Scott Brinker

<start of post>

The "Great Unbundling" of the marketing suite is finally hitting the data layer. 🔥

For years, we've been told that the only way to get a "single view of the customer" was to buy a massive, all-in-one cloud platform and move all our data into their proprietary garden.

But the walls are coming down.

I've been spending the last few days looking at the rise of "Composable CDP" architectures, and the shift is undeniable. It’s not about moving data anymore; it’s about activating it where it already lives.

→ Zero Data Copy. You don't have to sync (and break) data between five different tools.

→ Warehouse Native. Your "source of truth" is your own Snowflake or BigQuery instance, not a vendor's black box.

→ Agility. You can swap out execution tools (email, SMS, ads) without losing your customer history.

It’s a shift from "buying a suite" to "building a harness."

As I mentioned in my newsletter last week, the durable advantage isn't the software you rent. It's the intelligence you compound in the systems you own. Software is becoming the commodity; your data architecture is the moat.

If you're heading to Boston for the Martech Conference next month, we'll be diving deep into these "warehouse-first" strategies during our executive roundtable.

Spaces are filling up fast. If you're a marketing ops leader and want to join the conversation, you can request an invite here:

https://lnkd.in/gexample123

<end of post>