As SAM rapidly evolves alongside emerging technologies, the real challenge is no longer just about managing licenses and defending against audits —but about staying ahead of change. From AI-driven automation to the centralization of SAM functions, shifting organizational models, and increasing cybersecurity demands, professionals need to rethink how SAM will function in the next 3–5 years. This discussion takes a forward-looking perspective on the future of SAM, examining which trends are here to stay, which challenges we need to anticipate, and how to build truly resilient, tech-enabled SAM strategies.
- How to anticipate the next big shift in SAM driven by AI and automation?
- How to redefine SAM roles and responsibilities to fit future business demands?
- How to prepare SAM programs for increasingly compex tech environments?
- How to build resilience into your SAM approach to adapt to licensing shifts and regulatory changes?
- How to align SAM with broader business goals like sustainability, cybersecurity, and digital transformation?
Software Asset Management Analyst, Royal Bam Group Nv
Kevin van Diem joined Royal BAM Group in August 2022 as Software Asset Manager. Previously, he worked for more than 5 years at ITAM solutions Empowering Data as Software Asset Management Consultant / Data Analyst.
The Pop in Your Job:
"I love Software Asset Management (SAM) because I can make a difference in the company. A difference between over-licensed and under-licensed. Software Asset Management helps save money by ensuring we only buy what we need and use. It keeps us legal by managing licenses correctly and avoids fines. We make smarter decisions, save time, and reduce stress. It also improves security by keeping software updated and secure. SAM supports green goals by reducing waste and provides a clear overview of all our software. It boosts productivity by ensuring everyone has the tools they need. Overall, SAM makes everything smoother and more organized. Most importantly, the appreciation combined with the interaction and collaboration with the people drives me the most."
Global IT Asset Manager, On AG
Melad Tashtezar is a seasoned IT professional with extensive experience in IT asset management and leadership. Currently serving as Global IT Asset Manager at On since June 2024, Melad also holds the position of ITAM Chapter Lead for the UK at ITAM FORUM, a not-for-profit organization dedicated to the IT Asset Management industry. Prior roles include Senior and Enterprise IT Asset Manager at Just Eat Takeaway.com from September 2021 to June 2024, and various positions at Imperial College London from October 2012 to September 2021, culminating as Service Catalogue and Asset Lead (ITAM).
The Pop in Your Job:
"I'm fuelled by the challenges of IT Asset Management and the opportunity to make a tangible impact on organisational success. I love the collaborative aspect of my work, working with different teams to achieve shared objectives. Witnessing the direct impact of my efforts on cost savings, innovation, and compliance brings me great pride. I'm also passionate about fostering talent and providing mentorship to new talent in the ITAM Community in and outside of work!"
Product Owner Vendor Management Digitalisation, Alliander N.V.
Rick van Haaren is an IT minded manager with a background in IT asset management, IT Procurement and Contract Management with almost 25 years of professional experience. Prior to his current role as Product Owner Vendor Management at Alliander, he worked in different positions, among other companies at Nederlandse Spoorwegen and ING.
The Pop in Your Job:
“Hands-on and fact based with an eye for detail and complexity. Next to that I am an people minded manager who puts anybody in the driver seat based on knowledge and capabilities. I will stretch my team to the maximum and make way in order to develop the SAM team as a trusted advisor on every management level within the company. I always want to see the bigger picture on environments, projects, infrastructure and organizations. Try to see the whole picture before doing anything is what helps my team and me to develop our SAM strategies.”
Head of License Management, Schaeffler
Joseph is the Head of IT License Management at Schaeffler, overseeing software license agreements, IT service management, and contract optimization. He ensures compliance and cost efficiency in enterprise software procurement. Before it merged with Schaeffler, Joseph led the IT license and contract management at Vitesco Technologies and previously headed contracts and licenses for the automotive sector at Continental, driving strategic sourcing and vendor negotiations.
Senior Contract Manager, Schiphol Group BV
Arjen is a seasoned IT and software asset management professional, currently serving as both a Software Asset Manager and Senior Contract Manager at Royal Schiphol Group. In this role, he is responsible for managing software assets from major publishers, ensuring governance, cost optimization, and strategic alignment. He plays a key role in contract negotiations, vendor management, and maximizing the value of Schiphol’s software investments. Additionally, he is driving the maturity of IT asset management processes and implementing advanced SAM tooling to enhance operational efficiency. With over two decades of experience in software asset management, IT procurement, and contract management, Arjen has held senior positions at organizations such as Prof-IT Group, CGI Nederland, and Heineken. At Heineken, he led the global strategy for software license management across multiple operating companies. His expertise also extends to ITAM governance, financial analysis, and business process management.
Senior Manager Global IT Asset Management, ABB Ltd
Hery is a Senior ITAM Manager at ABB, responsible for building, promoting, and continuously improving IT Asset Management governance across the organization. He leads the standardization of policies, tools, and best practices to optimize software procurement, asset utilization, and compliance. With deep expertise in software licensing, vendor contracts, and SAM audit coordination, he plays a key role in ensuring effective management of ABB’s global software and infrastructure portfolio. Prior to this, Hery held leadership roles at Nobel Biocare, Merck KGaA, and Serono, focusing on IT asset and license management, contract negotiation, compliance, and IT governance across multinational organizations.
Royal BAM Group designs, builds, and maintains high quality, sustainable buildings, homes, and infrastructure for public and private sector clients. BAM is one of a few large companies to have set science-based targets to reduce the CO2 intensity of its operations by 50 per cent in 2030 compared to 2015, and is committed to maintaining its place on the Climate Change A List, published by CDP each year. This commitment is set out in BAM’s strategy for 2021-2023, called ‘Building a sustainable tomorrow’, which also aims to provide employees with safe and rewarding work, and generate attractive returns for shareholders. Using the latest industry innovations, our 13,500 employees reduce the carbon footprint of the built environment, whilst delivering increased well-being and social value to the communities we serve. With annual revenues of approximately €6,6 billion, the Group supports clients through two main divisions (Netherlands, and United Kingdom and Ireland) and a PPP business. Royal BAM Group is listed on the Amsterdam Euronext exchange.
Founded in 2010, On set out to shake up the running industry with a single transformative product, a completely new cushioning technology for running shoes, CloudTec®. Today, On remains innovation and design-led, delivering industry-disrupting premium footwear, apparel, and accessories for high-performance running, outdoor, and all-day activities. Existing at the intersection of performance, design and impact – inspired by athletes, we always look for ‘better’ – something we believe is achieved through continual experimentation, starting again, thinking differently, breaking the mold. Every day our teams continue to cook up trailblazing innovations within our Zurich-based On Lab and across our global hubs from Ho Chi Minh City and Hanoi to Shanghai, Portland, Berlin, Yokohama and beyond. We like to keep creativity and innovation in-house, whether it's to create inspiring marketing campaigns, think up next-gen retail spaces, or take leaps in sustainability and product design – it all comes together to deliver on our mission. At On, we're all believers in the human spirit and what it’s capable of. And with every On product, design and innovation, we set out to inspire humans to Dream On.
As a major Dutch energy network company, we have responsibility for the energy supply of 3.3 million customers and take responsibility for the energy future for the Netherlands. Alliander is formed by a group of companies, including Liander and Liandon. Together we stand for high-quality knowledge of energy networks, energy technology and technical innovations. Alliander has approximately 7,000 employees. We are experts in developing, maintaining and managing energy networks of high reliability; making energy flows over those networks transparent so that supplier and customer can find each other freely and helping customers switch to sustainable forms of energy. We stand for an energy supply that gives everyone equal access to reliable, affordable and sustainable energy. That is what we work on every day. Through energy networks, Alliander distributes gas and electricity in a large part of the Netherlands. With our work, we make living, working, transport and recreation possible. We want to strengthen society by enabling free access to the energy infrastructure and giving our customers more insight into their energy consumption. Alliander is bringing an open and sustainable energy market closer. Our main task is to distribute gas and electricity to consumers, companies and institutions. The grid operator Liander therefore keeps the energy networks in good condition, ensures distribution and connects customers to the energy networks. As the energy landscape changes, we are working on a future-proof and open network with room for multiple energy providers. To understand energy ambitions, we consult with provinces, municipalities and other customers. We help them with their energy issues and develop complex energy infrastructures, including through Liandon.
The Schaeffler Group has been driving forward groundbreaking inventions and developments in the field of motion technology for over 75 years. With innovative technologies, products, and services for electric mobility, CO₂-efficient drives, chassis solutions and renewable energies, the company is a reliable partner for making motion more efficient, intelligent, and sustainable – over the entire life cycle. Schaeffler describes its comprehensive range of products and services in the mobility ecosystem by means of eight product families: From bearing solutions and all types of linear guidance systems through to repair and monitoring services. Schaeffler is with around 120,000 employees and more than 250 locations in 55 countries, one of the world’s largest family-owned companies and one of Germany’s most innovative companies.
Royal Schiphol Group is an airport company, owner, co-owner and partner in several Dutch and international airports. Our main airport is Amsterdam Airport Schiphol. It is the third largest airport in Europe, measured by the numbers of passengers and cargo. It has more than 2,000 employees who are guided by our 5 core values – to be reliable, efficient, hospitable, inspiring and sustainable. These values help us realise our ambitions to be Europe's Preferred Airport and the most sustainable hub airport in the world.
ABB is a technology leader in electrification and automation, enabling a more sustainable and resource-efficient future. The company’s solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. Building on over 140 years of excellence, ABB’s more than 110,000 employees are committed to driving innovations that accelerate industrial transformation.
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