A smart person in the industry that I respect a lot recently told me: “I’ve drowned a lot of horses trying to make them drink.” This, of course, references the old adage, “You can lead a horse to water, but you can’t make him drink.” Thinking about what he said, I found that, sadly, I could relate to his frustration through some of our experiences at the SEMA Data Co-op (SDC). In most cases, it boils down to prioritization.

There’s no question that product data management is critical to business today. Thankfully, a good many companies on the supplier (manufacturer) side are stepping up to meet their customer’s needs while growing their own sales opportunities.