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    December 22, 2020
    4 minute read

    How Salsify Workflow Helps Ecommerce Brands Increase Speed to Market

    by: Jonathan Herman

    Achieving faster speed to market is crucial to winning on the digital shelf. How you enrich or add new product content within your system of record can be a big part of those improvements to quickly update existing products or bring new products to market.

    While your brand may use software, such as master data management (MDM), enterprise resource planning (ERP), or product information management (PIM), to keep product information organized, ensuring you have the speed to execute your business processes and accurately make the required changes within it is essential.

    Learn about the challenges of traditional go-to-market (GTM) processes and learn how one brand used Salsify Workflow to increase speed to market.

    Getting Products to Market Is Hard

    Getting products to market requires a content review process that involves multiple stakeholders across an organization. Many brands spend months gathering the necessary information, images, and marketing materials and then getting them approved.

    Consider the following scenario: With spring fast approaching, a product manager needs to kick off seasonal enrichment for a product line.

    Getting to market will likely require the following steps:

    • Step 1: The copywriter writes the copy
    • Step 2: The brand manager reviews and approves it for tone and marketing persuasion.
    • Step 3: The regulatory team reviews it for accuracy of data and claims.
    • Step 4: The legal team reviews and approves it for claim accuracy.
    • Step 5: The ecommerce manager acts as the final gatekeeper before approving the content, saving the product, and scheduling the publish to retailers.

    Throughout this process, changes are often stored in email, Excel, and Word documents — all outside of the system of record.

    Why Traditional GTM Processes Hurt Brands

    This process not only leaves brands vulnerable to data integrity errors and inefficiencies but requires an organized project manager or additional set of tools to maintain a coherent record of what’s been changed (and by whom), for auditors or future updates.

    There's no place to store changes and facilitate a review of all this content inside a traditional PIM system. You need a tool that can model a wide set of processes, automate repetitive, low-value tasks, and maintain data integrity.

    How a Personal Care Brand Reduced Time to Market by 60%

    The digital shelf team of one major personal care brand relied on email communications and attachments to collaborate on new product content. Stakeholders often missed important updates, slowing communication between teams, and delaying content activation processes. 

    Salsify Workflow brought disconnected departments into a single platform to streamline new product content creation. Workflows allowed the team to set up automatic triggers in the content-creation process, notifying members from across multiple dispersed teams when their input was needed. 

    With Salsify Workflow, the team was able to streamline content collaboration and rely less on the inbox, resulting in a 60% decrease in time-to-market for new product content, moving from 115 days to 45 days.

    Speed Time to Market With Salsify Workflow

    Salsify Workflow helps speed up your time to market by centralizing your entire content process within Salsify. It can help you efficiently tackle the common business problems associated with introducing new products and the end-to-end product enrichment process.

    Request a guided demo to learn more about how Salsify Workflow can help you speed time to market for your brand.

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    Feature image by fauxels from Pexels

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