In the first part of this series I defined the agentic CDP as a platform you mostly stop operating by hand, where you set the goals and the limits and check the work. Without many of you realizing it, that sentence hides a career change, so this part is about the job on the other side of it.

For about a decade, being good at martech meant being good at the tools. You knew where the audience builder kept the condition you needed, you could get a journey out of the platform without filing a ticket, you remembered which export

A category that shipped last quarter is already being talked about as though it has always been here, with the vocabulary written in advance by the companies selling it. Who would blame them? I, too, made that point in passing when I looked at how three engagement vendors handed their data layer to Databricks, and it is the reason for this series.

I am going to spend five parts taking the agentic CDP apart slowly, because right now there is almost nowhere neutral for a marketer to work out what the term means or what it asks of them.

Here