Consultants and Associates

normaw2012Web Norma Watenpaugh, CSAP, Founding Principal of PhoenixCG, is an acknowledged industry expert in partnering best practices and has had extensive experience in partnering, alliances and channel development.  Ms. Watenpaugh has built bootstrap partner programs in startup environments and has scaled those programs to handle the needs of large enterprises with thousands of partners, leveraging hundreds of millions of revenue.  Her twenty-five years of professional experience includes executive positions at Sun Microsystems, Amdahl Corp and BEA Systems.  She is also a Global Board Member of the Association of Strategic Alliance Professionals and Chair of the  Best Practices Committee, where most recently she has led the organization in developing the profession’s first Professional Certification Exam. She is a frequently requested speaker at industry conferences and has taught alliance best practice seminars for Duke Corporate Education, the Reuters Foundation, Digital Vision Fellowship Program at Stanford University, San Jose State University Professional Development and the American Management Association.  B.S. in Physical Sciences from the University of Nebraska and Regent’s Scholar; M.B.A. from Santa Clara University.

Ann Trampas Headshot Ann Trampas, CSAP, Professional Development Practice Lead, is a Lecturer at the University of Illinois-Chicago College of  Business Administration as well as Faculty for the American Management Association and formerly the Certification Program Director for the Association of Strategic Alliance Professionals. Ms. Trampas prior corporate experience includes Vice President of Global Alliances for SPSS, where she developed the alliance strategy and led a team of Alliance Managers responsible for relationships with system integrators, consulting firms and technology partners. Prior to that, she held management positions with BCE as Vice President of Partner Marketing –Teleglobe and Director of Sales – Nortel. Her consulting background includes Cap Gemini in both the CRM and Telecommunications Practices where she program managed major product launches and developed a marketing solution set. She also built the sales process improvement methodology and led channel strategy efforts for a Siebel implementation partner. Ann is a former Board Member of the Association of Strategic Alliance Professionals and Chapter President. She is a frequent speaker at workshops on Alliances. B.S. Marketing – University of Illinois and MBA Loyola University. She is a member of the American Marketing Association and Executives Club of Chicago. Introducing Ann Tramps (YouTube).

JohnParker John Parker, CSAP, Sr. Consulting Associate, has over 35 years of experience in the IT industry in sales, marketing and strategic consulting including a 20 year career in the UK with ICL - now Fujitsu Services. During this time he managed major accounts, launched innovative IT products and helped to develop and establish hardware & software solutions in the market with a variety of alliance partners. John is a Member of the Association of Strategic Alliance Professionals and of their Standards Advisory Board, was involved in developing the profession's first Professional Certification Exam, and is now working on developing the next level of qualification. He has provided consultancy & training for a number of UK & EMEA bodies in business strategy, marketing, alliance & channel management since 1994 and now runs workshops on behalf of Phoenix in the UK. He is a member in the UK of the Institute of Directors and the Institute of Business Consultants, and has a Degree in Business Studies from the Leeds Metropolitan University and Post Graduate Degree in Management Studies from Westminster University.

Mary Tate

Mary Tate, Sr. Consulting Associate, is an experienced, versatile and dynamic sales and marketing executive who has spenthe last four years both leading and supporting teams to assist high-tech companies develop and implement their partner programs.  In the past, Mary has held various sales and marketing director roles at Digital Equipment Corporation, Hewlett Packard, and iPass where she demonstrated success in recruiting and managing both solution providers and technology partners. Mary was the first HP Global Business Manager for Cisco where she managed a matrix team of over 50 members and initiated over 25+ joint projects.r programs; This has included multiple surveys with in-depth research and data analysis, benchmarks that compare partner program attributes, program assessments, development of program frameworks and program implementation at such companies as Cisco,iPass, PayPal, SAVVIS, TCS,  and many others. Mary is respected as a strong team player as well as a creative and strategic thinker.


Linda Popky, Sr. Consulting Associate and President of Leverage 2 Market Associates, is an award winning marketing expert with extensive experience in partnering, branding, communications and Go to Market programs. She’s worked with Sun Microsystems, Cisco Systems, NetApp, PayPal, Autodesk, Applied Materials, as well as many smaller organizations. At Sun, she was responsible for the software developer program and she managed marketing programs for commercial systems integrators and other software partners. Her achievements have been recognized by induction into the Million Dollar Consultant ® Hall of Fame, as well as being named one of the top 100 Women of Influence in Silicon Valley in 2009.

Linda is past president of Women in Consulting, a collaborative organization of over 400 consultants and entrepreneurs across a wide range of consulting specialties, and she served as Vice President of Marketing for the Northern California chapter of the Business Marketing Association (BMA). She is a member of the Society for the Advancement of Consulting and Watermark, the organization for exceptional executive women. She has taught marketing courses at San Francisco State, University of California Santa Cruz Extension in Silicon Valley, and West Virginia University’s online Master’s in Integrated Marketing Communications program. She is the author of several eBooks and handbooks on marketing. Linda has an MBA and a BS in Communications from Boston University.

Greg Burge Greg Burge, CSAP, Senior Consulting Associate, thrives on Silicon Valley's pulse identifying value in complex relationships, then creatively marshals resources to deliver value for clients, partners and the community.

 Most recently Greg worked with San Mateo County’s Office of Education on their Coalition for Safe Schools and Communities assuring plans were underway for threat assessment and emergency preparedness training.  In addition, he developed 20 city Geographic Information Systems (GIS) partnerships for San Mateo County’s Information Systems Department, and other jurisdictions across the US (e.g. State of Tennessee, Baltimore County, San Diego County) while leveraging GIS expertise from the private sector such as software makers ESRI and Intergraph.

Greg authored NetApp’s 2014 business plan and go-to-market strategy for their Microsoft alliance. At IBM he created and rejuvenated high-growth commercial and technical alliances ranging from startups to global giants such as, Ariba, Lawson, KANA and Genesys Labs to deliver unique solutions for clients worldwide. He is a cofounder of IBM’s Cohort program at San Jose State University with the IBM Silicon Valley Lab along with authors, Dan Harkey and Robert Orfali.

 Greg is a Certified Strategic Alliance Professional from the Association of Strategic Alliance Professionals (ASAP) and is past President of ASAP’s Silicon Valley chapter. He is a founding member of the US Advisory Group for the international standard on Collaborative Business Relationships (ISO-44001) establishing a common framework for partnerships regardless of type, size and geography.

Greg is an accomplished public speaker having led workshops in joint business planning, alternative dispute resolution (ADR) and alliance sales skills. He is also a certified mediator for the Santa Clara County Courts, and holds an MBA from Golden Gate University and a BSc in Mathematics from Santa Clara University.  

Sherif Hanala, CA-AM, Sr. Consulting Associate, has 14 years of experience in the development, commercialization and management in biosciences and technology products and services. His broad range of experience spans the areas of drug discovery technologies, biomanufacturing and biopharmaceutical services. Recent work has included projects in pharmacogenomics, personalized medicine and industrial biotechnology. He has advised management at several large life sciences firms and biotechnology government agencies in the US, Canada, Asia and the Middle East. Sherif holds B.S. in Organic Chemistry from Concordia University and an M.B.A from Saint-Mary's College. He is also a CA-AM certified strategic alliance professional.

Sign up for Newsletter

Monthly Publication

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

Subscribe to our blog via RSS »


There are no planned events at this time.


Follow us on Twitter

Our latest tweets are loading

© Copyright 2010 Phoenix Consulting Group
2595 Roop Road Gilroy, CA 95020 | 888.848.9514

Developed by FuzeFUZE