Data layer · extends “Customer” in the approach
A stack that carries the signal all the way through.
A martech stack is a pipe, and pipes leak at joints. We audit what is connected, what is manual, what overlaps and what is unused, then fix the few integrations that carry signal before anyone buys anything new.
Where the value leaks
Three ways it goes missing.
- 01
Consent and tag gaps
Blocked tags and missing consent quietly remove a slice of buyer behavior before it ever reaches a tool that could use it.
- 02
Joints run by hand
An export every Monday is an integration that stops when someone is away, and everything downstream goes stale with it.
- 03
Overlap and shelfware
Two tools doing one job, and seats and features paid for and never switched on, are usually in the same places the signal is being lost.
The leak, shown
Six tools, five joints, and the arithmetic that leaves a minority of buyer behavior reaching the CRM.
Six tools · five joints · what is left at the end
Illustrative$120M B2B manufacturer
Ad platforms
88% of licence used
→92%passes on
LiveClick IDs kept
Tag + consent
64% of licence used
→78%passes on
LeakingConsent blocks 22%
Web analytics
72% of licence used
→85%passes on
LiveServer events
Customer data
35% of licence used
→70%passes on
ManualCSV every Monday
Automation
41% of licence used
→95%passes on
LiveNative sync
CRM
76% of licence used
Signal that reaches a seller
92% × 78% × 85% × 70% × 95% =
0%
2 overlapping tools
Two email platforms and two form tools doing one job each.
3 joints run by hand
Exports and uploads that stop when someone is away.
37% of licences unused
Seats and features paid for, never switched on.
How we ensure the value
A baseline, a standing control, and proof.
The same three moves on every engagement, so a gain is a number against a starting point, held by a rule with an owner, and reported whether or not it flatters us.
- 1
Baseline
We map every tool, joint and licence, and measure the share of buyer behavior that reaches the CRM and how much of each licence is actually used.
- 2
Standing control
One owner for every joint, a change log for tags and integrations, and a rule that nothing new is bought until the audit shows the gap it fills.
- 3
Proof
Signal reach and licence use are re-measured on the same method each quarter, with spend retired and signal recovered shown side by side.
What you get
What we hand over.
- A stack map: tools, joints, owners and licences
- A signal-loss measurement at every joint
- A retire, connect and keep list, with the savings
- Consent and tag remediation
- A change-control process so the stack stays clean
Next