Partners and Affiliations


Association of Strategic Alliance Professionals

As members of the Association of Strategic Alliance Professionals, we bring access to a worldwide network of alliance professionals, academics and experts. Our founding principal, Norma Watenpaugh is a Director on the global board and former Chair of the Alliance Best Practices Committee (2003-2012).  Many of our consultants hold leadership roles in ASAP committees and councils for professional development, standards and certification.

L2M logo


Leverage2Market Associates is a Silicon Valley-based strategic marketing firm focused on producing powerful marketing results that transform our clients' businesses. We have significant expertise in channel and partner marketing, branding, communication and Go to Market programs. We work with a wide variety of clients--from startups and small businesses to Fortune 500 companies.

 We help improve marketing capability and productivity, enhance marketing presence, increase corporate visiblity, and build more effective channel partner relationships.

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Simoons & Co

The Power of Collaboration

Peter Simoons is our professional development partner in Europe, providing Alliance Mastery Workshops and Coaching leveraging PhoenixCG educational materials.

Partner to Profit

Partner to Profit

Partner to Profit, LLC is an application and services firm committed to enabling high performance alliance-partnerships world wide through a web deployed, purpose-built planning and analysis platform and deep alliance management competencies.  Partner to Profit is a 21st century tool that enables greater collaboration, innovation and data driven decision making while saving time and money.  Our services leverage decades of alliance and channel development, implementation and management.

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Featuring trends and best practices in business collaboration. We never hard sell and will never sell your name.

Phoenix Rising Blog

Value Creating Negotiations - Getting to Win/Win

Posted on 7/2/2018

Partnerships are about creating new value that could not be easily achieved alone. So the focus of negotiations should pivot on partner math 1 + 1 > 3.Your first discovery conversation with a potential partner is usually about how you create... Read More

Collaborative Innovation and the Role of Alliances

Posted on 5/15/2018

Diversity is an Opportuntiy to Create ValueInnovation takes many forms.  We often focus on innovation as technological breakthroughs and indeed those are important to fuel new revenue streams and corporate growth.  But there are other... Read More

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