Why good DAMs go bad: Building an operational capability

Abstract

Post-mortem analysis of under-performing DAM efforts reveal nearly universal points of failure and disconnects among user populations and support functions. Targeted toward DAM program leaders and executives, this article surfaces the missing elements, typical challenges and how to identify and fulfill these requirements, gleaned from experience leading many DAM projects. Methodologies for properly structuring DAM projects are introduced along with candid examples of do's and don’ts. DAM projects often flounder because of the misconception that the firm will realize strategic and process efficiency gains simply by rolling out a DAM system and training users on its functionality, only to discover teams don't understand how they should use it in their normal operations. DAM operations that produce real gains, whether realized straight away or in fits and starts, are distinguished by prime focus on operational design. Successful DAM projects are approached as fundamentally operational de)