Logo October 07 – 08, 2021, Copenhagen, Marriott Hotel

Software Asset Management Strategies Europe 2021
Increasing Transparency | Reducing Software Costs | Progressing SAM Maturity
date_range October 7 - 8, 2021
Marriott Hotel Copenhagen, Denmark
we.GO LIVE & Online
Join the 10th edition of Europe's leading SAM & IT Procurement Event in a Hybrid Format.
This is the right place and time to discuss and exchange experiences with practitioners representing European leading companies, in the light of increasing organization complexity and hybrid licensing models. Discover how your peers are mastering complexity while efficiently saving software costs. Get answers to your pressing questions from the cross-industry and best-in-class SAM, IT Procurement & IT Vendor Managers, who will be presenting case studies and sharing insights in interactive sessions.

Highlights 2021

SDNC! Our Smart Distancing & Networking Concept

Hybrid-Conference-Experience! Discover the most interactive and hybrid conference concept in the industry!

Event at a glance


Software Asset Management Strategies Europe 2021

What can you expect at the 10th SAMS Europe?

  • 50+ expert speakers
  • 137 attendees + 212 digital attendees
  • 2 1/2 days with over 30 interactive sessions incl. Keynotes, World Cafés, Workshops and much more
  • 25 hours of dedicated networking time
  • Representation of the entire SAM & IT Procurement ecosystem

SAMS Europe – The leading Software Asset Management & IT Procurement event in Europe goes into the tenth round!

SAMS Europe is a well-established international knowledge exchange platform bringing together all stakeholders playing an active role in SAM, IT Procurement, IT Vendor Management, and the entire IT & Software Management ecosystem. Two and a half days to learn about best practices and most efficient processes helping to achieve SAM maturity and reduce software costs.

The event offers inspirational keynotes and well-moderated, interactive World Café Sessions, Workshops, Peers Discussions, and Networking Activities.

Become a business partner!

Where else in Europe can you find so many Software and IT Asset Management, IT Procurement,  Contract, and Licensing Management projects and budgets under the same roof?

Get involved as a Business Partner and establish yourself as a thought and market leader by contributing to the SAMS Europe agenda. This is a one-stop-shop opportunity for our event partners to get face-to-face with over 150 key prospects. Download the partnership prospectus to find out more about the event and all the possibilities for you to get involved.


…not Sponsors! SAMS Europe is a unique event in the business & technology world because of our relationship with our partners. Our aim is to support our partners to reach their targets and inspire innovation. This vision is shared by a select group of partners at our highest quality events with the most elite audience. Position your business as a thought leader at SAMS Europe. Join our business partner community today! 

“Great event managing to bring the European SAM community together in order to share, learn and develop for the future.”
Alex Jäger
Emerson Process Management
“This event was a fantastic opportunity to connect with other SAM professionals and learn best practices.”
Eric Fasse
conagra brands
“Excellent opportunity to meet like-minded colleagues and expand your knowledge “
Andrew Newey
British Airways
“The event was well organized with a fresh format for SAM Practitioners to participate freely.”
matthew schaefer
“Informative and great networking”
Dennis Gylden
Pandora A/S
“Great opportunity to connect, Great organization!””
Bianca Reeb
“Engaging and informative, with a good balance of vendors and users”
Mike Butler

Key Topics SAMS Europe 2021

  • Key Topics SAMS Europe 2021
  • Improving your understanding of new licensing models: on-premises, hybrid licenses, cloud subscriptions
  • Mastering software and IT asset management: from medium-sized companies to dynamic and complex organizations
  • Raising your contract negotiation game: get insider tips on best contract negotiation strategies and improved software lifecycle management
  • SAM and IT Procurement on a global scope: improving IT integration and setting up standardization processes
  • Implementing Lean methodology: learn how to boost your SAM and IT vendor management processes to avoid IT Supply chain bottlenecks
  • Software portfolio centralization: reducing costs by consolidating your tech stack in the SAMS space
  • Benefiting from internal team collaboration of key stakeholders: get a deeper understanding to bringing together SAM, IT Service Management, and IT Security
  • Polishing up your audit strategies: hear strategies to improve your communication with software providers and how to benefit from audit clauses
  • Profiting from license management automation: learn how a data-based decision-making process can benefit IT in your organization
  • Big vendors and beyond: best practices to keep good relationships with big and medium-sized publishers

Key Topics SAMS Europe 2021

Trends & Technologies in the field of SAM:

License management tools and solutions for cloud services: Software as a Service (SaaS), Platform as a Service (PaaS), and Infrastructure as a Service (IaaS)

Optimized IT assets on-site and in the cloud management technology

Increased internal cross-functional collaboration for

Data discovery technologies for better software lifecycle management and costs saving

Tools for smooth system integration and license optimization

Audit-proof license transfers of second-hand software

Enterprise SaaS Management platforms for improved tracking, controlling and benchmarking of SaaS applications

Advanced reporting and analytics for data-driven planning and decision-making

It’s a Multi-Touchpoint Concept

The most effective and most informal networking hub to reach a maximum of ROI ‒ personal dialogue, direct exchange and numerous opportunities to get meetings with top executives!



Top speakers, trendsetters, evangelists and experts in the field share their personal experience.


World Café Session

Be part of several thematic conversation rounds with changing topics and team constellations.


Powered by AI

we.CONECT’s unique Event App & Matchfinder – Use our unique matching platform to make new connections, arrange meetings and find tailored solutions to your needs.

Search – Find – Match – Connect


Say Hello

Get the show on the road. Discover who is joining the conference and why. To warm you up for the conference we invite you to get to know your conference peers. Have your business cards ready.


Case Study

Selected brand new case studies from the industry offering insights into strategic approaches, project planning and operative realization. Learn from the most successful practices and use these real business results for benchmarking with the competition.



Roundtables on the evening before the first conference day. The Icebreaker is a first informal networking.


Challenge your Peers

Parallel roundtable discussions offer the delegates the possibility to talk about their own challenges.


Meet! SAMS Europe

Discover who else is participating at the SAMS Europe. Our unique Polaroid Picture Wall will help you identify who you want to meet at the conference.


Breakfast Club

Start the conference with coffee and… NETWORKING! Join the we.CONECT Breakfast Club – an exclusive area in your hotel – and get into a conversation with other delegates already while having your first coffee.


Networking Dinner

Wind down, enjoy great food and drink in a relaxed atmosphere to absorb all the new stimulations from the day.


Audit Debate

Reducing risks for IT audits, tips and tricks to survive audits. All round tables are vendor free!


Live Tech Take

we.CONECT gives you the opportunity to showcase your work and ideas and provides an excellent opportunity for start-up level companies to present their best tools & solutions in a live Tech Take Session.

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