Before making a customer data platform (CDP) purchase, it's important to understand the value that you want this new technology to bring to your organization. While CDPs offer a vast array of functionality and can help achieve many different capabilities, marketing and IT teams need to understand how they will use them in the context of their KPIs and goals.
Many organizations make the very common mistake of making a purchase without a clear strategy or full understanding of the technology. Not only can this cause buyer's remorse as expectations are not achieved, but the organization can also miss out on other values and benefits that the technology can bring.
Organizations can leverage external expertise before making the purchase decision to gain an understanding of the full picture and to not miss the areas that would maximize the value of the investment.
Check out our guide here to learn other common pitfalls to avoid and how to get the most out of your CDP.