I finally sat down with Adam Greco for what turned into one of those conversations that explains how we got to this beautiful disaster we call modern martech.
Adam earned the nickname "Omni-Man" back when he was basically Adobe Analytics incarnate, the guy who could fix your broken implementations and somehow make eVars seem less like a cruel joke played on marketers by bored engineers. For years, he was the poster child for mastering one platform completely.
Which makes his current crusade for composable CDPs either beautifully ironic or perfectly logical, depending on whether you've had your coffee yet.
His origin story reads like accidental industry prophecy: customer #5 at Omniture when Web Trends ruled the earth (and told you absolutely nothing useful), hired because he understood their product better than their own employees, which, honestly, explains a lot about early 2000s SaaS. He accidentally discovered his company was being acquired while working at Salesforce, because apparently that's just how Tuesdays went back then.
Now he's at Hightouch making the case for warehouse-centric CDPs with the kind of logic that makes you wonder why anyone thought otherwise: if companies spend millions getting clean data into warehouses for literally every other business function, why do marketers insist on maintaining separate, inferior datasets? It's like insisting on using a flip phone because you've gotten really good at T9 texting.
We covered his theory of "micro composability" (best-of-breed within best-of-breed, because apparently we're not done breaking things apart yet), why data teams have become the unlikely heroes of martech, and his prediction that AI will eventually choose your entire channel strategy. Either brilliant or terrifying, possibly both.
The man has lived through every iteration of our industry's collective learning disabilities and can explain complex martech architectures without making your brain leak out your ears.
Worth your time if you've ever wondered why your martech stack feels like it was assembled during a vendor conference happy hour by consultants who communicate exclusively in acronyms.
Share this post