Architecting a Modern Martech Stack for Speed, Scale, and AI Readiness
Webinar Speaker: Donald Farmer, Research Fellow
Date: Thursday, August 28, 2025
Time: 9:00 a.m. PT / 12:00 p.m. ET
As enterprises face mounting pressure to personalize experiences, unlock AI use cases, and reduce customer friction, their legacy martech stacks are falling behind. It’s no longer enough to unify customer data. Teams need real-time data access, extensible architectures, and intelligent workflows that empower both business and technical users.
Join experts from TDWI, Uniphore, and Docusign as they discuss architectural considerations and practical guidance for building an AI-ready customer data foundation. In this session, we’ll also explore how a real-world enterprise is evolving its marketing technology and data infrastructure strategy to accelerate activation, quickly optimize data processes, and improve governance.
Topics include:
- Understanding and collecting customer data requirements
- Docusign's experience evolving from legacy segmentation systems to a flexible composable CDP
- Understanding how composable CDPs differ from reverse ETL
- How to accelerate value with forward-looking AI capabilities such as agentic workflows and extensibility
Guest Speakers
Joe Pulickal
Director, Product Managenent
Uniphore
Joe Pulickal is director of product management at Uniphore, where he empowers enterprise business teams to deliver superior customer experiences by activating customer data while supporting technical teams in reclaiming control over data governance.
With over 15 years in pre-sales and solution consulting across martech, data integrity, and customer experience, he has held senior roles at Precisely and Pitney Bowes, leading initiatives in 360° customer view, marketing intelligence, and data governance.
Harsha Krothapalli
Director of Engineering & Product, Marketing Technology
Docusign
Harsha has over 15 years of experience building and scaling marketing technology, data platforms, and growth systems at companies including Opendoor, LinkedIn, Macy’s, and Oracle. At DocuSign, he leads product and engineering teams modernizing marketing and customer platforms, with a track record of taking ideas from concept to scale, creating systems that last, and equipping marketing and growth teams with the tools to drive measurable impact.
Donald Farmer