Our Story

Hello and thank you for visiting the ITAM Review. Our purpose is to provide an independent, unbiased view of the SAM, ITAM and Software Licensing market. The ITAM Review began in 2008 so that anyone involved in the SAM or ITAM industry could share their expertise, feedback and opinions of the technology and services in the market for the benefit of others.


Our Mission

The ITAM Review is an independent global community for worldwide ITAM, SAM and Licensing professionals. A place where you can belong, connect with others, advance your career and feel inspired. Driven by knowledge, our focus is to empower every ITAM professional throughout their career, every step of the way, providing the support, skills and confidence to succeed. The ITAM Review exists to champion the business value of the ITAM profession, develop ITAM industry leaders, and enable organisations worldwide to extract best value from their technology investments whilst minimising risk.


Our Vision

For ITAM to be as prevalent and ubiquitous as Accounting or Finance as a business function. For ITAM to be a de facto business practice, an integral and requisite component of every organisation’s IT management strategy.

Strategic Priorities:

  1. To be the world’s number one destination for ITAM industry information with useful and relevant content
  2. To provide professional development opportunities for worldwide ITAM professionals


Meet the Team

Martin Thompson

Martin enjoys spending time with his young family, skiing, hiking motorcycling and exploring in his camper van.

After almost a decade selling inventory and SAM tools I felt there was a real shortage of unbiased information about what was going on in the market and updates on the key players. I originally started the site so that practical implementation experience could be shared amongst peers. Whilst there appears to be plenty of information regarding best practice frameworks and ‘what to do‘, there is a severe shortage of information on ‘how to‘ do it.” The ITAM Review is 100% privately owned, vendor and service provider independent and impartial.


Karen McAllen

Chief Operating Officer

Karen enjoys spending time with family and friends and can usually be found absorbed in Netflix box-sets, indulging in retail therapy or at the gym.


Victoria Kealy
Head of Events

Outside work, Victoria can be found flitting around like a social butterfly, feeding her retail therapy addiction or taking her King Charles on long country walks.


Rich Gibbons
ITAM Services Director

A Northerner renowned for his shirts, Rich is a fan of most films, Hip-Hop, travel, football in general (and specifically MUFC), Marvel and reading as many books as possible.


AJ Witt
ITAM Industry Analyst

AJ lives close to the New Forest National Park and enjoys cycling when his son isn’t keeping him busy with music, astronomy, and art projects.



Michelle Smith
Global Account Director

Michelle enjoys outdoor pursuits including walking, trekking and golf. She’s also a fan of theatre, live music, travel and shopping.



Emma Butlin
Events & Marketing Coordinator

Emma lives in Devon where she enjoys the outdoors. She can also be found watching crime dramas or in London at the theatre where she has also been known to perform herself a few times!


George Wright

George lives in Cheltenham with his wife, three children, cockatiel and King Charles. Outside of work, George spends his time smashing up (i.e. developing) houses, running, cycling and gaming.


Faye Wickham
Operations Manager

Faye lives in Maidenhead with her husband, two boys and their well loved pizza oven (the best lockdown purchase by far!!). In her spare time she mostly enjoys eating pizza, watching crime dramas and planning her next day trips with her boys.




We believe everyone in the ITAM market should have their voice heard – from the one-man band consultant to the largest software companies and manufacturers in the world.