Global IT Leader Cuts MarTech Costs by $1.5M

Overview

A global IT services leader undergoing major organizational consolidation needed to unify its fragmented marketing technology ecosystem. With over 100 MarTech tools across four architectures and 75 stakeholders across 20 business units, the setup created inefficiencies, silos, and high costs. The client also faced a mandate to reduce licensing spend by $1.1M annually without compromising performance.

Altudo implemented a structured MarTech rationalization program, beginning with a comprehensive audit to identify overlaps and inefficiencies, followed by a centralized governance framework to streamline operations and improve vendor management.

The optimized ecosystem reduced MarTech components by 40% (from 109 to 66), achieved $1.5M in annual savings, and delivered a scalable model for future growth. A three-year roadmap and marketing battlecards for ABM, automation, and social management further improved operational efficiency and alignment across teams.

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. 

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