cdp - Martech Therapy (Page 4)

Same stack, different worlds

Multi CDP Part 2: Why Multi-CDP setups reflect team reality and not just tech debt

If you’ve ever heard someone say, “We already have a CDP,” it’s worth asking two questions:

What exactly do you mean by CDP?
And who is “we” in this scenario?

Because most of the time, what one team considers the CDP is just a feature to another. And what’s sold as a single platform rarely acts like one across an entire company.

This is where David Chan’s Dual Zone model starts to feel less like a theory and more like an MRI. The Data Zone and the Engagement Zone reflect how stacks are split in real

Is the CDP binary broken?

Multi CDP Part 1: Why Dual Zone thinking matters now, more than ever.

There was a time, brief and overly PowerPointed, when the Customer Data Platform (CDP) was sold as the answer to everything: clean data, unified profiles, cross-channel orchestration, even internal peace treaties between marketing and IT.

One platform. One profile. One truth.

And then reality showed up.

Not with a bang, but with two CDPs.

The CDP Institute’s 2024 Member Survey reports an average of 2.1 CDPs per company, and Simon Data observes a drop from 2.9 to 2.1 based on that data. That might look like consolidation (down from 2.9 the year before), but it

Everyone wants clean data, no one wants to take out the trash

Why, in my opinion, “actionable data ownership” should be the most radical thing in Martech right now!

There’s a certain absurdity to how we talk about data. We obsess over real-time pipelines, predictive models, AI *cough* that promise to know our customers better than we know ourselves… and then completely sidestep the question of who’s actually responsible for the data in the first place.

And this is why Avo’s latest announcement matters more than it probably should. “Actionable Data Ownership” isn’t a sexy product drop, I mean it does contain the letters ‘A’ and ‘I’, but it’s a blunt instrument aimed at one of the most deeply neglected problems in Martech.

⚠️ This

Don’t let your CDP become the Fall Guy

Five things you can do right now to make your data work harder.

The CDP market is taking a breather.

I was recently speaking to an industry leader who told me:

“I think the whole CDP space has quietly ground to a halt… We’re seeing no more than 3–5 new opportunities per quarter. Lowest number ever.”

Funding has dried up, unless you are adding the “AI” label to a new feature. Sales cycles have slowed. Implementations are dragging. And the next big thing? It’s not here yet. AI might be “le mot du jour” (French for “word of the day”) of the moment, but it’s not the thing replacing

What if there isn’t a method?

Why I hesitate to give Martech advice I wouldn’t take myself

There’s a genre of professional content I’ve come to recognize instantly. It begins with confidence, proceeds with certainties, and ends with a prescription. Or worse, “Comment [enter random term]”.

Here’s the method.
Here’s what works.
Here’s how to win.

And every time I see it, a small part of me cries inside.

Not because I think they’re wrong, but because I’ve been inside enough organizations to know that none of this unfolds in a vacuum. Advice that sounds brilliant on a whiteboard often dissolves the moment it hits budget constraints, team friction, or

Humans, not tools - A Martech podcast about the real stuff

Phil Gamache on podcasting as therapy, measuring what matters, and why being opinionated at 4am might just land you a guest slot.

Phil Gamache said, “I ask questions like an analyst, but I listen like an operator.” And that’s exactly why I invited him onto Couch Confidentials, for quotes like that. At the end of the day we are all trying to achieve the same.

He doesn’t just host Humans of Martech, he’s built a platform that holds up a mirror to the way we actually work. The late-night migrations. The marketing ops arguments. The tools that break quietly while no one’s watching. His podcast is not about frameworks or vendor checklists, it’s about people trying to

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