SAP and Open Text, an enterprise content management (ECM), announced the third major expansion of an strategic relationship to include Open Text Digital Asset Management (DAM), a key component of the Open Text ECM Suite and a part of marketing resource management (MRM) and intellectual property management (IPM) capabilities of the SAP Customer Relationship Management (SAP CRM) application. Through a new global agreement, SAP will resell the enterprise DAM solution from Open Text under the name the SAP Digital Asset Management application by Open Text.
SAP has had great success reselling Open Text Document Access, Open Text Archiving and Open Text Invoice Management solutions, and the companies announced in October an expansion of the agreement that enables SAP to resell Open Text Extended ECM (see SAP and Open Text Expand Global Reseller Agreement). Todays announcement allows SAP to resell one of the industrys leading DAM solutions as a part of an overall MRM and IPM solution with emphasis on enterprise marketing departments across every industry, as well as media industry publishing houses, entertainment firms and broadcasters.
With increased adoption of digital marketing channels, marketers need to develop higher volumes and more sophisticated digital assets that require collaboration with multiple departments, all while reigning in costs and achieving measurable return on marketing investments. Still, many marketing organisations suffer from a lack of standardised processes concerning content asset creation, publishing, maintenance and distribution. These problems can lead to marketing inefficiencies in lost or misplaced assets, or in having duplicate or misused assets.
To address these problems, marketers are turning to digital asset management solutions for centralised, global visibility across all marketing assets and usages. This enables them to simultaneously deliver integrated campaigns that span multiple products and regions to ensure consistent communications and branding. Further, organisations are using these tools to create marketing dashboards that monitor program effectiveness in real time.
When used in conjunction with the marketing capabilities of SAP CRM, SAP Digital Asset Management can support the entire marketing process from planning, developing content, execution and results measurement. It offers comprehensive functionality for collecting, managing, finding, using and distributing all types of content. Use cases range from strategic brand management to investor relations and partner collaboration, among many others.
Many marketing organisations are making an investment shift to digitised marketing channels, thus creating a need for those organisations to develop, manage and distribute higher volumes of digitised content in a more systematic way, says Susan Popper, senior vice president, Marketing Communications, SAP. By providing a robust and well-proven DAM solution with the marketing capabilities of SAP CRM, we can help customers deploy a flexible, efficient infrastructure marketers need to achieve more with less, and succeed in the evolving digital media landscape.
D.C.