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Step 5: Identify Redundancies & The "All-in-One" Myth

This step helps you identify true redundancies while avoiding the "all-in-one tool" trap. Not all overlap is redundancy, and consolidation isn't always the answer.

The "All-in-One Tool" Myth​

The Reality:

There is NEVER a tool that does everything well. Every company we analyse has "the tool that does everything." It always causes more problems than it's worth. You end up with mediocre solutions for every function.

Why Companies Fall for It:

  • Marketing promises: "One tool for everything!"
  • Simplicity appeal: "Fewer tools to manage"
  • Cost appeal: "One subscription instead of many"
  • Fear of complexity: "Too many tools is confusing"

The Problems:

  • Jack of All Trades, Master of None: Does many things, none excellently
  • Feature Bloat: So many features it's overwhelming and hard to use
  • Poor Performance: Slower, buggier than specialised tools
  • Vendor Lock-In: All your eggs in one basket
  • Inflexible: Can't customise for your specific needs
  • Expensive: Paying for features you don't need
  • Integration Issues: Often doesn't connect well to other tools
  • Slow Updates: Harder to improve when trying to do everything

Real-World Example:

Company uses HubSpot for CRM + Email + Analytics + Social + Forms + Chat.

Problems:

  • Email features are basic compared to Klaviyo/Mailchimp
  • Analytics are limited compared to Google Analytics
  • Social management is clunky compared to Buffer/Hootsuite
  • Can't switch one part without affecting everything
  • Paying for features they don't use
  • Locked into HubSpot ecosystem

The Better Approach:

  • Best tool for each specific need
  • Tools that excel at what they do
  • Tools that connect via APIs
  • Can replace one tool without affecting others

Why Real Redundancy Happens​

Common Causes:

  • Different teams buying similar tools
  • Tools that evolved to do more (feature creep)
  • "Just in case" subscriptions
  • Lack of communication between departments
  • Not realising tools overlap

Identifying True Redundancies​

Multiple Tools Doing the Exact Same Thing​

  • Example: Using both Mailchimp AND ConvertKit for email (same function)
  • Example: Using both Hootsuite AND Buffer for social scheduling (same function)
  • Action: Choose the better one, cancel the other

Tools That Overlap Significantly​

  • Example: Using both Pipedrive AND HubSpot for CRM (both do CRM)
  • Action: Evaluate which is better, consolidate to one

Free vs. Paid for Same Function​

  • Example: Using paid Canva when free version works
  • Example: Using paid analytics when Google Analytics (free) covers needs
  • Action: Try free version, only pay if you need premium features

When Overlap Is NOT Redundancy​

Important Distinction:

  • Redundancy: Two tools doing the exact same thing
  • NOT Redundancy: Tools that complement each other

Example - NOT Redundant:

  • HubSpot (CRM) + Klaviyo (Email) + Google Analytics (Analytics)
  • Each tool is best-in-class for its function
  • They connect via APIs
  • This is a GOOD stack (best-of-breed approach)

Example - Redundant:

  • Mailchimp (Email) + ConvertKit (Email)
  • Both do email marketing
  • This is TRUE redundancy

Key Question:

  • Are they doing the SAME thing? → Redundant
  • Are they doing DIFFERENT things that work together? → Not redundant

The Redundancy Analysis Framework​

For each tool, ask:

  1. What is this tool's primary purpose?
  2. What other tools do something similar?
  3. Could one tool replace multiple tools?
  4. What features do we actually use?
  5. What features are we paying for but not using?

Decision Matrix:

  • Keep: Core functionality, actively used, no alternative
  • Consolidate: Can be replaced by another tool you already have
  • Downgrade: Paying for features you don't use (can use cheaper tier)
  • Eliminate: Not used, redundant, or unnecessary

When Consolidation Makes Sense (And When It Doesn't)​

When Consolidation IS Appropriate:

  • True Redundancy: Two tools doing the exact same thing
    • Example: Mailchimp + ConvertKit → Keep one
  • Simple Functions: Basic tools that can be combined
    • Example: Multiple simple form builders → Use one
  • Low-Value Tools: Tools you barely use
    • Example: Multiple free tools doing similar things → Consolidate

When Consolidation Is NOT Appropriate (The All-in-One Trap):

  • Different Functions: Tools that do different things well
    • Example: HubSpot (CRM) + Klaviyo (Email) → Keep both (best-of-breed)
  • Specialised Needs: Tools that excel at specific functions
    • Example: Google Analytics (analytics) + Hotjar (heatmaps) → Keep both
  • Industry-Specific: Tools built for your industry
    • Example: Klaviyo (e-commerce email) vs. generic email tool → Keep Klaviyo

The Consolidation Decision Framework:

  1. Are they doing the SAME thing? → Consolidate
  2. Are they doing DIFFERENT things? → Keep both if they're best-in-class
  3. Does one tool do BOTH things well? → Rarely, but possible
  4. Will consolidation create vendor lock-in? → Avoid if yes
  5. Will consolidation reduce flexibility? → Avoid if yes

Red Flags for "All-in-One" Consolidation:

  • Vendor promises "one tool for everything"
  • Tool does many things but none excellently
  • Consolidation would lock you into one vendor
  • You'd lose best-in-class capabilities
  • Tool is slow/buggy because it tries to do everything

Real Examples of Redundancy​

Example 1: Email Marketing Redundancy

  • Situation: Company using Mailchimp (£50/mo) + ConvertKit (£29/mo) + HubSpot email (£400/mo)
  • Analysis: HubSpot email covers all needs
  • Action: Cancel Mailchimp and ConvertKit
  • Savings: £79/month (£948/year)

Example 2: Analytics Overlap

  • Situation: Google Analytics (free) + Mixpanel (£99/mo) + Hotjar (£39/mo)
  • Analysis: Google Analytics covers most needs, Hotjar for heatmaps only
  • Action: Cancel Mixpanel, keep Hotjar if heatmaps are critical
  • Savings: £99/month (£1,188/year)

Example 3: Social Media Tools

  • Situation: Hootsuite (£49/mo) + Buffer (£6/mo) + native platform posting
  • Analysis: Only need one scheduling tool
  • Action: Keep Buffer (cheaper), cancel Hootsuite
  • Savings: £49/month (£588/year)

Redundancy Checklist​

  • Identified all tools in same category
  • Compared features across similar tools
  • Identified consolidation opportunities
  • Calculated potential savings from consolidation
  • Assessed migration difficulty for each consolidation

Previous: Step 4: Evaluate Tool Fit, Flexibility & Risk
Next: Step 6: Cost Optimisation Strategies