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GTM 112: The Ultimate MarTech Guide and the Great Contraction with Austin Hay

The GTM Podcast

NOTE

Break Down to Build Up

The introduction of tools like Census and HighTouch revolutionized data management by decentralizing customer data platforms (CDPs). These tools allow organizations to leverage their data warehouses as the primary source of truth, enabling a modular approach where data collection, retention, and activation are distinct components. This shift empowers businesses to create customized technology stacks tailored to their specific needs, moving away from a standard playbook in marketing technology. Operators are now encouraged to analyze their challenges and design their data strategies backward from those problems, fostering a more flexible and innovative use of data resources.

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