To audit your GTM tech stack: inventory every tool, map each to a funnel stage (Attract / Engage / Close / Retain), flag stages with zero coverage or single-tool dependency, identify tool overlaps, calculate a coverage score per stage, and export the findings as a PDF. Grid52 does all of this in under 20 minutes — free, no login required.
Most B2B SaaS companies have between 15 and 40 tools in their GTM stack. A fraction of those tools are pulling their weight. The rest are either redundant, misconfigured, or covering a stage that's already well-served — while leaving real gaps elsewhere.
A GTM stack audit is how you find out which is which. This guide walks through the complete audit framework — the same process RevOps consultants charge $5,000–$15,000 to run manually. You can do it yourself in 20 minutes using Grid52.
What Is a GTM Stack Audit?
A GTM (go-to-market) stack audit is a structured analysis of every software tool your revenue team uses, assessed against four criteria:
- Coverage: Is every funnel stage served by at least one purpose-built tool?
- Overlap: Are multiple tools doing the same job in the same stage?
- Integration: Are your tools passing data cleanly between stages?
- Cost efficiency: Is your spend proportional to the revenue impact at each stage?
The output is a stack map with a health score, a list of coverage gaps and overlaps, and a prioritized set of recommendations. It's the kind of analysis that typically surfaces $10,000–$30,000 in annual waste and exposes at least one critical blind spot your team didn't know existed.
Step 1: Inventory Every Tool in Your Stack
Before you can audit anything, you need a complete list of every tool your GTM team uses. This sounds obvious — but most RevOps managers are surprised by what they find when they actually look.
How to run the inventory
Pull from three sources:
- Your credit card statements and finance records. Any SaaS subscription with a recurring charge. This catches shadow IT that never made it into your official tool list.
- Your IT/security tool registry. Any tool that required SSO setup, security review, or license provisioning.
- Your team directly. Ask Marketing, Sales, CS, and RevOps each to list the tools they actually use day-to-day. Not what's approved — what's actually open in their browser.
For each tool, record: tool name, primary function, annual cost (or monthly × 12), number of users, and the team/person who owns it.
Example inventory: 18-tool Series A SaaS stack
| Tool | Function | Owner | Annual Cost |
|---|---|---|---|
| HubSpot Marketing | Marketing automation, email | Marketing | $14,400 |
| Salesforce | CRM | RevOps | $28,800 |
| Apollo.io | Prospecting, sequencing | Sales | $7,200 |
| Outreach | Sales engagement / sequences | Sales | $12,000 |
| Gong | Conversation intelligence | Sales | $18,000 |
| Drift | Conversational marketing | Marketing | $6,000 |
| Chili Piper | Meeting scheduling / routing | Sales | $4,800 |
| Clearbit | Data enrichment | RevOps | $12,000 |
| 6sense | Intent data, ABM | Marketing | $36,000 |
| Intercom | Customer support, onboarding | CS | $8,400 |
| Gainsight | Customer success, health scoring | CS | $24,000 |
| Looker | BI / reporting | RevOps | $18,000 |
| Zapier | Workflow automation | RevOps | $2,400 |
| Loom | Async video / prospecting | Sales | $1,800 |
| LinkedIn Sales Nav | Prospecting, social selling | Sales | $9,600 |
| PandaDoc | Proposals, e-signatures | Sales | $4,200 |
| Recurly | Subscription billing | Finance | $6,000 |
| Segment | Customer data platform | RevOps | $18,000 |
Total annual spend: ~$231,600. Now let's see where that money is actually going.
Step 2: Map Every Tool to a Funnel Stage
Once you have your inventory, assign each tool to the funnel stage(s) it primarily serves. Use a four-stage model:
- Attract — Demand generation, brand, content, SEO, paid media, ABM/intent
- Engage — SDR outreach, marketing automation, conversational marketing, demos
- Close — CRM, sales engagement, proposals, e-signatures, revenue intelligence
- Retain — Customer success, onboarding, health scoring, support, expansion
Some tools serve multiple stages — that's fine. Map them to their primary stage for scoring purposes, and note the secondary coverage as a bonus.
Don't overthink the mapping. The goal isn't perfect categorization — it's identifying which stages have adequate coverage and which are dangerously thin. An approximate map surfaces 90% of the insight.
Mapping the example stack
Already a pattern is visible: Attract and Close are well-covered. Engage has moderate coverage with some redundancy. Retain is critically thin — Intercom and Gainsight are doing all the work with no backup or depth coverage for expansion revenue.
Map your own stack in Grid52
Add your tools, drag them to funnel stages, and get your Revenue Health Score automatically. Free, no login required.
Try Grid52 Free →Step 3: Identify Coverage Gaps
A coverage gap is any funnel stage where you have insufficient tooling to support the revenue motion that stage requires. There are three types:
Type 1: Zero coverage
A stage with no dedicated tool. This is rare in mature stacks but common in early-stage companies that haven't built out their CS or expansion layer yet. A Retain score of zero means you have no tooling for customer health monitoring, proactive retention, or expansion revenue — which typically means your NRR is suffering.
Type 2: Single-tool dependency
A stage where one tool is doing everything. This is riskier than it looks. If that tool goes down, gets deprecated, or loses a key feature, you have no fallback. Single-tool stages are also common candidates for undercoverage — one tool rarely handles everything a mature funnel stage needs.
Type 3: Coverage without depth
Tools exist in the stage, but they don't cover the full range of jobs-to-be-done. For example, having Salesforce in your Close stage handles CRM — but if you have no conversation intelligence tool (Gong, Chorus, Clari) and no proposal/CPQ tool, your Close coverage is shallow even though it's not zero.
Step 4: Detect Tool Overlaps
Tool overlap is when two or more tools in your stack perform the same function in the same stage. It's the leading source of preventable tool waste in B2B SaaS companies.
The most common overlaps in a 15–30 tool stack
| Overlap Pattern | Tools | Avg Annual Waste |
|---|---|---|
| Dual sequencing tools | Apollo + Outreach, SalesLoft + HubSpot Sequences | $8,000–$15,000 |
| Dual CRM instances | HubSpot CRM + Salesforce running in parallel | $15,000–$40,000 |
| Dual data enrichment | Clearbit + ZoomInfo, Apollo + Clay | $10,000–$25,000 |
| Dual intent/ABM tools | 6sense + Bombora + G2 intent | $20,000–$50,000 |
| Dual scheduling tools | Chili Piper + Calendly | $3,000–$7,000 |
In the example 18-tool stack above: Apollo.io and Outreach are both running sequencing functions. That's an immediate $7,200–$12,000 overlap to investigate. LinkedIn Sales Navigator and Apollo also share prospecting database functionality — another overlap worth examining.
Step 5: Calculate Your Revenue Health Score
The Revenue Health Score is a 0–100 number that represents your GTM stack's overall effectiveness. Here's how to calculate it:
- Score each funnel stage (0–100) based on: number of purpose-built tools (depth), presence of critical tool categories for that stage, integration quality between tools in the stage, and absence of single-tool dependency risk.
- Weight the stages based on their revenue impact for your specific company. For most B2B SaaS, weight Engage and Close more heavily than Attract in early growth.
- Calculate the weighted average.
- Subtract penalty points for tool overlaps (5 points each) and integration gaps (3 points each).
For the example stack: Attract (88) + Engage (72) + Close (81) + Retain (48) = 289 ÷ 4 = 72 overall. With the Apollo/Outreach overlap penalty: 67.
Score interpretation: 80–100 = healthy, defend and maintain. 60–79 = moderate risk, address gaps within 90 days. Below 60 = critical risk, treat as a priority initiative.
Step 6: Export Your Audit Report
The audit is only as valuable as what you do with it. A structured PDF report is how you communicate findings to leadership, build a business case for tool consolidation, and create an accountable record of what needs to change.
A complete GTM stack audit report should include:
- Executive summary (1 page): total tools, total spend, overall health score, top 3 findings
- Stack map: visual of all tools organized by funnel stage
- Stage-by-stage health scores with red/amber/green indicators
- Gap analysis: specific coverage gaps, ranked by revenue impact
- Overlap analysis: specific tool overlaps with estimated annual waste
- Prioritized recommendations: what to cut, consolidate, and add — with cost/effort ratios
Grid52's Pro plan generates this report automatically from your stack map. The free tier gives you the raw findings; Pro and Expert users get the board-ready PDF.
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Map your stack, get your Revenue Health Score, and export a branded PDF report. The free tier gives you everything you need to start.
Start Your Audit Free → See Pro plansHow Often Should You Run a GTM Stack Audit?
RevOps teams that stay ahead of stack debt run a lightweight audit monthly and a full audit quarterly. The triggers that should always kick off an immediate full audit:
- A new VP of Sales, CMO, or CRO joins and wants to understand what they've inherited
- Your annual renewal season is approaching (typically 60 days before)
- You've just gone through a funding round and are scaling the team
- You've acquired another company or merged teams with different stacks
- Your NRR drops unexpectedly and you want to check your Retain stage coverage