Death by Deployment

The martech landscape continues to evolve. It’s reshaping how organisations collect, connect, and activate customer data, and teams are raising their expectations for the tools and partners they work with.

In the CDP world, one trend has become impossible to ignore: teams expect their stack to adapt to them, not the other way around. Flexibility, across deployment models, stack fit, processes, and operating realities, has become a central evaluation criterion.

In this session, we’ll break down how this shift is playing out in practice and what it means for teams evaluating their CDP.

We’ll cover:

• Why flexibility is becoming a defining expectation for CDPs, and why one-size-fits-all deployments no longer work.
• How different deployment models compare in capability, ownership, day-to-day impact, and TCO.
• The practical considerations that matter most when evaluating CDPs, from use cases and resources, to warehouse readiness and governance.
• Real-world perspectives on stack fit and operating realities, and where the industry is moving as architectures become more adaptive.

You’ll leave with a clearer understanding of how flexibility shows up in modern CDP architectures, and how to assess what matters most for your organisation.