Alliance Management Skills Mastery Series

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Collaborative Innovation & Value Creation

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Harnessing the diversity of alliances to create innovative value

The very premise of alliances is to create new value that could not be achieved independently. In this sense alliances are a natural incubator for collaborative innovation. The purpose of this webinar is to explore those areas of value creation, including innovation across a spectrum of opportunities: product innovation, operations innovation, and business model innovation, to name a few. Without the framework and skills that will enable alliance teams to create and deliver value to their customer and their stakeholders, a great idea is no more than that. This Webinar will discuss the concepts, models, and tools for identifying opportunities for value creation. It will also review the templates that can be used to operationalize delivery, to plan execution and to measure the value delivered to partners and customers.

Instructor:

Norma Watenpaugh
Principal, Phoenix Consulting Group
Chair Best Practices Committee, ASAP

Norma Watenpaugh is an acknowledged expert in partnering best practices. Phoenix Consulting Group specializes in partner strategies, programs and marketing, helping companies achieve predictable and profitable results through their collaborative relationships: strategic alliances, channels and partner ecosystems. Norma is also the Best Practices Chair for the Association of Strategic Alliance Professionals and has led the organization in developing a professional certification for alliance managers. Her new endeavor is elevating best practices in managing collaborative business relationships to an ISO standard.

Social Media & Partnering

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Channel and alliance managers are starting to use social networking tools ranging from Twitter to YouTube. These tools are improving partnership effectiveness and reducing the time-to-productivity of new and existing alliances. Both established and start-up organizations are proving they can provide a foundation for successful business relationships. Social Networking tools and their use can seem overwhelming at first. In this Webinar, you will learn to GEAR-up for social networking to grow and enhance your partnerships and:

• Understand and choose the appropriate social networking tools to achieve your alliance goals
• Use today’s social networking technologies to communicate your offerings to the desired market.
• Leverage social networking as the basis for your offline social network and business relationships.

Instructor:

Tim Bailey
Founder and President
Alliance-Strategies, Inc.

Tim Bailey is a seasoned business development and marketing professional with over 20 years of experience with high-tech products and services worldwide in companies of all sizes. Tim has led workshops for social networking with organizations that include the SDForum, Silicon Valley, Leadership Alliance, Association of Strategic Alliance Professionals (ASAP-SV), and others. Alliance-Strategies, Inc. specializes in all aspects of social networking to grow revenues for clients including alliance development, business development, channel development, and solution marketing.

Alliance Negotiations

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This interactive seminar is designed to improve companies’ negotiation performance. Our framework is based on our academic work at the Harvard Business School and Stanford Law School, and our direct experience with financiers, CEOs of major international corporations and governmental leaders. In our view, successful strategic alliances require effective moves across three dimensions:

• At-the-Table: Process. Behavior, communication and tactics “at the table.” Interpersonal behavior “at the table” is significant, but only one of three dimensions and frequently less important in terms of influence over ultimate outcome and sustainability.
• On the Drawing Board: Substance. We lay out powerful general principles that can be used to create joint gains based on a situation’s underlying economics and structure. Individuals can then construct mutually beneficial solutions and craft proposals that are low cost to one party but often have great value to the other side.
• Away-from-the-Table: Scope and Sequence. Maximizing the chances of success in partnerships often involves setting up or altering the situation before the actual dealings take place so that the agreement you want looks desirable to the other side relative to their no-agreement alternatives. Beyond interpersonal process (1-D) and substance (2-D), this 3-D approach involves an entrepreneurial process of getting the right people to the table, in the right sequence, dealing with the right issues, by the right process, at the right time, and facing the right no-deal alternatives.

In short, our approach typically not only enhances individuals’ interpersonal effectiveness at the table – the usual process focus – but also in substance as designers of agreements that create value on a sustainable basis, and as entrepreneurs, acting away from the table to set up the most promising possible situation once the face-to-face process begins.

Instructors:

Janet Martinez
Consultant, Lax Sebenius – The Negotiation Group
Director, Gould Negotiation and Mediation Program at Stanford Law School

Janet Martinez is a consultant with Lax Sebenius LLC, a negotiation group, and is Director of the Gould Negotiation and Mediation Program at Stanford Law School. Janet practiced corporate law (transactions, general business and regulatory) in San Francisco for ten years before moving to Cambridge, Massachusetts. There, she did research, writing, and teaching in various aspects of negotiation at Harvard University's graduate schools of business, law, and government, and completed her Ph.D. at MIT. While in Cambridge, she was Senior Associate for the Consensus Building Institute, directing multi-stakeholder policy dialogues involving senior diplomats, industry, government and non-governmental officials on climate change, and international trade.

Janet has developed and conducted negotiation training programs for a diverse group of clients, both in the United States and abroad. Since returning to the San Francisco Bay Area, her current research and consulting focus is on the lawyer’s role in negotiation, conflict resolution system design, international dispute settlement, consensus building, and negotiation curriculum development for clients in the private (corporate and law firms) in public and nonprofit sectors.

Ron S. Fortgang
Principal, Lax Sebenius, LLC

Ron S. Fortgang, a principal at Lax Sebenius LLC, and is active in capability-building and advisory engagements in oil and gas, pharmaceutical, consumer products, and other industries. Ron conducts negotiation advisory and teaching engagements on a global basis. He is a specialist in developing programs to build an organization’s capability to negotiate more effectively in the areas of partnerships, alliances, sales, and large commercial transactions. His advisory work has ranged from complex negotiations with governments, to large sales negotiations, to procurement, to the settlement of intellectual property, and other disputes.

Ron’s research interests focus on strategic alliances and in particular, the specific needs involved in negotiating long-term arrangements, tracing deal-making through the full life cycle of start-up, re-negotiation and exit. His background includes strategy consulting, finance and political lobbying. He received his MBA from the Harvard Business School where his emphasis was negotiation and global management, and a concurrent degree in public policy through the Kennedy School of Government at Harvard University. Ron received his BA from Wesleyan University (honors) and has been awarded the Stockholz prize and Coro Fellowship.

Alliance Governance and Metrics:
The Science of Driving Business Performance

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During this web seminar, we will examine trust-based vs. control-based governance models, the purpose and place of each type, the cadence of governance and how to gain and maintain stakeholder alignment and buy-in to alliance objectives.  We will also review metrics in a balanced scorecard model, covering both leading and lagging indicators but also understanding how to gauge manage partner health which provides the environment for successful and high performing alliance relationships.

Instructor:

Norma Watenpaugh
Principal, Phoenix Consulting Group
Chair Best Practices Committee, ASAP

Norma Watenpaugh is an acknowledged expert in partnering best practices. Phoenix Consulting Group specializes in partner strategies, programs and marketing, helping companies achieve predictable and profitable results through their collaborative relationships: strategic alliances, channels and partner ecosystems. Norma is also the Best Practices Chair for the Association of Strategic Alliance Professionals and has led the organization in developing a professional certification for alliance managers. Her new endeavor is elevating best practices in managing collaborative business relationships to an ISO standard.

Joint Business Planning

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• What alliance business model will you use?
• Who are the executive sponsors at each organization?
• What is the measurement of success?
• What infrastructure requirements exist or are missing to support the effort?

We will also cover the elements of a Joint Business Plan. This plan summarizes for executives reasons for making the investment, what market is targeted, what costs are involved, as well as technical integration requirements, business cases for the joint solution, joint sales and marketing requirements and how to incorporate market research and ROI modeling into your planning.

Instructor:

Jennifer L. Kula
Principal, Impact Business Development

Jennifer L. Kula has led major strategic partnership initiatives, channel sales programs, market strategy and research efforts for over 15 years and her career spans a range of technologies and companies. As the principal of Impact Business Development, Jennifer supports organizations in their business development, channel and alliance strategies and execution. She has worked with service providers, software, storage and network equipment technology firms, such as AT&T, Oracle, HP, Cisco and NetApp. She also worked for two Deep Packet Inspection companies, CloudShield Technologies and Ellacoya Networks (Arbor), and was one of the founding team members at Kenan Systems (Alcatel-Lucent) for the Internet Billing (IPDR) and Mediation platforms.

Jennifer holds a BA in Liberal Arts from the University of Connecticut Storrs, CT. She is a member of the Association of Strategic Alliance Professionals (ASAP), the American Marketing Association and the CMO Council.

Effective Collaborative Selling:
The Last Mile between Success and Failure

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Although alliances take a variety of forms, most are ultimately aimed at increasing sales of one or more partners’ products – and so of all of the parts of the business involved in an alliance, the Sales department is the “last mile” that stands between success and failure.  If alliance practitioners don’t get this right, all of the other components of the partnership were for naught. 

However, Sales is often the most resistant to outside structure and influence, and paradoxically, the sharper the sales force the more selling with a partner can be an unnatural act.  This course will arm you with ideas and methods to improve your results with the sales group - covering such topics as sales executive sponsorship, workable rules of engagement, joint account planning goals and examples, joint pipeline management methods and common traps, and ways to structure your portfolio to steer clear of channel conflict. 

Tom will share war stories and lessons learned across many years of experience with sell-to, sell-through, sell-with, and meet-in-the-channel partnerships, and no matter what form your sales partnerships take, you will leave this course with techniques you can immediately apply to improve the revenue ramp and market share growth of your own alliances. 

Instructor:

Tom Halle

Tom Halle is a 27-year veteran of the high-tech industry - with eighteen years as a technologist and successful entrepreneur, and nine years as a leading executive of complex commercial and technical alliances.  Tom has created groundbreaking David-Goliath and Goliath-Goliath partnerships with companies such as IBM, Microsoft, Nokia, Motorola, VMware, BMC, Unisys, EDS, CSC, Siebel, and Symantec, delivering new products and new customer value, driving into new markets, and generating hundreds of millions of dollars in new revenue.

Go to Market through Partner Ecosystems

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Customers don’t buy a bag of parts; they buy a solution to their problem.  Companies that go to market around a point product often find they are out maneuvered by competition that offer more complete solutions created through well-orchestrated partner ecosystems.  In this session, we will discuss how to develop ecosystem strategies around customer needs and how to go-to-market effectively with a bigger solution footprint than is possible on your own.  This Webinar will also cover the risks, rewards, and challenges of managing these complex collaborations and -- in today’s customer-centric market -- how to leverage social media with your partner community.

Instructor:

Leslie Sutherland
Marketing Practice Lead
Phoenix Consulting Group

Leslie Sutherland is a veteran marketing executive with expertise in global, partner, and corporate marketing. She is actively involved in best practices formation for marketing and partnerships, and is on the teaching faculty for the American Management Association.  From 2005 - 2008, she was a global board member of the Association of Strategic Alliance Professionals (ASAP), where she headed the strategic growth and development committee. Leslie is actively engaged with (and is a past-president of) the Silicon Valley/Northern California Chapter of ASAP, and is also a past board member of the Silicon Valley Chapter of the American Marketing Association.  Some of the organizations she’s worked with include Apple Computer, Ascend Communications, Brio Software, Business Objects, Cisco, Cigna, Genentech, Intuit, PayPal, and SAP.  Leslie holds a B.A. in International Relations from U.C. Davis.

The Six Week Alliance

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This interactive workshop will take its participants through the lifecycle process of creating and managing an alliance from initiation to activation. Learn at each step of the way which questions should be asked, what expectations exist and how to plan for a successful partner execution strategy. We will utilize tools for value creation, strategy alignment, joint business planning, sample contract templates, sales engagement and metrics scorecards. We will also discuss strategies for conflict resolution. Participants should be prepared to contribute their past and current experiences as part of this session.

Instructors:

Norma Watenpaugh
Principal, Phoenix Consulting Group
Chair Best Practices Committee, ASAP

Norma is an acknowledged expert in partnering best practices. Phoenix Consulting Group specializes in partner strategies, programs and marketing, helping companies achieve predictable and profitable results through their collaborative relationships: strategic alliances, channels and partner ecosystems. Norma is also the Best Practices Chair for the Association of Strategic Alliance Professionals and has led the organization in developing a professional certification for alliance managers. Her new endeavor is elevating best practices in managing collaborative business relationships to an ISO standard.

Jennifer L. Kula
Principal, Impact Business Development

Jennifer L. Kula has led major strategic partnership initiatives, channel sales programs, market strategy and research efforts for over 15 years and her career spans a range of technologies and companies. As the principal of Impact Business Development, Jennifer supports organizations in their business development, channel and alliance strategies and execution. She has worked with service providers, software, storage and network equipment technology firms, such as AT&T, Oracle, HP, Cisco and NetApp. She also worked for two Deep Packet Inspection companies, CloudShield Technologies and Ellacoya Networks (Arbor), and was one of the founding team members at Kenan Systems (Alcatel-Lucent) for the Internet Billing (IPDR) and Mediation platforms.

Jennifer holds a BA in Liberal Arts from the University of Connecticut Storrs, CT. She is a member of the Association of Strategic Alliance Professionals (ASAP), the American Marketing Association and the CMO Council.

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