LogoAutomotive Agile PEP Europe|September 20 – 21, 2021, Berlin, Crowne Plaza Hotel

Software Asset Management Strategies Europe 2021 date_range September 20 – 21, 2021
Crowne Plaza Hotel, Berlin
The 10th edition of SAMS Europe 2021 – our conference on Software Asset Management & IT Procurement will be hybrid!
Both the speakers and the participants have the choice of attending the conference on site or – if they are not able to travel – online via our digital conference platform hubs101. This means that we can already give you the planning reliability for your participation in the conference. Live and online – the SAMS Europe will definitely take place! We look forward to seeing you!
we.GO LIVE & Online

Highlights 2020

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 Strategie Europe 2020

What can you expect in Berlin?

  • 40+ expert speakers
  • 150 attendees + 200 digital attendees
  • 2,5 days with over 30 interactive sessions incl. Keynotes, World Cafés, Workshops and much more
  • 20hrs of dedicated networking time
  • Representation of the entire SAM, SLM & IT Procurement ecosystem and value chain

SAMS Europe – The leading SAM & SLM event in Europe goes into the seventh round!

SAMS Europe is a well-established international knowledge exchange platform bringing together all stakeholders playing an active role in SAM, SLM and the entire IT & Software procurement ecosystem. Over 2 days you will get the chance to discuss the opportunities as well as challenges that lie ahead of the industry. The show offers inspirational keynotes and well moderated, interactive Wworld Café Sessions, Workshops, Briefings, Panel Discussions and Networking Activities. Enjoy many networking opportunities and finally meet those hard-to-meet executives in a relaxed and social setting.

Become a business partner!

Where else in Europe can you find hundreds of SAM & SLM projects and budgets under the same roof?

Get involved at the event as a Business Partner. For our event partners it is a one-stop-shop opportunity to promote thought-leadership and get face-to-face with over 200 key prospects. SAMS offers the best in class opportunity to introduce yourself as a thought leader to SAM & SLM executives. Download the partnership prospectus to find out more about the event and how you can 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 2020

SAM AT TRANSITION BETWEEN ON-PREMISE AND XAAS | Basic requirements for the SAM in the Subscription Economy | Bring Your Own License – Which licenses can we use on which IaaS? |License Mobility in Practice | AWS Marketplace & Co.: Buy per click – What is the future of IT Procurement between fast deployment and cost transparency? | Are G Suite and Google Cloud Platform an alternative given the licensing models and costs? | License optimization in complex hybrid system landscapes

IT CONTRACT MANAGEMENT | Demand-oriented design of license agreements | Negotiations with the big SW manufacturers | Vendor and vendor management in the context of XaaS | Avoid vendor lock-in with cloud services

AUDITS | Audit defense strategies and dealing with multiple parallel audits | Sovereign handling of audits: keep control & regain – tips and tricks from practice | Changes in relationships between software manufacturers and customers | Company-wide cooperation in audits | Exchange of experience on audits of the largest manufacturers

SAM ESSENTIALS | Quickly reduce license costs and ensure compliance | Building and developing an efficient SAM | Practice-oriented key competences for new software asset managers & IT buyers

Key Topics SAMS Europe 2020

THE FUTURE OF SAM? | Container-based virtualization and the consequences for SAM | IoT in terms of license management – “Digital Access” vs. “Human Access” – What are the basics for license design? | The API Economy from the perspective of license management | SAM & Security: Proactive Management of Risks & Vulnerabilities via Software Classification – a Task for the SAM?

SAM IN DYNAMIC AND DECENTRALIZED BUSINESS ENVIRONMENTS | Company-wide coordination of software procurement processes | Effects of M&A, Carve-ins / Carve-outs on Software Asset Management

SAM IN SMALL & MEDIUM SIZED ENTERPRISES | Designing & implementing efficient SAM with limited resources | Leading successful negotiations with major software publishers as a small company? | Open source software as an alternative?

CONTROL & MONITORING: TECHNOLOGIES, TOOLS & SYSTEMS | Technology driven enterprise-wide software license management: from theory to practice | SAM tools, systems and reporting solutions at a glance | AWS budgets, etc. are enough, aren’t they? Cloud Services and the evolution of SAM Tools

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.



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


Challenge your Peers

Parallel round table 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.

Do NOT follow this link or you will be banned from the site!