Norma Watenpaugh

Author, Speaker, & Leader in Collaborative Business Relationships and Partner Ecosystems

Norma Watenpaugh is a prominent figure in the field of collaborative business relationships, serving as the CEO and Founding Principal of Phoenix Consulting Group (PhoenixCG) since 2002. Based in Gilroy, California, she has over 20 years of experience in fostering strategic alliances and partnerships that drive business success. Her firm specializes in helping organizations enhance their collaborative efforts to achieve profitable outcomes through effective partner ecosystems.1

Professional Roles and Contributions

US Delegation Member for ISO 44001: Since 2014, Watenpaugh has represented U.S. interests in the development of ISO 44001, an international standard focused on Collaborative Business Relationship Management. She works alongside the American National Standards Institute (ANSI) and the Association of Strategic Alliance Professionals (ASAP) to promote high-performing business relationships.1
Global Advisory Board Member: Watenpaugh has been involved with the Association of Strategic Alliance Professionals since 2002, where she formerly chaired the Best Practices Committee. In this role, she contributed to establishing certifications and revising professional standards within the field.1
Board Member: She served on the Board of the US West Coast Chapter of the Association for Strategic Planning from 2020 to 2023, promoting strategic management practices.1

Recognition and Impact

Watenpaugh was named one of Silicon Valley Business Journal's "Women of Influence" in 2015, highlighting her significant contributions to B2B collaboration and her impact on companies like Cisco and Adobe Systems.1 Additionally, she is a member of the Forbes Business Council, recognized for her leadership and influence in business growth metrics.1

Through her extensive experience and leadership roles, Norma Watenpaugh has established herself as an expert in managing successful collaborations, believing that such management is both an art and a discipline. Her work continues to shape best practices in collaborative business strategies globally.1