Many experts will agree that traditional Master Data Management (MDM) doesn't address the challenges of synchronizing application level data and settings across numerous ERP modules and other systems. Those familiar with MDM deployments will observe that the slow degradation of data definitions and misalignment across applications rarely creates major issues quickly; it is more like death by a thousand cuts. Also, in the age of cloud these needs often quickly transcend ERP and must address solutions from multiple vendors, not just data across modules in an ERP system.