Every business runs on a collection of software and tools — a.k.a., their “tech stack.”
But not every business has a tech stack that actually helps them grow. In fact, far too many small and medium-sized businesses (SMBs) have tech tool kits that slow them down.
Not ideal, right?
So how does this happen?
In most cases, SMBs build their tech stack one app or tool at a time: An email platform here, a project management tool there, plus some accounting software and maybe a CRM and a scheduling app.
The problem with adding tools one at a time like this is that you’ll eventually end up with disconnected systems, duplicate data, and monthly subscriptions you barely use (or worse — forgot you had).
The solution is a thoughtfully built tech stack that’s right-sized for your business.
The ideal small business stack can help your business save time, reduce manual work, improve customer experience, and scale more efficiently. Ultimately, building the right tech stack isn't about piling on more software — it's about having the right software that works well together.
So, let’s dig into it: What is a small business stack, why is it important, and what kinds of tools should make up your tech stack?
👉Note: While we use the term, “small business stack,” all of this applies to both small and medium-sized businesses … it’s just that “small and medium-sized business stack” is a mouthful.
A small business stack is the collection of software, apps, and digital tools your business uses to manage day-to-day operations. Depending on your business, this may include tools for:
… and more.
In an ideal small business stack, all of these tools work together in a single, connected ecosystem that supports your business.
Your small business stack is worth much more than the sum of its parts. The right tech stack forms a strong foundation that supports your growth, helping you:
What’s more, with a tech stack full of integrated tools, your information flows automatically … so your team no longer has to spend their time moving data from platform to platform.
Many small businesses don't realize they've outgrown their software … until things start to break down. If you’re experiencing any of the following, it’s time for an upgrade:
These issues create "tech debt" — the accumulation of disconnected or outdated technology that eventually costs more time and money than it saves.
👉Note: The examples we provide in this section are just examples — not recommendations. We’ll need to learn a lot more about your business and goals to recommend specific tools for you. 😉
A CRM keeps track of your leads, customers, sales opportunities, communication history, and follow-up reminders. It’s an indispensable tool that helps you improve sales and provide a better experience for your customers.
Without a CRM, you’re stuck digging through your email inbox or a bunch of spreadsheets to find the information you need. But with a CRM, you have everything in one place.
For example, our favorite CRM is HubSpot. It’s easy to use and customize for your needs, and will scale with you as your business grows. It also offers simple integration across sales, marketing, and support tools.
At Wild Fig, we use HubSpot for everything from keeping track of client information and task management to building websites (ours and our clients’), blogging, running email campaigns, scheduling meetings, automating marketing campaigns … and so much more.
Every business needs solid communication tools. We’re talking email, chat, and video conferencing … all the ways you communicate with clients and team members.
For example:
You’ll likely need different tools for different types of communication. For example, at Wild Fig, we use Gmail for email (except for automated emails … we’ll talk about that in a bit), Zoom for meetings/video conferencing, and Slack for team chats (allowing for more real-time communication vs email).
👉A tip for using Gmail for your company email: Don’t just grab free “gmail.com” email addresses. Instead, get professional custom emails through Google Workspace using your website domain (example: johnsmith@yourbusiness.com). (We can help you set this up!)
Project and task management tools keep your work organized. You can use these tools to assign responsibilities to team members, track deadlines, and manage project elements.
Some commonly used project and task management tools are:
The tool you choose will depend on your team size, how you like to manage and track your projects, your budget, and so on. But no matter the answers to those questions, there’s a tool out there that will help you keep better track of your projects and tasks.
The accounting software you use should simplify invoicing, expense tracking, payroll, cash flow, and financial reporting. If it’s not making those tasks simpler, it’s not the right tool!
QuickBooks is probably the name you hear most in this arena, but there are a number of other tools to choose from. Some often-used platforms are:
Marketing tools help you find, attract, sell, and nurture customers via email marketing, social media scheduling, landing pages, marketing automation, and analytics.
As a marketing agency, we may be biased, but we think marketing tools are one of the most important elements of a strong small business stack. After all … without customers, the rest of your stack isn’t all that useful, is it?
Some examples of commonly used marketing tools are:
Your team needs secure access to files and a clear way to organize and share them. Enter: cloud storage and document management platforms! These tools make for easier collaboration, version control, and secure file sharing.
Examples include:
Automation handles repetitive tasks like sending follow-up emails, moving leads between systems, creating and sending reminders, and updating customer records. It’s such a time-saver — allowing you to accomplish more without overwhelming your staff or increasing your headcount.
If automation isn’t already a part of your strategy, it needs to be.
HubSpot is our favorite automation platform here at Wild Fig. It’s truly an all-in-one tool, with AI-powered workflows, intelligent chatbots, campaign automations, personalization, automated lead scoring, and more.
Alternatively, you could buy a couple of different tools to cover your automation needs, and then use a customized API integration or other tool to pull everything together. We just think it’s simpler to have it all in one place.
👉Think automation = impersonal? Think again. Automation can help you stay connected with your clients — you just have to use it the right way. Check out this interview with our Chief Creative Officer, Kari Switala, about how we use automation to improve the customer journey.
Good decisions require good data. That’s why you need reporting that’s accurate and easy to understand. Reporting tools help you understand website traffic, sales performance, marketing ROI, customer behavior, and business trends so you can make better business decisions.
Again, we use HubSpot for our analytics and reporting needs here at Wild Fig (I know I’m starting to sound like a broken record, but we just really like HubSpot around here!).
Our HubSpot dashboard gives us everything we need in one place. Its reporting engine is connected to the suite of tools we use for all our marketing and sales tasks — making it easy to pull reports and see where things are in real time.
Other common examples of analytics and reporting tools include Google Analytics or Microsoft Power BI.
Our best advice for choosing tools for your small business stack? Don't choose software simply because it's popular (or because it’s the cheapest option). Instead, ask:
The goal here is to build a smart tech stack that helps you grow. What’s right for someone else might not be the right choice for your business.
Your small business stack should support your strategy and help you reach your goals. So before you start researching tech tools, make sure your business goals are clear: Where do you want to be in 1, 5, 10 years?
Then, you can start to look for software, apps, and other tools that will help you get there (and make life a little easier in the meantime).
Next, take stock of what you’re already working with. Watch for red flags like:
These things will help you determine what should stay, what needs to go, and what you’re missing. This is also a good point to determine which suite solutions may provide all that you need in one platform, and where you might need multiple point solutions.
The more your tools communicate automatically, the more efficient your business will be. So when adding a new element to your small business stack, it’s important to ask yourself:
Will it work well with my existing systems?
Choosing tools with strong integration capabilities can save you hours of manual work, help reduce mistakes, and ensure you don’t miss valuable insights.
For example: Your CRM and email marketing platform should sync with one another to save you time and keep your data organized; and all of your marketing-specific tools should integrate with your core business tech stack to keep data moving smoothly between teams.
As your business grows, your technology should evolve too. Regular reviews help eliminate unnecessary costs and ensure your tools still fit your needs as you grow. And if they don’t — you’ll know it’s time to find some new tools.
👉Note: When it comes to your tech stack, bigger isn't necessarily better. Businesses don’t need dozens of software tools to succeed. In fact, many growing businesses simplify their tech stack over time by replacing multiple single-purpose apps with fewer, better-integrated platforms. The goal is to reduce complexity and remove points of integration and data synchronization — not add it.
Your small business stack is the digital foundation of your business. When your tools work together, your team spends less time on manual tasks and more time focused on serving customers and growing revenue.
The best tech stack isn't the one with the most software — it's the one that supports your business goals, scales with your growth, and makes work easier every day.
Not sure where to start with building or evaluating your tech stack? Download our free Marketing Technology Needs Assessment to learn how your existing systems stack up and where you might need a change.
And when you’re ready for more, schedule a no-obligation introductory call with our MarTech team to discuss your needs and learn how marketing technology support could benefit your business.
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