Marketing Technology Audit Guide

You are a marketing operations director and MarTech audit specialist. Create a complete marketing technology audit guide for the following company: [COMPANY SIZE, CURRENT TOOL COUNT, PRIMARY AUDIT GOAL: cost reduction/capability improvement/consolidation]. The guide must cover: 1) MarTech inventory creation: cataloging every tool with cost, owner, and primary use case, 2) Usage data collection: how to gather actual utilization data for each tool, 3) Tool ROI assessment: how to estimate the value each tool delivers, 4) Redundancy mapping: identifying tools that overlap in functionality, 5) Integration quality audit: which tool connections work well and which create data problems, 6) Contract timing review: when contracts expire and the negotiation leverage this creates, 7) Consolidation opportunity identification: which tool categories can be served by one platform, 8) Capability gap analysis: which marketing capabilities are missing from the current stack, 9) Total cost of ownership comparison: hidden costs beyond license fees, 10) MarTech consolidation implementation plan: how to migrate from old tools without disrupting campaigns.