Should we implement PIM or DAM first?
Most product-led companies start with PIM, because the product record is the anchor that images, manuals and videos attach to. DAM comes first when the main pain is finding, reusing and controlling brand and campaign assets. In both cases, design the link between product ID and asset before selecting either system.
Start with PIM when the bottleneck is product data, and with DAM when the bottleneck is creative assets. For most manufacturers and distributors, the product record is the anchor: every image, datasheet, manual and video belongs to one or more SKUs. A DAM without a clean product structure produces well-organised files that nobody can link to the right product.
Choose DAM first in two situations:
- The company is brand-led, with large volumes of campaign, lifestyle and video content reused across products.
- Asset rights, versions and expiry dates already cause legal or brand risk.
Many PIM platforms include basic asset management for product images and documents. A dedicated DAM becomes necessary when renditions, rights management and creative workflows grow. PIMvendors estimate: in about 2 out of 3 mid-market selections, the asset module inside the PIM is sufficient for the first phase.
Whichever system comes first, the PIMvendors sequence of Data, Process, People, Tooling applies. Define the asset metadata and the product-to-asset relation in the data model, and the second system plugs in without rework.
Other questions at this stage
Sources and method
How this page was made: drafted by the PIM Selection editors from the sources listed, checked against the PIMvendors selection method, and signed off by a named expert. Editorial policy.
Cite this page
PIM Selection (2026). Should we implement PIM or DAM first?. PIMvendors.com. https://pimselection.com/ask/should-we-implement-pim-or-dam-first/ (version 2026-10-14).