CDP Buyer’s Guide Chapter 12 – Additional Resources
Smart Hub Rubric
A Smart Hub CDP is like an orchestra conductor — an adept musician overseeing a curated group of specialists. As a conductor needs tone, rhythm, musical knowledge, and attention to detail, a Smart Hub has its minimum requirements. It doesn’t need to play all the instruments, but it must have the skills to guide them. What follows are the hiring standards for your martech stack’s conductor — The Smart Hub CDP.
For so many enterprise brands, customer engagement remains fragmented: data is captured but not usable; channel-specific marketing tools have no visibility into the broader messaging ecosystem; and marketers too often find themselves reliant on the support of engineering teams to accomplish their goals. Our technology solves these problems at enterprise-scale, and we’re proud to have been named a Cool Vendor in Multichannel Marketing by Gartner in their 2020 Cool Vendors report.
Marketers are experiencing the emergence of a fundamentally new model for building enterprise martech architecture: a Smart Hub and Spokes Model. In this article, we walk through the different elements of this new architecture, discuss the significant advantages this modern architecture provides, and show how technologists can evolve their stack to meet this new vision.
In this article, we describe how marketers can measure the efficacy of a CDP within their organizations. The primarygoal of any CDP should be to unify all of your customer data to build comprehensive customer profiles with no context gaps. But there’s no direct line from “comprehensive customer profiles” to big fat revenue spikes that you or anyone can gloriously plant a flag in at your next QBR. The truth is that a 360-degree view of the customer is not valuable in itself; its value springs from the possibilities it unlocks.
Turn Your Tech Stack into an Ecosystem: A Technologist’s Guide, Part 1
As a technologist, your job is to build systems and infrastructure to support the business and drive value. This value varies in form, from more efficient processes to improved and/or automated workflows, all to optimize outcomes. But martech stacks — especially for legacy brands — can be miles high and made only taller by the massive gaps between systems and solutions. Each piece must both solve its central problem and connect to, enable, and amplify every other function within the stack. Which is why you don’t want a stack — you want an ecosystem.