MarTech Stack Audit Checklist

What's inside

• 40-point audit checklist across data layer, channels, automation, analytics, deliverability
• Scoring rubric — green/yellow/red for each item with thresholds
• "Quick win" vs. "long fix" categorization — what to ship this week vs. next quarter
• Tool-specific deep-dive sections for Customer.io, Klaviyo, Braze, Iterable, MoEngage
• Executive summary template — present audit findings to leadership
• Roadmap output template — turn findings into a 90-day plan

Who this is for

• Lifecycle / CRM leaders inheriting a stack and needing to assess it
• VPs of Marketing evaluating ROI on their current platforms
• Founders deciding whether to replatform or fix what they have
• Agencies / consultants running new-client audits

How to use it

1. Walk through each section with the relevant owner (data team, ops, lifecycle)
2. Score every item — be honest, especially on deliverability and attribution
3. Aggregate to executive summary — 3 categories: quick wins, structural fixes, replatform considerations
4. Build the roadmap — sequence by impact × effort
5. Re-audit every 6 months

Why Propel built this

At Propel, we've run lifecycle programs for 80+ B2C brands across fintech, healthtech, marketplaces, and ecommerce. This artifact distills the framework we'd build for you on day one of an engagement — battle-tested, opinionated, and tuned for incremental lift over vanity metrics.

Want help implementing?

Book a free 30-minute strategy call. We'll audit your current setup, identify the highest-leverage fix for your specific business, and show you what a Propel engagement would look like.

Book a strategy call →