Blog | February 19, 2016

Make the Case for DAM

by Mike Waite in Digital Asset Management

Sometimes what’s obvious to you isn’t so obvious to everybody else. You can see that a digital asset management (DAM) system can help you and your team be more efficient and productive and, ultimately, build a stronger brand. But the people holding the money don’t necessarily have the same priorities.

Use this guide to build your case. 

DAM systems are now a key part of marketing operations infrastructure. As marketing organizations work to keep pace with digital lifestyles, their communication programs have to move faster and connect to more and more channels. DAMs are the central hub around which distributed marketing teams – as well as their agencies and partners – operate.

That being said, budget decisions are made by individuals who probably won’t use digital asset management in their day-to-day work. It may be hard for them to relate to the complexity of working with hundreds or thousands of digital assets, and they may not be familiar with what it takes to coordinate the development, approval and distribution of marketing assets with different teams and partners. You need to spell out exactly what makes the process time-consuming and inefficient when presenting your argument.


It’s also likely that budget decision-makers don’t grasp the total cost and value of all the digital assets you work with. Follow these five steps to give your decision-makers a detailed explanation of the time and money spent managing these files to demonstrate their actual worth:

  • Build a team of DAM supporters.
  • Identify business reasons for DAM.
  • Measure DAM ROI.
  • Understand key talking points.
  • Make the case.

Step 1 : Build a team of DAM supporters.

Gather a wide variety of stakeholders to create a project committee – a DAM support squad, of sorts – to push the project forward. Bring together representatives from different departments to identify and discuss the opportunities and pain points that a DAM would address. Your case will be much stronger and more convincing when you have stakeholders from marketing, creative, sales, IT and other relevant teams making the case for a DAM.

Step 2: Identify business reasons for DAM.

With your team of supporters, list out the ways marketing operations can be improved and exactly how a DAM system will address these issues. For example, if your design team spends hours searching for the files they need to complete projects, their skills and time aren’t being well utilized. Sales professionals need easy access to the most up-to-date, approved files so audiences are always presented with a consistent brand. Marketing teams can work faster when creative files are automatically converted and optimized for different channels. Identify every area that a DAM platform will make simpler and more efficient. Not only does a DAM help individuals and departments work more efficiently, it coordinates activities and streamlines processes across functions and with outside collaborators.

Check out the remaining steps by downloading the guide.