Expert answer / 18
Are we paying for software we don't use?
Short answer
Audit what each tool costs, who uses it and which result it supports before renewing.
More detail
Questions behind the answer
Whatis happening
Which marketing tools are we not using?
Gartner reports organisations use about 49% of their marketing technology capabilities. Check inactive seats, overlapping tools and unused features against the job each tool is meant to do.
Whyit happens
Why do we keep buying more software?
Businesses often add software to solve one immediate problem without an owner, rollout plan or review of tools already available.
Howto fix it
How do we cut the tools we don't need?
- List tools, seats, owners, costs, renewal dates and key workflows.
- Check usage and outcomes with the people who rely on each tool.
- Consolidate only after planning data export, integrations and a safe replacement workflow.
Sources: Maximize ROI With Marketing Technology - Gartner · Research: Marketing Tech Is Broken. Here's How to Fix It - Harvard Business Review