Two components within the enterprise IT architecture are in direct conflict. Digital Asset Management (DAM) and Business Process Management (BPM) systems are two complex systems, both targeting process management. From the DAM industry perspective workflow has become the primary requirement for advancing the relative value of digital asset management. While the BPM industry has paid little attention to DAM, and focused largely on process management and automation. Who is driving the bus when these communities of interest overlap? Should it be DAM enabled BPM, or BPM enabled DAM?