The trouble with Product Data Management Benchmarking

Benchmarking is meant to be a tool for learning but too often, it becomes a distraction. Companies look at how others manage Engineering Product Data, PLM, or Digital Threads and get sidetracked by what seems impressive or widely adopted.

Instead of solving their own challenges, they chase trends, compare tools, and second-guess their strategy.

The illusion of the better system

This reminds me of a conversation I have with my wife. She regularly asks me:

"How do other families seem to have so much more free time?"

Similarly it’s easy to assume that another company’s setup must be better.

? “They’re using System X, should we be using it too?”

? “They’ve structured their BOM differently, are we doing it wrong?”

? “They just implemented a new PLM strategy, should we rethink ours?”

But what you see from the outside is just one piece of their puzzle.

?? You don’t know their constraints or history, their decisions might not apply to you.

?? You don’t know if they’re even satisfied, they could be struggling with issues they haven’t solved yet.

?? You don’t know if they’re focused on the right things, they might just be following trends themselves.

Just because something looks effective doesn’t mean it actually works well behind the scenes.

Sadly my wife takes no interest in other peoples PLM strategies.

The cost of getting distracted

Instead of focusing on fixing bottlenecks, improving workflows, or driving adoption, benchmarking can lead to:

?? Shiny object syndrome. Constantly evaluating new tools instead of using the ones you already have effectively.

?? Unnecessary change. Disrupting processes that weren’t actually broken.

? Wasted time and resources. Engaging consultants, running evaluations, and debating new strategies instead of executing.

?? Analysis paralysis. Getting stuck in comparison mode instead of making meaningful improvements.

If you are determined to benchmark, how do you use it productively rather than as a distraction?

How to benchmark without losing focus

Benchmark principles, not just solutions. Instead of asking "what system do they use?", ask:

? How do they ensure clean data?

? How do they manage change control?

? How do they integrate product data across departments?

Stay problem-driven. Benchmarking should help you solve specific issues, not make you question everything. Before looking outward, be clear:

? What’s the real problem we need to solve?

? Have we fully explored internal fixes first?

? Are we benchmarking to learn, or just out of FOMO (fear of missing out)?

Don't underestimate how much of a challenge it can be to arrive at the right questions to ask.

Beware of ‘Best Practice’ myths. What’s "best" depends on:

?? Your industry, products, and regulations.

?? Your tech stack and legacy systems.

?? Your people and how they actually work.

Copy-pasting someone else’s strategy without aligning it to your reality is like trying to wear someone else's shoe.

Successful ways to gain insights without getting distracted

If you are determined to benchmark the right way, here’s how to do it effectively:

1. Use industry-specific benchmarking groups

Some industries have structured collaborative benchmarking rather than one-off comparisons. Examples:

Global Automotive Advisory Group (GAAG) – Car manufacturers collaborate on Enterprise PLM strategies and challenges.

Aerospace & Defence PLM Action Group (AD PAG) – Focused on standardising PLM approaches in aerospace.

Industry working groups (e.g., PLM Green Global Alliance, PDT Europe, ProSTEP iViP, Configuration Management Benchmarking Group (CMBG), AIAG, ISO Committees) – Forums and conferences for discussing standards and methodologies.

These groups share context, making insights more relevant.

There are also individuals with a broad view across industries and a wide network like Jos Voskuil .

2. Conduct direct peer-to-peer insight exchanges

Quick Release_ regularly brings clients together for intimate intra-industry and inter-industry insight sessions. Rather than just observing what others do, structured conversations provide real insight:

? What problem were they solving?

? What trade-offs did they make?

? What challenges did they face in implementation?

? How do they measure success?

? What would they do differently if they started over?

This moves benchmarking from superficial comparison to deep learning.

?? Let me know if you'd like to be involved!

3. Leverage external research & industry reports

Market research firms (Gartner, CIMdata, IDC) publish benchmarking studies and maturity models that provide a broader, unbiased perspective, including things like adoption trends, common implementation pitfalls and comparative ROI analysis. You get big-picture insights rather than getting distracted by a single company’s experience.

4. Be wary of vendor-led benchmarking

PLM and data management vendors often present benchmarking insights, but keep in mind their incentives, they want to sell their product. The most valuable vendor insights come from aggregated trends rather than sales pitches:

?? Adoption trends across industries

?? Common implementation challenges

?? Customization vs. out-of-the-box usage

5. Internal benchmarking first

Before looking externally, assess your own organisation:

? Where are your biggest bottlenecks today?

? Which teams are already excelling at data management?

? Are different departments handling product data differently?

? What do your own users struggle with the most?

You might already have successful internal practices you can scale!

The real measure of success

Your goal shouldn’t be to keep up with what others are doing, it should be to build something that actually works for you.

? Are your teams working efficiently?

? Are you making better decisions with your data?

? Are your tools and processes serving your needs?

A quick, common-sense assessment of industry best practices against a list of fundamentals is often all you need. It identifies major gaps while also providing reassurance that you're on the right track. I can help with that ??.

Conclusion: Are you learning or just comparing?

Next time you feel the urge to benchmark, ask yourself:

Is this helping me solve a problem, or is it just making me second-guess our approach?

Because the best companies aren’t the ones that chase what others are doing, they’re the ones that stay focused and make deliberate, informed choices.

At home we modified our schedule and a few priorities. Yesterday the family had time to sit down together and play a board game. I think we are making progress in the right direction.

I hope you find that useful. Let me know if I can help with your journey of discovery ??.

In the meantime I'd love to hear about your benchmarking experiences/approach. Where has it worked for you, or not? ??