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What does a mature SAM program actually look like in practice? This blog explores the Run phase of ServiceNow SAM, where automated processes, smarter software management...
You’ve built the basics of your SAM program, now what? The Walk phase is where you start using ServiceNow SAM to tackle more complex licensing, optimize SaaS spend, improve compliance and reclaim unused licenses. In this blog, we walk through the practical steps that help you move from visibility to measurable control.
If you’re starting with SAM in ServiceNow, the biggest challenge is often knowing where to begin without trying to solve everything at once. This blog shows how the Crawl phase helps you build the visibility, data quality and foundations needed to create real value from your SAM program. In the past years Noventiq Northern Europe has implemented ServiceNow SAM, HAM and Discovery for many customers. We have walked the walk and talked the talk, resulting in a lot of lessons learned for all parties.
AI has officially arrived in Software Asset Management. With the Yokohama and Zurich releases, ServiceNow introduced and expanded Now Assist for SAM Pro, bringing generative AI directly into the SAM workspace.
Running SAM Pro in a single legal entity is challenging enough. Scaling it across a corporate group, with shared contracts, regional budgets, and multiple operating models, is where many SAM programs start to fracture.
This isn’t a tooling issue. It’s a structure and governance problem.
If you manage ServiceNow SAM Pro, you’ve seen it: you run reconciliation, open your dashboards… and there it is again: a long list of “Unknown Software”. You cleaned it up last month. You standardised names. You taught your team the right conventions.
ServiceNow SAM Pro is powerful – especially with the latest enhancements such as Guided Setup and Now Assist. It can normalise thousands of installations, reconcile entitlements, reclaim unused SaaS licences, and produce audit-ready positions.
If you’ve implemented ServiceNow SAM Pro and still feel like you’re only scratching the surface, you’re not alone. Many teams put in months of effort, switch on the dashboards, and then hit an invisible ceiling. Compliance numbers don’t add up, Finance is skeptical, and “automation” feels a lot more manual than promised.
A Noventiq ITAM Services Insight
In today’s fast-moving digital landscape, IT Asset Management (ITAM) is stepping into the spotlight. You’re being asked to do more than just track assets, you need to optimize licenses, reduce risk, and build governance that sticks.
ServiceNow has implemented a series of updates that are directly relevant to ITAM teams: limited AI support within SAM Pro, further enhancements to Microsoft licensing, and a shifting discovery strategy as Intune gains ground over SCCM. The toolset is evolving, but only organizations that consciously adapt their configuration, data quality, and processes will truly benefit from it.
