Rationalization case, Northwind LogisticsRationalization case, Northwind Logistics
Example output. Northwind Logistics is an invented company used to show the shape and the level of detail of this deliverable. None of these figures are a benchmark.
Today: 34 tools, $412,800 a year. Target: 11 tools, $318,400 a year.
| ToolTool | AbsorbsAbsorbs | Annual costAnnual cost |
|---|---|---|
| Salesforce | customer records, pipeline, forecast | $118,000 |
| Google Workspace | email, calendar, file storage, external docs | $43,200 |
| HubSpot Marketing | campaign email, landing pages, marketing contact record | $34,200 |
| Zendesk | all ticketing, both queues | $31,000 |
| ZoomInfo | contact data | $22,000 |
| Notion | internal wiki, ops trackers, documentation | $12,900 |
| Clay | enrichment and list building | $9,600 |
| Calendly | scheduling and inbound routing | $9,800 |
| Sigma | reporting | $18,000 |
| 1Password | credentials | $8,400 |
| Datadog | monitoring | $11,300 |
Wave 1, weeks 1 to 3. Nothing depends on it. Marketo off. Calendly seat reduction. Dropbox partner folder to a Google shared drive. Must be true first: the Marketo notice letter is sent before 2026-08-31.
Wave 2, weeks 4 to 8. One decision blocks it. Intercom ticket queue into Zendesk. Confluence into Notion. Must be true first: someone decides whether in-app chat survives. If it does, budget a smaller Intercom plan and the saving drops by roughly $9,000.
Wave 3, weeks 9 to 12. Cleanup. Loom export then removal. Airtable trackers into Notion databases. Chili Piper off once Calendly routing is proven on live inbound for two weeks. Must be true first: Calendly routing has handled real inbound without a missed lead.
| Tool removedTool removed | Who objectsWho objects | What they will sayWhat they will say | The answerThe answer |
|---|---|---|---|
| Marketo | nobody named | "we might need that list" | The list has not synced in 14 months and HubSpot has been the record since. Export it to CSV before the notice date and the objection has no object. |
| Intercom | Head of Marketing | "support tickets in Zendesk is fine, but in-app chat is how we catch churn signals" | Correct, and that is why the proposal removes the ticket queue and asks a separate question about chat. The two are being decided separately on purpose. |
| Confluence | the 23 active users | "everything is in there" | Everything is in there for 23 people while 142 are already in Notion. Migration is a page export, and the alternative is paying $7,200 a year for a second wiki. |
| Chili Piper | VP Sales | "inbound routing is revenue, do not touch it" | Agreed, which is why it is last and gated on two weeks of proven routing on Calendly. If routing misses a lead, this line does not happen. |
| Dropbox | IT | "the freight partners have the link" | One folder, two partners, one email each. The link changes, the folder does not. |