Martech stack
How to diagram your marketing technology stack—sources of truth, integrations, and gaps.
A martech stack map shows which system owns which data and how events flow between analytics, CRM, ads, and product databases.
Layers to document
| Layer | Questions |
|---|---|
| Acquisition | Site, ads, SEO, referrals |
| Analytics | Web/app measurement, event schema |
| Engagement | Email, SMS, in-product messaging |
| Sales | CRM, billing, support |
| Governance | Consent, identity, retention |
Integration hygiene
- One canonical user or account ID where possible
- Named owners per integration (not “IT in general”)
- Diagram failure modes (duplicate purchase events, missing UTM persistence)
AI automation caveat
Generative copy and scoring models need labeled outcomes and human review—align automation with governance on your AI consulting roadmap before you auto-send.
Start foundations with What is martech? and measurement via GA4 implementation.