This session will equip marketing operations professionals with the practical strategies needed to conduct a thorough audit of their MarTech stack. We'll explore how to identify underutilized tools, eliminate redundancies, and ensure every technology actively contributes to business goals. Attendees will learn how to optimize their investments, improve data flow, and enhance overall operational efficiency, ultimately transforming their MarTech stack from a collection of tools into a powerful, integrated ecosystem. Key learnings: - Audit for efficiency by identifying redundant, underperforming, or unused MarTech solutions. - Optimize your investments through strategic vendor consolidation and negotiation. - Improve data integrity and flow by ensuring seamless integration across your refined stack.