Posted byJoshua Duhl
When bringing digital asset management (DAM) into and organization, few companies consider the area of “Business Support”. Business Support is defined as the extended organizational infrastructure (people, organizational structures, and technology/systems) that is needed to maintain both the proper functioning of the DAM as it relates to the business (i.e., how the DAM maps to the business, validating proposed changes to the system, adding new capabilities, rolling out to new users, etc.), and the proper governance and communication around the DAM across your extended organization.
Business support is critical to the successful use of DAM in an organization. However most organizations fail to fully comprehend what is required or needs to be put in place to make a DAM deployment successful. Furthermore, when considering the total cost of ownership for a DAM, it is frequently a common unaccounted cost.
Business support is an organizational cost and an organizational concern. While business support is absolutely essential and required in global companies with multiple regional users (e.g. a global product or services company, manufacturer, consumer product provider or media/entertainment company) or for that matter any company that works with Ad agencies on a global basis, it is also essential for small- and medium-sized organizations to establish an appropriate business support infrastructure and business support team for the DAM.
Business support includes theDAM Masters and training roles referred to in theprevious blog post. However, it expands beyond those to include the expanded team of people that play a role in supporting the DAM, as it affects a wide swath of an organization – from the creative teams, through marketing and agency partners, to global sales teams, partners, suppliers, and various outlets or consumers.
What tools and infrastructure is required to successfully support the business use of a DAM system in an organization?
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