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Insight Series: CDP Maturity Index

Unlocking Transformation: A CDP Advocate

Every business is at a different stage on its CDP journey, yet you’ll find that many businesses are uncertain of which stage they’re at and the steps needed to move to the next level. Before you and your organization embark on a transformative CDP strategy, it’s a good idea to fully understand your baseline to make educated and informed decisions to achieve your organizational goals.

Nadine LeBlanc
Nadine LeBlanc
John Ayers
John Ayers

Based on your self-assessment score: you are a CDP Advocate.

Missed the self-assessment?

An Advocate is the second stage in the Customer Data Platform (CDP) journey. As a CDP Advocate, you are involved in defining the future of customer experiences, developing the business case or overseeing an implementation in progress. You are familiar with the latest technology trends and aware of the implications of first- and third-party data inputs and privacy considerations. As it pertains to CDP improvement, an Advocate will have an existing track record working on data-driven customer experiences and sharing customer-centric initiatives cross-functionally within the organization on an ongoing basis.

Stage 2 Context for Success:

  • Target market mostly known, some unknow customers/consumers
  • Established digital footprint (e.g., eCommerce, Mobile App, Self-Service)
  • Strong employee onboarding program

Signs it’s Time to Move to Stage 3:

  • Increased unknown/guest customers on website(s)
  • Competitive pressure to expand digital footprint
  • Decrease in data quality with impact on customers and organizations

Read more about Stage 3: CDP Leader.

Nadine LeBlanc
Nadine LeBlanc
Associate Director, Marketing Services Salesforce Practice
John Ayers
John Ayers
MarTech Strategy, Digital Business Transformation

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