Stop waiting for renewals — start saving today with the 3 R’s

TL;DR: Daily SAM habits drive real savings

The problem: Most teams only think about software costs during renewal panic or audit season. 

Key insights: 

• Daily discipline beats quarterly scrambling every time 

• The 3 R’s framework works: Reduce, Remove, Replace 

• Build a value calendar to map your biggest opportunities 

Next step: Identify your top 20 vendors and their renewal dates right now. 

Forget everything you know about software asset management timing. 

While most teams wait for renewal season or audit alerts, the real money gets saved every single day. That’s the core message Alex Geuken delivered at IAITAM ACE 2025 — and it’s time we listened. 

Think like an athlete 

Elite athletes don’t train once a year. They build habits. Small, consistent improvements that compound into championship results. 

Your SAM practice needs the same mindset.

The 3 R’s: Your daily playbook 

Every software decision comes down to three options: 

Reduce

Can’t negotiate a better price? Cut usage instead. Downgrade those Microsoft E5 licenses to E3. Drop unused Visio seats. Start planning 3-6 months before renewal.

Remove

If it’s rarely used or duplicates another tool, eliminate it. Be ruthless. That legacy application collecting digital dust? Gone.

Replace

The boldest move. Swap expensive solutions for cheaper alternatives. Even build your own (yes, really — Klarna replaced both Salesforce and Workday with internal AI tools).

Build your value calendar 

Map your contract renewal dates. Most fall in June and December. Add your compliance risks, user data, and potential savings levers. 

This isn’t about spreadsheets. It’s about creating a roadmap that turns chaos into opportunity. 

Start treating SAM like athletic training. Daily discipline creates long-term wins. 

Your move: List your top 20 vendors. Note their renewal dates. Pick your first 3 R’s target. 

The best time to start was six months ago. The second best time is now. 

This blog post has been adapted from a conference talk Alex Geuken gave in Las Vegas. In the talk, Alex challenged the SAM status quo at IAITAM ACE 2025: stop waiting for renewals to save money. Start today. Simple, automated, effective.