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Blog about Digital Asset Management

Who owns the DAM in your organization?

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Everyone who uses the DAM should take pride in sharing their work in their DAM with other users. The organization owns the DAM and they are responsible for it. When it comes to having a go-to person, it comes down to the:

  • Stakeholder (or sponsor)
  • Lead who runs the system based on the needs of organization

Of course, there is a stakeholder in your organization who:

  • Champions the idea and clear vision of having a DAM in use
  • Funds the project of acquiring and implementing a DAM within the organization
  • Requests the DAM to meet specific high level business needs and use cases for at least one group/department in the beginning
  • Approves the scaling and fosters sharing the DAM and its assets across departments in the organization
  • Instruments the change management needed from the top down
  • Requisites a small team to be assembled and work on DAM
  • Stops the bickering between groups. Everyone works within the same organization with similar goals set by stakeholders when it comes to digital assets and can share what they have
  • Receives high level, weekly reports on the progress of the DAM, relative to the organization.
  • Budgets for the DAM continually to meet the business needs of each fiscal period
  • Owns the DAM as an ongoing business solution

It is up to your organization to decide who that person happens to be and where the accountability lies. It could be a C-level executive, a Vice President, a Managing Director or whomever has the authority/approval to do this for the benefit of the organization and its clients. They should understand the value of a DAM and, in turn, be shown this value (in a report or dashboard) as the DAM is used within the organization.

At least one person manages the DAM and often reports directly to the stakeholder. They would oversee the daily operations, train and support users. They are not simply a database administrator, but someone who understands the use cases for the DAM solution, how users should use the DAM and help meet the organization’s business needs involving digital assets.

Who owns the DAM in your organization?

Author: Henrik de Gyor

Consultant. Mentor. Podcaster. Writer.

One thought on “Who owns the DAM in your organization?

  1. Digital Asset management could be confused as a tool for either the management or the Information Technology Department in an enterprise. There are several stakeholders in a DAM project including Digital Information Managers, those who provide the budget, and those who spearhead it and those who maintain it technically or otherwise. The DAM professionals are the all rounder’s hence should “own” it while the others back up.
    In my organization the IT department takes ownership.

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