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CRM: Adapting to Change

Written by Alex Wright: Senior CRM, CDP and MarTech Consultant.

Alex is a senior CRM, CDP and MarTech consultant with extensive experience working alongside leading industry experts and employers, staying at the forefront of evolving technologies and recruitment strategies.

We're seeing a significant transformation taking place.


Companies are moving away form some of the big players such as Adobe Experience Cloud and Salesforce packages and opting for newer, more agile next gen platforms such as Braze, Iterable and Klaviyo.


This trend is reshaping the market and reflects the expectations of customers and the evolving needs of businesses that require modern solutions to meet new demands and stay competitive.


This has opened the door for more agile marketing technology providers that can offer:

Customer-Centric Approaches

Next-gen platforms are designed with a customer-centric approach in mind. They provide the tools needed to create highly personalised, meaningful customer experiences through advanced segmentation, messaging, and automation capabilities.

Seamless Integration

The new generation of marketing platforms is built to integrate seamlessly with a variety of third-party tools and data sources, making it easier for companies to consolidate data and achieve a 360-degree view of their customers.



Next-gen platforms are designed to scale with ease. This means companies can adapt their marketing strategies as they expand and evolve, without the need for expensive, time-consuming custom development.

Interlinking CRM and CDPs

CRM roles are becoming increasingly interconnected with Customer Data Platforms (CDPs). This shift is driven by the impending end of Google's third-party cookies (currently due to happen at the end of 2024). Companies are rethinking their data strategies, and CRM professionals need to adapt to these changes.

This will challenge businesses to find new ways to collect, manage and leverage customer data and businesses are turning to new solutions to bridge the data gap. The integration of CRM roles with CDPs is a logical step.


Value will be enhanced when combined with a comprehensive view of customer data and gaining a more holistic understanding of customers to deliver more personalised, data-driven experiences.

Benefits of CRM-CDP integration

360-Degree Customer View - Businesses will be able to leverage a complete customer profile, including contact information, purchase history, browsing behavior, and other relevant data, enabling more personalised interactions.

Improved Customer Engagement - Businesses can tailor their messaging, offers, and content to better engage and retain customers.

Enhanced Marketing Campaigns - Marketers can leverage the integrated data to create targeted and effective campaigns, optimising their advertising spend and ROI.

Compliance and Data Privacy - Integrating data within CDPs allows organizations to maintain better control over data and ensure compliance with privacy regulations, as customers have more control.


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