Build or Buy?

    • The debate is often intense at companies considering a Customer Data Platform (CDP). The pro-build side, usually in the IT department, sees the CDP as a fairly straightforward extension of existing systems with features they can tailor to unique company needs. The pro-buy team, often headed by business users, feels a purchased CDP will be ready sooner and offer more advanced capabilities than a company-built product. Both sides can point to horror stories at other firms: of companies that bought a CDP which didn’t meet their needs and had to be discarded; and of companies that invested several years and millions of dollars in building their own CDP before abandoning the failed effort. Issues of power, pride, and trust lurk beneath the rational debate and sometimes burst into view.

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