ITAM Summit 2025

Martha serves CIOs and other tech leaders, helping them understand the impact of emerging technologies on their business. She also provides best practice guidance on how to assess and introduce new and emerging technologies. Martha provides in-depth coverage of blockchain technology and digital assets, as well as analytics and artificial intelligence at a strategic level. She has also started a new research stream, looking at types of non-IT innovation that are necessary to get the most out of new and emerging technologies.

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. 

• ITAM Forum Board of Trustees and Member of the Committee of Experts for the ITAM Certification Schema 
• FinOps Foundation Governing Board Member 
• US Delegate to the International Standardization Organization (ISO) for ISO/IEC JTC 1/ SC7/ WG21 which creates and manages the ITAM family of ISO Standards

Tracy has been actively involved in the IT Asset Management community for 25 years, focused on streamlining and automating business processes.  She has held various positions in IT including procurement, financial analysis, asset & configuration management, business analysis, project management, and leadership.  She is well-known in the global ServiceNow ecosystem for co-building the ServiceNow practice at Beniva Consulting Group, a Canadian professional services firm. 

In 2023, Beniva was acquired by SoftwareOne.  Since this acquisition, Tracy has been building high-performing sales and delivery teams focused on solving organizations’ business problems, specifically related to reducing IT costs with ITAM to reinvest in innovation.

Beyond her professional achievements, Tracy is passionate about mentoring, coaching, and inspiring women to develop the skills and confidence to succeed in IT.

Chris has been with ServiceNow for just over two years as a Specialist ITAM Solution Consultant and EMEA Practice Lead, having worked previously for other software vendors such as IBM, Snow Software and Ivanti. Chris joined ServiceNow due to its unique ITAM offering that delivers compelling value to many organizations.

Prior to software vendors, Chris worked in the coal face of IT for a global technology organization, responsible for delivering IT strategy across EMEA which included running an ITAM Program. 

Chris now enjoys evangelizing ServiceNow's ITAM capability to customers and partners, often leading ITAM webinars and workshops.

Oliver Berchtold is President Software and Cloud since December 2024, having joined SoftwareOne in August 2004.

During his 20+ years at SoftwareOne, Oliver has played a pivotal role in building the company and transforming it into a global leader in IT services and solutions, orchestrating the global expansion of the Software Asset Management (SAM) practice. Under his leadership, the SAM practice within SoftwareOne was established in 2008, leading to significant growth in the SAM business globally and positioning SoftwareOne as a preferred partner in ITAM. Through his strategic transition and transformation initiatives, Oliver has successfully contributed positioning SoftwareOne as a service provider, moving beyond its original role as merely a licensing reseller.

Scott is a seasoned professional in IT Asset Management (ITAM) and Oracle advisory services, currently serving as Senior Director of ITAM Managed Services and Oracle Advisory Practice Lead for North America. In his current role, Scott is responsible for the successful delivery of ITAM managed services at SoftwareOne. Leading a team of world-class ITAM SMEs, he ensures the seamless delivery of services that empower organizations to achieve visibility over their IT estate and optimize their IT assets effectively.

I'm Gary McAllister, a Senior Product Marketing Manager at Flexera, drawing on two decades of IT expertise. My career has encompassed key areas like SaaS Management, Security, and end-user computing, giving me a unique perspective on the challenges and opportunities facing modern IT teams.