Comparison

Martech Stack Builder vs FigJam

FigJam is Figma's collaborative whiteboard, built for design teams doing brainstorming and ideation. But for Martech stack architecture, you need a purpose-built tool with vendor data, AI evaluation, and procurement workflows.

The quick verdict

FigJam is built for design teams doing brainstorming and ideation. It shines at sticky note sessions, design critiques, and collaborative sketching -- especially when used alongside Figma for design workflows.

For Martech teams mapping their technology architecture, Stack Builder provides specialized vendor data, AI evaluation, and procurement workflows that FigJam wasn't designed for. You get 100+ pre-built vendor nodes, multi-lens analysis, and RFI generation out of the box.

Feature Comparison

Feature
Stack Builder
FigJam
100+ Martech vendor library ✓ —
Pre-built vendor logos & metadata ✓ —
AI Stack Evaluation (A-F grades) ✓ —
AI diagram generation ✓ AI (general)
Multi-Lens Views (data flow, cost, consent) ✓ —
RFI Generator for vendor procurement ✓ —
Drag-and-drop canvas ✓ ✓
Figma integration — ✓
Sticky notes & widgets — ✓
Stamps & reactions — ✓
Free tier ✓ ✓
Export (PNG, PDF) ✓ ✓

Why Martech teams choose Stack Builder

100+ vendor nodes vs sticky notes

In FigJam, mapping your Martech stack means using sticky notes and shapes, then manually adding logos and labels. In Stack Builder, you drag pre-built vendor nodes with logos, categories, and metadata already included. Build in minutes, not hours.

  • Pre-built nodes for Segment, HubSpot, Salesforce, and 100+ more
  • Vendor logos, categories, and integration data included
  • Smart search by name, category, or function
Stack canvas with 100+ vendor nodes connected showing data flows

AI stack evaluation vs no analysis

FigJam's AI helps with general brainstorming tasks, but it can't analyze your Martech architecture. Stack Builder's AI evaluates your stack across Integration Health, Data Governance, Cost Efficiency, Scalability, and Security -- then gives you letter grades and actionable recommendations.

  • Instant A-F letter grades for your stack
  • 5-dimension scoring with detailed breakdown
  • Actionable recommendations to improve your architecture
AI evaluation showing A-F letter grades across 5 dimensions

Multi-lens views vs flat canvas

FigJam gives you one flat canvas view. Stack Builder lets you switch between 5 analytical lenses: Platform Architecture, Team Ownership, Data Classification, Consent Governance, and Cost Analysis. Each lens reveals different insights about your stack without creating separate boards.

  • See who owns each tool with the Ownership lens
  • Track data classification and PII exposure
  • Visualize cost distribution across your stack
Multi-lens view switcher showing 5 analytical perspectives

Vendor procurement workflows built in

Stack Builder goes beyond visualization. Generate professional RFI documents, score vendor responses against weighted criteria, and build team consensus with side-by-side comparisons. In FigJam, you'd need separate spreadsheets and documents for all of this.

  • 10-step guided RFI questionnaire
  • AI-generated evaluation documents with scoring rubrics
  • Side-by-side vendor comparison with team consensus
RFI generator wizard with guided questionnaire steps

When to use FigJam instead

FigJam is an excellent tool for many use cases. Choose FigJam when you need:

  • Design team brainstorming and ideation -- sticky notes, stamps, and reactions for collaborative thinking sessions
  • Design sprint workshops -- facilitated sessions with voting, timers, and structured templates
  • UX flow planning alongside Figma designs -- seamless integration with your Figma design files and prototypes
  • Quick collaborative sketching -- freeform drawing, connectors, and shapes for any ad-hoc visual collaboration

But when the task is specifically Martech stack architecture -- mapping your tools, evaluating your stack, and managing vendor decisions -- Martech Stack Builder gives you the specialized features FigJam doesn't have.

Frequently Asked Questions

Can FigJam map Martech stacks?
You can draw anything on FigJam's canvas, but it has no Martech vendor context. You'd need to manually create shapes, find and upload logos, and label every node yourself. There's no vendor metadata, no category structure, and no integration data. Martech Stack Builder gives you 100+ pre-built vendor nodes with logos, categories, and metadata ready to drag onto the canvas.
Does FigJam have Martech templates?
No. FigJam's template library is focused on design workflows -- brainstorming, retrospectives, design critiques, and UX research. There are no Martech-specific templates with vendor nodes or stack architecture patterns. Martech Stack Builder provides purpose-built templates for common Martech architectures.
Is FigJam free?
FigJam offers a free tier with up to 3 FigJam files. Beyond that, you'll need a paid Figma plan. Martech Stack Builder also offers a free forever plan with 3 cloud saves and core features, with Pro plans starting at $29/month for unlimited saves and AI-powered features.
Can I use both FigJam and Martech Stack Builder?
Absolutely. Many teams use FigJam for design workshops and brainstorming sessions alongside Figma, while using Martech Stack Builder specifically for Martech architecture planning, vendor evaluation, and stack governance. Each tool excels at what it was built for.
How does FigJam's AI compare to Stack Builder's AI?
FigJam's AI features are general-purpose -- they help with brainstorming, summarizing sticky notes, and generating templates for any topic. Martech Stack Builder's AI is purpose-built for Martech: it generates stack diagrams from descriptions, evaluates your architecture with A-F grades across 5 dimensions, suggests vendor alternatives, and creates procurement documents.
Which is better for team collaboration?
Both tools support team collaboration, but in different ways. FigJam excels at real-time brainstorming with cursors, sticky notes, stamps, and reactions. Martech Stack Builder provides Martech-specific governance workflows: change request approvals, role-based access control, department ownership tracking, and structured vendor decision-making processes.

See the difference for yourself

Build your first Martech stack in minutes with 100+ pre-built vendor nodes, AI evaluation, and multi-lens analysis.

Try it free View features

No credit card required. Free forever plan available.