For a long time, Product Information Management (PIM) felt like something only big enterprises needed. Huge catalogs, huge budgets, huge implementations.

But that’s changed.

Today, more mid-market companies (MKB) and fast-growing teams are hitting the same wall: product data. Not because they’re doing things wrong, but because growth makes every manual process louder.

In a recent webinar, Stefan Spijkers, Chris Jobse (PIMvendors), and Luc Smeets (KatanaPIM) talked about why product data often becomes the “neglected child” of the business — and what changes when you put a PIM first.

The Excel trap: when your best tool turns into your biggest risk

Most companies don’t start with a PIM. They start with a product, a webshop, and a spreadsheet that “just works”.

Until it doesn’t.

Over time, product info spreads across:

• multiple Excel versions
• SharePoint folders
• inbox attachments
• different departments with different “truths”

Often there’s one person who knows exactly where the right file is. That works… until they’re off, switch jobs, or the business grows faster than the process.

Unlike ERP or CRM, product data is rarely treated like a system. And the result is predictable: inconsistencies, missing information, slow launches, and a lot of fixing.

PIM first: don’t build channels on top of messy data

A common growth move is to invest in new sales tools first: marketplaces, feed tools, new platforms, new integrations. They promise faster scaling.

Then reality hits: “we don’t have the data to make this work.”

A PIM first approach is simpler:

1. map your architecture
   Not a complex diagram. Just clarity: which system owns what?
2. centralize product data
   Bring core product info, content, and structure into one place.
3. create one source of truth
   So marketing, sales, ecommerce, and operations work from the same dataset.

Once the data foundation is stable, adding channels becomes a growth lever instead of a recurring headache.

Progress over perfection: 6.5 beats 9

One of the best takeaways: just start.

You don’t need a perfect system on day one. A PIM that scores a 6.5 or 7 for your needs is often already a massive step up from spreadsheet workflows.

Instead of a 12-month setup, focus on:

• short time to value
• a clear first scope
• improving step by step

The goal isn’t perfection. The goal is control.

“Free” is rarely free: think in total cost of ownership

Many MKB companies are drawn to “free” tools. That’s fair. But the real cost shows up elsewhere:

• time
• internal effort
• workarounds
• future rebuilds
• upgrades you didn’t plan for

That’s why the better question is total cost of ownership (TCO) over 3, 5, or 10 years.

A PIM is flexible (more than an ERP), which is great — but flexibility without ownership can also create messy setups. Having the right guidance and choosing a PIM that fits your stage prevents replatforming later.

PIM as a growth engine

Moving to a PIM isn’t just a technical step. It’s an operational one.

It helps you shift from:

• manual fixes → structured workflows
• scattered files → one system
• inconsistent content → predictable launches

Whether you manage 500 products or 20,000, the outcome is the same: better quality, more speed, and less dependency on “the one person who knows”.

Ready to stop fixing and start scaling? It might be time to give your product data the home it deserves.

Want to dive deeper into PIM strategy? Explore PIMvendors or learn more about KatanaPIM and how it supports mid-market teams with a ready-to-use PIM.