A Digital Asset Management system introduces new workflows, responsibilities, metadata rules, governance requirements, and team dependencies. Implementing these changes across large or distributed organisations requires more than training and documentation—it requires influential internal advocates who guide others, reinforce standards, and ensure the DAM becomes part of everyday work. These individuals are your DAM Champions.

DAM Champions act as role models, troubleshooters, coaches, and cultural ambassadors. They help peers understand why the DAM matters, how to use it correctly, and how to resolve common challenges. Without Champions, the DAM team becomes overwhelmed with support requests, user behaviour declines, and adoption stalls. With Champions, the organisation creates a sustainable system of support that drives long-term success.

This article examines the trends driving the need for DAM Champions, outlines how to select the right individuals, provides tactics for empowering them effectively, and highlights the KPIs that reveal whether your Champion network is working. Champions are not optional—they are foundational to DAM maturity.

Key Trends

Several industry and organisational trends make DAM Champions more important than ever.

• 1. Distributed global teams
  Champions act as local experts across regions and time zones.


• 2. Rapid content growth
  More content means more complexity, making peer support essential.


• 3. Increased workflow automation
  Champions help users understand triggers, routing, and automated rules.


• 4. Rising compliance and rights demands
  Champions reinforce correct metadata, permissions, and usage rules.


• 5. Higher turnover in creative and marketing roles
  Champions help onboard new team members quickly and consistently.


• 6. Multi-system tech stacks
  Champions guide users across DAM, CMS, PIM, CRM, and creative tools.


• 7. Need for ongoing adoption reinforcement
  Champions keep engagement strong long after go-live.


• 8. Demand for measurable DAM ROI
  Champions directly influence usage, accuracy, and compliance.

These trends make a Champion network crucial for scaling DAM success.

Practical Tactics Content

To build a high-impact DAM Champion network, you need the right people, the right structure, and the right support. The tactics below outline how to identify and empower Champions effectively.

• 1. Look for natural influencers
  Choose people others already trust for guidance and problem-solving.


• 2. Prioritise roles with heavy DAM involvement
  Designers, librarians, marketers, brand managers, and content producers make strong candidates.


• 3. Select Champions who embrace change
  Look for individuals who enjoy learning new systems and improving processes.


• 4. Provide advanced training
  Champions should understand governance, metadata, workflows, rights, and integrations.


• 5. Give Champions a clear mandate
  Define expectations: support peers, reinforce standards, escalate issues, and provide feedback.


• 6. Formalise the Champion role
  Add it to job descriptions or allocate dedicated time for Champion responsibilities.


• 7. Create a Champion community
  Regular forums allow Champions to share insights, challenges, and best practices.


• 8. Provide tools and resources
  Quick guides, talking points, governance summaries, and escalation channels.


• 9. Empower Champions with early access
  Let them test new features or workflows before organisation-wide rollouts.


• 10. Recognise and reward their contributions
  Highlight successes, offer incentives, and celebrate their impact.


• 11. Use Champions to reinforce governance
  They can correct metadata, flag issues, and guide users back to best practices.


• 12. Leverage Champions for onboarding
  They help new hires build correct habits from day one.


• 13. Treat Champions as your feedback engine
  They surface issues early and help improve the DAM continuously.


• 14. Rotate or expand the network annually
  Refresh membership to maintain energy, expertise, and coverage.

These tactics ensure Champions are equipped, confident, and motivated to drive adoption.

Key Performance Indicators (KPIs)

Tracking Champion effectiveness ensures the network is strengthening adoption and governance across the organisation.

• User adoption rate by department
  Departments with strong Champions should show higher usage.


• Decrease in DAM support requests
  Champions absorb first-line questions and reduce admin burden.


• Metadata accuracy improvements
  Stronger peer coaching improves metadata quality.


• Workflow compliance
  Users guided by Champions follow processes more consistently.


• Training participation and completion
  Champions encourage peers to complete training.


• Champion engagement rate
  Attendance in meetings, usage of resources, and feedback frequency.


• User satisfaction scores
  Improved satisfaction reflects better support and clarity.


• Asset reuse and self-service growth
  Better support leads to more confident, independent users.

These KPIs show whether Champions are driving meaningful behavioural change.

DAM Champions are the backbone of successful adoption. They bridge the gap between system design and daily user behaviour, helping peers navigate new processes, uphold governance, and develop confidence in the DAM. Without Champions, administrators carry all the weight and adoption suffers. With Champions, the organisation builds a sustainable, empowered community that supports DAM maturity.

By selecting the right people, investing in their training, equipping them with resources, and recognising their impact, organisations create a powerful network that ensures DAM success long after go-live. Champions don’t just help with adoption—they shape the long-term culture of DAM excellence.

Ready to build a high-impact DAM Champion network? Explore leadership, adoption, and governance guides at The DAM Republic to create a sustainable support model that drives long-term DAM success.

Topics

Guides

Articles

Resources