PIM is the convergence of Product Management and Product Marketing

How much of our efforts are duplicated, lost or ignored trying to get the approved messaging of products and services to the right customer, department or vendor at the right time in the right place.

The challenge is that each department, geography or brand uses their own means to store data and images using different tools, formats, and processes.

Most of us operate in separate silos of uncoordinated data, content, images, and processes that compete rather than work towards a common objective.

Worse yet, they continue to work with traditional methods and tools to manage data and digital assets, making it impractical to store, search, retrieve, or share.

Predictably, the lack of a coordinate effort leads to reduced performance, lower efficiency, missed deadlines and lower sales.

To be truly exceptional an organization requires the ability to make frequent updates to a wide variety of projects, brands, locations and channels that each contain vastly different and constantly changing characteristics, messaging and attributes.

A single source of truth is mandatory for all product, supply chain and customer related data, content and digital assets to effectively corroborate consistent, accurate and timely information across multiple channels such as websites, portals, web-to-print, catalogues, omnichannel ecommerce, mobile applications, newsletters, email marketing, social media, and kiosks.

The benefits of a single source of truth are faster adoption and time of market, making an organization truly data-driven.

Convergence happens with Product Information Management (PIM), which is the technology, practice and process of aggregating and collecting data or content about a company’s products and services. PIM is the method in which a company or organization manages the lifecycle of product data that may come from multiple sources and then delivers it to a customer or distribution channel for sales or marketing consideration.

For additional insight into PIM and Digital Assets, I think you will find the following article of interest: Why is a PIM the right way to automate your digital assets?