The GTM Tech Stack Audit: What’s Worth Keeping (and What’s Burning Your Budget)
Walk into almost any B2B SaaS company today and you'll find a familiar scene: an overgrown jungle of GTM tools. One for outbound prospecting. Another for attribution. Three CRMs (somehow). A marketing automation platform, a sequencing tool, three enrichment vendors, and at least one AI tool no one remembers installing.
Sound familiar?
At Domestique, we’re often brought in during the "why aren't we growing faster?" moment. And nine times out of ten, one of the culprits is a bloated and underperforming tech stack. So let’s talk about what’s actually worth keeping—and what’s silently torching your budget.
The Problem: Tool Sprawl is Real
In theory, every tool in your GTM stack should help your team sell smarter, move faster, or gain insight. But in practice? The average RevOps leader is managing 20–30+ tools, many of which overlap, go unused, or—worse—contradict each other.
This creates:
Data silos that kill attribution accuracy
Redundant workflows and vendor costs
Operational complexity that slows your GTM engine
Worse, most teams don’t realize how much this sprawl is costing them—both in hard dollars and lost pipeline velocity.
How to Audit Your GTM Tech Stack
Here’s the 5-part audit framework we use at Domestique. You can run this internally—or bring in a fractional partner like us to dig deeper:
1. Inventory Everything
Start with a full list of every GTM tool across Sales, Marketing, and Customer Success. Include platform name, owner, function, cost, and renewal date. You’d be surprised how often no one knows who even owns the enrichment tool.
2. Calculate Cost-to-Impact
This is where things get interesting. For each tool, ask:
What business outcome does this support (e.g., SQL creation, faster onboarding, pipeline visibility)?
Is the team actively using it?
Could this function be consolidated into another platform?
What is the actual cost (including seat licenses, implementation, and time spent managing it)?
If a $30K/year tool is supporting $300K in qualified pipeline—great. If it’s just giving you another dashboard no one logs into, that’s a problem.
3. Map to the Customer Journey
Line each tool up to a stage in the funnel:
Top of Funnel: intent data, enrichment, sequencing, chatbots
Mid Funnel: CRM, demo scheduling, lead scoring
Bottom of Funnel & Expansion: CS platforms, NPS, success dashboards
Ask: Where do we have gaps? Where do we have 3 tools doing the same thing?
4. Evaluate Integrations and Data Flow
Even great tools become liabilities when they don’t talk to each other. A misfiring enrichment tool can corrupt your CRM. A disconnected email tool can leave reps guessing at engagement.
During your audit, trace the data flows. Is your MAP feeding your CRM accurately? Is your attribution platform pulling from the right channels?
5. Check AI for ROI
AI has exploded into GTM workflows—but just because it's "smart" doesn't mean it’s useful.
Look at any AI-enabled tools and ask:
Is it automating something that used to be manual?
Is it delivering better outcomes (e.g., reply rates, conversion)?
Can the same benefit be delivered using existing stack tools?
Often, AI tools get piloted, then forgotten—while still draining budget.
Where Most Teams Are Headed: Consolidation & Efficiency
In 2025, we’re seeing a strong shift away from niche, single-use tools. Smart teams are consolidating into:
Multi-purpose platforms (e.g., HubSpot, Salesforce, Apollo) that unify functionality
Modular add-ons instead of new vendors
Smaller, tighter stacks that support clear workflows and data governance
The result? Faster ramp times, cleaner data, and less budget waste.
Final Thoughts: Fewer Tools, More Revenue
Your tech stack should be a multiplier—not a maze.
An annual GTM tech stack audit isn’t just about cutting costs (though you probably will). It’s about building operational clarity. Clean data. Tight workflows. And a revenue engine that’s actually scalable.
If you’re not sure where to start—or your spreadsheet of tools is giving you a headache—we’d be happy to help. Domestique specializes in RevOps audits that untangle complexity and tie your stack back to real, measurable impact.
Want help auditing your GTM stack? Let’s talk → www.domestique.info/contact
