The complexity of the B2B sales process has been a barrier to the adoption of digital commerce. However, B2B firms are now joining the race to offer a world-class digital customer experience as a competitive advantage and a sales accelerator. The key to winning the customer experience race is product data. Your digital product data, managed in a Product Information Management (PIM) system, can be used to power product search, search refinement, and product comparison. A robust product taxonomy can establish relationships between products, downloads, and brand stories. Together, rich product data and taxonomy can enable a very sophisticated and dynamic display of related products and content creating a superior shopping experience for customers.