CELUM - Centric Integration and Automation

Common Integration Use Cases Between CELUM and Centric

1. Product launch asset synchronization from Centric to CELUM

Data flow: Centric ? CELUM

When a product reaches a defined development milestone in Centric, approved product data such as product names, descriptions, specifications, and launch dates can be pushed to CELUM to trigger the creation and organization of launch-ready marketing assets. This ensures marketing teams work from the latest product information and reduces rework caused by outdated product details.

Business value: Faster launch preparation, fewer content errors, and better alignment between product development and marketing execution.

2. Centralized management of product imagery and rich media

Data flow: CELUM ? Centric

Approved product images, packaging visuals, lifestyle photography, and videos stored in CELUM can be linked back to product records in Centric. Product teams and designers can access the correct approved assets directly from the PLM environment without searching across multiple repositories.

Business value: Improved asset reuse, reduced duplication, and stronger governance over which visuals are associated with each product version.

3. Automated approval of product-related marketing content

Data flow: Bi-directional

Centric can notify CELUM when product specifications are finalized, while CELUM can return status updates when associated marketing assets have been approved and are ready for publication. This creates a controlled workflow where product and marketing approvals stay aligned before launch.

Business value: Shorter approval cycles, fewer launch delays, and better cross-functional accountability.

4. Rights-managed asset distribution tied to product lifecycle stages

Data flow: Centric ? CELUM

As products move through concept, development, pre-launch, and launch stages in Centric, CELUM can apply the appropriate usage rights, regional restrictions, and expiration rules to related assets. For example, a teaser image may be available only to internal teams until a product is officially announced.

Business value: Better compliance, reduced risk of premature disclosure, and more controlled global content release.

5. Product data enrichment for campaign and catalog content

Data flow: Centric ? CELUM

Structured product attributes from Centric, such as dimensions, materials, color variants, and feature sets, can be used to enrich campaign briefs, catalog copy, and digital content managed in CELUM. Marketing teams can build localized and channel-specific content using accurate product data from the source system.

Business value: More accurate content creation, less manual data entry, and improved consistency across channels.

6. Variant-specific asset mapping for multi-product portfolios

Data flow: Bi-directional

Centric manages product variants and configurations, while CELUM stores the corresponding approved assets for each variant. Integration can map each product version to the correct image set, technical sheet, or promotional material, ensuring that the right asset is used for the right market or SKU.

Business value: Reduced mix-ups between variants, better support for complex product portfolios, and improved customer experience.

7. Launch package assembly for sales and channel teams

Data flow: Centric ? CELUM

Once a product is approved for launch in Centric, the integration can trigger CELUM to assemble a launch package containing product data, approved visuals, sell sheets, and campaign assets. These packages can then be distributed to regional teams, distributors, or e-commerce channels.

Business value: Faster go-to-market execution, standardized launch materials, and easier distribution to downstream teams.

8. Change impact communication for product updates

Data flow: Centric ? CELUM

When Centric records a change to product specifications, packaging, or compliance details, CELUM can flag related assets for review and update affected marketing materials. This helps content teams quickly identify which brochures, web banners, or product pages need revision.

Business value: Lower risk of publishing outdated content, improved change management, and stronger alignment between product and marketing operations.