Keep It Simple, Marketer: How to Evaluate Martech Tools Like an Investor

So this happened to me earlier this week at the MarTech Summit in Singapore… I had more than a few conversations that ended with the same question: “Is this tool really worth the investment?” 🤔

I’ll be honest. Being surrounded by some of the brightest marketers, coolest demos, and the latest marketing tech was super energizing. There’s a real buzz that comes from swapping ideas, learning about new platforms, and imagining the possibilities. ⚡ But that same buzz can quickly morph into overwhelm when you’re faced with a dizzying lineup of dashboards, AI-powered features, and bold promises that this is the tool that will change your life (and pipeline).

Sound familiar? You’re not alone.

In a sea of tools, demos, and jargon-filled pitches, how do you actually cut through the noise and decide whether to pull the trigger on a new martech investment?

Here’s a radical idea: Keep. It. Simple. 💡 Strip away the vanity metrics, the shiny features, and the FOMO. Because at the end of the day, if a tool doesn’t help your business make more profit — by increasing revenue or reducing costs — then it’s probably not worth your time (or budget). 📉💸

Let’s dive into how to make smarter, simpler, and more business-driven decisions when evaluating your next martech investment.

Why Marketers Overcomplicate ROI 🤯

Let’s face it. Marketers are notorious for falling in love with shiny new tools. It’s easy to get swept up by sleek demos, AI-powered this, machine-learning that, and dashboards that look like they belong on the Starship Enterprise. 🛸

But here’s the thing:

🔧 Features Over Functions

We often focus on what a tool can do rather than what it should do for our business. That leads to complexity over clarity and, ultimately, clutter in your stack.

📊 Too Many Metrics, Not Enough Meaning

With every tool claiming to give you “data-driven insights,” we end up swimming in KPIs but still struggle to make decisions that move the needle.

🧠 Analysis Paralysis

You’ve got dashboards for days but no clear next step. Sound familiar? When you try to track everything, you end up understanding nothing.

✅ The Shift Needed

It’s time to stop asking, “Is this tool cool?” and start asking, “What’s the business impact?” The real question is: Does it move us closer to profit?

The KISS Framework for Martech Justification 💡

“Keep It Simple, Stupid (but Smart).” 😄

Let’s bring it back to the one question that really matters:

👉 Will this tool drive profit?

Everything else is noise. Strip away the fluff and focus on the two simple levers that drive profit: Revenue Growth and Cost Reduction.

💰 Revenue Growth

Invest in tools that earn their keep by helping you sell more or sell better:

• Improve conversion rates: CRO tools, smarter funnels, or better lead scoring.
• Enhance personalisation: More relevant emails or platform experiences = more engagement = more sales.
• Boost retention: Loyalty platforms and CRM systems that drive repeat purchases = higher LTV.

💸 Cost Reduction

Save time, cut waste, and do more with less:

• Automation: Think email workflows, content AI, and smart scheduling.
• Reallocate manual effort: Free your team from grunt work so they can focus on strategy.
• Better targeting: Stop burning ad dollars. Smarter targeting = less waste, more ROI.

A Finance-Informed Lens on Martech Investment 📊

Here’s where my background in finance and asset management comes in handy. Let’s take a step back and think like an investor.

🧮 Net Present Value (NPV) for Marketing Tools

Every martech tool is a business investment. And every good investor asks:

“Will the return outweigh the cost and is it better than using that money elsewhere?”

Break it down like this:

• Upfront Cost: Licenses, integrations, onboarding, training. 💵
• Benefits Over Time: Either in revenue gains or cost savings over 12 months (a typical contract period).
• Opportunity Cost: What else could you do with that money?

So the mental model becomes:

“Will this tool deliver more value than its cost over a 12-month horizon?”

Even if you don’t build a full spreadsheet model, this mindset helps you make smarter, more grounded decisions.

Simple NPV Breakdown:

• 🧾 Initial Cost = license + internal hours for implementation
• 📈 Forecasted Impact = estimated uplift in conversions or time saved
• 🔁 Discount Rate = your company’s risk appetite or benchmark ROI

No buzzwords. Just business thinking.

How to Build a Simple Business Case Without Drowning in Data 🛠️

Don’t worry, you don’t need to be a spreadsheet wizard to justify a tool. Just follow this simple, no-fluff approach:

1. Start with a Hypothesis

“If we implement this tool, we expect a 10% increase in lead conversion.”

2. Estimate the Dollar Impact

10% more leads converted × average revenue per lead = projected revenue gain

3. Add the Estimated Cost

Subscription fee + implementation hours (people x time)

4. Consider the Time to Impact

Will results show up in weeks or months? How fast can we get to value?

5. Align with Stakeholders

Finance and leadership don’t care about CTRs or impressions. They want to know if this makes or saves money. Talk in business terms and not just marketing jargon.

🚀 Final Thoughts: Be the Bridge Between Marketing & Business

At the end of the day, marketing isn’t just about crafting clever campaigns or plugging in the latest tools. It’s not just creative, and it’s not just technical — it’s a growth engine. 💡

And the most effective performance marketers? They think like investors. 📊 They know that every tool, every tactic, and every touchpoint needs to serve a higher purpose: profit.

When you lead with simplicity, profit-focused thinking, and business clarity, something powerful happens:

👉 You stop chasing shiny objects.

👉 You start making confident, data-informed decisions.

👉 And most importantly, you become a true strategic partner to the business. And not just the person who runs the ads or manages the tech stack.

So here’s your next move:

💬 If you’re currently evaluating a martech tool or stuck in one that isn’t performing, ask yourself: What’s the impact on profit?

If you can’t answer that clearly, maybe it’s time to go back to basics. Strip away the noise, follow the numbers, and focus on what actually moves the needle.

Because sometimes, the smartest strategy is the simplest one. 💥