What is Master data management (MDM)?
Master data management (MDM) is the practice of keeping one trusted, shared version of core business records, such as customers, products, suppliers and locations, across all the systems that use them. It covers the rules, ownership and tools that decide which record is correct when systems disagree.
Why it matters for your business
MDM stops the same customer or product from existing in several conflicting versions, which reduces billing errors, duplicate outreach and reconciliation work between ERP, CRM and e-commerce systems.
A distributor makes its ERP the source of truth for product records, so price and description changes flow automatically to the online store and the sales team's CRM.