“Have a plan and keep it simple. You can always expand on it, so keep your security and your roles simple and organized, and you can always build that out as you go through your implementation.” – Leah Hammes, McCormick & Company
Digital asset management (DAM) is a global tool at McCormick & Company. With products sold in 150 countries and territories, the DAM system serves as the source of truth for McCormick’s content. To achieve the benefits of a DAM tool as the centralize content hub, Leah Hammes (formerly Carlson) and her team knew they needed to generate awareness about the DAM system around the company and train their teams.
In this Widen Podcast episode, Leah shares some of her lessons for building DAM programs at McCormick and in her previous role at National Cattlemen's Beef Association.
It takes two messages to sell DAM internally
There are two different messages that Leah and her team prepared in order to sell DAM internally. The first message is for the teams creating and working with digital assets. Those groups, like creative and marketing teams, need to understand how they’ll benefit and how to use it. The second message is for leadership. “The story for the leadership team and the stakeholders is talking about cost savings, enablement and visibility, and early successes,” says Leah.
Once teams have grasped the benefits of digital asset management, it’s time to teach them how to use the system. Leah recommends planning out these training sessions in advance and training in a group setting. “People gain so much from interactive group training and the questions that are asked at that time,” says Leah. “We send out early instructions and tell people to bring their partners, bring their agencies and let’s get as many people on this call and in the room as possible.”
Three phases of training
There’s a lot for teams to learn, so Leah likes to break training into three phases.
- Initial on-boarding. “Everyone on the creative team is going through an initial onboard training, and I’m doing a kind of roadshow and going to each of the regions, and I’m doing it in person if I can,” says Leah. After introducing the DAM concepts and system, they move into an interactive live demo. The first phase of training ends with some exercises to start increasing the teams comfort level with the system.
- Upload training. The second round of training focuses on uploading. Leah trains teams on the best practices for metadata and upload profiles which will keep the system clean and organized in the long run.
- Feature training. The third phase of training highlights the features of the system. Leah covers key topics like how to use Portals and collections. This time helps teams understand all the different things they can accomplish with the DAM system.
Build a strong foundation
DAM is a tool for all, but it helps to start with those who gain the most efficiency from it. “We started with the internal marketing teams, and then will definitely roll out to those sales teams as the secondary group that we would bring on,” says Leah. She added that other internal McCormick employees are welcome to sign up for an account but that they are focused on the foundational phase first.
For the full story, listen to episode 14 of the Widen Podcast. Episode topics include:
- Launching a DAM system across the company
- DAM training
- Leading groups and managing access during the implementation stage
- Building a marketing technology map leading to success
Want to hear more? Listen to the bonus soundbites:
- What Leah would have done differently
- Measures of DAM success
- Expectations you should set before starting the implementation process
The Widen Podcast helps customers prepare for and execute their DAM system rollout. Each episode features conversations with a DAM champion who has implemented the Collective. We hope that these podcasts will equip future Widen customers with the tips and insights they need to execute their own successful implementation.
About our guest
Leah Carlson is the Global Digital Content Manager at McCormick and manages global teams in EMEA/UK, Poland, Asia, Australia, India, China, Canada, and Mexico. Before, she was the Communications Support Analyst at National Cattlemen's Beef Association. She has supported two custom Widen API projects connecting a custom recipe database and a custom content management system.
McCormick & Company is a Fortune 1000 company that manufactures spices, herbs, and flavorings for retail, commercial, and industrial markets. The company began in 1889 in Baltimore, Maryland, United States. McCormick has approximately 8,000 employees.
About our host
Bill Banham is a marketing and publishing professional based in Toronto. He is the founder of the HR Gazette and Iceni Marketing as well as the co-founder of the WorkingTech show and the InnovateWork event series. Bill hosts several CPSA podcast shows on topics including social selling and tech, business strategy, and sales strategy.
Listen to more episodes from the Widen Podcast series.