CMOs are struggling to balance their growing customer data responsibilities with traditional marketing objectives. The COVID-19 pandemic has accelerated digital transformation, leading to exponential growth in customer data. As a result, CMOs are increasingly looking to Customer Data Platforms (CDPs) for assistance, as they fulfill the promise of personalization by generating real-time customer profiles that sync across all engagement channels. A CDP provides a single source of truth for all teams, enabling them to tailor content and timing of each customer interaction. It also optimizes marketing channel performance, allowing CMOs to squeeze extra value out of existing channels and generate ROI from new ones. With the increasing pressure to justify marketing investments, companies with a CDP are more likely to measure the entire customer journey, distinguish their most profitable customers, and outperform those without a CDP in terms of annual revenue growth, customer satisfaction, employee engagement, and other KPIs.