It’s the Christmas season and opening presents is an exciting time. You know. You get something you’ve been wanting and plan to use it every day. Month’s later, it’s in storage waiting for the eventual trip to the garage sale box or Goodwill donation.

Marketing technology has a lot in common with Christmas gifts. There is technology from a wide variety of areas and all of them solve for some marketing challenge. So, out of the box, every technology is exciting.

But how many of your software purchases are core to your everyday? In my world, analytics, social media mining, project management, website management and chat and file sharing software meet everyday needs. There are other softwares I use weekly, like search supportive software. But when that software you use periodically falls off the list, you need to do an internal audit.

MarTech Audit