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In this episode of B2B Orchestration, we dive into one of the most debated topics in customer data: what actually qualifies as a Customer Data Platform (CDP)?

Rather than focusing on vendor labels, we explore the three foundational capabilities every CDP should provide: data ingestion, identity resolution, and audience activation. The conversation highlights why unifying customer identities across channels is often the hardest and most valuable part of the equation, and why simply collecting data is not enough.

We also discuss the importance of data strategy, governance, privacy, and security, along with the role data modeling plays in making customer insights actionable for marketers and business users. Finally, we examine why organizations should evaluate CDPs based on business outcomes, not product categories.

Key topics include:

• The three core functions of a CDP
• Why identity resolution matters more than data collection
• Different approaches to customer identity stitching
• Data strategy and governance best practices
• Turning data into actionable audiences and insights
• How to evaluate CDPs based on capabilities and outcomes

Tune in to learn how leading organizations transform fragmented customer data into unified profiles that drive better experiences, smarter decisions, and measurable business results.