Challenges

• Operational consolidation of multiple business units into a single entity, requiring streamlined MarTech architecture.

• 75+ stakeholders from 20 MarTech business groups across different geographies, leading to complexity in decision-making.

• 109 disparate MarTech technologies deployed across four distinct architectures, causing inefficiencies.

• Mandate to reduce MarTech licensing costs by $1.1M annually while ensuring continuity of marketing operations.

• Need for a scalable and centralized governance model to support future acquisitions and market expansion.

• Lack of efficiency in marketing operations, increasing the total cost of ownership.

• Vendor management complexities due to multiple tools and platforms.

COMPANY

The client is a multinational IT service and consulting company. It operates in over 50 countries, providing services such as consulting, industry solutions, business process services, IT modernization, and managed services.

INDUSTRY

IT Service 

SERVICE PROVIDED

Martech Rationalization and Consolidation

Solutions

To address the client’s challenges, a comprehensive MarTech rationalization and consolidation strategy was implemented. The approach began with an unbiased technology audit to identify redundancies, overlaps, and gaps in the existing stack. By aligning technology with business goals, the strategy focused on maximizing the value of existing investments while identifying opportunities to streamline operations. Change management played a crucial role in ensuring a seamless transition, minimizing disruptions to marketing workflows. A centralized governance model was introduced to improve operational efficiency and vendor management, leading to a lower total cost of ownership.

Additionally, a scalable technology framework was established, enabling future expansion and accommodating evolving marketing needs. This transformation positioned the client for long-term success, balancing cost optimization with enhanced operational effectiveness.

Results

• $1.5M savings yearly in licensing costs as compared to current state

• 300+ business capabilities identified and mapped to personas, journey stages,

  and technology

• 40% reduction in Martech stack components, from 109 to 66

• 5 battlecards and change management scenarios for ABM, work management, marketing automation, lead management, and social management

• 3 years transformation roadmap detailing all planning, technology, and change management workstreams

Background

The client, a multinational IT services company, underwent a major operational consolidation, merging multiple business units under a unified entity. As part of this transformation, marketing technology emerged as a critical area requiring optimization. The client had over 100 different MarTech solutions deployed across four distinct architectures, leading to inefficiencies, high costs, and siloed operations. With over 75 stakeholders across 20 business groups, aligning the organization with a single MarTech strategy was a significant challenge. Furthermore, the client had a mandate to cut licensing costs by $1.1M annually, requiring a delicate balance between cost efficiency and operational effectiveness.

To tackle these challenges, a structured MarTech rationalization approach was designed and executed. The first step involved conducting an in-depth audit of the existing MarTech landscape to identify overlaps, inefficiencies, and opportunities for consolidation.

In addition to technology consolidation, a new centralized governance model was introduced. This framework enabled better vendor management, streamlined operations, and positioned the client for scalable growth. The governance model also enhanced employee satisfaction by reducing complexity and providing clear guidelines for marketing operations.

The outcome of this transformation was a highly optimized MarTech stack that not only delivered cost savings but also improved operational efficiency. The rationalized technology ecosystem resulted in a 40% reduction in MarTech components, bringing the total down from 109 to 66. A structured roadmap was created, outlining a three-year transformation strategy encompassing technology, process, and change management. Furthermore, five key marketing battlecards were developed to guide teams on best practices in ABM, work management, marketing automation, lead management, and social management.

Through this initiative, the client achieved $1.5M in annual savings, improved marketing effectiveness, and established a scalable operational model ready to support future growth and acquisitions.