Since the first time sensors and other pieces of embedded electronics were included in products, products have come a long way. Embedded software is gaining more and more importance, and is in fact becoming more important than the physical product in many applications. This brings about the convergence of Product and Application Lifecycle Management. If the integration of PLM and ALM only means manual integrations between tools to enable data transfer, there is no control over the overarching product lifecycle (xLM) with its parallel processes. Therefore, an integration of both processes and data is necessary throughout the entire lifecycle. Our webinar demonstrates one possible management approach and some of its practical implications: that of integrating ALM + PLM processes and lifecycle data through Business Process Management (BPM).