Independent events from The ITAM Review.

Wisdom US 2020: Our US ITAM conference returns

  • 18th & 19th March 2020
  • University of South Florida, University Student Center

The ITAM Review returns with our fourth annual US ITAM conference on 18th & 19th March 2020 at the marvellous University of South Florida, St.Petersburg – with a focus on taking ITAM beyond IT.

Wednesday 18 March 2020

About this event

The ITAM Review returns with our fourth annual US ITAM conference on 18th & 19th March 2020 at the marvellous University of South Florida, St.Petersburg – with a focus on taking ITAM beyond IT.

Taking ITAM beyond IT

As our roles grow in seniority and technology changes, our scope increases. This conference will help equip you to grasp the opportunities to expand the reach of ITAM, offering advice on working with new and more senior stakeholders whilst also adjusting to the challenges of managing new asset types.

As well as our usual, excellent content around the various aspects of ITAM, we want to help prepare you, and your organisations, for the changes on the horizon.

Our expert speakers will be discussing topics including:

• Audit Defence & Licensing
• The ‘Big Four’ (Microsoft, Oracle, IBM & SAP)
• Microfocus & Quest
• Managing public cloud (IaaS) like Azure or AWS
• Choosing a cloud management tool
• Working with stakeholders across the business
• How Cyber Security and ITAM can work together
• How ITAM can better work with finance to address SaaS and IaaS risk
• Hardware Asset Management (HAM)
• IT Asset Disposal (ITAD)
• Should ITAM look after systems patching
• Managing Open Source
• FinOps
• Procurement

Don’t miss this unique ITAM conference and your chance to increase the visibility, credibility, and value of ITAM to your organisation.

If you’d like to be a speaker at this year’s event, head here.


Super early bird rate (valid until 31st December 2019): $399 per person

Early bird rate (valid until 14th February 2020): $499 per person

Full price rate: $599 per person

Consultant/ Partner rate: $749 per person

More than 3 delegates? Contact us to discuss group booking discounts.

Training Courses

Attend one of our 1-day Training Courses the day prior to the conference:

You can view our full events terms & conditions here.


Who should attend

Whether you’re new to the industry or a seasoned pro, there’s something for you at Wisdom 2020.

  • Senior IT Decision Makers
  • IT Asset Managers
  • Software Asset Managers
  • Software Licensing Specialists
  • IT Procurement Professionals
  • FinOps/cloud cost analysts

With plenty of dedicated networking opportunities, the chance to get the latest updates from tool and service providers, discussions around audit, IaaS and SaaS cost management, engaging with stakeholders, and more – we’re confident you’ll find value in Wisdom.


Full agenda details to be confirmed in due course.

Day 1



08:15 – 08:45


08:45 – 09:00

Welcome to the ‘Wisdom – Taking ITAM beyond IT’ Conference:
Rich Gibbons, The ITAM Review

09:00 – 09:45

Effective ITAM communications; a serious game:
Martin Thompson, The ITAM Review

09:45 – 10:30

Meet your peers interactive session

10:30 – 11:00

Refreshment break







11:00 – 11:15

Topic TBC:
Topic TBC:
Topic TBC:
Speaker TBC

Topic TBC:
Speaker TBC

11:20 – 11:35

Topic TBC:
Topic TBC:
Topic TBC:
Speaker TBC

Topic TBC:
Speaker TBC

11:40 – 11:55

Topic TBC:
Topic TBC:
Topic TBC:
Speaker TBC

Topic TBC:
Speaker TBC




12:00 – 13:00

My Life as an Adobe Auditor:
Wes Lewis, Look Licensing
SAM tools – the benefits, the challenges and the risks:
Richard Spithoven,
IaaS: Reserved Instances, Costs, and FinOps:
Rich Gibbons, The ITAM Review

13:00 – 14:00


14:00 – 15:00

Oh no, another audit letter – tips & tricks on getting the best results for your company:
Ann Marsh, Medtronic
Topic TBC:
Rebecca Horton, Ceridian

Platform Agnostic License Management:
Elise Cocks, Freddie Mac

15:00 – 16:00 Quest Software Audits:
Kristy Hawkins, Xcite Consulting
Topic TBC:
Tiffany Johnson, Citizens Property Insurance Corporation 

Getting started with SaaS for IT Asset Managers:
AJ Witt, The ITAM Review

16:00 – 16:20

Refreshment Break

16.20 – 16.50

Workshop Recap/ Hot Topics Roundtable Session 

16.50 – 17.20

Industry Panel Session:
Speakers TBC

17.20 – 17.30

Day One Wrap-up:
Rich Gibbons, The ITAM Review

17.30 – 19:00

Networking Reception


Day 2




09.00 – 09.30


09.30 – 09.45

Welcome back:
Rich Gibbons, The ITAM Review

09.45 – 10.30

Topic TBC:
Speaker TBC

10.30 – 11.00

Stories that shook the (ITAM) world:
Rich Gibbons, The ITAM Review

11.00 – 11.20

Refreshment Break

11.20 – 12:00

Topic TBC:
Speaker TBC




12:00 – 13:00

House of Cards:
Doug Rabold, Bold Ray Consulting
Six Keys to Success in Your Contract:
Scott Bickley, Info-Tech Research Group

From ITAM to IT Governance:
AJ Witt, The ITAM Review

13:00 – 14:00


14.00 – 15.00

Topic TBC:
Speaker TBC
Topic TBC:
Speaker TBC
Women in ITAM:
Speaker TBC

15.00 – 15.45

Workshop Recap/ Hot Topics Roundtable Session

15:45 – 15:55

 Closing Remarks and Prize Giving:
Rich Gibbons, The ITAM Review


Full speaker details to be confirmed in due course.

If you would be interested in speaking at this event, please complete this form.

Plenary speakers

  • Rich Gibbons

    Rich Gibbons

    Licensing Analyst, The ITAM Review

    Rich Gibbons

    Licensing Analyst, The ITAM Review

    Rich joined The ITAM Review in March 2017, having almost 14 years’ experience in the world of IT and software licensing, having been both a software sales manager for a VAR and a Microsoft licensing endorsed trainer.

    Day One Workshop: IaaS: Reserved Instances, Costs, and FinOps

    Cloud cost management is a top priority for any organisation using public cloud such as Microsoft Azure and Amazon AWS.

    There are methods and means to help you start analysing your spend and reducing costs, available to you right now. In these session we will discuss some of these options and take a look at the free tools and what they can do

    Day Two Plenary: Stories that shook the (ITAM) world in 2018/2019

    Join Rich for a look at some of the biggest, most interesting, and most relevant stories from this past year.

    This interactive session will cover licensing, audits, lawsuits, government investigations (and more) and feature vendors including Microsoft, Oracle, and SAP – all to help give you a view of what’s happening globally in our industry, and how it might impact you and your organisation.

  • Martin Thompson

    Martin Thompson

    Owner & Founder, The ITAM Review

    Martin Thompson

    Owner & Founder, The ITAM Review

    Martin is owner and founder of The ITAM Review, an online resource and community for worldwide ITAM professionals.

    Martin is also author of the book “Practical ITAM – The essential guide for IT Asset Managers”, a book that describes how to get started and make a difference in the field of IT Asset Management.

    On a voluntary basis Martin is the Chief Agitator at the Campaign for Clear Licensing, a contributor to ISO WG21 which develops the SAM International Standard ISO/IEC 19770 and board member of Free ICT Europe which supports the ICT secondary market.

    Learn more about him here and connect with him on Twitter or LinkedIn.

    Day One Plenary: Effective ITAM communications; a serious game

    This interactive and engaging session will be an open exercise in developing effective communications and building influence in ITAM, suitable for ITAM pros with all levels of experience.

    Day One Workshop: How to fortify your audit castle – Open forum

    Join this discussion, under the chatham house rule, to explore current vendor audit activity and share defence and avoidance strategies.

    Day Two Workshop: How to secure and maintain senior management support for ITAM

    Join this interactive session to learn:

    • How to sell ITAM to senior management
    • How to create a compelling, relevant and realistic business plan
    • Measure success and keep your senior management team engaged

Workshop speakers

  • AJ Witt

    AJ Witt

    ITAM Industry Analyst, The ITAM Review

    AJ Witt

    ITAM Industry Analyst, The ITAM Review

    AJ Witt is ITAM Industry Analyst at The ITAM Review. Previous to joining the ITAM Review team in April 2018, he was Software Asset Manager for Carnival UK, operators of the P&O & Cunard cruise lines. Coming from a background in IT Infrastructure technical operations IT Security & Compliance, AJ is well-placed to share his experience of how dynamic SAM teams can build mutually-beneficial stakeholder engagement. AJ lives close to the New Forest National Park and enjoys cycling when his son isn’t keeping him busy with music, astronomy, and art projects.

    Day One Workshop: Getting started with SaaS for IT Asset Managers

    SaaS provides ITAM Managers with the next big opportunity to deliver value for their organisations. In this session AJ Witt will outline the tools, policies, and people required to effectively manage your SaaS estate – even if much of it is beyond your direct control.

    Day Two Workshop: From ITAM to IT Governance

    Organisations are increasingly building direct business value from their use of IT. The assets ITAM teams manage are deloyed closer than ever to customers – in everything from smart devices to AI-enabled customer service agents. ITAM Professionals have always advocated the importance of managing technical assets and this shift in the means of production and value creation gives us an opportunity to make ITAM a governance function seen as essential as Finance or Legal.
    This session will provide a framework for building a cross-functional IT Governance practice. It will explore the common governance needs for technology-first organisations, look at macroeconomic, societal, and geopolitical factors, and place ITAM within a team dedicated to maximising business value safely, securely, and ethically.
  • Wes Lewis

    Wes Lewis

    Founder, Look Licensing

    Wes Lewis

    Founder, Look Licensing

    Wes Lewis has a decade’s worth of experience in the Software Asset Management and License Management Space.  After working in the partner eco system for 5 years, he rounded out his career managing and conducting audits at Deloitte and Adobe.  Now, he has founded his own boutique SAM agency specializing in Microsoft and Adobe license optimization and risk mitigation.

    Day One Workshop: My Life as an Adobe Auditor

    Part One: Adobe’s Current Portfolio of Anti-Piracy and Compliance Efforts

    • Adobe Genuine – similar to Windows Get Genuine from the mid 2000’s
    • Marketplace Cleanup – Removing listings for counterfeit products
    • SMB compliance – “soft” audits or “self assessments” for smaller businesses
    • BSA Participation – BSA led legal action in cooperation with other alliance members

    Part Two: License Management – Direct Adobe Audits

    • Region Specifics
    • Process
    • Advice

    Part Three: Other Adobe Tips

    • Creative Cloud Misconceptions – it can run offline!
    • Adobe ID vs Enterprise ID
    • Acrobat vs “the clones” (nuance, nitro, foxit etc)
    • Misuse of Acrobat
  • Kristy Hawkins

    Kristy Hawkins

    Managing Director, Xcite Consulting

    Kristy Hawkins

    Managing Director, Xcite Consulting

    Kristy Hawkins is a Managing Director at Xcite Consulting, and has over 18 years of professional experience both at Big-4 and in industry. Kristy has lead global teams in ITAM projects and software licensing audits with a particular focus on IBM, Microsoft, Quest and Software AG.

    Day One Workshop: Quest Software Audits

    Quest have an aggressive audit strategy – often looking to generate as high a non-compliance bill as possible. Knowing what to watch out for, and how to defend against their tactics, can make a difference to the tune of millions of dollars.

    This session will discuss how a Quest Audit is conducted, typical focus areas, common pitfalls, challenges, and how you can be better prepared if/when they come to your door.

  • Elise Cocks

    Elise Cocks

    IT Asset Manager, Freddie Mac

    Elise Cocks

    IT Asset Manager, Freddie Mac

    With nine years of IT Asset Management experience, Elise manages a team she has grown in size and responsibility over the years. She implemented ServiceNow as a catalog and asset repository and has enhanced the software asset management practice by introducing governance, process, and then implemented Flexera as a software asset management solution. Elise enjoys solving complex challenges across IT and business areas to make IT Asset Management processes and data more consumable and better managed.

    Day One Workshop: Platform Agnostic License Management

    Platform Agnostic License Management is the consideration of all licenses, regardless of its metric or the platform where it runs. Leverage your SAM tools to track all licenses and to perform point-in-time compliance checks for licenses that can’t be calculated with discovery, including SaaS, non-human user accounts, and containers.

  • Ann Marsh

    Ann Marsh

    Senior IT Manager, Medtronic

    Ann Marsh

    Senior IT Manager, Medtronic

    Ann Marsh has over 25 years experience in the IT field, holding positions in IT asset management, vendor and relationship management,  project management and IT security. Her expertise includes contract negotiation, audit management, software asset management and process development. Currently, Ann is a Senior IT Manager at Medtronic responsible for leading team working on global hardware and software asset management. Ann lives with her husband and two rescue dogs in Minneapolis, Mn.

    Day One Workshop: Oh no, another audit letter – tips & tricks on getting the best results for your company

    In this presentation, Ann will talk about how to stay audit ready, respond to audit letters, running the audit, and negotiating the best result for your company.  The presentation will include some specific things you can do when dealing with some of the most common auditors, Quest and MicroFocus, but these steps can help you successfully navigate an audit with anyone.

  • Scott Bickley

    Scott Bickley

    Practice Lead & Principal Research Director, Info-Tech Research Group

    Scott Bickley

    Practice Lead & Principal Research Director, Info-Tech Research Group

    Scott Bickley is a Practice Lead & Principal Research Director at Info-Tech Research Group focused on Vendor Management and Contract Review. He also has experience in the areas of IT Asset Management (ITAM), Software Asset Management (SAM), and technology procurement along with a deep background in operations, engineering, and quality systems management.

    At Info-Tech, Scott provides IT leaders with the guidance, analysis, and tools they need to ensure their technology contracts are thoroughly vetted, benchmarked, and optimized. He has worked with clients to effectively drive down purchase costs and negotiate mutually agreeable terms and conditions resulting in win-win vendor-customer relationships. He also assists clients in developing their approach to vendor management relations and software compliance defense actions, resulting in accountable partner relationships coupled with a defensible IT deployment environment. Prior to joining Info-Tech, Scott was responsible for the global software licensing and procurement at International Game Technology (IGT) and indirect procurement at

    Scott holds a B.S. in Justice Studies from Frostburg State University. He also holds active IAITAM certification designations of CSAM and CMAM and is a Certified Scrum Master (SCM).

    Day Two Workshop: Six Keys to Success in Your Contract

    Ill-defined terms and weak vendor relationships lead to overspending on contracts. To avoid that, you need proven processes you can rely on to get the right contracts for your organization and – build better vendor relationships along the way. This session will help attendees strengthen their negotiation position for

    • Learn the key drivers that Salesforce considers when pricing a deal
    • Navigate the world of “off book SKUs” and custom license types not advertised by the company
    • Take early precautions when negotiating your contract that pay back annually over the long term
    • Understand when you can and can’t re-negotiate your Salesforce agreement
    • Beware the compliance pitfalls Salesforce has embedded within their standard MSA
  • Rebecca Horton

    Rebecca Horton

    IT Asset Manager, Ceridian

    Rebecca Horton

    IT Asset Manager, Ceridian

    With 15 years of experience behind her, Rebecca Horton, Global Manager, IT Asset Management at Ceridian HCM Inc, has crafted a career built on discovering and creating value out of IT asset management best practices for customers, large and small, across North America and Europe.  Having spent two years with Red Hat, her unique experience in the area of open source software asset management has allowed her a unique perspective on an area of IT which has moved to the forefront of the industry in recent years.  Her perspective on the digital transformation journey, and how ITAM and SAM play a key role, has made Rebecca a popular figure among the geekiest of ITAM practitioners, and her blogs, and events are well attended around the world.

    Day Two Workshop: TBC

  • Richard Spithoven

    Richard Spithoven

    Managing Partner & Director, b.lay

    Richard Spithoven

    Managing Partner & Director, b.lay

    Richard is one of the managing partners at B-lay. He brings more than thirteen years of relevant experience to his role having previously served as regional director of compliance at Oracle. Richard uses his knowledge of enterprise software vendors (such as Oracle, SAP, IBM and Microsoft) to educate, equip and enable software end users in their challenges regarding proper software license management. Richard holds a master’s degree in IT, from the University of Amsterdam in the Netherlands.

    Day One Workshop: SAM tools – the benefits, the challenges and the risks

    Although SAM tools are very useful when it comes to software asset management, it’s important to understand that a tool’s capabilities are limited, and that risks can arise if specialized knowledge is missing. How to validate whether the output of the tool is complete and accurate for your goals?

    To help you better understand what a SAM tool is, what it can do and what are the risks of using it in an incorrect manner, we identified the major risk areas associated to SAM tools. Being aware of these areas helps you to be prepared and take proactive measures to mitigate the risks and get the most out of your tool.

    Join us to learn more about our risk model, how you can identify SAM tools’ pitfalls and how to avoid them.

    What will you learn from our presentation?

    – a short history of SAM tools

    – the capabilities and limitations of SAM tools

    – the most common challenges and pitfalls of using a SAM tool

    – how to identify and overcome these challenges and make the best use of your SAM tool

  • Doug Rabold

    Doug Rabold

    Founder & Principal Consultant, Bold Ray Consulting

    Doug Rabold

    Founder & Principal Consultant, Bold Ray Consulting

    Doug Rabold is Founder and Principal Consultant of Bold Ray Consulting in San Antonio, Texas.  As an IT Operations Manager he has had direct oversight of over a dozen different ITIL processes including Change Management, Problem Management, Configuration Management, Knowledge Management, IT Asset Management, IT Procurement and Telecom Expense Management.  Beyond Service Management, Doug is an acknowledged expert at employee development and employee engagement and has managed teams of up to 250 resources and assets values totaling multiple millions of dollars.

    Doug successfully transitioned from a sales career to IT Operations in 2009. He has significant experience in public speaking, including the HDI Conference, the HDI Leadership Summit, the AOTMP Vendor Edge Conference, the itSMF FUSION Conference, the Cherwell Roadshow series, the SAMS USA Symposium and the Service Management World Conference.  As a lifelong learner he attended the University of Illinois and holds certifications in ITIL Foundations, HDI Problem Management, HDI Technical Support Professional, HDI Support Center Manager, Knowledge Centered Support Principles and Lean Six Sigma Yellow Belt.

    Doug is serving as a national officer of HDI as District President for the chapters in New York and Ontario.  He previously served on the HDI San Antonio Chapter Board, most recently as chapter President and served two terms on the Cherwell Customer Advisory Board helping guide development of the ITSM tool from a customer perspective.  Doug was named a 2018 finalist for the HDI Manager of the Year Award and was selected as the People’s Choice Award winner.  This award acknowledges and honors a service and support manager who has excelled at supporting any or all IT services within their organization.

    Doug is a self-professed “process guy” while being a committed servant leader.  He is most proud of his ability to grow and develop talent at the individual and the team level.  If you have a few minutes, ask Doug about the one thing he is most proud of in his career…

    Day Two Workshop: House of Cards

    Session details to be confirmed shortly.

Why you should attend

  • Hear from our expert speakers on topics such as:
    – Managing public cloud (IaaS) like Microsoft Azure or Amazon AWS
    – Managing SaaS such as Office 365 and Salesforce
    – Why Security and ITAM should work together
    – How ITAM should work with finance to address SaaS & IaaS cost risks
    – Hardware Asset Management
    – Should ITAM look after systems patching
    – Internet of Things (IoT) and ITAM
  • Discover how to engage with senior stakeholders to expand your ITAM practice into new areas
  • Hear success stories from your peers to inspire you to deliver on new areas of improvement
  • Get practical advice on tool selection and how to manage new asset types
  • Opportunities to network with and learn from peers in person or via the conference app
  • Enjoy a streamlined conference experience via the app, enabling efficient meetings with sponsors, speakers and your peers

New this year

Success Stories

These new sessions feature stories from real world practitioners, with a focus on practical advice and experience to help you progress your careers. Hear from your peers as they discuss what has worked for them throughout their careers, and how it could help you too.

Women in ITAM

Following on from a successful start in the UK, our aim with this session is to create an interactive discussion around the current situation for women in ITAM, hearing thoughts, questions, and advice from people new to the industry as well as more experienced members too.

New Name

Wisdom is the new name for our conferences and we chose this as we feel it reflects the quality of our expert speakers and the practical advice available to attendees of our worldwide conference events – distilling the essence of those events into a single word.


To discuss sponsorship opportunities for this event, please contact us.


Gold Sponsors

Silver Sponsors


Coffee & Cake Sponsors

Lanyard Sponsors


USF St. Petersburg
200 6th Ave South
St. Petersburg, FL 33701

Phone: 727-873-5188

Car Parking: 

The rate for parking is $5 per day.  Guests will be able to park in floors 2-5 of the parking deck in the only parking garage on campus, which is just opposite the University Student Center. Attendees can purchase their own parking at an automated kiosk in the parking deck, right outside the only set of elevators in the deck.

Things to do in the local area:

Hotel Information

Please find below a link to hotels which are offering a discount to delegates attending the ITAM Conference

*When booking on-line through the link, please be sure to read all fine prints, cancellation/deposit/payment options. Some offers are non-refundable and you cannot change any reservation details.

Please review the details of the booking carefully before confirming.

ITAM Review conference participants are responsible for organising their own accommodation. The hotels found via this link are intended as suggested options only. The ITAM Review accept no responsibility for individual booking reservations made via this link.




Testimonials and reviews

Some previous conference delegate feedback:

‘This was by far the best event I’ve been to and I got so much out of going, more than I ever expected. I would recommend it to everyone in our industry. For me personally both my ITAM roles have been basically me left to my own devices to build ITAM functions from scratch so it was a great confidence boost to hear the experts talk about this and describe pretty much what I had done, sort of validating that I had done things the right way, and it was brilliant to meet a community of people who enjoy talking about ITAM and SAM as much as I do! Thanks again for putting on an amazing event’

‘For the second year in a row, great job on the conference. Content, delivery and networking opportunities were all valuable and I’m looking forward to the 2018 conference!’

‘I found this event inspiring & educational’                                                

‘Excellent conference and venue. Thank you for all the hard work. Great Team!’

‘Excellent, I really enjoyed the presentations’                                                  

‘This event was really well organized and delivered, thank you’                                                                                               

‘This event was fantastic! Very positive, very collaborative and focussed on elevating the profession. Kudos to you all!’

‘Great day, great info, on point topics and good show of vendors’                                                

‘Very professional team. Well organized and excellent time & formats for networking. Thank you.’

‘Excellent sessions, got a lot of good take aways.’                                                        

‘As someone fairly new to the ITAM space, I’ve found the content useful. I have plenty to take back to my colleagues & management’ 

‘This is my first attendance. Very refreshing to experience a community of fellow ITAM peers Very valuable to hear, understand, and share experiences with one another.’

‘Great, relevant event’

‘Great conference, will definitely be back’