The Essential CDP RFP Guide

Customer data is one of the most powerful assets in your business, but only if it’s unified, accessible, and trusted. As companies expand their channels, regions, and technology stacks, customer data becomes increasingly fragmented, making it harder for teams to understand customer behavior, activate personalized experiences, and measure performance.

A modern Customer Data Platform (CDP) solves this challenge by unifying data across systems, creating reliable customer profiles, and delivering governed, real-time access to every team that needs it. But the CDP landscape is crowded, and capabilities vary widely.

This guide helps you cut through the noise with a clear, practical framework for evaluating CDP providers.

Why this guide matters

Selecting a CDP impacts every customer-facing team from marketing and analytics to product and technology. Inside this guide you’ll find guidance on the following business-critical topics:

• What are the right questions to ask before and during the RFP?

• Which capabilities should every modern CDP deliver?

• Which advanced features matter as your business scales?

• How should vendors demonstrate real-world performance using your own customer data?

• What support, onboarding, and services should a vendor provide to accelerate time-to-value?

Ensure your customer data strategy is built on a strong foundation. Download the full RFP Guide to start evaluating CDPs with confidence.