CabinetM

CabinetM, founded in 2014 by Anita Brearton and Sheryl Schultz, operates as a SaaS platform dedicated to helping enterprise marketing teams manage the complexity of their marketing technology (MarTech) stacks. The company was born from the founders' direct experiences within the tech and startup worlds. Brearton, with a long career in technology marketing and a stint as CEO of an e-commerce company, saw how difficult it was for marketers to find and implement new tools. Schultz, a career consultant, board advisor, and investor for tech startups, noticed the corresponding difficulty for MarTech vendors to reach their target customers. This shared insight, combined with their experience as angel investors at Golden Seeds, an investment group focused on women-led businesses, served as the catalyst for CabinetM.

The Boston-based company provides a platform for the full lifecycle of technology management, including discovery, evaluation, implementation, and reporting. Its core offering allows clients to build a centralized, visual inventory of all their marketing technology, whether acquired or built internally. This enables organizations to track usage, manage contracts to avoid surprise auto-renewals, document data flows, and report on technology spend and ROI. The business generates revenue through a tiered subscription model, with pricing based on the number of products managed and administrative users. It also offers a free, limited-feature account to attract smaller teams. Clients range from enterprise marketing departments and CMOs to operations professionals and agencies who use the platform to optimize their tech stacks.

The CabinetM platform features several key tools. A central feature is a searchable directory, which has grown from an initial goal of cataloging around 1,000 tools to a database of over 15,000 MarTech products across more than 500 categories. The 'Stack Map' visualization tool allows users to diagram their technology architecture, showing how different products are integrated and where data flows. The platform also includes tools for tracking the technology skills of team members, managing vendor contracts, and collaborating on technology evaluation. By providing this comprehensive overview, CabinetM asserts that companies can eliminate over 20% of their technology spending within 6 to 12 months.

Keywords: MarTech management, marketing technology stack, SaaS platform, stack visualization, technology contract management, marketing operations, vendor discovery, tech stack audit, digital transformation, Anita Brearton, Sheryl Schultz, MarTech database, marketing ROI, technology spend optimization, data flow mapping, software discovery, enterprise marketing, technology governance, stack reporting, skills tracking, marketing technology directory