MarTech Stack Documentation - Complete Technology Architecture
Date: 2024
Version: 1.0
Category: Technology Infrastructure & Tools
Executive Summary
Stack Overview
Our MarTech stack consists of 28 integrated tools across 8 categories, representing a $487,000 annual investment that drives $18.5M in influenced revenue (38:1 ROI). The stack is designed for scalability, supporting our growth from $25M to $100M ARR.
Key Metrics
- Total Tools: 28 active, 5 sunset planned
- Annual Cost: $487,000
- Cost per Employee: $4,870
- Integration Points: 67 active connections
- Data Volume: 2.3M records, 145GB
- Stack ROI: 3,800%
Core Platform Architecture
CRM Hub: Salesforce
Purpose: Central system of record for all customer data
Configuration: - Edition: Enterprise Edition - Users: 85 licenses - Cost: $127,500/year - Contract: Annual, renews June 2025 - Admin: RevOps Team
Key Features Used: - Sales Cloud (Opportunities, Forecasting) - Service Cloud (Cases, Knowledge) - Platform (Custom Objects, Workflows) - Einstein Analytics - Mobile App - Pardot Connector
Customizations: - 23 custom objects - 147 custom fields - 34 validation rules - 67 workflow rules - 12 process builders - 28 reports/dashboards
Integrations: | System | Method | Frequency | Data Flow | |--------|--------|-----------|-----------| | Pardot | Native | Real-time | Bidirectional | | Gong | API | Real-time | Unidirectional | | Outreach | API | 15 min | Bidirectional | | Clearbit | API | Real-time | Unidirectional | | DocuSign | Native | Real-time | Bidirectional | | Stripe | API | Hourly | Unidirectional | | Zendesk | API | 15 min | Bidirectional |
Performance Metrics: - Uptime: 99.94% - API Calls: 2.3M/month - Storage Used: 45GB/100GB - Page Load: 1.2 seconds - Mobile Usage: 67%
Marketing Automation: Pardot (Salesforce)
Purpose: B2B marketing automation and lead nurturing
Configuration: - Edition: Advanced - Contacts: 50,000 mailable - Cost: $48,000/year - Contract: Bundled with Salesforce
Capabilities: - Email marketing - Lead scoring - Progressive profiling - Dynamic content - Landing pages - Forms - Drip campaigns - A/B testing
Usage Statistics: - Emails Sent: 450K/month - Open Rate: 24% - Click Rate: 3.2% - Forms: 67 active - Landing Pages: 34 active - Automations: 23 active - Lists: 156 active
Key Automations: 1. New lead welcome series 2. MQL scoring and routing 3. Event follow-up sequences 4. Re-engagement campaigns 5. Customer onboarding 6. Renewal notifications
Sales Enablement Tools
Sales Engagement: Outreach
Purpose: Sales communication and sequence automation
Configuration: - Users: 45 licenses - Cost: $54,000/year - Contract: Annual, renews March 2025
Features: - Email sequences - Call dialer - Task automation - Meeting scheduler - Analytics - Coaching tools - Mobile app
Performance: - Sequences: 34 active - Emails/Day: 3,400 - Calls/Day: 890 - Reply Rate: 12% - Meeting Book Rate: 8%
Conversation Intelligence: Gong
Purpose: Call recording, transcription, and analytics
Configuration:
- Users: 35 licenses
- Cost: $42,000/year
- Contract: Annual, renews September 2025
Capabilities: - Call recording - Transcription - AI insights - Deal intelligence - Coaching moments - Market insights
Metrics: - Calls Recorded: 2,300/month - Average Call: 27 minutes - Talk Ratio: 43% - Topics Tracked: 45 - Coaching Sessions: 67/month
Sales Intelligence: LinkedIn Sales Navigator
Purpose: Prospect research and social selling
Configuration: - Users: 25 licenses (Team Edition) - Cost: $15,000/year - Contract: Annual, renews January 2025
Usage: - InMails Sent: 450/month - Response Rate: 34% - Leads Saved: 3,400 - Accounts Tracked: 890 - SSI Score: 72 average
Document Management: DocuSign
Purpose: Contract and agreement management
Configuration: - Plan: Business Pro - Users: Unlimited - Cost: $9,600/year - Contract: Annual, renews May 2025
Statistics: - Documents Sent: 340/month - Completion Rate: 94% - Average Time to Sign: 2.3 days - Templates: 12 active
Data & Analytics Tools
Business Intelligence: Tableau
Purpose: Advanced analytics and visualization
Configuration: - Version: Cloud - Users: 15 Creator, 50 Viewer - Cost: $42,000/year - Contract: Annual, renews August 2025
Dashboards: - Executive Dashboard - Sales Performance - Marketing Analytics - Customer Success - Financial Metrics - Product Usage
Data Sources: - Salesforce (primary) - Pardot - Google Analytics - Stripe - PostgreSQL - Google Sheets
Data Enrichment: Clearbit
Purpose: Automated data enrichment and lead scoring
Configuration: - APIs: Enrichment, Reveal, Prospector - Credits: 10,000/month - Cost: $24,000/year - Contract: Annual, renews April 2025
Enrichment Stats: - Match Rate: 78% - Fields Enriched: 45 - Accuracy: 92% - API Response: 340ms
Web Analytics: Google Analytics 4
Purpose: Website and conversion tracking
Configuration: - Properties: 3 (Main, Blog, App) - Cost: Free (considering GA360) - Users: Unlimited
Key Metrics: - Sessions: 145K/month - Users: 67K/month - Conversion Rate: 2.3% - Goal Completions: 3,400/month
Data Warehouse: Snowflake
Purpose: Central data repository
Configuration: - Edition: Standard - Storage: 2TB - Compute: Medium cluster - Cost: $36,000/year - Contract: Annual, renews July 2025
Data Pipeline: - Fivetran (ETL) - dbt (Transformation) - Airflow (Orchestration) - 47 data sources - 234 tables - Daily refresh
Content & Creative Tools
Design Platform: Canva for Teams
Purpose: Marketing design and creative assets
Configuration: - Users: 15 licenses - Cost: $1,800/year - Contract: Annual, renews February 2025
Usage: - Designs Created: 450/month - Brand Kits: 3 active - Templates: 67 custom - Team Folders: 23
Content Management: WordPress
Purpose: Website and blog management
Configuration: - Hosting: WP Engine - Plan: Professional - Cost: $7,200/year - Sites: 2 (Main, Blog)
Statistics: - Pages: 234 - Blog Posts: 567 - Monthly Views: 145K - Plugins: 23 active - Uptime: 99.97%
Video Platform: Wistia
Purpose: Video hosting and analytics
Configuration: - Plan: Pro - Videos: 234 hosted - Cost: $3,600/year - Bandwidth: 500GB/month
Performance: - Views: 45K/month - Engagement Rate: 67% - Average Watch: 2.3 minutes - Conversion Rate: 4.5%
Social Media Management: Hootsuite
Purpose: Social media scheduling and monitoring
Configuration: - Plan: Team - Users: 5 - Cost: $5,988/year - Networks: 8 connected
Activity: - Posts Scheduled: 340/month - Engagement Rate: 3.4% - Messages Handled: 89/month - Reports: 12/month
Customer Success Tools
Support Platform: Zendesk
Purpose: Customer support and ticketing
Configuration: - Plan: Professional - Agents: 12 - Cost: $14,400/year - Contract: Annual, renews June 2025
Metrics: - Tickets: 890/month - First Response: 2.3 hours - Resolution Time: 8.7 hours - CSAT: 4.3/5 - Deflection Rate: 34%
Customer Success: Gainsight
Purpose: Customer health and retention management
Configuration: - Edition: Essential - CSMs: 8 licenses - Cost: $48,000/year - Contract: Annual, renews October 2025
Capabilities: - Health scores - Success plans - Renewal management - NPS surveys - Product usage tracking - Churn prediction
Results: - NRR: 108% - Churn Rate: 8% - NPS Score: 54 - Adoption Rate: 78%
Product Analytics: Mixpanel
Purpose: Product usage and behavior analytics
Configuration: - Plan: Growth - Events: 10M/month - Cost: $24,000/year - Contract: Annual, renews November 2025
Tracking: - Events Tracked: 89 types - DAU: 8,900 - MAU: 23,400 - Retention: 78% (Day 30) - Feature Adoption: 67%
Productivity & Collaboration
Project Management: Asana
Purpose: Marketing and sales project coordination
Configuration: - Plan: Business - Users: 45 - Cost: $7,200/year - Contract: Annual, renews January 2025
Usage: - Active Projects: 67 - Tasks Created: 2,300/month - Completion Rate: 87% - Templates: 23
Communication: Slack
Purpose: Team communication and collaboration
Configuration: - Plan: Business+ - Users: 100 - Cost: $15,000/year - Contract: Annual, renews February 2025
Statistics: - Messages: 45K/month - Channels: 89 active - Integrations: 34 - Files Shared: 2,300/month
File Storage: Google Workspace
Purpose: Email, documents, and storage
Configuration: - Plan: Business Standard - Users: 100 - Cost: $14,400/year - Storage: 2TB/user
Usage: - Emails: 234K/month - Documents: 5,600 active - Storage Used: 34TB - Video Calls: 890/month
Integration Architecture
Integration Platform: Zapier
Purpose: No-code automation between tools
Configuration: - Plan: Company - Tasks: 100K/month - Cost: $7,188/year - Zaps: 67 active
Key Automations: 1. Lead routing workflows 2. Alert notifications 3. Data synchronization 4. Report generation 5. Task creation
API Management: Postman
Purpose: API development and testing
Configuration: - Plan: Team - Users: 5 - Cost: $1,188/year - Collections: 34
Data Integration: Fivetran
Purpose: ETL/ELT for data warehouse
Configuration: - Connectors: 23 active - MAR: 5M rows - Cost: $18,000/year - Sync: Every 15 minutes
Connectors: - Salesforce - Pardot - Google Analytics - Stripe - Zendesk - Mixpanel - PostgreSQL - Google Sheets
Security & Compliance
Password Management: 1Password
Configuration: - Plan: Business - Users: 100 - Cost: $9,600/year - Vaults: 23
Single Sign-On: Okta
Configuration: - Apps: 28 integrated - Users: 100 - Cost: $12,000/year - MFA: Required
Backup: Spanning Backup
Configuration: - Coverage: Salesforce, G Suite - Retention: 1 year - Cost: $7,200/year - Recovery Time: <4 hours
Stack Optimization
Tool Overlap Analysis
Redundancies Identified: | Function | Current Tools | Recommendation | |----------|---------------|----------------| | Email | Pardot, Outreach | Consolidate sequences | | Analytics | GA4, Mixpanel, Tableau | Define use cases | | Documents | Google, Box | Migrate to one | | Surveys | Typeform, SurveyMonkey | Choose one |
Cost Optimization Opportunities
Potential Savings: 1. Bundle negotiations: $45K (10% discount) 2. User audit: $18K (unused licenses) 3. Tool consolidation: $36K (redundancies) 4. Annual vs monthly: $12K 5. Total Potential: $111K/year
Performance Optimization
Integration Health: | Integration | Status | Latency | Error Rate | |-------------|--------|---------|------------| | Salesforce-Pardot | ✅ | 340ms | 0.01% | | Salesforce-Gong | ✅ | 890ms | 0.03% | | Salesforce-Outreach | ⚠️ | 2.3s | 0.12% | | Pardot-GA4 | ✅ | 560ms | 0.02% | | Stripe-Salesforce | ✅ | 1.2s | 0.04% |
Adoption Metrics
| Tool | Licensed | Active Users | Adoption | Action |
|---|---|---|---|---|
| Salesforce | 85 | 78 | 92% | ✅ Good |
| Pardot | 15 | 12 | 80% | ✅ Good |
| Outreach | 45 | 34 | 76% | ⚠️ Training |
| Gong | 35 | 31 | 89% | ✅ Good |
| Tableau | 65 | 41 | 63% | ⚠️ Review |
Vendor Management
Contract Calendar
| Vendor | Renewal Date | Notice Period | Annual Cost | Owner |
|---|---|---|---|---|
| Salesforce | June 2025 | 60 days | $127,500 | RevOps |
| Pardot | June 2025 | Bundled | $48,000 | Marketing |
| Outreach | March 2025 | 30 days | $54,000 | Sales |
| Gong | Sept 2025 | 30 days | $42,000 | Sales |
| Tableau | Aug 2025 | 30 days | $42,000 | Analytics |
| Gainsight | Oct 2025 | 60 days | $48,000 | CS |
Vendor Scorecards
| Vendor | Product | Support | Value | Innovation | Overall |
|---|---|---|---|---|---|
| Salesforce | 4.2 | 3.8 | 4.0 | 4.5 | 4.1 |
| Pardot | 3.9 | 3.5 | 3.8 | 3.7 | 3.7 |
| Outreach | 4.5 | 4.2 | 4.3 | 4.6 | 4.4 |
| Gong | 4.7 | 4.5 | 4.2 | 4.8 | 4.6 |
| Tableau | 4.3 | 3.9 | 4.1 | 4.2 | 4.1 |
Negotiation Strategy
Leverage Points: - Multi-year commitments - User growth projections - Competitive alternatives - Bundle opportunities - Reference-ability - Case study participation
Upcoming Negotiations: 1. Q1 2025: Outreach renewal (target 15% discount) 2. Q2 2025: Salesforce/Pardot (bundle renegotiation) 3. Q3 2025: Tableau vs PowerBI evaluation 4. Q4 2025: Gainsight expansion
Implementation Roadmap
Current State (2024)
Maturity Assessment: | Category | Level | Target | Gap | |----------|-------|--------|-----| | Data Quality | 3/5 | 4/5 | Enrichment needed | | Integration | 4/5 | 5/5 | Real-time sync | | Automation | 3/5 | 4/5 | More workflows | | Analytics | 3/5 | 5/5 | Predictive models | | Adoption | 4/5 | 5/5 | Training program |
2025 Roadmap
Q1 2025: - Implement CDP (Customer Data Platform) - Upgrade to Salesforce Lightning - Deploy AI scoring models - Launch attribution solution
Q2 2025: - Add conversational marketing - Implement ABM platform - Upgrade to GA360 - Deploy revenue intelligence
Q3 2025: - Launch customer community - Implement PLG analytics - Add competitive intelligence - Deploy sales forecasting AI
Q4 2025: - Consolidate redundant tools - Implement data governance - Launch partner portal - Deploy customer expansion platform
Budget Projections
| Year | Current Spend | Growth Tools | Optimization | Net Spend |
|---|---|---|---|---|
| 2024 | $487K | - | - | $487K |
| 2025 | $487K | +$125K | -$75K | $537K |
| 2026 | $537K | +$95K | -$50K | $582K |
Training & Enablement
Training Programs
New Hire Training: - Day 1: Access provisioning - Day 2-3: CRM basics - Day 4-5: Role-specific tools - Week 2: Advanced features - Week 4: Certification
Ongoing Training: - Monthly tool tips - Quarterly deep dives - Annual certifications - On-demand library - Office hours
Documentation Library
Available Resources: - Quick start guides (28) - Video tutorials (67) - Process workflows (34) - Best practices (23) - Troubleshooting guides (45)
Support Structure
| Level | Response Time | Channel | Coverage |
|---|---|---|---|
| L1 | <1 hour | Slack | Business hours |
| L2 | <4 hours | Ticket | Business hours |
| L3 | <24 hours | Vendor | 24/7 |
| Emergency | <30 min | Phone | 24/7 |
Governance & Compliance
Data Governance
Policies: - Data retention: 7 years - Access control: Role-based - Privacy: GDPR/CCPA compliant - Security: SOC 2 certified - Backup: Daily, 30-day retention
Change Management
Process: 1. Request submission 2. Impact assessment 3. Stakeholder approval 4. Testing in sandbox 5. User training 6. Production deployment 7. Post-implementation review
Audit Requirements
Regular Audits: - Weekly: Integration health - Monthly: User access review - Quarterly: License optimization - Annually: Security assessment - Ongoing: Compliance monitoring
ROI Analysis
Stack ROI Calculation
Investment: - Software costs: $487K - Implementation: $125K (one-time) - Training: $45K - Administration: $180K (1.5 FTE) - Total Annual: $712K
Returns: - Sales productivity: +$3.2M - Marketing efficiency: +$1.8M - Customer retention: +$2.3M - Operational savings: +$890K - Total Annual: $8.19M
ROI: 1,051%
Tool-Specific ROI
| Tool | Cost | Value Generated | ROI |
|---|---|---|---|
| Salesforce | $127K | $2.3M | 1,711% |
| Pardot | $48K | $890K | 1,754% |
| Outreach | $54K | $780K | 1,344% |
| Gong | $42K | $560K | 1,233% |
| Gainsight | $48K | $1.2M | 2,400% |
Future State Vision
3-Year Technology Vision
2025-2027 Objectives: 1. Fully integrated revenue platform 2. AI-driven insights and automation 3. Real-time data synchronization 4. Predictive analytics throughout 5. Self-service analytics for all 6. 100% process automation 7. Unified customer view 8. Proactive system management
Emerging Technologies
Under Evaluation: - Generative AI for content - Predictive lead scoring - Intent data platforms - Conversation AI - Revenue orchestration - PLG analytics - Digital sales rooms - Customer expansion platforms
Success Metrics
| Metric | Current | 2025 Target | 2027 Target |
|---|---|---|---|
| Stack ROI | 1,051% | 1,500% | 2,000% |
| Tool Adoption | 78% | 90% | 95% |
| Integration Coverage | 67% | 85% | 95% |
| Automation Rate | 45% | 70% | 90% |
| Data Quality | 87% | 95% | 99% |
Appendices
A. Tool Comparison Matrix
[Detailed feature comparisons]
B. Integration Documentation
[Technical specifications]
C. Vendor Contracts
[Contract summaries]
D. Training Materials
[Links to resources]
E. Disaster Recovery Plan
[Backup and recovery procedures]
MarTech Stack Documentation Version: 1.0
Last Updated: 2024
Next Review: Q1 2025
Owner: Revenue Operations