You're at the end of your rope. The brochure that you've spent the past two months working on is due to the printer in the morning but the source files they need to put it on the press have gone missing. After a few hours, you think you've finally located them on the file share. But you're not entirely sure if these are really the "final final" files?
Sounds familiar, doesn't it? Anyone who has worked in a marketing capacity has probably encountered this dilemma firsthand. And it's not simply isolated to large companies. The fact is that digital assets -- whether it's imagery, collateral materials, or fonts -- are only growing in scope as we continue to embrace the digital future. On top of this is the fact that resources (i.e., printers, agencies, contractors, etc.) are often scattered across multiple locales. And thus you've decided that it's high time to invest in a Digital Asset Management solution to unite all of your digital assets in a single location.
From this point, there are a number of questions a company in such a position typically asks: should we build it ourselves, outsource it to a third-party, or contract a third-party to build it? All important questions and the subject for another post. However, for now we'll assume that going with a DAM vendor makes the most sense. Now what? There are several standard next steps involved when it comes to deciding on a vendor. The scope of the job will usually determine the type of vendor that's required. Regardless of which end of the spectrum (enterprise being the top end and off-the-shelf representing the bottom end), a Request For Proposal is typically involved. This format allows the end-user to ask a series of questions in order to gauge which vendor best meets their specific requirements (i.e., one system might be better suited for managing large video files while another might work better for cataloged materials). In either case, there are a few questions that are critically important to understand prior to selecting a DAM vendor and should be part of every RFP process. These are as follows:
1. How much integration is required after the initial installation?
Buying a DAM system is like buying an automobile. The upfront costs only represent one portion of the overall expense pie. Whereas one system might appear on the surface to be reasonably priced, customers will often be dismayed to find themselves paying more to integrate the product with their system than the system itself costs. Thus it's important to understand what these costs entail -- and if a system does require further integration from the vendor, how many hours are typically required to get a system up and running.
2. How flexible is your system (i.e., what is the process for making and implementing changes)
No matter how well you 'spec'd' out your initial requirements, Murphy's Law dictates that there will always be changes. To accommodate these changes, you'll require a flexible framework that's capable of incorporating changes without taking the system offline and without having to incur further expenses. You should endeavor to understand how the change management process works and whether or not each and every change has to go thru the vendor (which of course can present a major bottleneck for meeting project deadlines). Of course, this is one of the advantages of building a customized DAM solution in that you’ll be able to better dictate the workflow and not have to relinquish control to a third party when changes to the system need to be made.
3. How long does it typically take to deploy your system?
Seems like an obvious questions but you'd be surprised by how few companies ask this question as part of their evaluation process. If the vendor provides customer references, be sure to ask them not just about the deployment process but how far it deviated from the initial schedule. A DAM system that requires an additional six months to deploy not only has an impact on the bottom line but it also provides an unnecessary distraction to all stakeholders.
4. What's the total cost of ownership for your system and how is it calculated?
Assessing the total cost of ownership of a DAM system is no small task. It's a bit like evaluating mortgage offers from a number of different banks -- it's difficult to get an apples to apples understanding of the costs as their costs and fees are structured in different ways, which can make evaluating numerous vendors a frustrating experience (thankfully, DAM vendors don't look at your FICO score... at least not yet). To deal with this conundrum, consider creating a standardized spreadsheet that each participating vendor must complete to be eligible for consideration. Once all of your proposals have been accepted then you'll have a standardized format in which to understand each system's total cost of ownership.