People

The human roles, responsibilities, and interrelationships in an organisation’s use and management of DAM

1. Technical Expertise
There are key technical capabilities that the organisation needs to have, either in-house or via an external partner. Models such as the ITIL v3 and ISO/IEC 20000 also offer a helpful guide for defining technical roles and responsibilities.
1Little to no exposure to the application of DAM technologies, including managing repositories and workflow systems
2Casual understanding of DAM technologies, often starting in the form of web or document management systems, and centralized document repositories or shared drives
3Demonstrated experience with the implementation of functional DAM systems and specific DAM core competencies, such as ingestion, cataloging, transformation, transcoding, distribution, etc.
4Managing DAM-specific repositories and creative workflow systems is core to IT with organised knowledge transfer
5Understanding and participating in forecasting enterprise DAM technical needs, key technical integration points, and data schema design, in preparation of future business requirements
2. Business Expertise
This refers to the understanding of fundamental DAM concepts among employees and management in support of the organisation’s core mission. To promote an organisation’s DAM practice, clearly related and defined roles should be used as a starting point. Examples include: Asset Owners, DAM Managers, Rights Managers, Reporting Analysts, Product Managers/Channel Managers, Metadata Managers/Librarians, Archivists, Asset Creators, Sales/Marketing Managers.
1Little to no exposure to the use of DAM technologies, including repositories and workflow systems
2Casual understanding of the value of DAM, often starting in the form of utilizing web or document management systems and centralised document repositories
3Demonstrated experience with implementation of functionally specific DAM systems and core competencies, such as ingestion, cataloging, transformation, transcoding, distribution, etc.
4Assets managed through repositories and workflow systems; a core function with organised knowledge transfer
5Understanding enterprise DAM capabilities to uncover current and future asset value , and create competitive advantage
3. Alignment
Alignment is the collaboration between technical and business areas utilizing the value of DAM to achieve the organisation’s mission. This collaboration provides the capability for the groups to anticipate the needs of one another with complementary strategies.
1Little to no exposure to the use of DAM terminology, including ingestion, cataloging, transformation, transcoding, distribution, etc.
2Casual understanding of the need for DAM, often starting with utilizing and creating web and document management systems and centralised document repositories
3Demonstrated collaboration to extract value from functional DAM systems with DAM core competencies
4Active collaboration utilizing cross-functional teams to manage the improvement of asset repositories and workflow systems with organised knowledge transfer
5Proactive cross- departmental and global use and refinement of DAM capabilities to uncover current and future asset value, and create competitive advantage
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