Assessing Your Own DAM Maturity Level

Stakeholders and Internal Champions

The first step is to inventory all of the stakeholders and identify internal champions (i.e. people who could advocate the need for DAM).

Internal champions should be from around the organisation and not necessarily just technical staff. They should represent those who are in the most pain under the current practices or workflows, or who have the most to gain from new ones.

In a DAM scenario case, the users with the most at stake are usually marketing managers, creatives, editors, brand managers, agency representatives, sales people, product marketers, licensing staff and other external communicators.


The next step is to create and administer a detailed set of questionnaires for each of the above stakeholders. For each question, an organisation should find answers with respect to the current and future state.


Remember that at the end of the exercise, the level itself is not important. What is important is that the organisation identifies the weaknesses (or immaturities) and plans to address them.

Also, it does not need to be proficient at a given level across all categories and dimensions in order to move from one level to the next.

The idea (as with ECM3) is…

To understand where it fits generally, document imbalances, and set priorities from there.