Reduce your time-to-market with PIM !

Reduce your time-to-market with PIM !

Change has become a pillar of our modern environment: we live in an era in which the only stable element is the constant evolution of things. Everything changes very quickly: markets, products, technologies, and therefore customer expectations! For companies, this means being attuned to potential shifts in the market, so as to be able to react quickly and incorporate them into their product innovation strategy.

In this context of constant competition, the notion of Time to Market is at the heart of most companies' development strategies.

What is time-to-market? Why reduce it? And how do you go about it? Here are a few explanations.

Time to market: one term, two definitions

The term Time to Market is used to refer to two different concepts corresponding to two key periods in the product life cycle.

1. Time to Market for the creation of a product

It is the time between the moment a product idea is born and the moment it is marketed. This includes all phases of product development: from the specification phase to production or release of the product to users.

As a result, a new product is introduced to the market.

2. Time to Market for the provision of product information

In this context, Time to Market refers to the time elapsed between the arrival of a product in stock and the availability of information about it to users. This time includes the creation of product descriptions (text data, photos, technical information, etc.), their meshing (cross-selling and upselling), their adaptation for the various distribution channels (e-commerce site, storefront, marketplace, paper catalog), and even their translation. Result: a product is thus known by its potential buyers.

If Time to Market corresponds to two different realities depending on the positioning in the product life cycle, it always implies different phases and different flows, more or less time-consuming, whose duration can vary and create frictions. It is therefore coherent and a sign of efficiency to try to shorten it.

Reducing Time to Market, a priority for all

Reducing friction and shortening Time to Market is a crucial issue for companies. When creating a product, the company's objective is to launch it quickly before the competition does, in order to benefit from the pioneering advantage and seize growth opportunities. Being the first to offer the product will allow the company to establish itself as a reference in the field with its future and current customers.

Once the product is launched, the rapid availability of information and data about it is essential. This information must be available quickly, while being adapted to the target and the medium on which it is presented, as it is an essential pillar of the buyer's decision making.

In both cases, however, the company's employees face the same obstacles:

  • information overload, fragmentation and decontextualisation,
  • unnecessary repetition of tasks, administrative burdens and inadequate information management.

So how can we compress these lead times and optimise the Time to Market?

PLM and PIM: rely on the right tools

3 operational levers allow to accelerate the Time to Market:

PLM (Product Lifecycle Management) to reduce the time to market when creating a product

PLM is a tool designed for teams working on product creation (R&D, design office, marketing, quality, design, production, etc.) to monitor the various stages of ideation and design. More generally used in the high-tech industry, it is used, for example, to follow all the documentation stages involved in the creation of a rocket or smart cards. The various parties involved and their contributions are clearly identified and PLM enables thedesign phases to be optimized and validations and simulations to be anticipated efficiently.

The PIM (Product information Management) to reduce the Time to Market of the provision of product information

PIM (Product Information Management) is the ideal tool to manage the process of making product information available, facilitating the work of sales teams, content, photos, translation, marketing, e-commerce... For a fashion brand, the PIM software will allow, for example, to manage product descriptions, associate them with the right visuals, manage translations, deploy information on the various sales channels and even generate the paper catalog of the new collection for your client or clients.


Reduce time to market solution PIM platform PIM reduce time to market


A reduction of the Time to Market thanks to PLM so that a product arrives on the market faster cannot be undertaken without reducing in parallel the Time to Market on the PIM side. When the two are not worked together, the so-called "tunnel effect" appears: the product exists but the potential users do not know it because the information related to the product is not yet available.

This is especially important for companies that :

  • renew their product line often or produce large volumes of content: PIM will allow them to fill out product descriptions more easily by accelerating the validation process;
  • position itself in new markets, especially abroad: translations are managed within the PIM and each market can retrieve adequate product content in its own language;
  • wish to open new sales channels to specific targets - in which case PIM allows you to choose the content to be made available on each channel and to automate its distribution.


Time to Market can be a real competitive advantage in your market. The PIM is one of the innovative projects and essential tools that will help you accelerate it, by facilitating the availability of product information at the right place, at the right time, with the right content. Whatever the industry, a product strategy, no matter how well conceived, cannot be competitive if it is not accompanied by the right tools to reduce its Time to Market. This way, your product launches are largely anticipated, costs are reduced, resources are optimized and customer relations are enhanced.

If you are interested in reducing your Time to Market with PIM , do not hesitate to ask for your free demo.
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Aude is passionate about transmission, training and pedagogy. With 10 years of experience in e-commerce and digital marketing, she now specialises in web writing around these subjects but also for the sectors of continuing education, (digital) learning, employability and the equestrian world.