How can manufacturers improve Product Management strategies and explore new market opportunities with PIM (Product Information Management) and e-Commerce tools?
On Thursday, January 16, 2025, The Sunrise Sip Club, hosted by Expandable Software and Mirador Software Group, was pleased to host Daniel Gohlin, CEO of Gung, located in Göteborg, Sweden, to share his thoughts in this question. Gung was founded in Sweden in 2015 to deliver a B2B-focused eCommerce platform to small and midsized manufacturers and wholesalers. The product was imagined and designed by Enterprise Resources Planning (ERP) software specialists, who brought a unique, ERP-first philosophy to eCommerce.
So, what is Product Information Management [PIM]? Product Information Management (PIM) is the process of organizing and distributing information about a product. PIM systems help businesses ensure that product data is accurate, consistent, and up to date. [1]
How does PIM work? There are several key elements to a Product Information Management system.
- Centralization: PIM systems store product information in a central database.
- Organization: PIM systems organize product information into a single platform.
- Distribution: PIM systems distribute product information to sales and marketing channels.
- Collaboration: PIM systems allow teams to collaborate on product content. [2]
What does PIM include? PIM systems include product descriptions, images, videos, technical specifications, care instructions, warranties, marketing information, and digital assets. Essentially, PIM is the ultimate data warehouse for product-related information that is stored in an ERP AND external (and usually unintegrated) systems and data files.
What are the benefits of PIM? The main benefits of PIM include:
- Faster time to market
- Increased brand loyalty
- Ability to sell more products faster, including cross-sell and upsell opportunities
- Improved operational efficiencies by streamlining critical workflows and cross-functional collaborative data enrichment
- Better product data quality and compliance with industry standards
- A more engaging, omnichannel product experience. [3]
What is PIM versus PLM? PLM is Product Lifecycle Management, a technology that helps businesses manage the entire process of a product’s life, from its inception to its disposal. PLM helps businesses develop and market products more efficiently. [4] It is usually an Engineering/Manufacturing driven system. PIM is the collection and management of product related data that is more in line with Sales, Marketing and Customer-facing functionalities.
Extend Your ERP in Every Direction: Your ERP is already a solid foundation—but modernizing and expanding it can unlock new opportunities.
ERPs manage the essentials, but Customer demands, and market dynamics are evolving. Today, there are trends shaping manufacturers:
- Digital-first Customer expectations (self-service, online portals).
- Multi-channel sales strategies requiring agility.
- Supply chain complexities demanding visibility and efficiency.
The question isn’t “if” you can modernize – it’s “how.” Think about massive retail sellers like Amazon – how do they maintain all of the product data they have for hundreds of thousands of items, everything from product descriptions and pictures to specifications and drawings? This is not the function of an ERP which captures transactions; this is a new system that integrates with ERP for the benefit of Customers and Suppliers.
How does PIM integrate with ERP? Do I need a whole new ERP? You don’t need to replace your ERP to achieve big results – build smarter tools on top of it and benefit from – and leverage – your existing investment.
- Product Information Management: Streamline data and content for multi-channel use.
- E-commerce: B2B buyers demand online convenience.
- Order portals: Empower sales teams, Customers and Suppliers with 24/7 access to pricing, stock, and orders.
What Are Manufacturers Achieving Using PIM? Real manufacturers are already leveraging ERP extensions to drive growth and efficiency.
- Sales channel efficiency: Firms are seeing faster time-to-market with integrated tools – and consolidated information.
- Supply chain optimization: PIMs enable better supplier collaboration and reduced lead times.
- Customer experience transformation: PIMs help meet Customer expectations with self-service, trackability, and returns.
- Visual brand impact: PIMs provide a unified product presentation across platforms.
- Growth strategies: PIMs enable expansion into new markets with minimal disruptions.
The Digital Shift is Here – Are You Ready? Customer expectations are evolving rapidly. Extending your ERP prepares you for what’s next.
- 75% of buyers now prefer digital-first interactions.
- 1 in 3 buyers prioritize online tools when choosing vendors.
- 50% of manufacturing revenue already comes from online sales.
- Start small but think big: Modernizing doesn’t have to mean a total overhaul. [5]
Conclusion: Product Information Management is the next step in the evolution of business operating systems, starting with the basic ERP functionalities that have been expanded upon and leveraged with Quality, PLM and CRM systems with a focus on consolidating diverse data sets into a consolidated database and enhancing Sales, Marketing and Customer-facing activities.
With thanks and credit to Daniel Gohlin and his presentation to the Sunrise Sip Club.
Daniel Gohlin is the CEO and founder of Gung. He is an experienced leader with a demonstrated history of working in the information technology and services industry and skilled in Business Process, Sales, Partner Management, Go-to-Market Strategy, and Customer Relationship Management (CRM).
Jeff Osorio is a Consulting CFO with over 30 years of experience in operationally oriented companies ranging from pre-Revenue to $4B with 40 ERP implementations in his portfolio. He is also an Adjunct Professor in the MBA program of the Leavey School of Business at Santa Clara University.
[5] Sip Club Event: Elevate Your ERP January 2025 GUNG© | 2025 Copyright