Celebrating Excellence: Honoring a True Champion of Alliance Management
In a profession built on collaboration and partnership, remarkable leaders emerge who not only exemplify these values but actively shape the future of their industry. Last week in Denver, we celebrated one such extraordinary individual who has left an indelible mark on the alliance management profession and the ASAP community: Norma Watenpaugh, CSAP, CA-AM the 2025 recipient of the Alliance Excellence Award for Service and Achievement.
The foundation of ASAP's continued success rests firmly on the shoulders of those engaged in our community—the countless volunteers who have given selflessly over many years. We owe a debt of gratitude to all of them. However, some individuals go above and beyond, creating lasting change that transforms not just their organization but an entire profession. Norma is precisely such a leader.
Pioneering Professional Development
Norma's impact begins with her visionary approach to professional development. Before ASAP had formal certification programs, she was already championing the need for structured learning in alliance management. As a charter member of the Educational Partner Program, she helped lay the groundwork for what would become our profession's premier credentialing system. When ASAP developed its first certification exams—the CA-AM and CSAP certifications—Norma was at the forefront, leading the development team with unwavering dedication.
Perhaps most remarkable was her initiative to offer Alliance Skills Mastery Workshops before any formal certification preparation existed. This generous contribution helped countless practitioners develop essential competencies and set the stage for ASAP's eventual formalization of professional standards.
Building Communities and Elevating Standards
Her commitment to building strong communities is evident in her founding of ASAP's California Chapter, which quickly became a vibrant hub for regional practitioners. As former Chair of the Best Practices Committee, she elevated professional standards across the entire field, ensuring that alliance management practices continued to evolve and improve.
Currently serving as an Advisory Council Member, and previously as a Global Board Director, Norma has consistently demonstrated the strategic thinking and collaborative spirit necessary to guide ASAP's growth and development.
A Legacy of Knowledge Creation
Norma's intellectual contributions have become cornerstone resources for alliance professionals worldwide. She co-authored the seminal ASAP Strategic Alliance Management Development Guide and the ASAP Alliance Competencies Matrix—documents that continue to guide practitioners in developing their skills and capabilities.
Her role as lead editor and project manager for the third edition of "The ASAP Handbook of Alliance Management: A Practitioner's Guide" represents one of the profession's most significant scholarly achievements. This comprehensive resource has educated countless professionals and remains a go-to reference for alliance practitioners globally.
International Leadership and Current Initiatives
Norma's influence extends far beyond ASAP. As the leader of the US delegation in developing the ISO 44001 Collaborative Business Relationship Management Standard, she helped establish international guidelines that organizations worldwide now use to manage their strategic partnerships.
Her commitment to innovation and continuous improvement is further evidenced by her current leadership of ASAP's ISO Sustainability Initiative, demonstrating that her dedication to advancing the profession remains as strong as ever.
Adapting to Challenges, Creating Solutions
Throughout her distinguished service on the Alliance Excellence Awards Committee, Norma has both recognized excellence in others and exemplified it herself. When the pandemic challenged our ability to connect, her leadership in developing and delivering four years of comprehensive online programming kept our community engaged and growing.
The Spirit of True Partnership
Perhaps what sets Norma apart most is her embodiment of the collaborative spirit that defines alliance management. She has never said "no" to an opportunity to share her expertise or advance ASAP's mission. Her willingness to mentor, teach, and contribute has created a ripple effect throughout our community, inspiring others to give generously of their time and knowledge.
A Lasting Impact
Norma's legacy extends far beyond any single accomplishment. She has helped transform alliance management from an emerging discipline into a recognized profession with established standards, certifications, and best practices. Her contributions have created a foundation upon which current and future practitioners can build their careers and advance the field.
As we honored Norma with the Alliance Excellence Award for Service and Achievement last week in Denver, we celebrated not just her remarkable individual contributions, but the enduring impact she has had on our entire profession. Her dedication, innovation, and collaborative spirit serve as an inspiration to all who work in alliance management.
A Distinguished Legacy Continues
This prestigious recognition places Norma among an elite group of alliance management leaders. Previously awarded to Mike Leonetti and Jan Twombly under a different name but with the same intent, this honor recognizes those who have made extraordinary contributions to the advancement of our profession and community.
Congratulations, Norma, on this well-deserved recognition. Your legacy will continue to shape and inspire our profession for generations to come.
What makes a true champion in alliance management? It's someone who doesn't just practice excellence but actively creates the conditions for others to achieve it. Norma has done exactly that, and we are all better for it.