Engineering-Led Mid-Market Composable Evaluator

archetype.engineering-led-mid-market-composable-evaluator ↗

A mid-market organization ($25M–$500M revenue, 50K–1M customer profiles) where data engineering or IT is RACI-Accountable for the CDP selection and operates the activation layer via SQL, dbt, and reverse-ETL — without relying on marketing self-service tools. Evaluating SQL-first composable CDPs (Hightouch, Fivetran Activations/Census) or engineering-accessible packaged CDPs (Segment, mParticle) over marketer-self-service tools. Distinguished from enterprise engineering-led archetypes (AEP, Salesforce ecosystem) by budget ceiling (~$400K/year), absence of an incumbent enterprise CDP, and an existing CDW that data engineering already owns.