For a long time, marketing and data teams have operated in separate worlds. Data teams focused on building and managing internal databases. Marketing focused on creative campaigns and customer communication. There wasn’t much need for them to overlap.
That separation made sense back when advertising was mostly offline. But once marketing went digital, customer data started growing fast. Suddenly, the need for collaboration became unavoidable. Even so, many companies have struggled to get these two groups working in sync.
Usually, the data team manages the company’s cloud data warehouse. Meanwhile, marketing relies on software that runs outside of it. Different tools, different metrics, different definitions of success. That disconnect leads to confusion and often conflicting stories.
Building on the Same Data
This is where composable, or warehouse-native, architectures are starting to change the game. Unlike traditional customer data platforms that store data in separate systems, a composable approach lets both teams work from the same source: the warehouse.
When companies make this shift, it forces real alignment. The data and marketing teams have to agree on which tables and fields will be made available and how everything is named. That might sound simple, but it often leads to major breakthroughs. Marketing teams discover datasets they didn’t know existed. Data teams gain visibility into how their work directly supports customer engagement.
The outcome is powerful. Marketing finally gets access to reliable, governed customer data. And data teams get to see their work drive real-world results. Marketers can build smarter audiences and campaigns. Data teams see better returns on the infrastructure they have already built. Everybody wins.
Working from shared data also accelerates results. In the old model, marketers often needed developers or outside consultants just to collect new data or set up an integration. That could take months and burn through budget.
With a composable setup, the data is already in the warehouse. Launching a new campaign does not mean reinventing the wheel. It is more about turning on access than building from scratch. That kind of speed can cut timelines from quarters to weeks while reducing cost, complexity, and duplication.
A Stack That Adapts
Composability also helps companies stay resilient. Martech is constantly shifting. Tools get acquired, rebranded, or shut down altogether. Every time that happens, teams are forced to rebuild integrations and data flows from scratch.
In a composable architecture, most of the logic lives inside the warehouse, which does not change often. That means when a tool comes or goes, your core data and systems do not have to be rebuilt. Your stack stays more stable and more flexible.
It also opens the door to using the models data teams are already building. Many companies have machine learning models that predict churn, calculate lifetime value, or score how likely someone is to buy. With composability, those models can be used directly in marketing workflows without duplication or messy exports.
Another major benefit is alignment. When every team pulls from the same warehouse, metrics line up. Marketing and BI reports tell the same story, eliminating one of the most common sources of internal frustration. Shared data means shared truth, and that builds confidence from the C-suite down.
More Than Just Tools
Composability is not just a technical upgrade. It is a cultural shift. It pushes marketing and data teams to work more closely, share ownership of outcomes, and build real trust. For many organizations, this is the first time these teams are truly aligned, not just in theory but in daily execution.
Looking back at the shift from analog to digital marketing, one thing is clear. The days of operating in silos are over. If your data and marketing teams are not working together, you are falling behind.
Composable architecture does not just solve integration problems. It creates a foundation for real collaboration, trusted data, and smarter customer experiences. When both sides share the same data and the same goals, the results speak for themselves.
©2025 DK New Media, LLC, All rights reserved | DisclosureOriginally Published on Martech Zone: How Composability Is Finally Bringing Data and Marketing Teams Together