PIM for Microsoft Dynamics 365: Enhancing Product Information Management System
- Combining Microsoft Dynamics 365 with a dedicated PIM solution can enhance product information management for businesses by providing unparalleled control, accuracy, and scalability.
- Accurate, complete, and accessible product information across different channels and touchpoints is crucial for success, and a dedicated PIM solution can help achieve this goal.
- Catsy PIM connects with Dynamics 365 via CSV connections, enabling businesses to synchronize ERP and CRM data with product data most effectively and efficiently without the need for advanced technical expertise.
In this Article
Efficient product information management is the cornerstone of successful businesses in the digital age. As companies strive to stay ahead of the competition and deliver exceptional customer experiences and compelling product experience management, the need for a robust solution becomes paramount. A good example is the combination of Microsoft Dynamics 365, a leading CRM and ERP platform, and a dedicated Product Information Management (PIM) platform – they make an undefeatable team.
PIM for Microsoft Dynamics 365 offers immense power, which, if well harnessed, organizations can unlock unparalleled control, accuracy, and scalability in managing their product data, driving sales, and delighting customers. This interface between Microsoft Dynamics 365 and a dedicated and right PIM tool, as well as the resulting utility, are the focus of this article.
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The Basics of Microsoft Dynamics 365
A Brief Overview of Microsoft Dynamics 365
Microsoft Dynamics 365 is a comprehensive suite of cloud-based business applications that combines customer relationship management (CRM) and enterprise resource planning (ERP) functionalities. It takes the ERP and CRM capabilities a notch higher by peppering the platform with cloud computing, automation, and artificial intelligence (AI).
Dynamics 365 has five core modules targeting specific use cases. They include:
- Finance
- Sales
- Customer service
- Supply chain management
- Business Central – connects all business processes and enables communication and collaboration across the organization by integrating Microsoft Teams.
All the modules combine to enable Dynamics 365 to help organizations unify data, applications, and processes into a single, intelligent platform.
Dynamics 365 as an ERP and CRM solution
The number one objective for any company is to ensure that core business processes are fully functional and optimized to their highest potential. They achieve this goal with the help of enterprise resource planning (ERP) solutions. This solution coordinates the data flow between different business functions, enabling organizations to eliminate data duplication and improve efficiency. Now, this is precisely what Dynamics 365 is designed to deliver.
But it doesn’t end there. Dynamics 365 also empowers businesses to manage the relationship between them and their customers. For example, the platform offers tools for lead generation, pipeline tracking, sales forecasting, contact management, and opportunity management. Moreover, you can integrate the system with popular communication channels, including social media and email, facilitating efficient customer engagement.
A notable advantage of Dynamics 365 is its remarkable integration with various Microsoft products and services. It seamlessly incorporates well-known tools such as Office 365, Power BI (for advanced analytics and reporting), Azure (for cloud computing capabilities), and other business applications. This extensive integration enhances the overall functionality and compatibility of Dynamics 365, allowing businesses to leverage a comprehensive suite of tools for their operations. In other words, users get a unified ecosystem for efficient data sharing and collaboration.
Managing Product Data in Microsoft Dynamics 365 & how PIM Helps
Granted, Dynamics 365 is a powerful solution for managing core business functions, especially considering it combines CRM and ERP capabilities. But, as anyone in charge of a business with many products and a significant number of customers would know, it doesn’t matter how good a solution for managing business processes is if the data it relies on is inaccurate or not correctly updated.
So, Dynamics 365 does a fantastic job managing the various aspects of business operations, but it lacks built-in capabilities for product information management (PIM). This means that organizations using Dynamics 365 may face challenges when it comes to effectively managing and organizing their product data.
Product data management plays a crucial role in modern businesses, especially those with extensive product catalogs or complex offerings. It involves managing and centralizing product data in a structured and consistent manner, with the ultimate goal being the accuracy, completeness, and accessibility of product information across different channels and touchpoints.
In other words, Dynamics 365 alone struggles to deliver in terms of data governance, data quality, and scalability. Organizations using the platform without a dedicated PIM software may face debilitating limitations regarding maintaining a single source of truth for product data, leading to inconsistencies, errors, and inefficiencies in their processes.
Some third parties have responded to the crisis and developed PIM solutions that integrate with Dynamics 365 such that the final product operates like one unified ERP-CRM-PIM solution. With such solutions, you get full-fledged PIM functionality directly into the Business Central environment. This way, the PIM tool operates like a module, such as a CRM module, a supply chain management platform, etc.
However, a significant obstacle arises when considering Microsoft Dynamics 365. The platform poses a considerable challenge as it is still relatively new in enterprise management, continuously refining itself. Originally introduced as Microsoft Dynamics CRM in 2005, it underwent a rebranding in 2016 to emerge as Microsoft Dynamics 365. This strategic rebranding was aimed at portraying the platform as a comprehensive suite of cloud-based business applications, catering to diverse needs such as CRM, sales, marketing, operations, and customer service. Where is this point leading? In short, the argument here is that while Dynamics 365 is a powerful solution that delivers cutting-edge competencies in critical areas, it is still a work in progress and may occasionally experience problems due to unresolved bugs.
Now, imagine a best PIM software built into the platform. A built-in PIM tool is too tightly locked into Dynamics 365, so any issues with the ERP side automatically extend to the PIM side.
For example, consider a company that uses PIM for Microsoft Dynamics 265 to manage its extensive product catalog. The ERP system is primarily designed for financial management, supply chain operations, and other core business functions. However, it includes a PIM module to meet product data management needs.
Now, imagine that the company experiences a major technical issue with its Dynamics 365 system, resulting in system downtime or slow performance. Since the PIM SaaS is tightly integrated within the ERP platform, the problems from the ERP side directly extend to the PIM side. As a consequence, the PIM tool becomes inaccessible or experiences performance issues, disrupting critical product management activities.
To mitigate these issues and minimize the potential damage, organizations may need to invest additional time, resources, and customization efforts to work around the limitations of an ERP-embedded PIM solution. However, such workarounds may not provide a long-term and sustainable solution, and the company may eventually outgrow the capabilities of the embedded PIM tool. So, what next? In such a case, leveraging a dedicated PIM for Microsoft Dynamics 365 is the best course of action.
Leveraging a Dedicated Product Information Management (PIM System)
We saw earlier that product data management is crucial in the current age, where almost all business processes and interactions happen through digital technologies. It means businesses deal with vast amounts of data and cannot afford to be inaccurate because customers can quickly tell. Simply put, product data management is central to the success of businesses in the current landscape. And for efficient and effective management of the data, companies must use a PIM solution.
But first, what is a product information management solution? It is a vital software tool that helps businesses manage product information effectively. Organizations use it as a solution for manual data duplicating processes and keeping data current with versioning and Microsoft Excel. Once you create data in a PIM platform, it becomes the only current version of it for each product in your catalog. If necessary, the platform can review and complete product information from suppliers to ensure that everyone in the company works with up-to-date data regardless of the publishing channel they manage. Otherwise stated, a PIM tool is the organization’s single source of truth regarding every bit of information about each product they offer.
Although a PIM integrated into Dynamics 365 would provide these benefits, there is always the threat of system-wide trouble affecting the utility of the PIM tool. And combining a dedicated product data management solution with the ERP system is the best choice. This strategic combination allows organizations to maximize their product management capabilities and address the inherent challenges of relying solely on an ERP-embedded PIM. But how exactly does this ‘strategic combination’ work?
Let’s consider a fashion retail company implementing Microsoft Dynamics 365 as its ERP system. Given the nature of the business, the retailer generates massive amounts of data from different processes, which is published by each of the five core modules of Dynamics 365. Initially, the retailer relied on a PIM solution built within Dynamics 365 to manage their product information. However, as their product catalog expanded, they encountered several limitations and inefficiencies that prompted them to explore the integration of a dedicated PIM tool.
Specifically, let’s assume that the retailer wanted to enrich product information the is existing. To do this, they had to look for ways to integrate with a dedicated digital asset management (DAM) system since the built-in PIM solution does not offer such services. Fortunately, they found a PIM tool with pre-built DAM capabilities.
Upon integrating PIM for Microsoft Dynamics 365, the fashion retailer experienced significant improvements in their product management processes. For instance, they had a central repository for all product data that was easily scalable. Also, they could leverage the DAM capabilities to add metadata and other digital media for each product in their catalog. In the next section, we will delve into the key benefits of a dedicated PIM for Microsoft Dynamics 365
Benefits of Integrating a Dedicated PIM Solution into the Existing Technology Ecosystem
Let’s skip the obvious for last and talk about why stability should be the number one priority for businesses. In the current business landscape, the average business has five primary technology needs: mobile technology, collaboration tools, data storage and backups, sales, marketing, customer service tools, and cybersecurity. For example, consider the fashion retailer we met earlier.
Today, many consumers and employees use mobile devices to access information, communicate, shop, and work. The retailer must adopt mobile-friendly apps, tools, and apps to engage the customers and allow employees and other stakeholders to access key business processes on demand. Additionally, the retailer must use collaboration tools to improve productivity, innovation, and customer satisfaction. It must also protect crucial data and ensure that digital technologies are safe. The retailer must adopt and use all these pieces of technology but ensure business processes are stable.
Now, back to the obvious. When the retailer adopts a dedicated PIM tool to work alongside Dynamics 365 and another tech stack (as seen, this may include mobile technology, collaboration, sales and marketing, and cybersecurity tools), the priority is that the new addition integrates seamlessly. But, most importantly, a dedicated PIM solution offers a buffer from the existing tech ecosystem; it combines perfectly with the ecosystem but shields your product data from problems emanating from other regions of the tech ecosystem.
Besides the prophylactic nature of a dedicated platform, this solution also offers the typical benefits of a PIM tool, including:
- It provides a central repository that holds the only and current data for each product
- It provides critical data management features, such as data standardization, enrichment, and validation, which exist outside the limitations of the ERP system.
- Organizations get a streamlined omnichannel experience, delivering and optimizing product information across multiple sales channels.
- The tool streamlines product content management processes through automated data synchronization from the various Dynamics 365 modules.
- A dedicated PIM tool offers more powerful workflow automation features, primarily because the ERP’s inefficiencies do not limit it. Also, it can integrate with other collaboration tools not supported by Dynamics 365, ensuring efficient collaboration across departments and minimizing delays.
- Most importantly, a dedicated PIM solution provides scalability and flexibility. For starters, Dynamics 365 is built for small to medium enterprises. But what happens when the business outgrows this definition? Obviously, the built-in PIM tool will cease to be beneficial because it is built to handle the size of companies defined by Dynamics 365. On the contrary, a dedicated PIM solution easily accommodates evolving business needs.
Unlocking Accurate Connection with Microsoft Dynamics 365 to Leverage Full Benefits of PIM
An organization might opt for a PIM built within Dynamics 365 because it cannot access a dedicated PIM solution with an accurate connection with the platform. Granted, Dynamics 365 is not a popular ERP system in the same league as, say, SAP. The latter enjoys the benefits of incumbency, meaning most people and businesses are familiar with it. Consequently, fewer PIM tool developers end up paying attention to the need for pre-built connections with Dynamics 365.
Thankfully, PIM solutions like Catsy DAM and PIM support Dynamics 365 integration, giving users the same utility as built-in solutions without the encumbrances that come with the ERP platform. Why is it essential to select a PIM solution like Catsy that offers connection capabilities with Microsoft Dynamics 365? It offers several advantages, including:
- Flexibility and scalability: We discussed earlier that a PIM tool built inside the ERP environment inherits the host platform’s limitations (especially those related to performance, stability, and security). On the contrary, dedicated solutions like Catsy exist outside of these encumbrances. In addition, you can easily integrate the solution into other systems, including e-commerce platforms, marketplaces, and product content channels, through proprietary connectors and APIs. This way, businesses can do the management and distribution product data across multiple channels and formats and adapt to changing customer and market demands. A PIM solution built within the ERP system, on the other hand, may have limited integration options and may not support all the data requirements and standards of different channels.
- Performance and reliability: Dedicated PIM solutions can operate independently from the ERP system, meaning there is no possibility of interference regarding availability and performance. Alternatively stated, the PIM tool operates independently of Dynamics 365, which means that it does not affect the performance or availability of the ERP system or vice versa. This is not possible for integrated PIM solutions. The arrangement means that the PIM solution may consume more resources and increase the complexity and risk of errors in the ERP system; the same can happen to the PIM tool if Dynamics 365 is resource hungry.
- User experience and productivity: A PIM solution like Catsy can provide a user-friendly interface and features designed specifically for compelling product information management, such as data enrichment, audit, workflow, completeness, and validation. Additionally, Catsy PIM includes a pre-built digital asset management capability to enhance data enrichment workflows. This allows organizations to increase the quality of their product data without the need to connect the system to a separate DAM platform. Imagine the time saved with this simple trick! Contrariwise, a native PIM platform is key and may have a less intuitive interface and poorly optimized product data management features. This may be a necessary strategy to ensure the PIM tool does not use too much computing resources, throttling the performance and efficiency of the host system.
While still on the topic of connecting PIM solutions with Dynamics 365, it helps to understand that there are two main approaches for connecting a PIM solution with the ERP system. The first one is using an application programming interface (API). This connection supports automated, real-time, and bidirectional data synchronization between different software platforms. There is a ‘but’ coming, which is that this method requires more technical expertise, given the complexity of the connection process.
The other approach is a CSV connection. It involves exporting comma-separated values (CSV) files between the systems. The CSV file system has been in use since 1972, which means it is familiar to most individuals and organizations. Familiarity aside, CSV connections between PIM solutions and Dynamics 365 are simple, reliable, and independent of the performance or availability of the systems. This fact gives the connection method a significant advantage over APIs – users always enjoy accurate data synchronization and streamlined workflows.
One of the critical features of the Catsy PIM solution is its ability to connect to Microsoft Dynamics 365 using a CSV connection approach. This means businesses can easily synchronize ERP and CRM data with product data most effectively and efficiently. As anyone with experience in product data management would know, accuracy and quality are king. Accurate product data ensures that customers get the most reliable information when looking for something to buy, and high-quality product data ensures they get all information in one place without the need to click further into the website.
Key Takeaways
It is clear that while PIM tools integrated into Microsoft Dynamics 365 may be convenient, they often have limitations that can hinder long-term growth and scalability. A dedicated PIM solution can provide unparalleled control, accuracy, and scalability in managing product data, driving sales, and delighting customers. After all, the ultimate goal of mastering data management for the product is the accuracy, completeness, and accessibility of high-quality product information across channels and touch points, objectives that a dedicated PIM tool like Catsy PIM and DAM seems specifically designed to achieve.
A PIM solution is a software platform that helps businesses manage their product information, including descriptions, images, pricing, and other details. It is important for businesses because accurate, complete, and accessible product information is crucial for success in today’s digital age.
ERP-embedded PIM tools may be convenient, but they often have limitations that can hinder long-term growth and scalability. For example, they may struggle to deliver in terms of data governance, data quality, and scalability, leading to inconsistencies, errors, and inefficiencies in processes.
Combining Microsoft Dynamics 365 with a dedicated PIM solution can provide unparalleled control, accuracy, and scalability in managing product data, driving sales, and delighting customers. It can also help businesses maintain a single source of truth for product data, leading to fewer inconsistencies, errors, and inefficiencies in processes.
The ultimate goal of product data management is the accuracy, completeness, and accessibility of product information across different channels and touchpoints. This means that businesses should strive to ensure that their product information is accurate, complete, and accessible to customers across all channels, including online and offline.
Catsy PIM can connect to Microsoft Dynamics 365 using a CSV connection approach, which enables businesses to synchronize ERP and CRM data with product data most effectively and efficiently. This connection provides benefits such as accurate data synchronization, streamlined workflows, and enhanced data enrichment capabilities, all of which can help businesses drive sales and delight customers.
