Last updated: PLM vs PIM: Understanding the differences

PLM vs PIM: Understanding the differences


Listen to article

Download audio as MP3

Product information management and product lifecycle management are both essential for ensuring that products are well designed and marketed effectively. Brands rely on PLM and PIM to support essential business operations and drive success.

But each plays a distinct role in the product journey and overall customer experience. Brands need to understand the difference between PLM vs PIM and their individual functions in order to make the right choices for their business.

PLM vs PIM: Product lifecycle management

Product lifecycle management (PLM) is intrinsically linked to the inception phase of a product. It tracks and manages all data associated with developing new products, including details like CAD drawings, specifications, and documentation throughout the development journey.

PLM’s role typically involves non-customer-facing activities. It’s about controlling access, automating processes, and providing a systematic approach to managing a product’s lifecycle from the drawing board to the end of its market life.

PLM is about getting the product right from the start. Before any thoughts about marketing or sales, PLM establishes the structural integrity of a product. It’s about efficiency in design and manufacturing to ensure that when the time comes, the product will meet market needs.

While both PLM and PIM may automate processes and control data access, the critical difference is when they’re used in the product’s lifecycle.

PLM shines during product conceptualization and development versus PIM, which comes to the forefront during the marketing, sales, and service phases.

PIM’s role and functionality

Product information management (PIM) is a centralized data system that manages all the information related to marketing and sales of products, bridging upstream systems with customer-facing downstream applications and channels. This data includes images, descriptions, and pricing information.

PIM draws data from various sources, including ERP systems for current pricing and PLM systems for finalized product details. The purpose of PIM is to ensure that marketing, sales, customer service, and commerce systems have access to the most current and relevant product data to maximize market share for the enterprise.

Modern PIM systems have a highly flexible data model that can accommodate future needs as they evolve as well as product data syndication across multiple digital endpoints. They analyze how data is presented to consumers across digital endpoints that are beyond the control of an enterprise.

Marketplaces, retail sites, social media, and print endpoints are anything but standard, change frequently, and are complex and labor-intensive to support. With the explosion of B2B, B2C, and B2X channels, brands need to ensure that product information is available and consistent across all platforms. They also need the ability to analyze and react to how product data is presented and consumed by consumers.

The product journey: from conception to market

The product journey is a complex and multifaceted trek from initial concept to the end user’s hands. PLM and PIM systems play critical roles at different stages of this journey.


  1. PLM’s role in product development revolves around a singular focus: optimizing the creation and lifecycle of a product. It provides the foundation upon which a product is built. By streamlining processes and enabling collaboration across teams, PLM systems boost the efficiency with which products are developed and prepared for manufacture.
  2. PIM’s role in market and sale processes is to take the reins in presenting and managing product data across digital sales platforms. Once the product is ready for market, PIM ensures that the most accurate and engaging product information is consistently showcased and analyzed for optimal sales across all channels. This plays a vital role in converting prospects into customers.
  3. Integrating PLM and PIM data provides rich, technical product information within a PIM system. This integration means that the detailed insights gained during the development phase can directly inform product marketing strategies, resulting in a consistent and fluid product journey.

PLM vs PIM: The impact on customer satisfaction

The impact of PLM and PIM configurations go beyond internal optimizations and directly affect customer satisfaction.

PLM’s influence on product quality and time-to-market cannot be overstated. PLM systems empower businesses to deliver high-quality, innovative products at a swift pace, which helps drive customer satisfaction. The efficiency and error reduction inherent to PLM processes often contribute to higher quality products reaching the market more quickly.

However, regardless of a product’s brilliance during conception and creation, it must be accurately represented and marketed in order to resonate with consumers. This is where PIM excels.

With PIM, potential customers are well informed and properly guided in their purchase journey, which enhances trust and satisfaction. Rich product information is vital for customer experience, especially in e-commerce.

Harmonizing PLM and PIM involves creating a seamless flow of information from product development to digital sales. The customer experience is improved when what customers see online or in-store aligns perfectly with product features and functionality.

For this, the PIM vs PLM comparison is not a competition, but a collaboration.

Strategic selection: PLM, PIM, or both?

When considering PLM vs PIM solutions for your business, you must evaluate from both a back-end and a customer-facing perspective.

Assessing business needs for PLM involves analyzing the complexity and scope of your product development process. If improving efficiency, collaboration, and quality control is a priority, then investing in a solid PLM system could provide substantial benefits.

Alternatively, evaluating PIM requires examination of how your products are presented and managed across digital sales channels. If improving the consistency, richness, and accessibility of your product information can boost customer experience and sales, then a sophisticated PIM system is likely necessary.

This isn’t necessarily an either/or scenario. An integrated approach where PIM and PLM systems work together can yield the best results by providing a comprehensive strategy across the product journey.

Integration ensures that product information remains as fluid and dynamic as the markets and customer behaviors it caters to.

Recognizing PIM and PLM strengths and strategic roles can be transformative for any business aiming to thrive in today’s consumer-driven, digital-first landscape. Leveraging these tools to their maximum potential is central to optimizing product development and the customer experience.

Start-ups, mid-market, enterprise:
Today, every business needs
e-commerce to grow.
See how top sellers are winning NOW.



Share this article


Search by Topic beginning with