Moving beyond Historical Data
Marketing organizations have yet to grasp fully the value of managing product information efficiently across marketing for all business channels. Education on effective product information is critical; organizations must be able to use information to have a full understanding of products in order to maximize their value.
Our research makes clear that planning and discipline in managing product information can improve marketing’s effectiveness and deliver increased value. Nonetheless, we find only two in five organizations indicating that marketing has been given responsibility for managing and leading product-centric operations and processes.