Salesforce’s acquisition of Braze marks a strategic change in the value and use of customer data. That value is no longer in possessing and mastering the data. It is, as a Gartner analysis put it, in “responding at the moment intent becomes clear.”

Salesforce already has multiple ways to orchestrate journeys and activate customer data. What Braze adds is real-time, mobile, and app-centric execution. The deal does something else, too. It shows where the martech fight is moving.

By adding Braze, Salesforce is going all in on an integrated, embedded CDP, and away from the ubiquitous composable CDP.

“The embedded CDP resets what CDP vendors can monetize, and many vendors are moving toward agentic marketing activation via a new context layer,” Gartner VP Analyst Benjamin Bloom told MarTech.…