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CDPs Were Just the Beginning: Why Real-Time Activation Is the Next Competitive Edge
Martech — Thu., Sep. 25, 2025Speed is a key factor in lead conversion rates, with teams contacting inbound leads within 5 minutes having 8 times greater success. Customer data platforms (CDPs) have helped solve marketing challenges, but can't keep up with the fast pace of marketing and rising consumer expectations.
CDPs still play a crucial role in personalization and managing customer identities, but they weren't designed for real-time decision making. For effective marketing, a single, consolidated platform that combines the structure of a CDP with the speed of real-time activation is needed.
Delays in data transfer and manual workflows are not just operational issues, but also affect revenue. Orchestration, which sits between systems and automates next steps based on live signals, is key for real-time marketing. Marketers should track speed as a performance metric and look for tools that connect and automate workflows across their stack.
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CDPs Were Just the Beginning: Why Real-Time Activation Is the Next Competitive Edge
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