Tool selection

Select tools across your growth stack using clear evaluation criteria. Avoid common pitfalls, ensure integrations work, and build a system that scales with your business.

Tool selection

Introduction

Great marketing doesn’t happen in isolation. It comes from teams that communicate clearly, know where to find what they need, and move together in sync. But most teams lose time and energy to scattered tools, unclear roles, and constant interruptions.

This playbook helps you improve how your marketing team works together. You’ll learn how to create shared systems for communication, knowledge sharing and project flow, so that work doesn’t get stuck and nothing slips through the cracks.

If your team feels like it’s always scrambling to catch up or repeating the same conversations, this structure will help you create calm, clarity and faster delivery without adding unnecessary process.

Chapters

1

Project management

Track tasks, deadlines, and team workload. Keep projects moving without losing visibility into who's doing what.

2

Collaboration tools

Design together, record walkthroughs, whiteboard ideas, and share passwords securely across your team.

3

VoIP and calling

Make and receive calls directly from your CRM, automatically log conversations, and record calls for training and compliance.

4

Meeting notes

Automatically record, transcribe, and summarise your calls. Share insights with your team without manual note-taking.

5

AI tools

Use AI for research, writing, analysis, and automation. Pick the right tool for different tasks in your workflow.

6

Prospecting

Find and verify contact data, enrich leads with company information, and build targeted lists for outreach.

7

Website CMS

Build and manage your website content. Choose a platform that balances flexibility, ease of use, and integration with your growth stack.

8

Visitor identification

See which companies visit your website, even if they don't fill out a form. Prioritise outreach based on buying signals.

14

Live chat and chatbots

Engage website visitors in real-time, qualify leads automatically, and route conversations to the right team member.

15

Documentation

Build your internal knowledge base, document processes, and create SOPs your team will actually use.

Tool selection

tools

Notion

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12

per month

Notion

Flexible workspace for docs, wikis, and lightweight databases ideal when you need custom systems without heavy project management overhead.

Figma

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15

per month

Figma

Collaborative design for interfaces and assets excellent for landing pages, ads, and prototypes when marketing and design need alignment.

Webflow

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18

per month

Webflow

Webflow builds custom websites visually without code, offering designer control, CMS capabilities, and hosting for professional web projects.

HubSpot

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45

per month

HubSpot

All in one CRM with marketing, sales and service, strong when you want one system that teams adopt.

Claude

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20

per month

Claude

AI assistant for long-form writing and analysis better than ChatGPT for research, strategic docs, and working with uploaded files.

Zapier

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20

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Zapier

No-code automation connecting 5,000+ apps to move data and trigger actions excellent for quick wins when you need integrations that just work.

Books

SYSTEMology

David Jenyns

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SYSTEMology

A step by step way to document and improve processes so the team delivers consistent results without heroics.

Work The System

Sam Carpenter

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Work The System

A plain approach to system thinking. Write procedures, make small fixes and keep operations tidy as you scale.

E-Myth Revisited

Michael Gerber

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E-Myth Revisited

A practical case for SOPs in growth teams. Design roles, write checklists and build a rhythm for continuous improvement.

Checklist Manifesto

Atul Gawande

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Checklist Manifesto

Why checklists work, where to use them, and examples for launches, experiments and migrations. Keep quality high and stress low.

Wiki

API

Enable tools to exchange data programmatically so you can build custom integrations and automate processes that vendor-built integrations don't support.

Integration

Connect tools so data flows automatically between systems to eliminate manual entry, keep records current, and enable sophisticated workflows across platforms.

Customer data platform

Unify customer data from every touchpoint to create complete profiles that power personalised experiences across marketing, sales, and product.

Data warehouse

Store raw data from all business systems in one place to run analyses and build reports that combine information across marketing, sales, and product.

Marketing stack

Organise the tools that capture leads, nurture prospects, and measure performance to automate repetitive work and connect customer data across systems.

Sales tech stack

Assemble tools that manage pipeline, automate outreach, and track performance to help reps sell more efficiently and managers forecast accurately.

Stakeholder Management

Navigate competing priorities and secure buy-in by systematically understanding, influencing, and aligning internal decision-makers toward shared goals.

Standard Operating Procedure (SOP)

Document your repeatable processes in clear, step-by-step instructions that ensure consistency, enable delegation, and capture institutional knowledge.

Related topic

Growth orchestration

Get a grip on what's actually working and what needs course correction. Use data and experiments to make decisions instead of opinions. See how changes in one part of the system affect everything else. Random tactics don't compound, coordinated ones do.

Tool selection

Other playbooks

Hubspot for managers

Hubspot for managers

This playbook is for sales and marketing managers who need to monitor team performance, set goals, track progress, and forecast revenue. Learn how to use HubSpot's reporting and dashboard capabilities to understand what your team is doing, whether they're hitting targets, and where coaching is needed. By the end of this playbook, you'll have executive-level visibility into your team's performance without micromanaging individual activities.

Hubspot configuration

Hubspot configuration

This playbook is for HubSpot administrators and account owners who are setting up a new HubSpot account or migrating from another platform.

LinkedIn advertising

LinkedIn advertising

Calculate lifetime value

Calculate lifetime value

Automation

Automation

Identify repetitive tasks draining time and build workflows that run without you. Use HubSpot and Zapier to automate lead routing, follow-ups, notifications, and data entry.

Weekly scorecard

Weekly scorecard

Set up and run the weekly 12-metric review across all four growth engines. Structure the meeting, assign ownership, use traffic lights, and escalate issues that need attention.

Keep reading

Async video and screen recording

Teams spread across continents rarely share the same calendar slots. A recorder that turns your screen and voice into a link saves the ritual of booking a call. Look for instant cloud upload, viewer analytics, and password-protected links so clients can watch updates when it suits them.

Real-time visual collaboration

Design reviews, journey maps, and rough wireframes all benefit from live cursors and shared canvases. A tool that supports vector editing, comments, and quick prototype links avoids the “final-final-v3” file spiral. Check how well it handles heavy images and whether guests can comment without a paid seat.

Secure credential sharing

Growth stacks balloon to dozens of logins ad platforms, analytics, landing-page builders. A password manager that stores and autofills credentials, enforces two-factor authentication, and revokes access when a freelancer rolls off the project is non-negotiable. Make sure it logs who accessed what and supports shared folders tied to role, not person.

Version history and file recovery

When five people edit the same asset, mistakes will happen. Automatic versioning lets you rewind a Figma frame or restore yesterday’s Loom clip without raising a support ticket. Confirm the retention limits on the plan you choose; cheaper tiers sometimes trim history after thirty days.

Integrations and notifications

Status updates should flow into Slack or e-mail by default. Loom comments, Figma design approvals, and LastPass shared-folder invites need to push alerts where the team already lives. Native integrations beat webhooks here, as they preserve context and cut setup time.

Guest access and permissions

Agencies and in-house teams often bring in contractors for a sprint. A clean permission model lets you invite guests to specific files or folders without exposing the whole workspace. Check whether the platform charges for viewers, how temporary access works, and whether you can transfer file ownership when someone leaves.

Cross-platform performance

Mobile, tablet, and low-power laptops must still load boards and videos quickly. Test large Figma files on a mid-range machine, or a Loom recording on limited bandwidth, to ensure friction stays low for every stakeholder.

These features keep collaboration smooth, secure, and quick exactly what a growth team needs when juggling campaigns across time-zones and tools.

Why do hybrid teams need dedicated collaboration tools?

When half the team sits in the office and half dials in, outdated habits surface fast screens get aimed at laptops, meeting notes vanish, and nobody remembers who owns the next step. A shared whiteboard such as Miro keeps every diagram in one place and lets remote colleagues sketch in real time. Paired with Loom recordings for quick context, decisions stay visible and new joiners catch up without booking another status call.

How does asynchronous video improve remote work?

Time-zone gaps turn short questions into 24-hour delays. I record a two-minute Loom, walk through the screen, and drop the link in chat. Teammates watch when they wake, respond with timestamped comments, and we avoid scheduling yet another call. The thread stays linked to the project, so future reviewers see exactly what was agreed and why.

What solves design feedback across locations?

Figma’s multiplayer editing means everyone from product to marketing can point at the same pixel without version-control headaches. Comments sit on the frame, replies resolve them, and the history panel shows who changed what. No more “final_v7” files or screenshots pasted in chat. The design team iterates faster, and reviewers see progress without pinging designers for new links.

How do we keep passwords secure in a distributed setup?

Shared logins multiply when contractors and agencies join a project. LastPass stores credentials in encrypted folders, autofills them, and lets me revoke access with one click when someone rolls off. It also enforces two-factor authentication, which stops the common “shared spreadsheet of passwords” risk dead in its tracks.

What is the minimum viable stack for async collaboration?

I start with four pieces: a real-time whiteboard (Miro) for brainstorming, a design hub (Figma) for assets, an async video tool (Loom) for quick walkthroughs, and a password manager (LastPass) for secure login sharing. Anything beyond that must replace one of these or automate a clear pain point; otherwise it adds more log-ins than value.

Hybrid, remote, or fully async each arrangement benefits from the same principle: keep context attached to the work and make updates available on demand. When diagrams, demos, and credentials live where everyone can find them, distance stops being a blocker and the pace of execution stays high.