/digital-marketing-pro:martech-audit skill

/digital-marketing-pro:martech-audit

Purpose

Evaluate the current marketing technology stack for gaps, overlaps, integration issues, and optimization opportunities. Produces a comprehensive stack assessment with actionable consolidation and upgrade recommendations tied to ROI projections and implementation feasibility.

Input Required

The user must provide (or will be prompted for):

• Current tools/platforms: List of marketing tools in use, organized by category if possible (e.g., CRM: Salesforce, Email: Mailchimp)
• Budget for martech: Current annual martech spend and available budget for changes or additions
• Team size and technical skill level: How many people use the stack, their roles, and technical proficiency (beginner, intermediate, advanced)
• Primary marketing goals: What the stack needs to support (lead gen, e-commerce, content marketing, ABM, retention, etc.)
• Pain points with current stack: Known issues, bottlenecks, manual workarounds, data silos, or team frustrations
• Growth plans: Expected team or business growth that may affect stack requirements in the next 12-18 months
• Compliance requirements: Any data privacy, security, or regulatory constraints (GDPR, HIPAA, SOC 2, etc.)
• Integration priorities: Which tools absolutely must talk to each other (e.g., CRM-to-email, ads-to-analytics)
• Evaluation scope: Full stack audit or focused assessment of specific categories (e.g., just analytics, just automation)

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions and relevant category files. Check for custom templates at ~/.claude-marketing/brands/{slug}/templates/. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/digital-marketing-pro:brand-setup)?" — or proceed with defaults.
2. Map current stack to marketing functions: Categorize every tool across 11 core functions — CRM, email/marketing automation, analytics/BI, paid advertising, social media management, CMS, attribution/tracking, data/CDP, content creation, SEO, and customer support
3. Identify gaps: Flag marketing functions with no tool coverage, assess the business impact of each gap, and recommend solutions at multiple price points
4. Identify overlaps: Detect multiple tools serving the same function, quantify redundant license costs, and estimate wasted spend from feature duplication
5. Assess integration quality: Evaluate data flow between tools — native integrations, API connections, middleware (Zapier, Make), manual CSV transfers, and isolated data silos that break reporting
6. Benchmark against industry stack patterns: Compare the stack composition, tool count, and spend-per-employee against industry norms for the brand's size, vertical, and growth stage
7. Evaluate cost-per-function efficiency: Calculate what each marketing function costs to operate factoring tool fees, team time overhead, integration maintenance, and training costs
8. Score stack maturity: Rate overall stack maturity on a 5-level scale (manual, basic, integrated, optimized, intelligent) with specific criteria for advancement
9. Recommend consolidation or additions: Propose specific tool swaps, upgrades, or additions with rationale — prioritized by impact, implementation effort, and team readiness
10. Assess future-readiness: Evaluate whether the current or proposed stack can support the brand's growth plans, emerging channels (AI, conversational, video), and evolving privacy requirements
11. Create migration/implementation roadmap: Phase recommendations into immediate wins (0-30 days), short-term changes (1-3 months), and strategic shifts (3-12 months) with risk mitigation and rollback plans for each transition

Output

A structured martech audit report containing:

• Stack map: Visual matrix of current tools mapped to marketing functions showing coverage, gaps, and overlaps
• Gap analysis: Uncovered functions with recommended solutions at multiple price points and priority ranking
• Overlap analysis: Redundant tools with consolidation recommendations, projected savings, and migration complexity
• Integration assessment: Data flow diagram, integration health scores, silo identification, and middleware dependencies
• Cost analysis: Per-function cost breakdown comparing current spend to optimized spend with annual savings projection
• Stack maturity score: Current maturity level with specific actions needed to reach the next level
• Recommended changes: Prioritized list of additions, removals, and replacements with ROI estimates and payback periods
• Vendor comparison notes: For recommended new tools, brief comparison of top 2-3 options with pros/cons
• Implementation roadmap: Phased migration plan with timelines, dependencies, risk factors, training needs, and rollback plans
• Future-readiness assessment: How well the recommended stack supports growth plans, emerging channels, and evolving privacy regulations
• Quick wins summary: Top 3 changes that deliver the most impact with the least effort — for executive stakeholder buy-in

Agents Used

• marketing-strategist — Stack strategy alignment with business goals, function prioritization, industry benchmarking, maturity assessment
• analytics-analyst — Integration assessment, data flow analysis, measurement infrastructure evaluation, attribution stack review