Alexander Golev


In 2003, I founded a company that quickly became one of the two leaders in SAM in ex-USSR. By 2013, I became the “face of SAM” in Russia, and then decided to take a challenge to start from scratch in the UK. In over 15 years in SAM, I’ve reduced unnecessary software costs and audit penalties for various customers around the Globe for more than £1bn without wrecking their IT operations.

SAMexpert TV

SAMexpert TV is a YouTube channel for all your burning questions about SAM and Licensing. Our mission is to freely share knowledge and advice, and support our SAM and ITAM community, whether you are a consultant or represent an end-customer organisation.

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