Rationalize a Revenue Tech Stack

Learning Objectives

• Audit existing tools and their purposes
• Identify overlapping functionality
• Evaluate integration gaps
• Propose consolidated stack

Scenario

GrowthCo acquired two companies last year and now has a bloated tech stack:

CRMs: Salesforce (main), HubSpot CRM (from Acq 1), Pipedrive (from Acq 2)
Marketing: HubSpot Marketing, Marketo, Mailchimp, Pardot
Sales Engagement: Outreach, SalesLoft, Apollo
Conversation Intel: Gong, Chorus
Data: ZoomInfo, Clearbit, 6sense, Bombora
CPQ: Salesforce CPQ, PandaDoc, DocuSign
BI: Tableau, Looker, Google Sheets everywhere
CS: Gainsight, ChurnZero

Total annual spend: ~$850,000
Headcount: 120 employees (40 in GTM roles)
ARR: $15M

Instructions

1. 1Review the current tech stack inventory
2. 2Map tools to RevOps functions
3. 3Identify redundancies and gaps
4. 4Evaluate total cost and value
5. 5Propose a rationalized stack
6. 6Create migration/sunset plan

Deliverables

• Current state tool inventory with costs
• Function mapping (what does what)
• Redundancy analysis
• Proposed target state architecture
• Migration plan with timeline
• Projected savings and ROI

Evaluation Criteria

• All tools are accounted for
• Redundancies are correctly identified
• Target state covers all required functions
• Migration plan is realistic
• Savings estimate is defensible