CXO Conference

CXO Conference

MAY 7, 2018 • ORLANDO, FL

(By Invitation Only)

IAITAM CXO is an exclusive program comprised of C-level executives from around the world. IAITAM’s focus over the past sixteen years has always been to bring real world value and solutions to organizations in the management of their IT Assets. The IAITAM CXO program brings together the knowledge and experiences from organizations around the world with proven methodology, rather than a single source of theories, that will allow organizations to mature and grow in the management of their IT Assets.

The IAITAM CXO 2018 Executive Conference will take place May 7th in Orlando, Florida and will precede the general IAITAM Annual Conference & Exhibition (ACE) which is the longest running and largest conference focused on ITAM in the world, representing over 50,000 individuals from 126 countries around the globe. IAITAM CXO will focus on the emerging trends and challenges faced by C-level  executives by offering real world solution alternatives in order to Align IT with your business goals.

Executives attending this premier IAITAM CXO Executive Conference will also be able to attend the 1st day of the general conference as part of their registration. Participants of the IAITAM CXO Program, receive two passes to this leading executive conference as well as a single pass to the general conference as part of the program subscription. 

CXO Conference






7:00 PM – 9:00 PM

Kick-off Reception at Caribe Royale


8:00 AM – 9:00 AM


9:00 AM – 9:15 AM

9:15 AM – 10:15 AM

The Truth about Cyber Security – Why are organizations getting it wrong?

Ed Tucker, Chief Information Officer at DPG
Steve Mellings, Founder of ADISA/DPG

Not a day goes by without another headline grabbing data breach, hack or attack of some description. As an industry the Cyber Security vendors are quick to pass judgement on those companies who face their unwelcome moment in the spotlight and perpetuate the fear that we’re under threat from super sophisticated attacks from adversaries with capabilities far beyond our understanding.

As senior executives across the country panic and place orders for the latest next generation defense systems they are destined to fail.

This keynote explores the hidden truths about Cyber weaknesses in organizations today but presents a future where organizations CAN protection their data and most importantly of all, can do so without breaking the bank.

10:15 AM – 10:30 AM


10:30 AM – 11:30 AM

ITAM at a Crossroads: Unproven Relevance – Repositioning Required
David J. Keith, Industry Advisor

ITAM professionals today should not be in a position of having to prove relevance for their programs. Not with as much as has been written and spoken about the business-critical nature of properly managing our technology assets over the last two decades. But that’s not the case. Wages for those involved in ITAM have stagnated in the last few years, roles have become convoluted, the industry suffers from high turnover and companies still continue to fail to get even the most rudimentary ITAM program out of the development phase. This keynote will share why the top priority for ITAM professionals must be proper positioning of their ITAM program.

11:30 AM – 12:30 PM

Everything Cloud! -Panel Discussion on an Emerging ITAM Trend
Panel Members:
Max Ablimit, CEO of Tarim Consulting, LLC
William Choppa, President of Eracent
Patrick Graff, Senior Service Engineer SAM Manager at Microsoft Corporation
Matt Marnell, Director of Strategy at Flexera

This IAITAM moderated panel made up of Industry experts in Cloud will discuss and debate “all things cloud” which may include but not be limited to:

  • What are the most prevalent cloud usage at this time (Public, Private or Hybrid)
  • Who are the leading cloud providers in your view?
  • From an ITAM perspective what challenges does the cloud pose that traditional IT assets did not?
  • Is the Cloud here to stay or will it follow the technology “hype cycle”?

12:30 PM – 1:30 PM

Executive Luncheon

1:30 PM – 3:00 PM

Birds of a Feather With all Speakers
Moderated by Pat Cicala, Executive Director of CXO Programs at IAITAM

6:00 PM – 9:00 PM

IAITAM ACE 2018 Kick-off Reception: ITAM Community Block Party
Join ACE attendees and IAITAM staff for a fun and entertaining ice breaker as we lead into the largest IT Asset Management conference in the world!


7:00 AM – 9:00 PM

All IAITAM CXO participants are welcome to attend the first full day of IAITAM ACE 2018


David Keith

David J. Keith, Industry Advisor

Since the late 1970’s Dave Keith has managed assets in one form or another for clients covering a vast range of industries. It would surprise no one if he could explain the business principles behind managing company assets effectively in his sleep.

In ITAM practice he’s led the development and implementation of successful programs from scratch to maturity, worked with dozens of companies on remedial actions for their programs and personally trained over 1300 asset managers representing nearly 700 organizations globally. It goes without saying Dave is one of the most recognized and highly regarded experts in the industry.

And, he knows why after a period of awakening our profession is slipping into unproven relevance.

He’s here to share why the top priority for ITAM practitioners today must be proper positioning of their program.

Ed Tucker

Ed Tucker, Chief Information Officer at DPG

Ed is the current European Chief Information Security Officer of the Year, UK Security Professional of the Year, and Security Leader of the Year and has been recognised for his contribution and sharing of best practice with the wider security world.

Formerly Head of Cyber Security for HMRC, Ed led the Cyber Security and Response Capability for eight years. developing two intelligence driven Cyber Security Command Centres; the first in-house developed capabilities in UK Government. Ed implemented security controls which reduced phishing emails purporting to be the UK Tax Authority by 500 million by spearheading the use of DMARC.

Pat Cicala

Patricia M. Cicala, President & CEO of Cicala & Associates LLC
Executive Director of CXO Programs at IAITAM

Patricia M. Cicala, has over 35 years of experience in the management of technology, with expertise in the areas of  IT asset management, procurement, contracts, and strategic technology workplace development.  Prior to forming Cicala & Associates, Ms. Cicala was the Vice President and Worldwide Practice Leader for Asset Management and Procurement at Gartner Group, Inc., the leading technology research authority.

Prior to her tenure at Gartner, Ms. Cicala founded and developed United Software Services Company, a knowledge-based software services firm which delivered services to more than 35 Fortune 500 Companies. Services provided included software auditing, negotiation planning strategies, and software portfolio management. Ms. Cicala also served previously as Vice President of Worldwide Asset Management and Enterprise Vendor Relations at Citibank/Citicorp.

Ms. Cicala is a current member of the ISO WG 21 Software Standards Committee for SAM Standards as a representative to Liason Organization of IAITAM, CXO Executive Forum Director for IAITAM and a newly elected IAITAM fellow.

Patrick Graff

Patrick Graff, Senior Service Engineer SAM Manager at Microsoft Corporation

Patrick Graff is a Senior Service Engineer who’s been with Microsoft for 23 years and has a key role in the Digital Transformation of the ITAM experience at Microsoft, as continues their journey in Digital Transformation. Patrick Graff has spent 15 years as the Software Asset Manager building out both the Procurement processes and the technology required to successfully manage the optimization and risk mitigation requirements of on-prem and SaaS based software licensing, with a strong emphasis on governance. Patrick has spent the last two years changing those with a fixed mindset to those with a growth mindset.

Matt Marnell

Matt Marnell, Director of Strategy at Flexera

Matt Marnell is Director of Strategy at Flexera, where he works tirelessly to bring technology buyers and suppliers together in a more transparent manner. He is a world leading expert in software asset management with a passion for helping enterprises of all sizes efficiently manage the risks and costs related to software.

Max Ablimit, CEO of Tarim Consulting, LLC

Max is the founder of Tarim Consulting and an Oracle licensing expert based in Silicon Valley. A veteran of Oracle License Management Services with 13 years’ experience in license compliance and six years with Oracle, Max received technical and commercial training in Oracle’s license policy for database, middleware and applications, including advanced expertise in Oracle business practices and go-to-market strategies. He was responsible for starting LMS activities in the Greater China region. This program has become the highest revenue contributor in the Asia Pacific region. Max has managed more than 500 Oracle license audits and contract negotiations.

Steve Mellings

Steve Mellings, Founder of ADISA / DPG

Steve is an internationally recognised expert on Data Processors and worked with the UK Information Commissioner’s Office in 2012 to create their official guidance for organisations who are disposing of data carrying assets. In 2013 Steve wrote the National Computer Centre (NCC)’s guidance notes on how to manage risk within asset retirement and continues to work with government and corporates in this field.

Steve founded ADISA in 2010 which is an international certification scheme for ITADs and in 2014, founded DPG who are experts at managing data protection and information security in the enterprise. Thanks to this work in 2014, Steve was a finalist in the “Personal Contribution to IT Security Award” for the Computer Security Awards.


William Choppa, President of Eracent

As President of Eracent, William leads the organization and communicates Eracent’s vision to the company’s staff, its current and future customers, and the larger ITAM community. For more than twelve years, he has been passionate about the evolution and refinement of Eracent’s solutions, based on lessons learned from working with customers and partners.

Prior to joining Eracent, William was President of MCSI, a management consulting practice offering deployment and customization services. He has held positions with IBM and a number of technology companies as well as the National Aeronautics and Space Administration. William holds a BS in Aerospace Engineering from Embry Riddle Aeronautical University.