The role of technology
As a result, specialized technologies have emerged to manage and guide users along the content journey.
These platforms are critical for minimizing reputational, financial and legal risks and ensuring no content is disseminated without being approved. In contrast to a manual review process, technology offers the benefit of embedded logic to ensure that the product and its claims are correctly associated and displayed in downstream channels.
Some enterprises use tools that have top-notch functionality built around managing complex MLR workflows and have DAM functionality added on. Others decide to use world-class enterprise DAM systems and attempt to use them for MLR review. In these scenarios, problems can arise when using a DAM system for MLR review, or when stretching an MLR system to be used as an enterprise DAM, because there is no one size fits all to meet all stakeholder needs.
Quite often, disparate and siloed groups of users across different teams and activities within the content lifecycle may have very different requirements.
Achieving consensus on priorities beyond Marketing and IT to align on a single solution is often challenging and may not be possible. For this reason, Commercial Operations teams play a critical role in providing solutions that fit all stakeholder groups involved. As a result, they sometimes resort to implementing the best of both worlds – an optimal DAM platform and a sophisticated MLR tool - and then try to integrate them.
This scenario, while possible, may require a significant design and technical implementation effort to ensure a seamless user experience, as well as ongoing management and governance.
