As an Australian small business owner, it’s easy to accumulate a 'Frankenstein's monster' of software—a CRM here, an email tool there, and three different AI subscriptions you forgot you signed up for. Building a MarTech (Marketing Technology) stack documentation system is the only way to gain full visibility over your digital tools, ensuring you aren't paying for duplicate features or losing data between systems.
By the end of this guide, you will have a single source of truth that tracks every tool in your business, who owns it, what it costs, and how it integrates with your other systems.
Prerequisites: What You’ll Need
Before you start, gather the following:- Access to your business bank statements or credit card logs (to identify recurring subscriptions).
- A spreadsheet tool (Google Sheets is recommended for easy sharing).
- Login access to your primary platforms (Google Workspace, CRM, etc.).
- Your ABN (if you need to verify GST-registered status for tax reporting on software).
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Step 1: Create Your Master Documentation Template
Open a new Google Sheet and name it "[Your Business Name] MarTech Stack Inventory." Create a header row with the following columns:- Tool Name: The official name of the software.
- Category: (e.g., CRM, Email Marketing, Social Media, AI, Analytics).
- Owner: The person in your team responsible for managing it.
- Monthly/Annual Cost: In AUD (include GST status).
- Renewal Date: To avoid surprise charges.
- Primary Function: What specific problem does this solve?
- Integration Status: What other tools does it 'talk' to?
Screenshot Description: You should see a clean spreadsheet with bolded headers and frozen top rows for easy scrolling as your list grows.
Step 2: Conduct a 'Financial Audit'
Don't rely on memory. Go through your business bank statements for the last 90 days. Look for recurring USD or AUD charges from companies like Adobe, Canva, HubSpot, or OpenAI. Pro Tip: Many Australian businesses pay for software in USD. Use a column in your spreadsheet to note the currency so you can track how exchange rate fluctuations affect your marketing budget.Step 3: Categorise Your Tools
Organise your tools into logical buckets. This helps you identify "overlap." Common categories for Australian SMEs include:- Foundation: Your website (WordPress/Shopify) and Hosting.
- Lead Gen: CRM (HubSpot, Pipedrive) and Email (Mailchimp, Klaviyo).
- Content & Creative: Canva, Adobe Creative Cloud, CapCut.
- Operations/AI: ChatGPT, Zapier, Otter.ai.
- Analytics: Google Analytics 4, Google Search Console.
Step 4: Map the Data Flow (The 'Spider Web')
This is the most critical step. On a second tab in your spreadsheet (or using a tool like Lucidchart), draw out how data moves. Example: When a lead fills out a form on your WordPress site, does it go to your CRM? Does that then trigger an email in Mailchimp? Common Mistake: Forgetting the "Manual Bridges." If you are manually exporting CSV files from one tool to upload into another, mark this in red. These are your biggest efficiency leaks.Step 5: Identify the 'Owner' for Each Tool
In a small team, the owner might always be the founder. However, as you grow, you should assign specific people to specific tools. The owner is responsible for managing seats/licences, updating payment methods, and ensuring the team is actually using the software.Step 6: Review Compliance and Security
For Australian businesses, the Privacy Act 1988 is relevant if you are handling customer data. In your documentation, add a column for "Data Location." Does the tool store data on Australian servers, or in the US/EU? This is vital for your privacy policy updates.Step 7: Evaluate 'Value vs. Cost'
Now that everything is listed, add a "Usage" column. Rate each tool from 1 to 5 based on how often your team uses it. Warning: If you have a tool that costs $100/month but has a usage rating of 1, it’s time to cancel or consolidate. Look for "Feature Creep" where one tool (like HubSpot) could replace three others (like Mailchimp, Typeform, and Hootsuite).Step 8: Document Login Management (Not Passwords!)
Never put passwords in your MarTech spreadsheet. Instead, document how the tool is accessed. Do you use Single Sign-On (SSO) via Google? Or a password manager like LastPass or Dashlane? Note the recovery email address used for the account.Step 9: Set a Quarterly Review Schedule
MarTech documentation is not a "set and forget" task. Set a recurring calendar invite for the first Monday of every quarter to review the spreadsheet.- Remove former employees' access.
- Update pricing (SaaS companies love annual price hikes).
- Check for new Australian alternatives that might be more cost-effective.
Step 10: Centralise Your Training Links
Add a final column for "Training Resources." Link to the specific YouTube playlist or help centre for that tool. This makes onboarding new Australian staff members significantly faster, as all their learning materials are in one document.---
Troubleshooting Common Issues
- "I can't find who is paying for a tool:" Check individual staff members' expense claims. Often, a team member will use a personal card for a 'Pro' account and claim it back.
- "We have duplicate tools:" This happens often with AI tools. You might find you're paying for ChatGPT Plus, but also have Gemini and Claude subscriptions. Pick the one that integrates best with your workflow and cut the rest.
- "The data isn't syncing:" If your documentation shows a break in the flow, check your Zapier or Make.com connections. Often, an API key has expired and just needs a 2-minute refresh.
Pro Tips for Success
- Standardise Your Currency: Convert everything to AUD in your 'Total' cell so you know exactly what's leaving your bank account each month.
- Check for 'Shadow IT': Ask your team if they use any free tools that aren't on the list. Free tools often become paid ones, or they might be creating security risks by holding customer data.
- Leverage ABNs: When signing up for software, ensure your business name and ABN are on the tax invoice to make GST claims easier at BAS time.
Next Steps
Now that your MarTech stack is documented, you can start automating the gaps between your tools. If you've found that your systems aren't talking to each other, or you're overwhelmed by the technical setup, we can help.Need a professional audit of your marketing technology? Contact the Local Marketing Group team today to streamline your Australian business operations.