs of your business. Establish a schedule for these reviews—be it annually, bi-annually, or quarterly—and adhere to it to maintain efficiency and adaptability.

By following these steps and involving the right stakeholders, a tech stack audit can lead to significant improvements in how your business operates, supports growth, and remains competitive in a digital-first world.