From CDP to Customer Data Fabric: Data Platforms Will Reshape the Martech Stack

• How CustomerLake’s approach to identity, activation and AI orchestration changes martech architecture

• How this announcement accelerates the pressure on CDPs to become platform-native agents instead of standalone SaaS 

• What CMOs and data leaders should pause, test, and accelerate  as the platform layer race evolves

CMOs, CIOs, data leaders, and martech strategists should join this webinar to learn how unified, platform-native solutions are transforming customer data management. This session explores how Databricks’ CustomerLake redefines the coexistence between customer data platforms and lakehouse architectures. The dissipation of standalone CDPs would eliminate costly integration and architecture problems and enable governed identity resolution in a single environment. Learn how these innovations impact your martech roadmap, shift vendor lock-in risks, and support robust metadata-driven activation to power Agentic AI. Attendees will gain actionable insights into evaluating readiness for new architectures and strategies to stay competitive as AI-driven orchestration becomes standard in enterprise marketing.

Note: This webinar reflects Gartner’s initial analysis of the Databricks CustomerLake announcement. Guidance will evolve as the offering matures and additional information becomes available.

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