Today, product information must be delivered to ever-growing numbers of enterprise beneficiaries and marketing channels, all of which require constant updates. Meanwhile, customer buying behaviors change apace, becoming more and more sophisticated and complicated. The need to adapt quickly often leads growing companies to apply departmental “quick-fix” solutions, which in no time at all pile up and calcify.
The longer they stay in place, the harder these jerry-built solutions are to replace. The combined effects of risk aversion, interdependency, cost and lack of resources usually result in inertia. In the short-term, critical problem areas may have to be laser removed, but systemic inefficiencies in the overall business process will develop without a holistic Product Management for Commerce approach.