As a Brisbane business owner, you’ve likely signed up for various software tools over the years—from email platforms to CRM systems. Without a regular audit, these tools often become a 'Franken-stack' of overlapping subscriptions and underutilised features that drain your budget and slow down your team. Building a MarTech audit and optimisation process ensures every dollar spent on technology directly contributes to your bottom line.
Prerequisites
Before you begin, ensure you have the following ready:- Access to your business bank or credit card statements (to identify recurring software charges).
- Login credentials for your primary platforms (Google Workspace, CRM, Website CMS).
- A spreadsheet tool (Google Sheets or Excel) to document your findings.
- Approximately 3–5 hours for the initial audit, depending on your business size.
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Step 1: Create Your MarTech Inventory Spreadsheet
Start by creating a master document. This is your 'Single Source of Truth'. At Local Marketing Group, we recommend columns for: Tool Name, Purpose, Monthly/Annual Cost, Primary User, Integration Status (does it talk to other tools?), and Renewal Date. Screenshot Description: You should see a clean spreadsheet with headers across the top row and a list of every software subscription you pay for on the left.Step 2: Identify 'Shadow IT' and Hidden Costs
Check your business bank statements and PayPal accounts for any recurring subscriptions you might have forgotten. Often, a team member might have signed up for a 'free trial' that converted to a paid plan, or a previous agency left a tool running on your card. Look for common names like 'Adobe', 'Canva', 'Zapier', or 'Mailchimp'.Step 3: Categorise Each Tool by Function
Group your tools into categories such as:- Lead Generation (e.g., Google Ads, Facebook Pixel)
- Communication (e.g., Outlook, Slack)
- Content & Creative (e.g., Canva, Adobe Creative Cloud)
- Data & Analytics (e.g., Google Analytics 4, Hotjar)
- Sales/CRM (e.g., HubSpot, Pipedrive)
Step 4: Map Your Customer Journey Data Flow
Draw a simple map of how a customer moves through your tech. For example: Lead clicks Google Ad -> Lands on WordPress site -> Fills out Gravity Form -> Data sent to HubSpot via Zapier -> Email sent via Mailchimp.Pro Tip: If your data has to be manually exported and imported between tools, this is a major red flag for inefficiency and human error.
Step 5: Evaluate Utilisation Rates
Be honest: how much of the software are you actually using? If you're paying for a 'Pro' plan on an Email Marketing platform but only sending one newsletter a month and not using any automation workflows, you are overpaying. Speak to your team and ask which features they use daily and which they find confusing.Step 6: Identify Redundancies and Overlaps
This is where the 'Optimisation' happens. You might find you are paying for three different tools that all do the same thing. For instance, many CRMs now have built-in email marketing and landing page builders. If your CRM can do what your standalone landing page builder does, it’s time to consolidate.Step 7: Check for Australian Compliance
As an Australian business, ensure your MarTech stack complies with the Privacy Act 1988 and the Australian Privacy Principles (APPs). Check where your data is stored. If you are handling sensitive customer data, you need to know if it's being hosted on servers in Australia, the US, or elsewhere, and ensure your Privacy Policy reflects this.Step 8: Assess Integration Health
Check if your tools are 'talking' to each other correctly. Go into your Zapier account or native integration settings. Look for 'Task History' or 'Error Logs'. Broken integrations lead to missed leads and frustrated customers.Step 9: Score Each Tool (The 'Keep, Kill, or Upgrade' Phase)
Assign a score of 1-5 to each tool based on its ROI and necessity.- Score 5: Essential, high ROI.
- Score 3: Useful but could be better or cheaper.
- Score 1: Haven't logged in for 3 months; cancel immediately.
Step 10: Negotiate or Switch to Annual Billing
Once you’ve decided which tools to keep, look at the billing. Most SaaS (Software as a Service) companies offer a 15-20% discount if you switch from monthly to annual billing. For a Brisbane SME, this could save thousands of dollars a year across a dozen tools.Step 11: Implement AI & Automation Upgrades
Look for opportunities to replace manual tasks with AI. Can an AI chatbot on your website handle initial FAQs instead of a staff member? Can your CRM automatically categorise leads based on their ABN or industry? Automation is the key to scaling without increasing headcount.Step 12: Schedule a Recurring Quarterly Review
MarTech is not a 'set and forget' task. Set a calendar reminder for every 90 days to revisit your spreadsheet. New tools enter the market constantly, and your business needs will evolve.---
Common Mistakes to Avoid
- The 'Sunk Cost' Fallacy: Don't keep using a difficult, expensive tool just because you've used it for five years. If it's not serving your growth, cut it.
- Ignoring the User Experience: If your team hates using a specific CRM, they won't put data into it. A 'technically superior' tool is useless if your team avoids it.
- Over-complicating: You don't need 50 tools. A lean, well-integrated stack of 5-10 tools is often more powerful than a bloated one.
Troubleshooting
- "I don't know who has the login": Use a 'Forgot Password' flow with your primary business email. If that fails, check your password manager (like LastPass or 1Password). If you still can't find it, contact the software support and provide proof of your ABN and identity.
- "I'm afraid deleting a tool will break my website": Always take a full backup of your website and database before disconnecting any APIs or deleting plugins. If you aren't sure, consult a professional.
- "The data in my CRM doesn't match my Analytics": This usually indicates a tracking pixel issue or a timezone setting mismatch (ensure all tools are set to GMT+10 for Brisbane).
Next Steps
Now that you've audited your stack, it's time to put that data to work.- Cancel the 'Score 1' tools today.
- Consolidate overlapping features into your primary CRM.
- Automate one repetitive manual task using Zapier or Make.com.
If you find your MarTech stack is still a headache or you're worried about losing data during a transition, our team at Local Marketing Group can help. Visit https://lmgroup.au/contact to book a MarTech strategy session.