Catalina Marin
Director of Multi-vendor Practice 2DataCatalina has 12 years of experience in technical measurement, software licensing, audit and negotiation advisory.
She leads 2Data's Multi-Vendor Practice, helping organisations optimise their licensing strategy across SAP, Oracle, VMware, Salesforce, IBM and other strategic software vendors. Her work focuses on reducing TCO, improving ROI and establishing a strong BATNA before vendor negotiations.
Throughout her career, Catalina has supported organisations through complex negotiations, audits and compliance reviews, optimising software estates and delivering significant cost avoidance. Her experience includes work with Ahold Delhaize, Heineken, Volvo Cars, VDL Groep, PepsiCo and FrieslandCampina.
Day 2 | 23rd September
2:35 PM Presentation: Inside a Software Contract Reset: How to optimise your licence position and negotiate from strength with the world’s largest vendors
- How to align IT, procurement, and finance to enter negotiations from an optimised licensing position
- How to use benchmark data and vendor-specific levers to challenge price rises, AI bundling and lock-in
- Current Market insights to help secure better terms and pricing with Microsoft, SAP, VMware and other software vendors
Check out the incredible speaker line-up to see who will be joining Catalina.
Download The Latest Agenda