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Posts tagged with hightouch

Matthew Niederberger
Matthew Niederberger Delft, Netherlands

The CDP split is official (and it’s not the one vendors were selling)

The CDP split is official (and it’s not the one vendors were selling)

For years, CDPs have been stretched like the industry’s Spandex. Data foundation one moment, orchestration layer the next, now even the “context brain” for AI. In this year’s Magic Quadrant, Gartner finally names the split. And it changes how everything should be read.

Reading this year’s Gartner Magic Quadrant for Customer Data Platforms gave me a familiar feeling.

Not, not that of reading a short novel, with its 46 pages. Not excitement. Not disbelief. More the quiet recognition you get when something you’ve been circling for a while finally lands on paper. The conclusions didn’t come out of nowhere. They arrived right on time for the category.

For years now, CDPs have been asked to stretch in every possible direction. Think of them as the industry’s Spandex. One moment they’re a data foundation. Then an orchestration layer. Then

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Agentic AI in Martech: From complicated to complex

Agentic AI in Martech: From complicated to complex

Part 2: What happens when your Martech stack becomes a rainforest?

Last week I wrote about the scale problem with agentic AI, how systems making billions of decisions weekly break traditional governance models. But there's another dimension to this. One that goes beyond just volume.

It's about predictability. Or rather, the slow erosion of it.

Your Martech stack used to be a Ferrari. Now it's a rainforest.

Scott Brinker and Frans Riemersma used this metaphor in the State of Martech 2025 report to explain how AI is changing martech systems from "complicated" to "complex." They were focused on the technical implications. I want to explore what this means for governance and

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