This entry is part 11 of 21 in the series selfassessment

In this state of a Solution Lifecycle most buyers confront the real and threatening issues of change, disruption to ongoing operations, loss of stature or respect resulting from a bad business decision, how to justify the purchase of a product or service. However before they can move forward, they must answer several essential questions:

Precipitating events

What types of catalytic or precipitating events would jump start a DAM project?

  • Existence of a marketing operations initiative with executive sponsorship that is already addressing the financial and campaign management components of the marketing organization i.e. existing momentum around driving  efficiencies
  • Rebranding campaign or new Agency of Record involving acquisition of lots of new imagery
  • Sarbanes-Oxley audit – need to ensure correct process to stay compliant with image rights
  • Failed marketing campaign (over budget, late to market)
  • Competitive pressure – i.e. evidence of best practice from another business

What else have you found in your experience?

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