GTM Stack Audit Checklist
A GTM stack audit should expose where pipeline leaks, where costs are duplicated, and where the team is doing manual work because systems do not connect.
Published 2026-05-30 · Updated 2026-05-30
A GTM stack audit checklist should cover tool inventory, annual cost, CRM data quality, lifecycle stages, lead routing, handoff rules, source attribution, automation ownership, reporting reliability, duplicate records, security access, and workflow documentation.
Tool and cost inventory
List every sales, marketing, RevOps, enrichment, reporting, and automation tool. Capture owner, monthly cost, annual cost, renewal date, primary use case, integration points, and whether the tool is essential.
This exposes hidden cost and duplicate capability before architecture decisions are made.
CRM and data quality
Review required fields, lifecycle stages, ownership, duplicates, missing source data, stale opportunities, unworked leads, and reporting fields leadership uses for decisions.
If CRM data is not trusted, pipeline automation and AI agents will underperform.
Workflow and automation review
Document every automation and integration. Identify who owns it, what triggers it, what happens if it fails, and which business process it supports.
No-code automations are useful, but unmanaged automation becomes invisible technical debt.
What to remember.
Audit cost, workflow, and data together.
CRM data quality is the center of the audit.
Every automation needs an owner and failure path.
The output should be a prioritized roadmap, not a tool list.