CDP Series Part 4: Transitioning from Implementation to Run & Operate Mode Webinar Re-Cap
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As we near the end of this series, we will share with you a proposed framework for moving from implementation to run & operate. In this webinar, we will discuss the roles required for effective platform use, the training and documentation required to maintain momentum, and the best practices to promote adaptability and usage within your organization. The last thing we want is for the CDP to become yet another underutilized data repository. Jerry, VP of Martech Strategies, will draw on previous experience in assisting clients in overcoming this challenge to detail the framework. You can also watch the full webinar video or read the key highlights from the video below:
Catch up on the series:
Key Highlights:
Post- implementation:
It is more than likely that post CDP implementation, you will be dealing with a contrast of what you expect running and operating the CDP to be like and what the reality is. You would assume that executing your use cases will go smoothly and after your first round you’ll be ready to build segments and immediately see the value of your CDP. However, there are probably data discrepancies to fix where your data isn’t matching your other systems. You may be dealing with lack of ownership between tasks and roles making it difficult to see the true value you can get out of your CDP. In this webinar, Jerry explains how the unfortunate reality comes to be true, and how you can escape it or avoid it altogether.
How does the reality happen:
Data Discrepancy: Data discrepancy likely happens because you did not do enough QA and testing during implementation. This occurs quite often because you are limited on resources and time. Ensure you prepare for proper QA early on during the implementation phase.
No Ownership: No ownership or lack thereof is usually attributed to a gap in the transition to the CDP. Prepare for transition as early as the design phase and set clear ownership expectations.
Limited New Use Cases: This occurs due to a variety of reasons particularly the gap in ownership. If no one is owning this, then no one is driving to come up with new use cases which causes a domino effect.
No Measurement and No Value Realization: This is a combination of understanding the product and also planning in transitioning. Identify early on how you measure the success of CDP Implementation. When planning the use cases, make decisions on how your team will measure the KPIs and business objectives.
Burnout from Implementation: If you plan the transition properly, you should be clear on who will be taking over from the implementation team. Typically, the people running the CDP will not be the same people who implemented it.
Limited Adoptability and Overage with Profile Usage: This happens due to poor planning. Prioritize what’s important and plan for it properly so that when you do have an overage, you don’t have to spend much time trying to control that.
How to escape reality?
There are four things you will need to focus on in order to escape reality.
Early Readiness: Start planning for this during implementation. Think about the new way of doing things. You will need to figure out the CDP team and resources that will be needed.
Ownership: Appoint CDP ownership. It can involve multiple people but there needs to be single point of accountability. In addition to this, set up a steering committee and Center of Excellence (COE). The CDP owner should be part of the Center of Excellence.
Goals and Expectations: The goals and expectations will change. Internally think through roadmap and priorities during implementation phase. The program manager will need to think about the post implementation plan. You will also need to determine program cadence (meetings, measurements, retrospect). Make sure the team is aligned on what is being asked of them and what will be expected from their role in the implementation process and then into the running the CDP.
Accountability: It is critical to come up with a structure during implementation and even more so during post implementation. Identify the main folks that you would expect to play a role during the CDP run & operate. Determine the expected day to day activities and be sure they understand who will be responsible for each activity. At this point, identify if your team has the adequate resources to help you perform these tasks. If needed you can hire people or you can rely on agencies like Softcrylic to come in and help you.
Click here to read the series.
