The problem is simple: CDPs were built for data teams, not marketers.
For years, marketers have been chasing the holy grail of customer data: A complete, unified view of every customer, across every touchpoint, in one place.
Back when customer data was scattered across disconnected tools, CDPs stepped in with promises to:
Centralize everything into a single customer view
Let marketers build and activate audiences by themselves
Centralize everything into a single customer view
"We miss you, John — come back and enjoy your 40% discount on dog food! …when John only owns a parrot that hates dogs.
The truth is, CDPs were never really built for marketers.
They’re data infrastructure projects designed for data teams, not for the marketing team.
They still require engineering support to onboard new data, fix pipelines, and create new attributes.
Marketers don’t need a CDP
Most companies today already have what CDPs were supposed to give them—a single source of truth for customer data. It lives in the cloud data warehouse: Snowflake, BigQuery, Redshift.
The problem isn’t the data. The problem is that marketers can’t access it or act on it without help. They’re stuck waiting on data teams to either build the attributes or to push data into the right tools.
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Video: Audience Creation in Sortment
Sortment helps you do it all by yourself.
It connects your existing warehouse directly to your Customer Engagement Platforms (CEPs) like Braze, Iterable, Eloqua, SFMC etc.
You can build, launch, and sync audiences—simply by talking to the AI, without creating another layer of dependency.
Here’s what you can unlock:
Faster execution: From idea to live campaign in hours, not weeks.
Direct control: Marketers own the process, not data teams.
No new silos: Your data stays where it is, and your campaigns move without friction.
But which segments do you need to build?
Getting access to data is just the first step. Knowing what to do with it is what most marketers seek.
Even with the best tools, you still face the same challenges:
Too many possible segments, but no clear signal on which ones matter.
Unclear priorities leading to guesswork or “spray-and-pray” campaigns.
Slow execution as by the time a campaign goes live, the moment has passed.
The real problem isn’t just building segments. It’s knowing which segments to build, when to act, and how to keep improving.
Sortment Marketing Flow
Step 1
Ideation
Understand your customers by talking to AI
Identify high-performing segments
Spot gaps and opportunities
Step 2
Audience Building
Build complex audiences by talking to AI
Direct access to real-time data
Own segmentation without waiting on data teams
Step 3
Activation
Push audiences directly to your ESP, SMS, or ad tools
Features like preview & approval workflows ensure you only publish the correct audience
Step 4
Measurement
AI-powered analytics to help you measure performance of campaigns
Iterate fast and find the ideal customer journey with continuous feedback loop
That’s where Sortment’s AI changes the game.
It acts as your always-on AI data team, surfacing the highest-impact audiences based on their behavior and business goals.
It helps you prioritize where to focus, so you’re not wasting time or effort on segments that won’t move the needle.
It powers continuous feedback loops, so you learn more and more about your customers every day.
Imagine Sortment helping you discover that first-time buyers who viewed 3+ products are 5x more likely to repurchase, and being able to launch that journey in minutes.
That’s the transformation Sortment enables.
How Sortment’s AI Data Team changes the game
Here’s what changes when you shift from the old CDP-led model to Sortment:
Sortment Comparison Table
The Old Way
The Sortment Way
Frustrated: Waiting on data teams for lists
Empowered: Explore, create, and activate audiences, all self-serve
Guesswork: Acting on intuition or outdated reports
Data-backed: AI recommends who to target and why, based on real-time insights
Slow: Campaigns delayed by weeks or missed entirely
Fast: Launch personalized campaigns in hours, not days or weeks
No Feedback: Unsure which campaigns succeed or fail
Continuous Learning: AI-driven feedback helps you optimize every campaign
The result: More campaigns launched, better outcomes and faster learning.
The future will be built by fast marketers
Today, customer behavior changes in real time.
The brands that win are the ones that can spot opportunities faster, act on them quicker, and learn as they go.
Marketers don’t need more tools. They need:
Clear answers on who to target and why
The speed to launch campaigns when they matter most
The ability to learn and improve with every action
That’s what Sortment’s AI data team unlocks. Curious to see it in action?
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