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Beyond the CDP: Building a Composable Go-to-Market Data Stack

The customer data platform promised a 360-degree view of every customer, but many have struggled to deliver value beyond audience activation. Martech surveys now show the cloud data warehouse overtaking the CDP as the center of the marketing stack. This executive whitepaper makes the case for a Go-to-Market Data Lake: an independent, composable marketing and sales database that serves as the single source of truth for measurement, AI and machine learning, analysis, and activation. It covers the use cases to design around, the governance, identity resolution, and real-time ingestion it requires, and how to staff and implement it without locking into any one vendor.