PLM vs Airtable: Why Product-Driven Brands Need a Hybrid Approach

Introduction

Product development workflows are changing rapidly. As brands scale, they need systems that can adapt while maintaining structure. After spending 12 months at a PLM startup immersing myself in product development workflows, I've reached a conclusion that I recently shared on LinkedIn: the most successful brands aren't choosing between PLM systems and Airtable - they're strategically using both.

This hybrid approach is transforming how brands manage their product operations. Let's explore why this combination works so well and how to implement it effectively.

The Hybrid Approach: Real-World Success Stories

The proof is in our client results. Passenger, a sustainable outdoor apparel brand, integrated Backbone PLM with Airtable when we launched their Shopify PIM. This foundation allowed them to build out their wider product operations with complete data visibility across departments.

Another client using Centric PLM was struggling with their implementation - spending over £100K yearly on licenses while still relying on manual processes for many tasks. We've helped them refocus their PLM to handle just core BOM, TechPack, and spec sheet workflows, while integrating Airtable for planning, tracking, and team collaboration. The result? They're finally getting the functionality they need without the excessive costs and workarounds.

Why PLMs Alone Fall Short

PLMs offer specialized functionality, but they come with significant limitations:

1. Too Rigid - Your processes naturally evolve as you grow, but PLMs resist change and adaptation
2. Data Silos - Want to update a trim cost across an entire season? You'll need to change every single BOM manually
3. Poor User Experience - We've observed tech teams spending hours clicking through 20+ steps just to generate a basic tech pack
4. Prohibitive Costs - With £200-£300/month per user license fees plus customization costs, expenses quickly spiral
5. Limited Scope - Most PLMs are designed specifically for fashion and struggle with other product categories

When a PLM Makes Sense

Not every brand needs a PLM from day one - or ever. Consider investing in a PLM when:

• You require detailed technical spec sheets with no compromise on precision
• Your products involve complex grading across multiple size ranges
• You need professionally formatted tech packs with consistent presentation
• Your design workflow depends on Adobe integration for files and CADs
• Your organization has grown to the point where design standards and controls are essential

For brands under £50M with smaller design and product teams, these specialized needs rarely justify the cost and complexity of implementing a full PLM system.

The Airtable Foundation

Airtable provides what most product-driven brands actually need:

• Intuitive dashboards accessible to everyone without specialized training
• Connected data that eliminates departmental silos
• Customizable views tailored to different team needs without data duplication
• Accessibility for stakeholders who would never use a complex PLM
• Rapid adaptability when your processes inevitably change

We consistently see that brands need robust Product Master Data as a foundation well before they require the specialized technical features that PLMs offer. Airtable excels at establishing this foundation.

Airtable vs PLM: Side-by-Side Comparison

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Implementing the Hybrid Approach

When brands reach the point of needing both systems, we establish a clear data architecture that maps each function to the appropriate system:

• PLM Handles: Technical specifications, grading, and tech pack generation
• Airtable Manages: Product master data, planning, tracking, team collaboration, and system integrations

This separation creates a seamless data flow that eliminates duplicate entry and ensures consistency across your product operations.

Strategic Recommendations

Based on our experience with dozens of product-driven brands, here's what we recommend:

1. Start with Airtable: Most brands should establish their product data foundation here first
2. Add PLM Selectively: Only introduce PLM functionality for the specific technical needs you genuinely require
3. Connect Everything: If you already have a PLM, integrate Airtable to fill gaps and connect to broader operations

Conclusion

The most successful brands we work with have stopped thinking they must choose a single system to handle all their product operations. Instead, they focus on getting the right tools for each specific job, creating an integrated ecosystem that leverages the strengths of both platforms.

If you're evaluating your product operations technology stack, we'd be happy to analyze how your specific workflows align with our Framework get in touch to schedule a consultation or explore our Product Master.