A PIM system is not just a technical tool – it’s a business-critical platform that affects both customer experience and internal efficiency. But with several departments involved in product information, one key question arises: Who should actually be responsible for PIM internally?
💡 PIM stands for Product Information Management – a system that collects, structures, and distributes product data across channels like e-commerce, resellers, and catalogs.
Without clear ownership, the result can be fragmented workflows, inconsistent data – and delays in go-to-market.
One system – Many stakeholders
PIM systems are commonly used across multiple teams. Here's how responsibility is typically shared:
- Product managers oversee attributes, structure, and factual accuracy
- Marketing needs relevant, audience-optimized content
- Sales relies on product data in proposals, presentations, and catalogs
- IT handles integrations, APIs, and technical performance
Since so many stakeholders rely on the system, it’s crucial to establish clear ownership, structure, and governance. Otherwise, key responsibilities may fall through the cracks – and the business value is lost.
What the data says: Leadership drives digital commerce
According to our report Nordic Digital Commerce in B2B 2025, overall responsibility for digital commerce typically sits with:
- CEO: 30%
- Head of Sales: 23%
- CMO/Head of Marketing: 15%
- Only 4% have a dedicated Head of E-commerce
- 3% assign ownership to a digital strategist
Interpretation: While formal responsibility is usually at the top level, in practice, marketing often owns digital channels and product messaging – especially in mid-sized B2B companies. That makes marketing a natural home for PIM ownership.
Where Should the PIM Owner Report?
If your company appoints a person to take charge of the PIM system – who should they report to?
Even though only 15% of companies say the CMO formally leads digital commerce, marketing is often the team that manages digital product communication and the customer experience.
That’s why in many mid-sized B2B companies, it’s practical and effective to place the PIM Owner or PIM lead within the marketing department.
💡 Whether you call the role “PIM lead”, “product information coordinator”, or simply the person responsible for PIM – the key is giving them the mandate to coordinate between teams and ensure consistency and impact.
What if you don’t have resources for a new role?
Not every company can create a dedicated PIM lead. That’s okay. Here's how you can manage with existing roles:
| Role | Expanded responsibility |
|---|---|
| Marketing Manager | Owns overall PIM strategy and content direction |
| Product Manager | Maintains product structure, attributes, accuracy |
| IT or partner | Supports integrations and user access. Form a small but dedicated working group – for example, a quarterly sync to align priorities and resolve blockers. |
Without ownership, PIM quickly becomes a bottleneck. But even with limited resources, success is possible – as long as someone owns it.
Related articles – build your full understanding
>> Why B2B Companies Need a PIM
>> How to Choose the Right PIM System for Your B2B Company
FAQ: Who should own the PIM system?
Should IT own our PIM?
IT plays a critical support role, but strategic ownership is best placed in marketing, product, or sales – depending on your business model.
What if we can’t hire a dedicated PIM lead?
Let the marketing lead take ownership of content and structure, supported by product and IT. Assign one main point of contact.
What does a PIM lead actually do?
They plan, prioritize, and coordinate all things product information. It’s a cross-functional role that ensures the PIM system is used effectively and strategically.
How does this relate to our e-commerce platform?
If your PIM is integrated into your e-commerce platform (like in Litium) it’s even more important that ownership stays close to marketing or sales to ensure content supports conversion.
Want to know more how other companies work with PIM? Reach out and let's discuss.
