Building a Center of Excellence for CDPs — MarTech (February 2024)

source.martech-org.building-a-center-of-excellence-for-cdps-in-2024-2024 ↗

Independent MarTech editorial (February 22, 2024) on CDP center-of-excellence team composition. Key finding: IT organizations now own CDP decisions due to regulatory requirements (GDPR, CCPA), with CMO as influencer rather than primary owner. CDP platform choice directly determines team structure: decision-oriented CDPs (Blueshift, BlueConic, Simon, Lytics, ActionIQ) attract marketing-operational ownership; data/product platforms (Adobe, mParticle, Segment) require IT and engineering leadership with marketers as secondary users. Composable CDP model requires a product owner, customer insights team, and ML engineering professionals. Traditional CDP model requires marketing ops, data engineers, front-end engineers, and analysts. No headcount benchmarks provided. Note: published pre-2025 agentic AI wave.