Comparison

Martech Stack Builder vs Spreadsheets

Spreadsheets (Google Sheets, Excel) are the #1 tool teams use for Martech stack tracking. But flat rows and columns can't show relationships, data flows, or architecture health.

The quick verdict

Spreadsheets are where most Martech stack tracking begins -- and where it stays stuck. A flat list of vendor names, costs, and owners can't show you how tools connect, where data flows, or whether your architecture is sound.

Stack Builder transforms that flat list into a living, visual architecture with AI analysis, while still letting you track the details that matter. Use both together: spreadsheets for the data, Stack Builder for the architecture.

Feature Comparison

Feature
Stack Builder
Spreadsheets
Visual architecture diagram ✓ —
Data flow visualization ✓ —
100+ Martech vendor library ✓ —
AI Stack Evaluation ✓ —
Multi-Lens Views ✓ —
RFI Generator ✓ —
Custom formulas & calculations — ✓
Pivot tables & data analysis — ✓
Cost tracking Cost Lens view ✓
Vendor inventory list ✓ ✓
Collaboration Team plan ✓
Export options PNG, PDF, JSON CSV, XLSX, PDF
Free tier ✓ Google Sheets free

Why Martech teams choose Stack Builder

Visual architecture vs flat rows

See how tools connect, where data flows, and how your stack is structured -- not just a list of names in cells. A visual architecture reveals integration gaps, data silos, and redundancies that are invisible in a spreadsheet.

  • Drag-and-drop nodes with connections showing data flow
  • Instantly spot integration gaps and data silos
  • Stakeholder-ready diagrams, not screenshots of cells
Stack canvas with 100+ vendor nodes connected showing data flows

AI analysis vs manual review

Stack Builder's AI evaluates architecture health, identifies redundancy, and grades your stack. Spreadsheets just store the data -- they can't tell you if your architecture has gaps, overlaps, or governance risks.

  • Instant A-F grades across 5 architecture dimensions
  • Automated redundancy detection across your stack
  • Actionable recommendations, not just raw data
AI evaluation showing A-F letter grades across 5 dimensions

Interactive exploration vs scrolling

Click any node to trace data flows, switch lenses for different perspectives, and explore your stack visually. In a spreadsheet, you're scrolling rows and cross-referencing tabs to understand how things connect.

  • Click-to-trace data flows between any two tools
  • Switch between ownership, cost, data, and consent lenses
  • Zoom, pan, and focus on any part of your architecture
Multi-lens view switcher showing 5 analytical perspectives

Built-in vendor intelligence

100+ vendors with logos, categories, and metadata already included. No need to manually build and maintain a vendor registry in your spreadsheet -- just search and drag onto your canvas.

  • Pre-built nodes for Segment, HubSpot, Salesforce, and 100+ more
  • Vendor logos and category metadata maintained for you
  • Smart search by vendor name, category, or function
RFI generator wizard with guided questionnaire steps

When to use Spreadsheets instead

Spreadsheets remain the best tool for certain Martech management tasks. Choose spreadsheets when you need:

  • Detailed cost tracking with custom formulas -- sum, average, and forecast your Martech spend with calculations that update automatically
  • Vendor contract management -- track renewal dates, license counts, contract terms, and compliance deadlines in structured rows
  • Large dataset analysis with pivot tables -- slice and dice vendor data across departments, regions, and cost centers
  • Quick data entry for inventory purposes -- rapidly log new tools, update statuses, and maintain a running list of your Martech investments

But when the task is specifically Martech stack architecture -- visualizing how tools connect, evaluating your stack's health, and planning future integrations -- Martech Stack Builder gives you the visual and analytical layer that spreadsheets can't.

Frequently Asked Questions

Can I import my spreadsheet into Stack Builder?
Not directly from a spreadsheet file, but our AI can generate a stack from a text description of your tools. Many users start by describing what's in their spreadsheet -- listing their vendors and how they connect -- and the AI builds the visual architecture in seconds.
Should I stop using spreadsheets entirely?
No! Spreadsheets are great for tracking costs, contracts, and detailed vendor data. Stack Builder complements spreadsheets by adding the visual and analytical layer that rows and columns can't provide. Most teams use both: Stack Builder for architecture planning and presentations, spreadsheets for operational tracking.
Can Stack Builder track costs like a spreadsheet?
The Cost Analysis lens lets you visualize cost distribution across your stack, showing which categories and tools consume the most budget. For detailed cost tracking with custom formulas, conditional formatting, and pivot tables, spreadsheets are still the better choice.
How do teams typically use both together?
Build your visual architecture in Stack Builder for planning, stakeholder presentations, and architecture reviews. Maintain your detailed vendor inventory in a spreadsheet for operational tracking like contract renewal dates, license counts, and cost breakdowns. The visual architecture adds context that the spreadsheet can't.
Is Stack Builder more expensive than Google Sheets?
Google Sheets is free. Stack Builder has a free tier for basic use with up to 3 cloud saves and core features. Pro starts at $29/month, adding AI evaluation, unlimited saves, and advanced features like multi-lens views and RFI generation. For Martech teams, the architectural insights justify the investment.
Can I export Stack Builder data to a spreadsheet?
You can export diagram data as JSON, which can be converted to spreadsheet format. You can also export visual snapshots as PNG or PDF for presentations and documentation. The two tools work well together as complementary parts of your Martech management workflow.

Go beyond rows and columns

Transform your Martech inventory from a flat spreadsheet into an interactive, AI-analyzed architecture diagram.

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