What a Technology Audit Should Actually Find

A technology audit that inventories every tool in a marketing stack produces a long document and limited action. A useful audit instead identifies where data isn't flowing correctly between systems, where a tool is duplicating another's function, and where an integration everyone assumes exists actually doesn't.

The most valuable finding in most audits we run is a broken or missing connection between two systems that everyone had assumed was working — something an inventory alone wouldn't surface.