Stories which shook the ITAM world

AJ is an analyst at ITAM Forum and LISA Course Leader. He has over 10 years experience in ITAM, first as an ITAM Manager for a multinational hospitality company and then as an analyst with ITAM Review & ITAM Forum. He focuses on SaaS Management, Sustainable IT, and is getting up to speed with FinOps.

Geoff is an accomplished IT Asset Management and Software Licensing specialist with nearly 40 years in the IT industry, including more than 25 years dedicated to enterprise-scale ITAM, SAM, and software compliance. As Head of Consulting at bedigital, he helps organisations optimise their software investments, reduce vendor risk, and establish robust controls for complex, multi-vendor estates. His background spans software audit defence, licensing optimisation, FinOps alignment, database architecture, software development, and asset discovery tooling. Geoff has supported global enterprises across all major publishers—Microsoft, Oracle, IBM, SAP and others—and has held senior leadership positions in heavily regulated, highly virtualised, cloud-driven environments. Known for his forensic attention to detail, Geoff consistently uncovers the critical insights that unlock significant savings and drive stronger commercial outcomes for clients.

Trent has over a decade of experience in IT Asset Management (ITAM) and Software Asset Management (SAM). He is currently the Regional Vice President of IT Portfolio Management for North America at SoftwareOne. Throughout his career, Trent has held various positions in client delivery, leadership, and innovation and has consistently demonstrating expertise in developing strategic solutions and driving operational efficiency to maximize the value of IT investments for his clients. With a background as a systems engineer with a strong focus on innovation, Trent has led initiatives to create new service offerings that deliver maximum value and lead the ITAM market. His research and development efforts have resulted in AI/ML-based automation that significantly improves internal processes and transforms client-facing deliverables. Additionally, Trent has spearheaded efforts to modernize and enhance client-facing solutions, ensuring they remain valuable, user-friendly, and adaptable to evolving client needs.

As an IATM Architect, Consultant, and previous end-user Practitioner, Jayne Franiuk-Kelly brings a wealth of ITAM knowledge and experience, including the design and set-up of numerous large ITAM and SAM functions across a range of industries. She has created ITAM and SAM maturity assessments which are used to establish a baseline of the function and identify gaps, risks, and optimizations in line with client business needs to improve the clients ITAM and SAM Maturity. She works through the assessments and report outputs with the client to ensure they achieve their desired business outcomes in line with ISO 19770-1, ITIL and best practice within the industry relating to policy, process, and ways of working.

Jayne is an ISO/IEC 19770-1 Certified Practitioner

Kelly has worked in the SAM/ITAM industry for 10+ years and has considerable experience with Microsoft and broad experience with IBM and Oracle. She has spent the last few years focusing on bringing value to organisations, typically in the form of cost optimisation/cost avoidance and good ITAM practices. She has also been heavily involved with online course creation and delivery. With a passion for value, Kelly is always keen to ensure organisations maximise the value of their IT software assets and believes that training & enablement plays a key role in driving this