Success in marketing to U.S. millennials"”the generation of people now 18 to 34 years old"”will be critical to companies across product and service categories. One reason, of course, is that millennials represent the consumer market of the future.

Product development has traditionally been seen as the responsibility of research and development (R&D) or engineering departments. Hand-in-hand with product development comes product lifecycle management (PLM), a function which is often wrongly positioned as product data management and thus rarely used to its full potential.