Tool count used to be the consolidation scorecard. In 2026, it's data gravity — and it's dragging CDP vendors toward a reckoning. A marketing team's data stack works a lot like a building's plumbing.

The old saying that the kitchen is the heart of the home doesn’t account for people who prefer takeout and restaurants. For years, that was true for Graham McLeod, a lawyer at OMERS, and his partner, ...