Stack your DAM deck: 5 Key Players for a Marketing Technology Project

With any new digital asset management project, or marketing technology project for that matter, there are five roles that will keep your project moving forward. Note, DAM is not a project with a finite start and end date. Think of it as a product developed in phases. There are different roles and responsibilities before, during, and after the launch of your system.

This post is for the DAM champion, the person advocating for DAM system adoption in their organization. We’ll assume that’s you! Regardless, it’s beneficial to understand what roles it takes for a DAM system to succeed as a tool for managing digital assets across their creation, distribution, and preservation.

As you start your journey, strategically adding the right people to your team will help ensure you have all the components necessary to get a DAM system up, running, and sustained throughout its lifetime.

The following are five roles central to the evaluation, implementation, and maintenance of a DAM system. The roles can be filled by different people or the same person across phases of the project. Regardless of how you structure it, it is important for the responsibilities to be covered.

  • Project owner – Go-to person during the research, evaluation, and justification phases of your project. The project owner forms major milestones and makes sure they are achieved.
  • Executive Sponsor – The person who controls the purse strings (or can advocate for budget allocation) and will justify the cost and purpose of a DAM system. Make sure your executive sponsor is aware of return-on-investment benefits and knows how a DAM system aligns with business goals.
  • Implementer – An individual with project management experience is ideal in this role. The implementer ensures successful launch by knowing how the technology fits within other products, processes, people, and politics of the organization.
  • Administrator – System adoption and ongoing life, growth, and maintenance fall into the realm of the administrator. The administrator makes sure good data goes in and quality usage and data come out. Administration is an ongoing task. For more info on the responsibilities of an admin, read this blog post. 

BONUS TIP: Having a backup person in each role helps when change occurs so that projects don’t get derailed or stalled.

5 key players in a marketing technology project notebook

How do you find the right person for each role? It might feel like a bit of a scavenger hunt to find the person who has the skill-set, interest, and drive to help make your DAM system adoption successful. We offer the following key questions worth asking as you look for your key players.

  • What is the project start and end date?
  • What is your timeline to launch?
  • What experience do they have with prior DAM systems or other marketing technology systems?
  • How will you keep your project moving?
  • Where does DAM adoption sit among other priorities?
  • What drives the individual in each role? How can you support that drive?
  • What barriers exist for each person in their role? How can you mitigate the risk?

Once someone is secure in their role, it’s important to support them and the processes they manage. Good communication and active interest on your part will greatly keep interest and drive at a healthy level. A few ideas for engaging people are below.

How to engage each person at each stage:

  • Map the project to the person’s own goals and responsibilities.
  • Ensure that each individual is receiving information, training, and/or assistance appropriate to their role.
  • Document all processes, takeaways, action items, lessons learned and best practices across all stages.

We’re happy to discuss how to identify, find and engage the right people for these key roles in your DAM adoption project. Contact us or leave a comment.

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