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CO-LOCATED EVENTS

Speaker

Sherry Kennedy

Information Technology Asset Management ITAM and CSAM and ITIL, Brunswick Corporation

Experienced in Information Technology with a demonstrated history of working in the consumer goods industry. Skilled in Asset Management, Software Licensing Management (including Mergers/Acquisitions/Divestitures), BMC Service Desk Administration, Windows Servers, SQL DBA, SCCM, strong understand of Software EULAs, Service Desk Support and Employee Training.

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Session

How to Best Integrate Newly Acquired Companies' Licenses Into an Existing SAM – Cost Avoidance vs. Cost Saving

Case Study

Thursday, December 04

03:20 pm - 03:45 pm

Live in Chicago

Less Details

Mergers and acquisitions present significant challenges for Software Asset Management (SAM), often introducing complexity, risk, and unexpected costs. From identifying and integrating new assets to aligning disparate systems and license entitlements, SAM plays a critical role in ensuring a smooth transition. When SAM is overlooked during the M&A process, organizations may face compliance issues, inefficiencies, and missed opportunities for cost optimization. This session draws on real-life experiences to highlight the strategic importance of involving SAM early and effectively during acquisitions. In this session you will learn:

  • How to define SAM-related requirements early to gather accurate data on acquisitions?
  • How to integrate new data into your SAM environment to create a comprehensive and compliant model?
  • How to distinguish and balance cost avoidance versus cost savings in the M&A context?
  • How to avoid pitfalls when SAM is excluded from the M&A process – and what lessons can be learned?

Company

Brunswick Corporation

https://www.brunswick.com/our-company
Brunswick is a global leader in marine recreation, delivering innovation that transforms experiences on the water and beyond. Our unique, technology-driven solutions are informed and inspired by deep consumer insights and powered by our belief that “Next Never Rests™”. Brunswick is dedicated to industry leadership, to being the best and most trusted partner to our many customers, and to building synergies and ecosystems that enable us to challenge convention and define the future. Brunswick is home to more than 60 industry-leading brands. In the category of Marine Propulsion, these brands include Mercury Marine, Mercury Racing and MerCruiser. Brunswick’s comprehensive collection of parts, accessories, distribution, and technology brands includes Mercury Engine Parts & Accessories, BLA and Land ‘N’ Sea. Our Navico Group and its industry-leading technology brands consist of Lowrance, Simrad, B&G, Mastervolt, RELiON, Attwood and Whale. Our Boat brands are some of the best known in the world, including Boston Whaler, Lund, Sea Ray, Bayliner, Harris Pontoons, Princecraft and Quicksilver. In addition, our service, digital and shared-access businesses include Freedom Boat Club, Boateka and a range of financing, insurance, and extended warranty businesses. While focused primarily on the marine industry, Brunswick also successfully leverages its portfolio of advanced technologies to deliver an exceptional suite of solutions in mobile and industrial applications. Headquartered in Mettawa, IL, Brunswick has approximately 19,000 employees operating in 27 countries. In 2022, Brunswick was named by Forbes as a World’s Best Employer and as one of America’s Most Responsible Companies by Newsweek, both for the third consecutive year.
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Co-hosted with
SAMS USA 2025 is part of the Event Series. You can find more events here.
Date
December 04 – 05, 2025
Location
Marriott Marquis Chicago
2121 S Prairie Ave
60616 Chicago
Phone
+1(518)3102904
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