Webinar: "Advancing Your Alliance Career through ASAP ...

Webinar: “Advancing Your Alliance Career through ASAP Alliance

Management Certification”

Association of Strategic Alliance Professionals

September 13, 2007

© ASAP 2007 Page 2

Introductions

Keith Gaylord

Global Business Partner Executive, IBM

Chair of the Certification Committee, ASAP

Norma Watenpaugh

Principal, Phoenix Consulting Group

Chair of the Standards Advisory Board, ASAP

Moderator: Jim Chow Director, Global ISV Partner Strategy

and Programs, OraclePrograms Chair, SV Chapter, ASAP

Technology Sponsor:

© ASAP 2007 Page 3

Association of Strategic Alliance Professionals (ASAP)

ASAP is the leading global professional association dedicated to alliance formation and practice and advancement of the alliance profession.

• Established in 1999 as a non-profit organization

• First professional organization dedicated to strategic alliances

• Over 1,800 members worldwide

• 12 Chapters in 7 countries

• ASAP Silicon Valley/Northern California chapter is the largest and most active chapter with 400+ members and an active community of 1200+ alliance professionals

© ASAP 2007 Page 4

Corporate Support & Member Commitment to Alliance Certification

Corporate SponsorshipMember Commitment

• CAAM Development

• Question writing

• Validation

• BETA

• Marketing

• Training

• Operations

• CSAP Development

© ASAP 2007 Page 5

Why Professional Alliance Management Certification?

The Quantifiable Value of the Alliance Profession:

To the Organization:

– Time to Market: ROI

– Optimal Agreements: Leave nothing on the table

– Increased Revenues: Leverage value

– Minimized Risks: Proven strategies and tactics

– Customer Satisfaction: Higher success rates

To the Individual:

– Increase earning power

– Be a more competitive candidate

– Validate alliance management expertise

“The value to IBM of a disciplined and well managed alliance process is demonstrated by an immediate increase of partnership performance…as much as 35%. Highly skilled and experienced Alliance Managers are integral to that success rate.”

– Mark Hanny, IBM VP of Alliances

© ASAP 2007 Page 6

A Tiered Program

IndustryCSAP

CSAPCertified Strategic

Alliance Professional

CAAMCertification of Achievement –

Alliance Management

Industry CSAP: “Board Certified Surgeon” Conceptual at this time CAAM and CSAP prerequisites Defined by industry affinity groups

CSAP: “Board Certified MD” Full certification CAAM prerequisite + incremental education, training and experience Roll out 2-3Q2008

CAAM: “Intern” Certification of Achievement Intermediate level education, training and experience Roll out 2/3Q 2007

CAAM Delivered: on-time, under-budget!

© ASAP 2007 Page 7

What are the qualifications?

• CAAM proficiency level

– Three to five years in the profession

– Skills and competencies to manage an on-going alliance

– Knowledge of full alliance life-cycle management concepts

• Qualifications

– At least three years in managing collaborative relationships as documented the exam application form

– Agreed to abide by a professional code of conduct

– Membership in the Association of Strategic Alliance Professionals

– Committed to maintaining their active certification through meeting continuing certification requirements

– Passing score on the CAAM examination

© ASAP 2007 Page 8

What does the CAAM Exam test for?

• Alliance Basic Concepts– Alliance Lifecycle

– Governance Concepts

– Portfolio/Network concepts

– Alliance corporate capability

– Alliance Negotiations

• Skills Mastery– Launching– Implementing– Managing– Metrics– Governance– Organizational Alignment

• Key Success Factors: Metrics and Evaluation

NOTE: See Detailed Content Outline for specific competencies and tasks that are included in the exam.

"I felt that the test covered many applicable and useful alliance scenarios."

- Hanoch Eiron

© ASAP 2007 Page 9

What is not covered – but will be in CSAP?

• Skills Mastery associated with advanced alliance management

– Build, Buy, Partner decisions

– Full lifecycle Management• Selection• Qualification• Negotiations• Creating Governance, Alignment (vs managing)• Remediation• Legal Conflict Resolution (Arbitration, Mediation)• Termination

– Portfolio Management

– Alliance Corporate Competency

NOTE: See Detailed Content Outline for specific competencies and tasks that are included in the exam.

© ASAP 2007 Page 10

What’s the exam like?

• Web delivered, approx. 90-min exam, password protected

• 75 Multiple Choice Questions

– 20 Recall: remember a fact, attribute, or characteristic

– 35 Application: apply a principle, identify an issue

– 20 Analysis: solve a problem, select the best option

• Questions are situational

– Draw on experience and judgment

– All options may be appropriate given the situation

– Select the ‘best’ answer

– No throw aways

– Incorporate common mistakes


How was the exam developed?

• Professionally developed exam

– Applied Measurement Professionals - Psychometric expertise

– ASAP Standards Advisory Group – subject matter expertise

– Thirty item writers from ASAP membership

– Process driven by “consensus of experts”

– Legally defensible test for competency

• Fifty Beta testers from ASAP membership

• Passing point set and finalized next week

"Thanks ASAP for the opportunity to be among the first to take this test; this is an important milestone for the profession."

- Sherif Hanala


Let’s test your mastery of strategic alliances…


Sample Question #1 - Recall

'Our alliance will contribute to reducing environmental problems, by combining our technological skills in air cleaning technology.' This is an example of an alliance

A. value proposition

B. mission statement

C. goal


Sample Question #1 - Recall

'Our alliance will contribute to reducing environmental problems, by combining our technological skills in air cleaning technology.' This is an example of an alliance

A. value proposition

B. mission statement

C. goal


Sample Question #2 – Application

Which of the following criteria best describes information that is appropriate to share with an alliance partner?

A. information relevant to the alliance

B. sensitive but important information

C. intellectual property specifics


Sample Question #2 – Application

Which of the following criteria best describes information that is appropriate to share with an alliance partner?

A. information relevant to the alliance

B. sensitive but important information

C. intellectual property specifics


Sample Question #3 - Analysis

Two multinationals have formed an alliance that in 5 years' time may be highly important, but now is still in its infancy. The next roles were defined for the CEOs: twice yearly conference calls about the alliance, approving the alliance business plan, and acting as the highest level in an escalation procedure. Which of the following CEO roles would improve governance the most?

A. ensuring a good internal communication structure around the alliance

B. being involved in writing the alliance business plan

C. taking a place on each other's boards as non-executive directors


Sample Question #3 - Analysis

Two multinationals have formed an alliance that in 5 years' time may be highly important, but now is still in its infancy. The next roles were defined for the CEOs: twice yearly conference calls about the alliance, approving the alliance business plan, and acting as the highest level in an escalation procedure. Which of the following CEO roles would improve governance the most?

A. ensuring a good internal communication structure around the alliance

B. being involved in writing the alliance business plan

C. taking a place on each other's boards as non-executive directors


Detailed Content Outline

"The analysis questions were the most interesting and challenging and the most dependent on experience of handling situations or having seen others handling them." - John Parker


Process to Apply

• On-line Application – www.strategic-alliances.org

– Members only site

– Under Career Center in left navigation bar

– $175 fee

• Notification by AMP– Test instructions

– Link, Log-in & Password

• Do not need to finish exam in one sitting– Must complete within 30 days

• Immediate notification of pass/fail – Feedback of % correct answers per section

• You may retake the test – After 30 days

– $50 retake fee

"I too have invested the time to complete the exam and concur that it is a worthwhile exercise and not as daunting as it may first appear. I know more than I realized (I think!) “

- Steve Wells


References for Study

• CAAM Detailed Content Outline– Available on the ASAP certification page

• ASAP Best Process Workbook and Best Practice Guidebook– For sale on the ASAP website

• ASAP Best Practice Bulletins – Available in the ASAP Members Library

• ASAP Professional Development Guide– Available in the ASAP Member’s Library

www.strategic-alliances.org


CAAM Exam Prep Workshops

ASAP Silicon Valley Chapter CAAM Prep Workshops

– One day skills mastery and CAAM prep workshops

– Provide experiential learning through scenario analysis

– Mapped to Detailed Content Outline

– Study Aids and Tools provided

– APICS Training Center 3150 De la Cruz Blvd, Santa Clara, CA

– Dates

• October 18, 2007

• November 8, 2007

– For more info and registration:

• http://www.acteva.com/booking.cfm?bevaid=142767

What was best about the workshop?" Allowed me to know what I know (or don't know)”“The real scenarios and discussions" “Understanding best answer vs right answer"“Very comprehensive and based on real world stuff"“Group discussion and debate!"


Courses for Continuing Education

American Management Association Courses

– “Essentials of Strategic Alliances and Partnerships”

– “Launching and Managing Strategic Alliances and Partnerships”

– “Measuring the ROI of Strategic Alliances and Partnerships”

• Available to ASAP Members

– At preferred pricing

– Beginning in October

– New York, San Francisco, Chicago, and Washington, D.C

• For course schedule and to register go to: http://www.amanet.org/seminars/category.cfm?cat=218

• To take advantage of the ASAP pricing, contact: [email protected] or

call Jonathan Pava at 781-972-1347


2008 ASAP Summit

ASAP Annual Global Conference Education

– Continuing Education Boot Camp

– Feb 25-29, 2008 in Orlando, FL

– In collaboration with American Management Association

– Alliance management education and certification prep

– Imagineering by Disney

– Proceeds to fund Phase II of Strategic Alliance Professional Certification Program

Stay tuned for more details…


Vision: CAAM and Beyond…

• Be the design point for advanced degrees:

– MBAs

• Be the de facto HR standard:

– SHRM

• Be the default professional profile for alliance management:

– NAER, AESC

• Be the global standard:

– ISO

“I strongly believe that alliance management certification will be the tipping point of the alliances profession.”

-Ann Trampas


For More Info - ASAP Alliance Certification Program

Websites/Email Lists:ASAP Certification Program: http://www.strategic-alliances.org

ASAP Alliance Certification Special Interest Group Email List: [email protected]

Contacts:Keith Gaylord - Chair of the Certification Committee, [email protected]

Norma Watenpaugh - Chair of the Standards Advisory Board, ASAP [email protected]

Jim Chow - Programs Chair, ASAP Silicon Valley [email protected]


For More Info - ASAP Silicon Valley Chapter

Upcoming Silicon Valley Chapter Member Events:

Wednesday, Sept. 19, 2007From 0 to 60: Driving Successful Alliances with Global System Integrators 5:30-8:30pm, Techmart Network Meeting Center, Santa Clara, CAPanelists include:

Thursday, Oct. 4, 2007Dating Supermodels: When Small Companies Partner with Global Giants5:30-8:30pm, Cisco, Milpitas, CAPanelists include:

To register for these events: http://www.strategic-alliances.org/events


Q & A

Submit your questions online


Thank you

Keith Gaylord

Global Business Partner Executive, IBM

Chair of the Certification Committee, ASAP

Norma Watenpaugh

Principal, Phoenix Consulting Group

Chair of the Standards Advisory Board, ASAP

Moderator: Jim Chow Director, Global ISV Partner Strategy

and Programs, OraclePrograms Chair, SV Chapter, ASAP

Technology Sponsor:

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