Gary Rogers discussed his experience implementing software asset management (SAM) programs in various large organizations. He explained that SAM is a long process that cannot be done quickly or easily in complex environments. Rogers provided several "sneaky tips" for establishing a successful SAM program, such as building stakeholder relationships, understanding an organization's software and data landscape thoroughly before setting timelines, and using small initial wins to gain traction and prove value over time rather than expecting immediate results. The key messages were that SAM requires patience, relationships, and a strategic plan to establish the necessary processes and controls in a sustainable way.