This presentation explores how development teams can leverage OWASP’s Software Assurance Maturity Model (SAMM) to establish or enhance their application security programs. We'll discuss common security challenges faced by teams when introducing security into projects, and show how SAMM provides a flexible, scalable approach for evaluating, improving, and planning security initiatives. From single-product teams to organizations managing hundreds of applications, we’ll outline practical first steps, key considerations, and strategies to help you succeed with SAMM, no matter your team size or resources.