75 Minute Session - Norma Watenpaugh
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Success is Not an Accident:

The Secret Sauce for Successful Collaboration

Organizations are becoming increasingly dependent on business collaboration to compete successfully - creating new value networks, tapping new sources of innovation, driving growth and staying abreast of transformation in digital business models - all through strategic partnerships. Organizations need to ensure they can deliver on their strategic objectives by leveraging high performing collaborative partnerships and ecosystems.

Yet, many business articles on alliances cite their dismal success rate. In some cases less than 50%; however, that is not the full story. Research from the Association of Strategic Alliance Professionals, a partner of ASP, indicates that when organizations approach collaboration as a management discipline and invest in a lifecycle management framework, skilled leaders and practitioners, and foster a culture for collaboration, success rates can zoom to the 80-90% mark. Success is not an Accident. Norma Watenpaugh shares her knowledge and experience in what it takes to be successful. She will review the key ingredients to the secret sauce for successful collaboration and will reveal what high performing alliances do that the wanna-be’s do not.


 THURSDAY, MAY 10, 2018

9:45 AM - 11:00 AM

NORMA WATENPAUGH - Phoenix Consulting Group

Norma Watenpaugh is the founding principal and CEO of Phoenix Consulting Group which provides education and consulting services with expertise in market development strategy, multi-channel and alliance management, and ecosystem development. Prominent clients include Amazon, Adobe, Cisco, Dupont, Dell, PayPal, Nationwide Insurance, SAP, Schneider, and Xerox.

Norma has delivered collaboration seminars for the Reuters Foundation, Digital Vision Fellowship Program at Stanford University, and the American Management Association. She is a frequently requested guest lecturer and speaker at industry events speaking on partnering trends in Digital Transformation and Internet of Things initiatives.

Norma is a Board member of the Association of Strategic Alliance Professionals and former Best Practices Committee Chair. She has led the organization in developing professional certifications and in revitalizing the ASAP Handbook of Alliance Management, often referred to as the Bible of profession. She currently leads the US delegation to the ISO standards committee for Collaborative Business Relationship Management and is the liaison to the Collaborative Innovation Management Technical Committee.

She was named a Woman of Influence in Silicon Valley by the Silicon Valley Business Journal for her work in advancing best practices in Collaborative Working.

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