Can CDPs Solve the Challenge Around Unification in Revenue Technology?

About the Guest

Stacy is the CMO and General Manager at Dun & Bradstreet and is passionate about driving measurable business effectiveness and growth. Tasked with building high-growth new businesses in Fortune 100, mid-sized, and start-up technology companies, her expertise is in building business strategy and high-performing teams from the ground up and embracing the latest in account-based and digital go-to-market to drive high double-digit growth. Through a breadth of experience across consulting, hands-on product development, and marketing Stacy brings a cross-functional perspective to driving results, setting the bar high for her team’s impact.

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Key takeaways

• You have to put your customer first and make a unified view for them, which drives the acceleration of the unification of technology, teams, and data
• A customer data platform (CDP) is the place to bring together all your first-party data.
• Putting a CDP at the core of our platform allows marketers and sales teams to pull all that data from their different tools into one place.

Quote

“When you create these audiences, you can then activate in a way that’s one consistent buying journey. It recognizes, has a person come to your website, are they an unknown contact, have they come to your website, have they engaged with your content, are they an opportunity that your sellers are already working? Then it can allow you to serve up the right content for the different people and the different accounts where they are in the buying journey.”

Highlights from the interview

Where is the technology market headed and how will it impact marketers? 

I’ve grouped the changes into the three P’s: privacy, personalization, and proliferation. The massive digitization over the past year and a half has accelerated this growth in tech and marketers have moved their dollars to digital sources, which has created a backlash from customers. There’s now a need for more privacy, personalized marketing, and more tools for marketers.

There are conversations around CDP, MDM, and sales and marketing alignment. Why is this problem or need not solved yet? 

It’s a complex challenge, made complex by the different channels our buyers want to connect with us on, various underlying tools, and because marketing and sales have been thought of as different teams. You have to put your customer first and make a unified view for them, which drives the acceleration of the unification of technology, teams, and data.

Will CDP solve the challenge around unification in RevTech?

We believe so. We recently launched DMB RevUp ABX and at the core of that is CDP. Teams have been operating with different types and pieces of data and tools across their stack, so putting a CDP at the core of our platform allows marketers and sales teams to pull all that data from their different tools into one place, augment it with third-party data, leaving you with one view of your universe or your buying journey.

What is CDP and why do you need it? 

CDP stands for customer data platform, which is one place to bring together all your first-party data. It’s a brain that pulls every piece of knowledge from your business’s systems and tools to see a holistic picture of your accounts and contacts.

Will RevTech enable customers to buy one tool from one vendor to solve their go-to-market challenge? 

That’s what we focus on: helping marketers get back to marketing and helping sellers get back to selling. I think RevTech could potentially consolidate into one product for smaller and mid-market companies that want a marketing management platform right out of the box.

What resources do you recommend for our listeners?

One book I love is Loonshots: How to Nurture the Crazy Ideas That Win Wars, Cure Diseases, and Transform Industries by Safi Bahcall.