Watch out for data silos: integration of PIM and DAM with ERP/CRM systems

In the increasingly digital world of commerce, smooth communication between systems is essential. Nevertheless, many companies struggle with so-called data silos – isolated islands of information that lead to inconsistencies, inefficient processes and a poor customer experience. The solution? A well thought-out integration of PIM and DAM systems with ERP and CRM systems.

What are data silos – and why are they problematic?

Data silos arise when different departments or systems store and manage data independently of each other. In e-commerce, this often means: product data in the PIM, stock levels in the ERP, customer information in the CRM – without clean interfaces between the systems.

The result:
    • Lack of data consistency
    • Delayed time-to-market
    • Inaccurate or outdated information in the sales channels
    • Poor customer service due to incomplete customer data


Why the integration of PIM, ERP and CRM is crucial

A modern multichannel setup needs a central, harmonised database that can be accessed by all systems. By integrating PIM with ERP and CRM, companies benefit from:

    • Automated data flows: Product data is only maintained once and automatically distributed to all relevant systems.
    • Better data quality: Validation rules in the PIM ensure complete, correct product information.
    • More efficient processes: No more duplicate data entry - saving time and reducing the risk of errors.
    • Uniform customer view: CRM and ERP data flow together and enable a personalised customer approach.


Self-test: Do you have a data silo problem?

Find out in 2 minutes to what extent your company is affected by data silos – and whether the use of an integrated multichannel system makes sense.

Tick all the statements that apply to your company:

  Product information has to be maintained manually in several systems.

  There is regularly contradictory information on different sales channels.

  Customer data is only available in CRM, but not in PIM or ERP – or vice versa.

  Going live with new products takes several days or weeks.

  There is no automated data flow between PIM, ERP and CRM.

  Different teams work with isolated tools without a standardised data basis.

  There have already been complaints about outdated or incorrect product information.

You don’t have a clear overview of which products are active on which channels.

Evaluation:

✅ 0–2 tick: Congratulations! Your system landscape is well networked – maintain this standard.
⚠️ 3–5 tick: Caution – first signs of data silos. System integration should be checked.
❌ 6+ tick: Great need for action! A multichannel system with clean integration is urgently advisable.

How integration works – best practices

  1. Analyse the system landscape
    Which systems are in use? Which data needs to be synchronised?
  2. Use middleware or an API-first approach
    A central integration platform or modern APIs create flexibility and scalability.
  3. Harmonise the data model
    Standardised data structures and taxonomies are the basis for functioning integrations.
  4. Define workflows
    Who maintains which data and where? Clear processes help to allocate responsibilities.
  5. Establish monitoring and quality assurance
    Regular validations and automatic error logs ensure long-term operation.

Conclusion: Integration as the key to scaling

The successful integration of PIM, ERP and CRM systems is a crucial building block for efficient data management in multichannel sales. It eliminates silos, creates consistency and ensures a seamless customer experience across all touchpoints.

As a manufacturer of multichannel software, we support you in the integration of your system landscape – for future-proof processes and sustainable growth.

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