Common misconceptions in martech include the belief that a single vendor can meet all needs across different use cases, and that major analyst firms accurately assess vendor performance. These myths can lead to haphazard vendor choices and ineffective implementations.

Personalization can be costly and its effectiveness varies by channel. For instance, email and e-commerce personalization often yield higher ROI compared to website personalization, which may even show negative returns. It's essential to provide what customers genuinely want rather than assumptions.

A CDP alone will not resolve all data issues. Enterprises must first address foundational problems like data collection, cleaning, and governance. While some CDP vendors offer data processing services, the responsibility for fixing data quality ultimately lies with the organization.