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Engineering vs. Enrichment: Why Technical Product Data Alone Isn’t Enough to Drive Sales

Your engineering team knows your product inside and out. Specs? Spot on. Tolerances? Verified. Test results? Documented. But when it comes time to launch that product into the market, something gets lost in translation.

And if you’ve ever heard “this product isn’t converting” or “why can’t we find it on the distributor site?” — chances are it’s not about product performance. It’s about product content.

In manufacturing, engineering data gets the product built. But enriched product content gets it sold.

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The Translation Gap Between Engineers and the Market

In many industrial businesses, engineers are the keepers of product truth. That’s where most of the core data lives: spreadsheets, datasheets, CAD files, or tucked inside a specialist’s head.

But that’s not how customers (or search engines, or distributors) consume product information.

Buyers need:

  • Clear descriptions, not part codes
  • Bullet-pointed features, not test metrics
  • Use cases, certifications, and application notes
In short, they need product information that tells a story, not just data that checks a box.

The Cost of Not Enriching Product Content

Relying on technical data alone leads to:

  • Poor visibility on search and distributor sites
  • Increased support queries due to unclear information
  • Delayed time-to-market as marketing reworks content manually
  • Mismatched content across sales channels

This slows down launches, weakens distributor relationships, and ultimately costs you revenue.

The root of the problem? You’re missing a structured, repeatable way to bridge the gap between engineering data and enriched product content.

Centralised Product Data: Where Engineering and Marketing Finally Meet

The solution isn’t rewriting thousands of SKUs by hand. It’s implementing a system that allows engineering and marketing to work from the same source of truth.

With a centralised product data platform—like a PIM—you can:

  • Create a shared structure for technical attributes and marketing copy
  • Define templates for different product types or categories
  • Validate required fields for each launch
  • Enrich content with keywords, images, compliance data, and bullet-point features
Instead of passing files back and forth or duplicating effort, everyone works from the same data foundation.

What Product Information Management for Manufacturers Actually Looks Like

Let’s say a new pressure sensor is getting ready to launch.

Engineering defines the core specs—range, accuracy, size, compliance. That data lives in the PIM.

Then, marketing and product teams add enrichment:

  • Feature highlights
  • Application examples
  • Industry certifications
  • Short and long-form descriptions
  • Images and diagrams

That same record can now power:

  • A data sheet
  • An eCommerce listing
  • A distributor export
  • An internal sales brief
No duplication. No waiting. And no missing product content.

The Bottom Line: Engineers Build It, Enrichment Sells It

Your technical team builds an incredible product. But without enriched, market-ready content, you’re making it harder for that product to succeed.

Product Information Management for manufacturers isn’t just about storing data—it’s about connecting the dots between specs and storytelling, so every launch is fast, clear, and effective.

If you want to shorten launch times and boost sales performance, the answer starts at the source: your product data.

Let’s talk about how to make it work harder for you.

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