If you have been following my latest articles, The CDP RFP Dating Game and The Reference Call That Changed Everything, you will understand this article even more. This article, a follow-up in a sense, eventhough my goal was not to make a series, was partly inspired by Tealium’s Jay Calavas comment on my LinkedIn post, stating:

“Skip the RFP and focus on use cases and measurable outcomes!”
Read the original comment here.

And I’ll be frank, Jay is right: use cases should lead. I’ve even worked on projects where we skipped the RFP entirely and validated tools