Panel Discussion
Monday, October 06
06:30 PM - 07:15 PM
Live in Amsterdam
Less Details
As automation and AI technologies redefine IT operations, Software Asset Management must move beyond compliance and cost control to stay relevant. The future of SAM lies in enabling smarter decision-making, improving software usage, and contributing directly to business outcomes. But what does that transformation require — in terms of tools, mindset, and skills?
This panel brings together SAM leaders to debate how the practice must evolve to meet modern demands and where AI and automation can accelerate that shift.
Helen is the Global Vice President of Marketing at Anglepoint, where she leads global marketing strategies to drive revenue growth, strengthen brand positioning, and enhance customer advocacy, engagement, and retention. She focuses on expanding market presence and fostering brand loyalty through strategic initiatives. Prior to Anglepoint, she held senior marketing leadership roles at White Cup, PROS, and Aniden Interactive, overseeing brand strategy, demand generation, and marketing operations.
The Pop in Your Job
In love with b2b tech marketing, I lead marketing and drive revenue. My success stems from my comfort with change, compassionate leadership, growth mindset and strong belief in customer centricity. I have 20+ years of experience in marketing, management and sales. Where there's a will, there's a way - and I've got a strong will. Let's go!
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.”
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.
Stein Ove is the Strategic Advisor & Head of Crisis Management, Digitalization, and IT at Skagerak Energi AS, where he is responsible for shaping the company’s IT strategy, infrastructure architecture, cybersecurity, cloud solutions, and governance. With nearly two decades of experience in IT leadership, he has spearheaded strategic projects, digital transformation initiatives, and crisis management efforts. Prior to his current role, Stein Ove served as Department Manager for DigIT Platform Services at Skagerak Energi, overseeing IT platform architecture, service management, and cloud transitions. His expertise extends to IT procurement, contract negotiations, and security governance. He has also held leadership positions at the Research Council of Norway, Komplett Group, and Telenor, focusing on IT operations, strategy, and digital innovation. Stein Ove’s extensive background in technology management, change leadership, and security makes him a valuable voice in discussions on IT governance, digital transformation, and risk management.