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The CDP RFP Dating Game

The CDP RFP Dating Game

How agencies, vendors, analysts, and executives hide behind the smiles

On paper, a Request for Proposal (RFP) looks like the fairest way to choose a Customer Data Platform, or anything else for that matter. I am sure if my wife had known about RFPs when we met, I would have been on the receiving side of one. Good thing she didn’t. An RFP is an attempt to make sense of vastly complex and different products through structure, neutrality, and vendor A vs vendor B data in neat columns. But if, like myself, you’ve been in this business for a while, you know the truth 👇🏻

Most RFPs are wired
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The real Martech ROI equation

The real Martech ROI equation

Revenue minus stack costs does not equal a return on investment, so what does?

Have you ever seen this quote:

“The first time you go through it, you don't understand it at all. The second time you go through it, you think you understand it, except for one or two small points. The third time you go through it, you know you don't understand it, but by that time you are so used to it, it doesn't bother you anymore.”

If you are reading this article, you might be inclined to think that this quote is from some notable Martech leader describing your Martech stack. Nothing is further from the truth. The quote is

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