{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Humans of Martech","title":"84: Tejas Manohar: The past, present, and future of Composable CDPs","html":"","width":"100%","height":180,"duration":3624,"description":"Summary: The future of CDPs, as envisioned by Tejas, is a more flexible, adaptable data architecture that Hightouch is actively shaping. Hightouch, even without the data collection component, is recognized by some of the largest companies in the world as their go-to CDP. Tejas stresses that the reconciliation of 'truth' in data between marketing and data teams isn't solely a tech or architecture problem; it requires an operational shift and closer collaboration between teams. The conversation serves as an essential guide for businesses seeking to optimize their data use and enhance customer experiences.The Software solutions like Hightouch provide a solid framework to tackle this, but the human element—teamwork, alignment, and communication—remains a key determinant in solving these challenges.From Corporate Travel to Reverse ETL: Teja's Journey Back to DataWhen asked about the journey of reverse ETL's inception at Hightouch, Teja revealed the interesting twists and turns of his entrepreneurial path. His initial venture after leaving Segment wasn't directly into the data sphere. He founded a startup, Carry, in the corporate travel space.However, Teja's departure from Segment wasn't just fueled by an entrepreneurial itch. He had reservations about the future trajectory of Customer Data Platforms (CDP). He didn't fully believe CDPs were set to become the standard for managing customer data across industries. With inklings of impending acquisitions and significant changes in the data industry, he left Segment.Teja then spent about eight to nine months with Carry until the onset of COVID-19. Despite the inherent challenges of the travel industry—low margins, high human operation requirements, price-sensitive customers—Carry was growing. Yet, COVID-19 brought it to a grinding halt.With business metrics falling to zero almost overnight, Teja and his co-founders, Auren and Josh, found an unexpected opportunity. They decided to pivot back to their roots in the data...","thumbnail_url":"https://img.transistorcdn.com/4eBcAi2MlxuVPdaWgcnwbeXVYH5naGhZe-qIuSYOdjU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hZGE5/NTRiZjYwMDI0NWM5/MmE4MDQ1NWJlODA3/MjUxYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}