How do you create a realistic DAM roadmap for your organization?
You notice it every week: files are all over the place, colleagues are using different versions of the logo, and consistency across all communications is the coincidence rather than the rule. You know: continuing like this is not an option. But how do you go about it? A DAM roadmap helps you get a step-by-step grip on your brand and marketing processes. But one that fits your organization - not a blueprint from a multinational.
Why a roadmap is indispensable
You don't implement a Digital Asset Management (DAM) system "on the side. It affects teams, processes and technology. A roadmap provides direction, realistic expectations and support. Without a plan, you run the risk of an expensive tool that is not used - or worse: even more chaos.
Step 1: Start with the pain
What is going wrong now? What are teams running into? Gather input from marketing, sales, design and communications. Consider issues such as:
Time wasted searching for files
Erroneous or outdated images in expressions
Inconsistent use of logos and colors
Unnecessary re-creation of assets
Make it concrete. No vague complaints, but examples that show what it costs - in time, money and brand power.
Step 2: Set clear goals
What do you want to achieve? Focus your roadmap on goals that matter, such as:
80% less time spent searching for content
Faster approval processes
One central place for all branding
Brand consistency across all channels
Make sure you make these goals measurable. That will help with the choices you make later and with convincing stakeholders.
Step 3: Work in stages
A DAM project doesn't have to be perfect overnight. Start small, test and learn. Consider, for example:
Phase 1: marketing department only, imagery only
Phase 2: link with PIM or CMS, extension to video and document templates
Phase 3: international rollout, self-service templates, brand portal for partners
That way you keep it manageable, create support and achieve visible results quickly.
Step 4: Choose technique that suits you
Don't be guided by features alone. Choose software that fits the way you work, not the other way around. Note:
Usability (even for non-techies)
Links to existing tools (PIM, CMS, social media)
Flexibility and scalability
Step 5: Engage people
No success without people. Get ambassadors in your organization and train users well. Consider:
Clear guidelines on how and when assets are posted and used
Workshops or videos explaining usage
Feedback moments for optimization
Finally, make it visual
Visualize your roadmap. A clear timeline with milestones, dependencies and responsibilities helps tremendously with communication and progress. And let's face it - a roadmap is supposed to be on-brand, right?
Also getting your bearings on a DAM system? At Comrads, we help organizations like yours create a viable and future-proof DAM roadmap. Not thick reports, but a pragmatic plan that works. Contact us for a no-obligation discussion - or discover more about Digital Asset Management (DAM) in our white papers or videos without obligation.