Ah, the world of B2B Marketing Operations. It’s like a magic trick: you start with a sleek, polished stack of MarTech tools, and next thing you know, there’s an extra 50 SaaS subscriptions creeping around in the shadows. They’re like the mythical creature of MarTech: The SaaS-quatch. No one knows exactly how many are out there, but everyone feels their lurking presence.
And let’s be real here: it’s not always what’s written down in the budget spreadsheet that bites you. Oh no, it’s that rogue tool that someone’s been sneaking in through their credit card bill, the one you had no idea about until a frantic finance team starts showing you the receipts. It’s like finding an old Netflix password under the couch cushion. It shouldn’t be there, yet somehow it is.
These sneaky, forgotten tools, hidden under the radar, are what we call “shadow stacks.” And just like how you’d hunt a Sasquatch, finding and slaying these rogue elements is a mix of strategy, technology, and a healthy dose of detective work.
The curse of rogue tech: "The forgotten platform" and its sneaky cousins
For years, Marketing Operations teams have quietly (or not-so-quietly) been battling a growing creature lurking in their budgets: "The Forgotten Platform". This elusive beast first appeared back in 2019 ish, often disguised as a seemingly harmless free trial or a tool that promised to be the silver bullet for a short-term marketing initiative.
It starts innocently enough: someone discovers a shiny new tool that claims to save time, boost performance, or “integrate with everything” (we've all been there). Before you know it, that free trial turns into a $1,500-per-month recurring subscription, and no one can quite remember signing off on it. The Forgotten Platform is born.
But unlike Bigfoot, "The Forgotten Platform" doesn't leave footprints - it leaves behind email receipts, late-night credit card charges, and a pile of unused, neglected licenses.
The only thing it hunts is your budget.
And the thing is, you're not alone in this struggle. Research suggests that 70% of companies have some form of rogue tech floating around in their organization. It could be a freemium tool someone started using because it was "free for the first 30 days," or a random license purchased with the best of intentions, only to be forgotten once the tool’s initial allure wore off. These shadow tools may be small, under-the-radar, or just plain forgotten, but they add up over time and quietly siphon away your budget. Because they often don't appear in the official MarTech stack, no one notices the slow drain on resources - until it’s too late.
The real damage doesn’t come from the big-ticket items either; those are easy to spot. The problem lies in the seemingly harmless subscriptions that go unnoticed and pile up in the background. So, it’s time to get your detective hat on and start hunting these rogue tech monsters before they consume your resources completely.
The MarTech audit: Your tactical weapon
Step one in the hunt for your SaaS-quatch: a thorough MarTech audit. It’s a bit like a spring cleaning, but for your tech stack. You’re going to go through every tool, license, and account with a fine-tooth comb to make sure no shadow stack creatures are lurking in the dark corners.
Here’s how to do it:
Talk to the teams
Marketing teams can sometimes become a little too... enthusiastic when it comes to trying new tools. And who can blame them? We all want to experiment, optimize, and stay ahead of the curve. But this enthusiasm can also lead to purchases that may not align with the bigger picture.
Sit down with your Marketing Ops team, your content team, and any other team who may have purchased software over the past year or two. Ask them about the tools they’re using - and more importantly, why. You’ll be amazed at the number of “forgotten” tools that crop up in these conversations. Some tools are loved by teams but are so niche that no one else is aware of them. These are your SaaS-quatches.
Get the financials in line
The next step in hunting down rogue tools is to get access to the financials - specifically, the company’s credit card statements, payment systems, and all those accounts with a subscription model. Start by identifying any recurring charges related to marketing tools. These will often show up as unmarked or ambiguous entries, such as “Tool Co” or “App Inc.” at odd dollar amounts.
Once you’ve got the statements in front of you, make sure to cross-check these with your list of official tools. If anything doesn’t match, it’s time to ask questions.
Track Usage Data
The next step is to look at actual usage data for your tools. Every tool worth its salt has some form of tracking or reporting built in, so check the usage reports. If something hasn’t been used in months but is still racking up charges on the company card, it’s time to start questioning whether it’s still needed.
This process should also help identify any licenses that were purchased but haven’t been accessed. This is another sign of The Forgotten Platform making its presence felt.
Check for trial account renewals
One of the most insidious ways rogue tools sneak into the tech stack is through trial accounts that automatically renew. You’ve all been there — you sign up for a free trial, but before you know it, you’ve forgotten to cancel, and the tool’s been auto-renewing every month since.
Check for trial-to-paid transitions in your accounts. Most tools will send a notification when they transition from a free trial to a paid account, but if the tool is “forgotten,” you might miss these alerts.
Involve your IT and Security Teams
While marketing teams are often the ones driving the adoption of new tools, your IT and security teams are critical in spotting shadow stacks. They’ll have insights into what’s been deployed across the company, whether it’s secure, and if there are any compliance risks tied to certain platforms. IT is often the unsung hero in these audits, so don’t skip this step.
Slaying the Beast
Once you’ve done your due diligence, it’s time to slay the SaaS-quatch. This is where the real work begins, because you’ll need to address what to do with the rogue tools you’ve found.
Evaluate the value of each tool: Just because a tool isn’t officially part of your stack doesn’t mean it’s useless. In fact, it may have value. If you find a tool that’s been used regularly but wasn’t part of your official plan, ask yourself: Is it still relevant? Does it add value to the company?
Consolidate and streamline: The goal here is to reduce complexity and improve efficiency. Consolidate similar tools. If you’ve got three different tools for email marketing, for example, do you really need all of them? Consolidating platforms reduces tech debt and streamlines operations.
Set up clear guidelines: The best way to avoid this situation in the future is by setting clear guidelines for software purchases and usage. Create a transparent approval process, and ensure every new tool purchase is logged, tracked, and reviewed regularly.
Communicate with the team: Make sure that everyone is on the same page about the tools you are using and why certain rogue tools need to be decommissioned. Getting buy-in from the team will make it easier to eliminate unneeded tools without causing friction.
The aftermath: Ongoing vigilance
The hunt for shadow stacks doesn’t end after the first audit. The beast of rogue tech is ever-present, and vigilance is key. Set up regular check-ins, audits, and reviews to ensure that your tech stack remains lean and aligned with your goals.
SaaS-quatches don’t stay gone for long.
The MarTech wilderness is filled with hidden tech, and it’s time to make sure your stack isn’t haunted by "The Forgotten Platform" anymore. May your shadow stack be slayed and your budget be freed!
Talk to us about our MarTech Audit service.
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