Determining the Starting Point: The 5 Stages of DAM Maturity

In her short time at SharkNinja, Kristi has made significant progress in increasing the usage and awareness of the DAM program within SharkNinja. From February to October 2024, the company saw a 531% increase in logins, a 444% increase in searches, and a whopping 3,754% increase in downloads from the DAM platform. Who wouldn’t like to see that level of progress in such a short time?

How did Kristi do it?  Her first step was identifying the internal barriers to DAM adoption. Next, she assessed the DAM program’s maturity level. Finally, she created a detailed roadmap for the program’s short-term and long-term growth.

One tool many DAM managers use is the DAM Capability Model, which outlines the key stages of DAM program development and highlights the areas to focus on when advancing from one level of maturity to the next. Below, we'll provide a brief overview of each stage so you can evaluate your DAM program and inform your planning for the year ahead and beyond. If you’d like a more detailed look at the DAM Capability Model, click the link below to download the full version.

Stage 1: Initial

Every DAM program has to start somewhere. It begins as an idea and becomes a reality through commitment and effort. This is why many organizations find themselves in the first stage of DAM maturity, which can be the hardest to move beyond. The summary of DAM programs at this stage is “Processes are unpredictable, poorly controlled, and reactive.”

At this stage, DAM programs are typically either brand new or not yet officially established. Assets may not be located in one place, processes are either just being implemented or only exist on paper, and the technology is either unsuitable or is still being set up.

Our most important tip at this stage is to take your time and focus on your end users. It's easy to create messes at this point, so focus on planning and addressing key questions before diving into any major implementation projects. The most valuable asset (pun not intended) that will help you progress to the next stage is users who are excited to utilize the DAM and are supported by processes and technology designed to assist them intuitively. 

Stage 2: Managed

DAM programs at this stage are defined by processes that are “project-focused and often reactive.” In other words, your program is beginning to serve very specific user groups and use cases for assets. While you’re still working out the kinks, you have a clear understanding of how the DAM fits into your broader tech stack, and your users are aware of it and somewhat engaged. 

A good way to think about this stage is like a child who’s just learned to walk. They can stand confidently on their own, but if they get too ambitious, it’s likely they'll faceplant. Just like newly-mobile toddlers require constant oversight and precautions to ensure they don’t overextend themselves, governance is the key focus at this point. Be sure to keep a very watchful eye on your processes and collect lots of feedback from end-users.

Organizations at this stage have made a limited investment and are focused on demonstrating the value of DAM to the broader organization. It's okay to stay in this stage for a while. Think of it as creating a prototype for your DAM within your organization and ensuring it functions as intended before expanding it on a larger scale.

Stage 3: Defined

The next stage in the DAM maturity model is “Defined.” As the name implies, DAM programs at this stage have a clear role and purpose. Their workflows and taxonomy are intuitive; therefore, their processes are “standardized across the organization and proactive.” 

If this is the case, it’s safe to suppose that the DAM program works well for a specific group and/or use case within your organization. So well, in fact, that leadership and other user groups are eager to expand the DAM program across the organization. That's great! 

Don't get too caught up and rush into this expansion effort too quickly, however. There are two things to consider at this point: First, do you have the right team in place to govern and own a bigger DAM program? If leadership is excited, make it clear that with more workflows and users comes an increased need for a dedicated team to own the DAM program. 

Second, make sure you aren't assuming too much about the needs of other departments and teams. Work with stakeholders to ensure that any new workflows, tools, metadata, or assets are identified before you start expanding. Once you’ve done that, you can confidently grow the DAM program across the enterprise!

Stage 4: Controlled

You've done it! The DAM program now serves all your key users. To achieve this, you likely have some support, whether in the form of a dedicated DAM team, a third party like Stacks, or additional staff. From this point forward, the program grows more gradually. 

DAM programs at this stage are characterized by “Processes that are measured with key performance indicators (KPIs) and governed.” We like to summarize these KPIs into a DAM health score that can be consistently monitored.

With these metrics in place, you can focus on measuring and tracking the health of your program, while continuing to communicate the value of DAM. You can also work on building out more resources for users and identifying ways to make workflows more efficient. This might include leveraging new DAM platform features such as automations, AI, templating, integrations, or asset transformation. 

At this point, be sure not to lose sight of the day-to-day governance of the program or your users. If you need additional support to assist with the strategic growth of your program or day-to-day governance, Stacks can help! Contact us today to learn more. 

Stage 5: Optimized

The final stage in DAM maturity is difficult to achieve. It positions your DAM program as a central component of business planning. The summary of programs at this stage is "there's sustained focus and investment in process improvement.” In many ways, this represents an ideal—but it's entirely achievable. For success stories and real-world examples, reach out to Stacks!

At this stage, both leadership and the broader organization recognize DAM as essential to the organization’s success. DAM projects and initiatives are integral to strategic planning and play a central role in achieving the brand's goals. This progression occurs naturally if you've executed the previous stages correctly. However, it also requires networking, effectively communicating the value of DAM, and aligning it with broader business objectives.