On behalf of CMSWiRE, Ralph Windsor of digital asset management (DAM) consultancy Daydream has written a series of articles outlining the “digital asset management consciousness” stages he believes organizations go through. It’s essentially a DAM maturity model, and we thought he captured the different phases of readiness and need fairly well. That said, we see the need to add one more stage to this model.

My most recent article for CMSWire, “Overcoming Those DAM Customer Experience Obstacles,” came out this week. In it, I cover two significant obstacles in the way of achieving a consistent customer experience. They’re both related to sharing.

In “Digital Asset Management: Solution or Part of the CX Problem?” I discussed why an end-to-end customer experience management software solution that could serve marketing, operations, sales, customer service, human resources, accounting and more doesn’t exist – and perhaps shouldn’t: “Because tools made to serve a very specific purpose, created by people who specialize in that purpose and are passionate about really doing a limited number of things very well, are always better at solving a particular problem than a tool set meant to be everything to everyone. Invariably, tool sets that try to be everything to everyone have severe weaknesses in one or more functions that are outside the core competencies of the original core business problem(s) the software set out to solve.” So, instead of looking for a nonexistent comprehensive solution, the answer is to build your own custom digital experience delivery (DXD) system out of the best solutions available.