Taming Martech Stack Bloat Is Essential to Scaling Revenue

Bloated marketing stacks are a real problem for modern companies. With nearly 10,000 potential solutions leading to the average enterprise using over 1,000 cloud services, teams buy apps to solve problems, but having too many creates new problems. Revenue operations, or revops, offers promise, but it doesn't solve the problem of bloat. Companies should rethink their mindset of "there's an app for that."

Data silos are a common issue within marketing departments, trapping data in different areas such as CRM systems, social ad platforms, and website analytics tools. Four ways to tackle martech stack bloat include embracing minimalism, rethinking data architecture, reconsidering native integrations, and embracing composability. Taking control of API connections and building something custom can reduce bloat and data silos.

Achieving harmony in the stack is essential to quickly optimize customer experiences and uncover revenue opportunities. It takes speed, agility, and freedom from code for someone in revops to quickly update the lead flow or adapt to a new tool. No-code development is here, and marketers should be ready to take advantage.