In today's digital business climate, companies must have the capability to view, collaborate, analyze, and act based on their product data. While this tenet sounds simple, it is, in fact, highly complex. Siloed organizations, legacy processes, and outdated software tools all stagger companies as they attempt to optimize products for their customers' experiences. CIOs, CTOs, and VPs of product development must adopt the latest generation of product lifecycle management (PLM) tools to own their product's data — both during the design and development process and once the products are in market.