what are you building?

Want to connect data, build an audience, and activate it? You'll be hopping between tools like a frog on a hot plate. Marketers, your focus should be on crafting killer campaigns, not on playing tech support.

And remember, if your data warehouse can only push data from CRM or product databases to a few destinations, you're severely limited. (This ties back directly to point 1.)
5. **A seamless interface** - Here’s the kicker - the modern data stack isn't built for marketers.

Still stuck in SQL land.
4. **Limited activation capabilities** - Reverse ETL is the new kid on the block, but it's got training wheels on. Activation channels are still playing catch-up.

CDPs have this down to a science.
3. **No-code audience creation** - SQL might be your data analyst's love language, but for the rest of us in marketing ops, we need no-code solutions to whip up audiences and set our workflows on autopilot. The modern data stack?

It's like trying to solve a Rubik's cube blindfolded.

They're all about no-code connectors, making it rain with data integration.
2. **Identity resolution** - This is where the cloud data ecosystem drops the ball. Matching up PII, merging profiles, handling the mess of offline vs. digital IDs?

We're talking CRM, product databases, support tools, ESPs, chatbots, forms - you name it. Modern data stacks? They're stuck with ELT tools that handle just a fraction of this. CDPs?