Beyond the CDP: Building a composable go-to-market data stack

Why top marketers are ditching the CDP for something better

Marketers sought a 360-degree view of the customer for years. CDPs promised a solution, but delivered a narrow lens, focused on audience activation, not insight, measurement, or strategic growth. As the pressure to use AI grows and budgets tighten, CMOs are realizing: software-based CDPs aren’t built to handle the real complexity of today’s marketing.

This paper introduces a new approach—the Go-to-Market Data Lake (GTMDL)—a flexible, scientific, and scalable architecture that places modern cloud data infrastructure at the center of sales and marketing. Unlike closed software platforms, the GTMDL is designed for how your business runs—enabling measurement, modeling, AI, and omnichannel activation with full transparency and control.

In this paper we cover:

Why CDPs failed to deliver: How the promise of one-size-fits-all software missed the mark for real marketers
The rise of data strategy as a marketing imperative: Why CMOs can no longer leave data to IT
What a GTMDL unlocks (use cases): From better sequencing of campaigns to full-funnel measurement and AI-powered decision-making
Designing for business value: How use-case-first development avoids long-running IT projects that are aligned to technical milestones instead of business outcomes
Laying the AI foundation: Why having clean, granular, and governed data is the key to leveraging current and future AI

Download the paper to rethink your data foundation and lead the next era of AI-ready, insight-driven marketing.

Thank you for Downloading

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus vel tincidunt turpis. Fusce tristique cursus malesuada. Pellentesque euismod nisi eget nunc sagittis ullamcorper. Duis vitae aliquet diam. Proin a blandit nisl.