Martech
From 200 tools to 30 capabilities
Legacy martech estates grow by accident. Every campaign, region and agency adds a tool. Few are ever switched off.
Start with capabilities, not vendors
Map what the business actually needs to do, then map tools against it. Overlap becomes obvious.
Consolidate in waves
Retire low-risk duplicates first to fund the bigger migrations.
Govern what remains
A small design authority stops the estate from sprawling again.