Updates to six key Customer Data Platform vendors

RSG separates the market into three rough categories

The good news is that you don't need to make Salesforce's problem your conundrum.

There's a mis-match between what you pay and what you get for the Salesforce CDP.

Marketing Cloud had to go somewhere...

RSG receives many subscriber inquiries about what to expect from these major players, so here's a short summary

The CDP (orange) line on RSG's Omnichannel Vendor Map seems perpetually under construction

The larger story here is that marketing and CX teams are looking for data warehouse and/or data lake-type services, but may not have recourse to that tooling internally

Just note that the new CDP is not due to be released until later this year. At this point, details remain sketchy.

Myths are important because they allow us to share common stories. They often have a foundation in the truth, but in a commercial context, they can become disconnected from reality

Organization needs to become a first-class object in your CDP

The exact architecture of the Open Data Initiative remains unclear, but in terms of intent, CDPs have the same objective

This data tells us more about the broader customer experience landscape than about Salesforce itself

Like Microsoft, Salesforce has struggled to convert its employee-facing systems into effective customer-facing systems. Our research has found that enterprise licensees have encountered some nasty surprises around

I believe it won't be long before the big MarTech attempt to package some of these capabilities into CDP-type, marketer-friendly offerings