Programme

Brandon Smeets joined Canon to replace their Software Asset Manager in 2017. After several years he decided to focus on magic entertainment. Brandon opens the conference with “The Connection Kickoff”. This interactive networking session will break the ice and is the starting point of meaningful connections.

Managing SaaS effectively is no longer just about controlling licenses. It's about aligning people. IT, Procurement, Finance, Security and the business all have different priorities, making stakeholder management the key to successful SaaS governance. In this session, Joanna Foum, Global Software Asset Manager at AFRY, will share how a global organization builds stakeholder engagement, creates visibility into SaaS usage and drives cost optimization without slowing innovation. Through practical examples and real-world lessons, you will gain actionable insights to strengthen collaboration, improve governance and turn SaaS management into a strategic business capability.

Microsoft 365 licensing is becoming increasingly complex, and the introduction of Copilot and AI agents brings new cost and compliance challenges. Many organizations lack visibility into license usage, entitlements, and consumption-based charges, leaving them exposed to unnecessary costs and audit risk. In this short session, we'll highlight: Common Microsoft 365 and Copilot licensing risks Hidden costs and consumption-based charging models How AI agents can generate unexpected credit consumption Typical audit findings and compliance pitfalls Key areas organizations should review today This session is designed to provide practical insights and raise awareness of the most important risks and opportunities surrounding Microsoft licensing.

Artificial Intelligence is rapidly entering the world of IT Asset Management (ITAM), promising automation, smarter insights, and greater efficiency. But is it truly a game-changer, or just another source of complexity? In this session, we explore real-world AI use cases in ITAM, such as automated asset discovery, normalization, and predictive insights. At the same time, we challenge the hype by highlighting what is often overlooked: AI is only as effective as the foundation it’s built on. Without reliable data, clear processes, and a defined strategy, AI risks becoming just another tool that adds noise instead of value. Join this keynote session by Wojciech Jackowski, Director ITAM at DSV to learn where AI delivers impact today, what pitfalls to avoid, and how to ensure it strengthens, rather than disrupts, your ITAM practice. AI in ITAM isn’t a silver bullet. Success depends on how well you prepare.

SAM teams rarely struggle with insight. They struggle with getting leadership to see its value, because the language does not land outside the SAM bubble. While leadership thinks in risk, growth, capital allocation, and increasingly concepts like FinOps, SAM often speaks in entitlements, discovery, and compliance. That gap is why many SAM functions struggle to get attention, budget, or strategic alignment. This break-out session is designed for Software Asset Managers who want to change that dynamic. We will work through how to strip “SAM speak” out of everyday communication and translate operational work into value based narratives that resonate with CIOs, CFOs, and business leadership. Together, we will explore the shift from Gatekeeper to Value Architect, moving from compliance reporting at the end of the process to shaping investment decisions at the start. Through real examples, we will show how to translate common SAM terms into language that leadership understands and values, and help you reframe your own messaging. You will leave with practical ways to present SAM not as control, but as leverage, and a clearer language to earn your seat at the table.

The ambition of most companies is to have an effective SAM function operating on all levels: strategic, tactical and operational. The challenge is that the SAM function often tends to be stuck on an operational level. In this session Folksam will present how the SAM function has managed establish a clear governance, operational work process and interaction within the company. This gives the SAM Function both the acknowledgment and leverage to participate and contribute to decisions within the company. Join Folksam in this session to learn about the Folksam SAM Programme and SAM Framework: SAM Governance and processes Tools and Data SAM operational process People and dependencies