Here's how Marketing and IT can successfully build and evolve a product content ecosystem together
Context:
Many organizations approach Product Information Management (PIM) as a technology initiative focused on centralizing product data. Yet product data alone does not create business value. Value is created when information becomes trusted content that can be used by sales, marketing, distributors, and retailers.
What we did:
At Deutsch Family Wine & Spirits, a bespoke PIM evolved from a product information repository into the foundation of a connected content ecosystem. This transformation was driven by a close partnership between IT and the business owner responsible for the company's marketing content ecosystem.
Together, we developed a shared roadmap that balanced technical requirements with business priorities, ensuring the platform continues to evolve alongside the organization's needs.
Lessons learned:
- From helping design and grow a bespoke PIM through ongoing collaboration between business and technology teams.
- Practical approaches for establishing shared ownership, connecting PIM with downstream content systems, prioritizing enhancements, and turning product information into trusted content that supports sales, marketing, and e-commerce initiatives.