Tech Stack Management

Over the last several years, companies have thrown money and systems at every problem. It’s created an incredible amount of bloat in the tech stack with dozens of systems and tools. Revenue leaders can’t get the information they need because the data is contradicting itself.  So that tends to be when people throw their arms up and oversimplify. The pendulum swings back the other way, and revenue leaders are back trying to manage the business and forecast in spreadsheets. According to Salesloft’s Revenue Engagement Benchmark Study, 50% of revenue leaders say they still rely on spreadsheets to manage forecasts. But what happens then? You really don’t get enough data or get it in a timely manner, you completely lose insights into the deal stages and any context you need to make better decisions, and revenue leaders just end up winging it. It’s crazy and becomes uncomfortably reactive. The key is to create bookends in your tech stack with CRM – your system of record – on one side, and a system of action and engagement on the other side. This system of action must be designed and implemented in a manner that provides both insights regarding buyer behavior, while simultaneously guiding the sellers to the appropriate and proven actions that will maximize the potential outcomes. Simplify the tech stack and provide the sellers with a platform they can “live in” throughout the day that provides the data, insights, and tools to execute on all tasks throughout the customer lifecycle. That’s a lot of the reason we’re seeing companies now trying to strip down all of the bloat in their tech stack that’s been created over the past several years. They’re consolidating – not just for the cost savings – but for the sake of their process and being able to manage their business better with clean, integrated data and AI-powered seller workflows. #revenueorchestrationplatform #revtech #salestech #revops #cro

If digital commerce were a bustling city where your brand is just one of the cool spots to hang out, it would be New York City, Shanghai, or Mumbai. Can you visualize what your eCommerce, marketing, brand, IT, and supply chain teams deal daily? You've gotta know the hot spots, the trendy new joints, and the go-to tech that makes the city buzz while you tie all this to the business objective. Map out who's who and what's what, so you can see how your brand fits into this extraordinary landscape. What I'm trying to tell you is to stay aware of the hustle and bustle but see the big picture. Not every digital bell and whistle is going to be your jam. Figure out which ones will get your brand grooving and which ones are just noise. As a digital leader, you've got to make sure that everything jives together. Your tech should be like a great band—everything in sync. 📍Prioritization of digital capabilities is key. Not all digital capabilities are created equal, and not all will deliver the same level of impact. Assess the potential ROI of each capability and align them with your brand’s strategic goals. Develop a roadmap for implementation that reflects both short-term wins and long-term investments. That's what I did for 3 different companies, now I talk to many more CPGs about this thanks to my role at EPAM. 📍 Look for interoperability when selecting technologies. Your tech stack should not be a collection of independent tools, but a cohesive platform where data and processes flow seamlessly. Pilot programs to test how well solutions integrate with each other are imperative. 📍Digital strategies should not be one-size-fits-all. Customize your approach based on the retailer and market nuances. Understand the unique needs of each channel and region, and tailor your tech stack to address those specifics. 📍When Requesting Proposals (RFP) for new capabilities, be clear about your objectives, desired outcomes, and the metrics by which you will measure success. Look for partners who are not just vendors but strategic allies. 📍Create a visual model of your digital capabilities similar to the one we have developed. This should outline how each capability contributes to the customer journey and how they interact to drive overall value. 📍Digital commerce is an ever-evolving field. Adopt an agile mindset that allows for rapid iteration and continuous improvement. 📍Use actionable insights to drive decisions about your digital capabilities and to personalize the customer experience, making your teams' lives easier. 📍Ensure your teams have the skills necessary to leverage new technologies. Invest in ongoing training and upskilling more than hiring so many digital natives from outside. Above all, the end goal is to provide a superior customer experience. Every digital capability added should have a clear link to how it enhances the customer journey. EPAM Systems EPAM Continuum #ecommert #ecommerce #strategy #digitalshelf #retailmedia

This is a book that will never pop up on a "best of" list because it doesn't have the marketing behind it the popular business books have, but it's groundbreaking in it's concept around executional excellence. I've seen this work in the real world and it's one of my keys to success as a leader. Ken Carrig and Scott Snell researched companies in various markets and found a very interesting insight. What separated the highest performers and the lowest performers in most markets was not their strategy. In many cases they had the same, or very similar, strategies. The difference between them was how well they executed that strategy. This forms the basis of Scott's 4A framework for driving executional excellence: ✅ Agility - This is your proficiency at learning rapidly and responding to change. It's not new news to anyone that business is dynamic with market shifts constantly in motion. Those who learn from these shifts and take action on them the fastest will be operating like they are playing a game with cheat codes on. But there are no cheat codes and every team is capable of being more agile if they keep their eyes on the market and make an active effort to avoid getting complacent. ✅ Architecture - This is your infrastructure and supporting systems. It encompasses both they way you operate and the technology you employ. So many teams give very little thought to how work gets done. Any place where you can drive even the smallest operational efficiency will have a big impact if you combine enough of them. This is why I'm also bullish on tech stacks being as efficient and as simple as possible. If your team is spending more time managing the software than strategically deploying it to amplify their impact then that is a problem. ✅ Ability - This is the talent of your team and their collaborative capacity. This one is pretty simple. You can't have a top performing team unless you have top performing team members. You need a thoughtful system for evaluating talent and be prepared to offer above market compensation when you identify above market talent. Also, don't overlook the team's collaborative capacity. You can have superstars in every individual role, but if they don't work well together the collective efforts of the team will suffer making each team member a worse performer than if they were working on their own. ✅ Alignment - This is clear intent, high expectations, and accountability. This is a sneaky one where unless you're on top of all 3 of those elements you won't have true alignment. Things like OKRs, KPIs, and other goal setting systems lull teams into a false sense of security. They think they have alignment simple because these systems exist. Bad OKRs are about as useful as having no goals at all. Achieving alignment is not a once a quarter thing. It's a continuous effort to provide more clarity and hold people accountable. #leadership #management #books

Your tech stack is your biggest opportunity to improve your marketing right now. Not AI. Not influencers. Not new creative. Start by understanding: 1. Where your data is stored 2. How your data is enriched 3. How it all flows from one place to another 👉 You might find a leak. Or two. The top things you want to know are: 1. Are you missing prospects? 2. Are you missing chances to engage with prospects? 3. Are you missing opportunities to send value conversion signals back to ad platforms? You can build the plan while you fly. But there is no point in adding gas when the engine is leaking.

AI tools. CDPs. DAMs. Shiny objects everywhere. It’s easy to fall for the promise of more tech. But without a plan, that stack starts stacking you. MarTech only performs when every platform has a purpose, every user is accountable, and every dollar spent ties back to a strategic outcome. I’m joined by Kathie Johnson (formerly Sitecore) and Kris Salazar (Appcast, Inc) to talk about MarTech headaches, from stack bloat to AI overload to the brutal cost of tools no one’s using. Because building a smarter stack means cutting dead weight, keeping what helps, and making sure every platform has a champion who’s accountable for its impact. In this episode:  Kathie on using MarTech maps and AI to get a 30% efficiency boost  Kris on quarterly audits, tool ownership, and measurable outcomes  Why both agree that stack success starts with strategy and ownership Plus:  + What to look for in a tech audit  + Why data clarity is the key to real personalization  + How to avoid tech for tech’s sake  + The spending rule that keeps budgets balanced Tune in for a reality check on what it takes to make your MarTech stack deliver without adding more to the pile. Listen via the link in the comments.

Are you making the most of your tech stack, or is it slowly turning into a cumbersome burden? Before you add yet another tool to your arsenal, consider these crucial points to ensure you're optimizing, not complicating your workflow. 1) Assess Existing Tools: Start by examining the tools you already have at your disposal. Is there something in your current arsenal that can accomplish the same task, perhaps with a few upgrades or modifications? This can prevent unnecessary duplication and help leverage your existing investments. 2) Resource Availability for Management: Integration of a new tool isn’t just about the setup; it’s also about ongoing management. Consider whether your team has the capacity and expertise to handle this new tool. Think about maintenance, troubleshooting, and updates—do you have the necessary resources to manage these aspects when issues inevitably arise? 3) Consolidation Possibilities: Evaluate the potential benefits of consolidating multiple tools into a more comprehensive platform like HubSpot. Could replacing several specialized tools with one integrated system streamline operations and reduce costs? This step involves looking at how many tools you currently manage and whether a unified platform could simplify processes and bring about cost efficiencies. Taking the time to consider these aspects will help ensure that any new addition to your toolset is a decision that adds value and efficiency to your operations. Reflecting on these points provides a thoughtful approach to managing your technological resources effectively.

Here's the tech stack I am using to bootstrap Attribution Academy and #Hubsessed. CRM: HubSpot Integration: Zapier Scheduling: Calendly Communication: Slack Graphic design: Canva Project management: Notion Meeting Recording: AskElephant Sales automation: PhantomBuster Content repurposing: SummarAIze Content generation: Google Gemini Video recording/editing: iMobie Focusee & Riverside LMS, website, marketing automation, newsletter, invoicing, payments: Kajabi All-in, this runs me a little under $350 per month, which means if I can sell 1 course per month, my tech spend is more than covered. This is by design. Here are some choices I made when setting it up this way: Make it a low risk venture: I'm not a salesperson at heart. So with low overhead, I don't need to chase aggressive sales targets just to keep the engine running. If I am having an off day, I can rest without worrying that I am risking the business. Leverage AI + automation as a force multiplier: This list of tools is curated to replicate the functions of a small team. If I can spend some time up-front to automate things like the podcast guest speaker onboarding I posted about earlier in the week, it's going to save me hours of time down the line so that I can use more of my time on strategic focuses. Use a "hub and spoke" strategy: I wanted to do as much as I reasonably could in a single platform, without sacrificing too much functionality. Is Kajabi the best marketing automation tool or payments platform? No. But it checked enough boxes that I was comfortable consolidating a bunch of functions into it, since I was going to be paying for it anyway as my LMS. You don't need a massive budget or a complex, custom-coded platform to build a scalable business. You need a strategic, lean, and highly automated system.

You don't have to overcomplicate process. Especially when it comes to managing your stack. We use a simple AirTable template to help manage and track our tech, and today, we're sharing it with you. Grab a copy in the comments. I'm also including a glossary of what each column should dictate in your thinking below:  1. 𝗧𝗼𝗼𝗹: Each software or platform is a cog in your growth machine.  2. 𝗛𝗶𝗲𝗿𝗮𝗿𝗰𝗵𝘆: This is like a family tree for your tech. It categorizes tools into 'Platforms' or 'Applications,' clarifying their role and importance in your ecosystem.  3. 𝗗𝗲𝗽𝗮𝗿𝘁𝗺𝗲𝗻𝘁: Who's using what? This column reveals cross-departmental dependencies and collaboration, breaking silos and fostering unity.  4. 𝗣𝘂𝗿𝗽𝗼𝘀𝗲/𝗨𝘀𝗲 𝗖𝗮𝘀𝗲: A tool's value is only as good as its use. This description ensures that each tool is leveraged to its maximum, aligning with your strategic goals.  5. 𝗘𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗨𝘀𝗲𝗿 𝗦𝘁𝗼𝗿𝗶𝗲𝘀: (To be filled) These are your tools' untold stories. Do you know how they're used? This insight is gold for optimizing and personalizing your stack.  6. 𝗨𝘀𝗮𝗴𝗲: Are you overpaying for underused tools? This column helps assess tool utilization, guiding decisions on upgrades or cost-cutting.  7. 𝗢𝘄𝗻𝗲𝗿: Who's in charge? Assigning a primary person to each tool simplifies accountability and management.  8. 𝗠𝗼𝗻𝘁𝗵𝗹𝘆 𝗕𝗶𝗹𝗹𝗶𝗻𝗴 & 𝗬𝗲𝗮𝗿𝗹𝘆 𝗖𝗼𝘀𝘁: Keep your budget in check. This vital financial data helps in strategic planning and identifying cost-saving opportunities.  9. 𝗗𝗮𝘁𝗲 𝗼𝗳 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲/𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝗦𝘁𝗮𝗿𝘁 & 𝗥𝗲𝗻𝗲𝘄𝗮𝗹 𝗗𝗮𝘁𝗲: Never miss a renewal. These dates ensure you're always in control and avoid service interruptions. 10. 𝗡𝗼𝘁𝗲𝘀: The devil's in the details. This space is for those extra nuggets of information that don't fit elsewhere but are crucial for a comprehensive view.     11. 𝗨𝘀𝗲𝗿 𝗦𝘁𝗼𝗿𝘆 𝗧𝗲𝗺𝗽𝗹𝗮𝘁𝗲: A link to a Notion template (where applicable) for documenting user stories with examples. This enhances your understanding of user needs, making your tech stack customer-centric. Find the AirTable tracker, User Story template, and instructions in the comments! #techstack #marketingtechnology #salestech #crm #hubspot

Not getting "value" out of your MarTech stack? Then what are you paying for? 🤷♂️ There’s a common thread that runs through the stacks I see across many companies, and it’s what I like to call a Ghost Buyer. 👻 Yes, your stack was bought by apparition with soul coins and you're paying the blood price. 👿 A Ghost Buyer is the individual at the company who bought a specific piece of MarTech to solve a specific problem and then left without leaving a sufficient knowledge transfer, either in the form of documentation or in their successor. 😑 So now you have another MarTech tool you're paying for, a best guess at what it's used for, and a series of meetings set up with the success manager at the platform to explain other uses of the tool, but no historical context. To uncover whether this MarTech tool is useful, try this: ☝ 1️⃣ Break down the tool into its set of features. Let's say you're evaluating a loyalty platform, the specific features would be things like: manages and tracks referrals between my users, tracks and issues rewards based on specified activity, etc. (Also, shoutout to our partner Talon.One for having the best solution in this space) 2️⃣ Determine which business use cases you are solving with each of those features. Are you leveraging the entire platform or just one aspect? Are you using this just for a referral engine, or are you leveraging the rewards aspect. 3️⃣ Compare each feature against similar or entirely overlapping features in other tools in your MarTech stack. Are any of the features comparatively better based on the use cases you're trying to solve for? Is the incremental cost for that feature driving a significant incremental outcome? So before you go Ghost Bustin' and start eliminating the stack, double check you're not leaving money on the table by reducing your capability. 👻

I've been thinking about this a lot lately. In RevOps, we're constantly evaluating our tech stack to optimize efficiency and drive revenue. The constant call of "best-in-class" solutions is powerful, promising unparalleled features and peak performance. But after years in the trenches, I've learned a crucial lesson: "best-in-class" doesn't always translate to "best for your business." Here's why: Complexity Can Kill Adoption: A tool overflowing with features might sound great on paper, but if it's too complex for your team to effectively use, you're not getting ROI. Simplicity and ease of adoption often trump an exhaustive feature list. Integration Over Isolation: A single "best-in-class" tool that doesn't play well with the rest of your ecosystem can create data silos and operational headaches. A connected, harmonious tech stack – even if some components aren't individually "best-in-class" – often delivers superior results. Cost vs. Value: The price tag of a "best-in-class" solution can be significant. It's vital to assess if the incremental benefits truly justify the cost, especially when a more affordable, yet highly effective, alternative might exist. Tailored to Your Workflow: Every business has unique processes and nuances. A "best-in-class" tool built for a generic use case might force you to adapt your proven workflows, rather than enhancing them. Look for tools that flex to your way of working. The "Good Enough" Principle: Sometimes, a "good enough" solution that integrates seamlessly, is user-friendly, and meets 80% of your needs is far more valuable than a hyper-advanced tool that only a few power users can leverage. My philosophy as a RevOps leader has evolved: focus on "best-fit" over "best-in-class." This means deeply understanding your business's specific needs, your team's capabilities, and your existing infrastructure before making tooling decisions. What are your thoughts? Have you experienced the pitfalls of pursuing "best-in-class" without considering "best-fit"? Share your insights below! #RevOps #RevenueOperations #TechStack #SaaS #BusinessStrategy #Tooling #Efficiency #ROI