Norma Watenpaugh has built her career around the power of collaborations. 

An expert in strategic alliances, Watenpaugh has helped companies including Adobe Systems, IBM, Microsoft, SAP and Xerox  build better and stronger business relationships. She believes  that managing successful collaborations is both an art and a discipline; as such, she founded Phoenix Consulting Group in 2002 to to advance the profession of partner management. Watenpaugh also works to promote these principles on a larger scale. She is a board member of the Association of Strategic Alliance Professionals and is leading the US delegation to develop an ISO standard for collaborative business relationships.