Get What You Pay For: The True Cost Of Software Underutilization

09.02.21 By


We hate to be the ones to break it to you but, chances are, you’re paying for software you’re not using. And you’re not alone: According to Gartner, MarTech makes up over a quarter of marketing budgets, but 40 percent of that investment goes unused. One of the reasons why that happens is that companies often purchase two products that are pretty much identical—what a waste! To see what you can do about it, we put together this blog post.

How Did We Get Here?

There are many different reasons why your company might be pouring money down the drain with software underutilization. From lack of communication between departments to lack of talent with the skills necessary to take advantage of the tools, companies are losing money and productivity throughout this process.

How Do We Solve This?

Now that we’ve had the hard conversation, it’s time to try and solve this issue. And there’s no better place to start than within your own data. First, start tracking your software usage in a practical way. Then, create a baseline. Finally, set KPIs and goals around the utilization of the software you already have. But most important, make sure your team is on the same page.

Once you’ve done the groundwork, you can move on to the solutions:

  • Maximize what you already have

Audit the software you already have so you can get a bigger picture and see all the features you might be missing out on. Also, make sure to train your employees to take advantage of them.

  • Remove licenses and features or re-harvest

After completing your audit, make sure to cut back on the software you don’t need, or reduce the number of licenses you’re carrying if fewer employees need the tools you’re paying for—or if team members who left the company long ago are still included as licensed users of the software.

  • Look for new uses

Finally, if you’re stuck in a contract, you might want to find new uses for the tools you’re already paying for. Consider leveraging them for your clients, sharing them with different departments, or even offering new services utilizing the tools you already have.

Ready To Roll?

If you’re convinced that software underutilization might be an issue your company is facing but don’t know how to create a roadmap for success, we’ve got you covered. Contact us so we can help you make the most of what you already have.


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