--- title: "The Organization of the Future" id: "52716" type: "resource" slug: "organization-of-the-future-2022" published_at: "2022-06-21T19:00:13+00:00" modified_at: "2025-12-08T20:28:05+00:00" url: "https://tealium.com/resource/ebook/organization-of-the-future-2022/" markdown_url: "https://tealium.com/resource/ebook/organization-of-the-future-2022.md" excerpt: "[mk_page_section bg_stretch=\"true\" enable_3d=\"true\" bg_gradient=\"horizontal\" video_color_mask=\"#4cc6f8\" gr_end=\"#57e7f2\" 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 color=\"#ffffff\" size=\"39\" line_height=\"80\" font_weight=\"900\" margin_bottom=\"5\" font_family=\"none\"]The Organization of the Future[/mk_fancy_title][mk_fancy_title color=\"#ffffff\" size=\"32\" line_height=\"70\" font_weight=\"500\" font_family=\"none\"]A Blueprint for Structuring Your Optimal Customer Data Team..." taxonomy_resource_type: - "eBook" taxonomy_product: - "AudienceStream Customer Data Platform™" taxonomy_topic: - "Data Privacy Governance" taxonomy_vertical: - "B2B" - "Digital Services" - "Entertainment" - "Financial" - "Healthcare" - "Hospitality" - "Media" - "Retail" - "Sports" - "Travel" --- eBook # The Organization of the Future ## A Blueprint for Structuring Your Optimal Customer Data Team (Plus Sample Org Charts!) Pick up a Truman and move him around.Pause wandering #### For many years, organizations have strived to deliver highly personalized and relevant experiences in hopes of creating happier customers and better experiences. While it makes sense in theory, operationally, it has been hard to execute – especially at scale. **Technology, process, and talent are all real factors that have made the dream of executing one-to-one experiences a real challenge.** Check out our new guide, The Organization of the Future, to discover how with the right team structure and with the right technology, like Customer Data Platforms (CDPs), organizations can now make the one-to-one vision more of a reality. ### The Organization of the Future guide includes: - 5 reasons why customer data and CDPs are critical now - 10 ways to structure your teams around customer data (with sample org charts!) - How to get started building your team and tips for finding top talent - 3 steps for selecting the CDP use cases ## 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! --- ## The Organization of the Future ### Introduction: Customer Data and Customer Data Platforms (CDPs) are the Future #### Why are Customer Data and CDPs the Future? In 1993, Don Peppers and Martha Rogers wrote "The One to One Future," highlighting the importance of personalized customer relationships. Today, the emphasis on customer data and platforms like CDPs enables personalized experiences at scale, especially significant in the wake of the pandemic, which accelerated digital transitions in industries like finance and healthcare. #### 5 Reasons Why Customer Data and CDPs Are Critical Now 1. **Increased Online Activity**: As e-commerce grows, understanding and engaging buyers in real-time is crucial. 2. **Data Privacy Regulations**: With GDPR and CCPA, understanding your data collection is essential for compliance. 3. **Third-Party Cookies**: Phasing out these cookies makes first-party data strategies necessary. 4. **Consumer Experience**: Personalization expectations demand data-driven insights. 5. **Machine Learning**: Success in ML relies heavily on quality data provided by CDPs. ### Why Technology Is Not the Only Consideration While CDPs connect customer data, they also require the right processes and people. Organize teams across departments like Marketing, IT, and Data to maximize business outcomes. Cross-department collaboration is essential for success. ### Successfully Preparing for Bringing a Customer Data Platform Into Your Organization 1. **Agree on Business Outcomes**: Define clear goals for your CDP. 2. **Identify Customer Data**: Know what data you have and where it's stored. 3. **Design a Cross-Functional Team**: Ensure alignment on roles, resources, and responsibilities. ### Carefully Assessing Your Current Operating Processes and Procedures 1. **Data Collection Processes**: Assess your guidelines and integration strategies. 2. **Communication and Collaboration**: Ensure effective tools and clear communication across departments. 3. **Internal Resources and Budget**: Determine teams and budget allocations for your CDP. 4. **Goals and Outcomes**: Set clear objectives and ensure leadership buy-in. ### Choosing the Team Structure that Best Fits Your Organization Now The right structure depends on: - Team size and expertise. - MarTech stack sophistication. - Business and budget ownership. ### Org Charts: 10 Ways to Structure Your Teams for a Customer Data Platform #### 1. The New Org: The Data Center of Excellence and The Customer Data (CDOPs) Team A centralized team led by data experts to strategize, organize, and drive customer data initiatives across the organization. #### 2. Data Led CDP Team Led by data analysts and engineers focused on data governance and strategy to support business outcomes. #### 3. Marketing Led CDP Team Marketing teams lead, focusing on customer experience and using data for targeted campaigns and improved ROI. #### 4. IT Led CDP Team IT teams manage CDPs to ensure data integration with existing tech stacks, emphasizing security and efficiency. #### 5. Product Led CDP Team Product teams utilize customer data to enhance product experiences and align outcomes with business strategies. ### Additional Organizational Structures #### 6. CDP Team at a Large Enterprise Organization Large enterprises benefit from a Data Center of Excellence model for structured, cross-departmental collaboration and privacy compliance. #### 7. CDP Team at a Mid-Size Organization Mid-sized companies should aim for cross-functional teams to leverage data effectively despite limited resources. #### 8 & 9. Agency Supported CDP Team Agencies provide valuable expertise, especially during the initial setup of a CDP, supporting internal teams to enhance their capabilities. #### 10. CDP Team in Highly Regulated Industries In sectors like healthcare and finance, legal and compliance teams must be integral to the CDP strategy to adhere to regulations. ### Closing: Finding Success #### How to Get Started Building Your Team and Tips for Finding Talent Identify candidates with a passion for data, analytical skills, and the ability to work cross-departmentally. Upskill internal talent and hire externally as needed. ### Creating Successful Communication and Shared Incentives Communicate your CDP initiatives and successes to foster collaboration across departments. Use tools like Slack and Jira for effective project management. ### Building Use Cases Across Departments Start with a few impactful use cases to demonstrate CDP value. Use these successes to motivate and align your organization on long-term CDP strategies. ### The Importance of CDP Champions CDP Champions drive engagement and adoption across teams, ensuring that the organization maximizes its investment in a CDP. ### Embrace the Future of Customer Data and CDPs CDPs are essential for meeting the evolving demands of personalized customer experiences and regulatory compliance, representing a critical component of future business strategies.