In the rapidly developing landscape of technology, the role of software asset management (SAM) has become increasingly significant. As organizations strive to optimize their software investments and ensure compliance, the human factor in SAM remains essential. This article explores the necessity of maintaining a human touch in SAM practices, drawing parallels to the importance of human verification in the use of generative artificial intelligence (AI), a major talking point at this year’s IAITAM Conference in Las Vegas.
Recently, I was tasked to seek and review SAM utilities. It wasn’t surprising to learn that today’s Forrester-recommended tools are far more automated than the SAM publishers of our not-too-distant past. Software asset management has undergone significant transformations over the years. From its early days of managing on-premises infrastructure to the current focus on cloud-based solutions, SAM has continuously adapted to meet the changing needs of organizations. The evolution of SAM has been marked by the transition from deploying agent-based tools to scan for software installations to a more comprehensive approach that includes cloud infrastructure management. This shift underscores the need for skilled professionals who can navigate the complexities of modern SAM.
My colleague Casey Lindsay’s blog emphasizes that it is the people behind the tools, turning the dials, who are the most important part of an effective SAM strategy, despite advancements in SAM technologies. This sentiment resonates with the broader principle that human oversight is crucial in ensuring the certainty and reliability of technology-driven processes.
Remember those new SAM tools I just evaluated? Their automation absolutely 100% needs real people—subject matter experts—to verify accuracy and identify areas where savings can be achieved creatively. Niche volume licensing metrics, you see, are neither recognized nor applied by the automation. SAM analysts play a vital role in interpreting data, making informed decisions, and ensuring that software license entitlements are appropriately assigned. Our expertise is essential in navigating the intricacies of licensing agreements, understanding the unique needs of the organization, and implementing strategies that optimize software usage while ensuring compliance.
The 2016 blockbuster film Sully—a true story—illustrates this concept in a unique setting. Tom Hanks’s character, Captain Chesley Sullenberger, stands in front of the National Transportation Safety Board (NTSB) to plead his case as commander of the doomed airliner. NTSB investigators immediately suggest pilot error as the cause of the river ditching by repeatedly demonstrating that computer simulations successfully landed the Airbus 320 on the runways of nearby airports. Captain and First Officer point out that the computer simulations fail entirely to account for the human factor. A mere 35-second delay was then built-in to the simulations to allow time for human pilot decision-making. Neither computer thereafter could replicate their prior runs.
The necessity of human involvement in SAM can be related to the importance of human verification in the use of generative AI. While AI has made significant strides in generating content, it is not infallible. Human oversight is crucial to verify the accuracy of AI-generated content, ensuring that it meets the required standards and is free from errors or biases.
In another real-world example, I recently met with my primary care physician for an annual check-up. He placed his iPhone on the countertop near us and stated that AI would be taking notes of our visit. Naturally, I had questions. Come to find out, the app leveraged Microsoft Copilot. Neat! Doc assured me that a review of the Copilot summary is required for accuracy prior to documenting my record. Nonetheless, the tool is effective in “reducing brainpower needed for the mundane task,” he pronounced with excited relief.
Similarly, in SAM, human analysts are needed to verify that software installations are compliant with licensing agreements and that entitlements are correctly assigned. This verification process is critical to avoid costly compliance issues and to ensure that the organization is making the most efficient use of its software assets.
One of the key responsibilities of SAM analysts is to establish a current IT estate. This foundational step allows organizations to identify gaps, optimize their software usage, and ensure compliance. Human expertise is paramount to this process, as it involves interpreting complex data, understanding the nuances of licensing terms, and making strategic decisions that align with the organization’s goals. SAM analysts also play a role in vendor management, leveraging their knowledge and experience to negotiate better terms and maintain positive relationships with software publishers. This human touch is essential in achieving cost efficiency by ensuring that the organization derives maximum value from its software investments.
As technology continues to evolve, the future of SAM will be marked by increasing complexity and the need for continuous adaptation. AI-driven SAM tools can analyze historical usage data and recommend adjustments to license agreements, but human oversight will remain essential to ensure that these recommendations are implemented effectively and in a manner that aligns with the organization’s objectives. Casey and I highlight the importance of human expertise in supplementing classical SAM engagements with trusted advice to ensure compliance, optimize investments, and achieve efficiency. This synergy between technology and human expertise is the key to navigating the complexities of modern SAM maturity and achieving sustainable success.
Contact your Connection Account Manager to engage with us in support of your licensing goals—or learn more about our SAM and Microsoft Landscape Optimization services.
Seth Mitchell
Seth Mitchell is a Microsoft Consultant and SAM Analyst at Connection with 20 years of experience in software volume licensing. He is also a Microsoft Certified Professional (MCP) in licensing and software asset management for large organizations. When he’s not navigating the world of Microsoft, Seth enjoys flying—he’s an FAA certified commercial pilot with instrument rating.
