DAM string theory – Save time…

Are you in control of your customer experience? Does your organization use the same system toolbox or do you have a fragmented toolbox with hundreds of monolithic systems? It’s not uncommon for large companies to have hundreds or even thousands of systems in their marketing ecosystem alone. 


You need to get this under control if you want to align your customer experience journey across your company and channels. My DAM string theory circles around the foundation of understanding your company’s pains and needs to draw on your suppliers and employees and solve them together to provide a consistent customer journey. This article addresses the first steps of getting started on this.

“Today, if you’re not disrupting yourself, someone else is” 
― Salim Ismail, Exponential Organizations: Why new organizations are ten times better, faster, and cheaper than yours

Recommended approach to new technology projects in general

50 years ago, you could learn something in school and then work based on that knowledge gaining experience on your own. Today, technology improvements and innovation happens more rapidly every day and it’s impossible to keep up. As established companies, we should engage in more open projects where we work towards a shared goal with a more diverse group. (Related article)
This is what you need to do:
  1. Communicate a clear purpose for the company and what you want to achieve. This should be the backbone for this whole process.
  2. A clear mandate and resource commitment 
This means trust that you have the best people on the task, give them money to purchase what they need and the time to do a good job.
With the above the Project Manager can create a group with internal and external resources to take on this task. The work for this group is the following.

Moving from project initiation to purchasing one or more technologies

As a Project Manager, you need to put together a group of evangelists in your company and remember to include some of the new guys that come with a smaller company culture bias.
Define use cases in the way you want them to support the customer experience in your organization. Create up to 10 strings and identify technologies and synergies. It will quickly show that implementing 3-4 technologies and connecting them with automation will help you and your organization grow and thrive in the new reality. 

String identification and description process

To document the strings, I usually use the SmartArt feature in Microsoft PowerPoint or simply a whiteboard.


Bring in suppliers to brainstorm on their roles in the strings and let them design their specific area of expertise based on your strings.  Remember the statement regarding “no company or person knows everything”. Going with a select stack of small suppliers reduces the risk of purchasing old technology compared to purchasing everything in one system.
Being able to manage users and groups doesn’t make you a user management system. Having a built-in image archive doesn’t make you a Digital Asset Management system
Prioritize the strings and steps in your model and put in down in a use case.
With the 10 most valuable strings illustrated visually and described, it should give you the best prerequisites for choosing vendors and implementing new technology.




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