Stakeholder Alignment—From Sandy Gears to a Well-Oiled Partnering Machine

Collaborative Connection Monthly

Thursday, August 4, 2022
12:00 PM - 1:00 PM (EDT)

Informal surveys show that alliance managers spend upwards of 70 percent of their time managing alignment of their internal stakeholders. That's a lot! It's time that could be better spent creating value, innovating, and driving revenue. Yet when an organization is not internally aligned, there is friction, and friction is costly. It wears people down and causes operations to grind to a halt. It can even erode trust between partners. Our speaker will address this critical issue using a visual tool that maps stakeholder alignment and can help you understand your points of friction—and get everyone working together again, aligned on current business objectives and open to future partnering opportunities.

Featured Guest:

Norma Watenpaugh is the founding principal and CEO of Phoenix Consulting Group ( which provides education and consulting services with expertise in go-to-market strategy, channel and alliance management, and ecosystem development. Prominent clients include Amazon, Adobe, Cisco, Dupont, Dell, Google, Nationwide, PayPal, and SAP. 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 Business Relationships. She was recently inducted into the Forbes Business Council, an invitation only community of successful business leaders.

Norma has delivered seminars for Duke Corporate Education, the Reuters Foundation, Digital Vision Fellowship Program at Stanford University, San Jose State University Professional Development, the American Management Association, and many corporate clients. She is a frequently requested guest lecturer and speaker at industry events speaking on partnering trends in Business Ecosystems and Digital Transformation.

Norma is an advisory board member of the Association of Strategic Alliance Professionals and former Best Practices Committee Chair. She has led the organization in developing the CA-AM and CSAP professional certifications and in revitalizing the ASAP Handbook of Alliance Management. She led the US delegation to the ISO standards committee in developing the ISO-440001 Collaborative Business Relationship Management Standard.


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