--- title: "Key Steps to Get Buy-In for a Customer Data Platform (CDP)" id: "34682" type: "resource" slug: "key-steps-to-successfully-buying-a-customer-data-platform-cdp" published_at: "2020-12-17T19:02:25+00:00" modified_at: "2025-10-20T20:38:32+00:00" url: "https://tealium.com/resource/whitepaper/key-steps-to-successfully-buying-a-customer-data-platform-cdp/" markdown_url: "https://tealium.com/resource/whitepaper/key-steps-to-successfully-buying-a-customer-data-platform-cdp.md" excerpt: "[mk_page_section bg_color=\"#0057bf\" bg_stretch=\"true\" enable_3d=\"true\" video_opacity=\"1\" padding_top=\"150\" sidebar=\"press-releases-sidebar\"][vc_column css=\".vc_custom_1592359299845{padding-top: 2% !important;}\"][vc_row_inner][vc_column_inner width=\"1/2\" css=\".vc_custom_1592359845961{padding-right: 8% !important;}\"][mk_padding_divider size=\"50\"][mk_fancy_title tag_name=\"h1\" color=\"#ffffff\" size=\"36\" font_weight=\"900\" font_family=\"none\"]How to Get Buy-in for a Customer Data Platform (CDP)[/mk_fancy_title][mk_fancy_title color=\"#ffffff\" size=\"31\" font_weight=\"500\" font_family=\"none\"]Learn the Strategies to Get Cross-functional Buy-in From..." taxonomy_resource_type: - "Whitepaper" taxonomy_product: - "AudienceStream Customer Data Platform™" taxonomy_topic: - "Data Privacy Governance" taxonomy_vertical: - "B2B" - "Digital Services" - "Entertainment" - "Financial" - "Healthcare" - "Hospitality" - "Media" - "Retail" - "Sports" - "Travel" --- Whitepaper # How to Get Buy-in for a Customer Data Platform (CDP) ## Learn the Strategies to Get Cross-functional Buy-in From the Start Pick up a Truman and move him around.Pause wandering #### **Each team in your organization could have different ideas about what a CDP is and what it can do, so it’s important for the cross-functional stakeholder or team responsible for it to have a single, clear vision (with executive sponsorship) that will move the purchase process and implementation forward.** This report will provide the strategies for getting cross-functional buy-in to your CDP project from the start. Read it now! ### Read this eBook to unlock access to proven tips for buying a CDP, including how to: - Avoid two of the most common wrinkles in the CDP buying process - Get buy-in with a foundational use case - Nail the RFP with 7 proven tips - Achieve buy-in at the C-level and create cross-functional buy-in during the purchase process ## Featured Resources [Powered by Tealium](https://tealium.com/blog/teal-on-teal/how-we-used-our-own-stack-to-personalize-tealium-com/?db_surface=web&db_slot=0) ### Loading Learn more ### Loading Learn more ### Loading Learn more ### Submitted! Thank you! --- # How to Get Buy-in for a Customer Data Platform (CDP) ## Learn the Strategies to Get Cross-functional Buy-in From the Start --- ## Tips for Buying a Customer Data Platform Buying a CDP is similar to acquiring any other technology. Begin with use cases, build a business case, evaluate vendors, go through procurement, and finally focus on implementation and enablement. However, the marketplace is full of confusion. With vendors offering various capabilities, buyers struggle to narrow down choices. **Challenges in the CDP Buying Process:** 1. The RFP challenge. 2. The need for significant buy-in. --- ## Getting Buy-In with a Foundational Use Case Ben Thompson, a Director of Ecommerce Analytics, faced resistance implementing a CDP. He focused on a use case that addressed technical limitations: tying a single-use promotion code to a single user in real-time. This demonstrated cross-functional value, helping secure buy-in. --- ## Nailing the RFP A successful RFP gathers information on a new technology by defining requirements from customer use cases. A Martech Assessment helps find gaps in your Martech stack, revealing critical integrations. ### Tips for Creating the Best RFP: - Avoid generic questions. - Use scales for nuanced evaluations. - Make questions relevant to your circumstances and use cases. Critical areas to explore in an RFP for a CDP like Tealium AudienceStream include: - Vendor details - Data management - Action engine - Audience creation - Support, onboarding, and training - Pricing --- ## Getting Buy-In at the C-Level ### CEO Emphasize the macro-level impacts of a CDP. Present its short-term benefits and long-term vision aligned with business goals. ### CMO Focus on customer insights, personalization, and engagement. ### CTO Highlight Total Cost of Ownership and long-term ecosystem implications. ### CIO Discuss data quality, efficiencies, and governance. ### CFO Illustrate the CDP's revenue impact and cost efficiencies. --- ## Creating Cross-Functional Buy-In During the Purchase Process Collaboration among Data, Customer, and Channel experts is key. While working across departments may pose challenges, alignment is essential. ### Example A large retailer aligned IT and marketing goals using workshops and planned cross-functional collaboration, establishing a roadmap post-sale. --- **Tealium Overview:** Tealium connects customer data across platforms, supporting over 1,200 integrations to create a real-time infrastructure. The Customer Data Hub includes tag management, an API hub, a CDP with machine learning, and data management solutions trusted by businesses worldwide. For more information, visit [Tealium](https://tealium.com).