Customer data platforms (CDPs) have numerous capabilities and can solve for many challenges. However, use cases need to be well defined before selecting the vendor, so the business can find the CDP that is tailored to best act on these use cases and hit the ground running fast.

Key Considerations

When reviewing RFP responses from vendors, make sure to fully understand the capabilities being offered and ensure that your infrastructure can handle it. Purchase decisions can be made by IT; however, the tool would be used and owned by the marketing team, which usually have very different goals and use cases. Funding and decision making should be a joint decision to come up with use cases that are feasible from both IT’s technical capabilities and marketing’s needs.

Plan enough ahead of time and assess the landscape within your company to avoid bottlenecks in implementation.

Check out our guide here to learn other common pitfalls to avoid and how to get the most out of your CDP.