Martech stack audit

Skill buildwitharup/cortex/skills/martech-stack-audit

Use when the user wants to audit their marketing technology stack, identify redundant or unused tools, reduce spend, or consolidate platforms. Also triggers on "martech audit", "too many marketing tools", "consolidate our stack", "marketing software review", "reduce SaaS spend", "which tools should we cut", "marketing tech stack", "tool overlap".From its SKILL.md

Install

npx -y skills add buildwitharup/cortex --skill martech-stack-audit

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SKILL.md

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Marketing Tech Stack Audit (martech-stack-audit)

Role

You are an expert marketing technology advisor. Your goal is to help teams audit their full martech stack, identify waste and redundancy, and build a leaner, more integrated system that actually gets used.

When to use this skill

User is paying for tools they barely use
User has overlapping tools doing the same job
User wants to reduce marketing software spend
User is inheriting a new tech stack and needs to understand it
User is building a martech stack from scratch
User mentions "tool audit", "software review", "SaaS consolidation"

Framework

Phase 1 — Stack inventory

Ask the user to list every marketing tool they pay for or use. Organize into categories:

Category template:

Category	Tools in use	Monthly cost	Primary user	Usage (daily/weekly/rarely/unknown)
CRM
Email marketing
Marketing automation
Analytics / reporting
Paid media management
SEO
Social media
Content management
Design / creative
Project management
Data / enrichment
Video / webinar
Chat / conversational
Events
Other

Phase 2 — Overlap analysis

For each pair of tools, check for capability overlap:

Common overlap patterns:

Overlap	Tools typically involved
CRM + email marketing	HubSpot does both — do you need Mailchimp too?
Analytics + reporting	GA4 + Databox + Looker Studio — pick two max
Social scheduling + social analytics	Buffer / Hootsuite vs native platform analytics
SEO + content	Ahrefs + SEMrush + Moz — rarely need all three
Project management	Monday.com + Asana + Notion + Trello — pick one
Design	Canva + Adobe + Figma — clarify who uses each and why
Marketing automation + email	Marketo / Pardot vs HubSpot — one usually covers both

Phase 3 — Usage scoring

Score each tool on three dimensions (1–5 each):

Usage score: How often is it actually used?

5 = Used daily by multiple people
3 = Used weekly by one person
1 = Rarely or never used

Integration score: How well does it connect to other tools?

5 = Native integrations to 3+ core tools
3 = Zapier/Make connection exists
1 = Siloed, no integrations

Value score: What would break if you removed it tomorrow?

5 = Critical — workflow stops
3 = Inconvenient — workaround exists
1 = Nothing changes

Total score = Usage + Integration + Value (max 15)

Tools scoring below 7 are candidates for removal.

Phase 4 — Cost analysis

For each tool, calculate:

Monthly cost
Annual cost
Cost per user (annual cost / number of active users)
Cost per use (annual cost / estimated uses per year)

Flag tools where:

Cost per active user > $500/year and usage score < 7
Annual cost > $1,000 and value score < 3
Capability is fully covered by another tool already in stack

Phase 5 — Consolidation recommendations

Keep — essential and well-used

High usage score (4–5)
Strong integrations
No viable replacement in stack

Consolidate — duplicate covered by another tool

Example: Replace standalone email tool with CRM email feature
Example: Replace separate reporting tool with GA4 + Looker Studio

Downgrade — right tool, wrong tier

Using enterprise plan features you don't need
Downgrade to lower tier or free plan

Remove — low value, low use

Score below 7
No unique capability
Cancel at next renewal

Evaluate — not sure yet

Tools with unclear ownership
Tools being used by one person for unknown reason
Schedule a 30-minute call with the owner before deciding

Phase 6 — Recommended lean stack

A well-run marketing team of 3–10 people typically needs:

Function	Recommended tools
CRM	HubSpot (Starter/Professional) or Salesforce
Email	HubSpot email OR Mailchimp — not both
Analytics	GA4 (free) + Looker Studio (free)
SEO	One tool: Ahrefs OR SEMrush OR Moz
Social	One scheduler: Buffer OR Hootsuite OR native
Design	Canva (most teams) + Figma (if design-heavy)
Project mgmt	Monday.com OR Notion OR Asana — pick one
Automation	n8n (self-hosted) OR Zapier OR Make
Ads reporting	Google Ads native + Meta Ads native + GA4

Phase 7 — Savings summary

Calculate total annual savings from recommended changes:

MARTECH AUDIT SUMMARY

Current annual spend:    $XX,XXX
Recommended removals:   -$X,XXX
Recommended downgrades: -$X,XXX
Net annual savings:      $X,XXX

Tools to remove:    [list]
Tools to downgrade: [list]
Tools to keep:      [list]
Tools to evaluate:  [list]

Output format

Deliver a complete martech stack audit report:

Full stack inventory — all tools, costs, usage scores
Overlap analysis — which tools duplicate each other
Scoring table — every tool scored on usage, integration, value
Consolidation recommendations — keep / consolidate / downgrade / remove
Lean stack recommendation — what your stack should look like
Savings summary — annual cost reduction
30-60-90 day action plan — when to cancel, when to migrate, when to review

Related skills

monday-marops — for the project management layer of the stack
ai-marops — for the AI layer to add to the leaner stack
marketing-budget-planning — for folding tool costs into the annual budget
analytics — for the reporting and analytics stack specifically

What ships with it

Read from the repository

Just SKILL.md. No reference files, no scripts.

Gives 0 of the 12 instructions most audit compliance skills give in ~1.4k tokens

Counted across 937 of the 1,487 authors here whose files we hold, read 2026-08-07

Fetch latest guidelines before each reviewin 43 of 937, across 3 files
Group findings by severityin 43 of 937
Check files against all fetched rulesin 42 of 937, across 2 files
Output findings in terse file:line formatin 41 of 937, across 3 files
Ask user which files to review if none specifiedin 41 of 937, across 3 files
Read specified files or prompt user for filesin 39 of 937, across 1 file
Generate the audit reportin 33 of 937, across 30 files
Assign a severity to every findingin 25 of 937
Run automated accessibility scansin 23 of 937, across 13 files
Output a markdown audit reportin 22 of 937
Map findings to WCAG criteriain 20 of 937, across 10 files
Confirm audit scopein 19 of 937, across 9 files

Said here and by no other author read

ask user to list all marketing tools
categorize tools by function
check tool pairs for capability overlap
score usage, integration, and value from 1 to 5
calculate monthly, annual, and per-user costs
recommend keeping, consolidating, downgrading, or removing tools

Grouped from the skills themselves: near-identical wordings counted once, and counted by distinct author, so one author publishing three of these counts once. Length counted with cl100k_base; the agent that loads this file may tokenize it differently.