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2021 brings great hope that we'll enter a post-pandemic world, but there is no going back to the "before times." Despite the upheaval and tragedy of the past year, key fundamentals of alliance management remain true. With apologies to Stephen Covey, we present seven habits highly effective alliance professionals develop and practice that remained true during 2020 and will serve us well whatever the next normal presents. While evergreen, these habits are evolving for our world in which face-to-face will remain a luxury—and the surprisingly productive ways of working we've adopted out of necessity will remain.

Habits are internalized behaviors that we engage in without really thinking about them. It takes practice to develop that muscle memory. The uncertainty of the economy and the wholesale changes that have occurred in how business is done means we must reimagine how alliance management is implemented, and its value measured and communicated. Adopting these habits focus alliance professionals on what stakeholders value most—and provides a canvas for charting the future course of your company's alliance capability.

This webinar describes each of the seven habits and provides examples of:


Jan Twombly, CSAP
The Rhythm of Business

Jan Twombly, Certified Strategic Alliance Professional (CSAP), is president of The Rhythm of Business, a consultancy and advisory firm with core expertise in partnering, strategic alliances, and collaboration. For more than 20 years, she has been developing and sharing thought leadership to enable more collaborative ways of working and to achieve success through partnering and alliances.

Jan is a trusted advisor to leaders in both industry and academia, helping to develop their organizations' ecosystem partnering and alliance strategies. She offers education and training services to build the mindset, skillset, and toolset needed to succeed. Her clients count on her to advise on establishing new alliances, develop alliance management process and procedures, and to step in when alliances are in trouble. Data-driven, contextual assessments of complex alliances provide deep insights that solve problems and drive measurable improvement.

Her current emphasis is on working with alliance professionals to reimagine how alliance management is implemented in an environment of increasing demand and digitizing its workflow and reporting.

Jan serves on the Board of Directors of the Association of Strategic Alliance Professionals (ASAP), overseeing their editorial and content strategy. She is a frequent contributor to Strategic Alliance Quarterly, regularly speaks on collaboration and partnering, and together with Jeff Shuman, CSAP, PhD authors The Partnering Guide blog and numerous whitepapers at

Jeffrey C. Shuman CSAP, PhD
The Rhythm of Business

Jeffrey C. Shuman CSAP, PhD, Principal, The Rhythm of Business and Professor Emeritus of Management, Bentley University is an educator and trusted advisor to executives who are building, leading, and managing alliances and partner networks. His mix of operational, consulting, research and classroom experiences allow him to blend the theoretical with the practical, providing useful, easily implementable and repeatable advice.

At The Rhythm of Business he partners with global companies in multiple industries to advance their alliance and collaboration management capability. Consulting engagements focus on driving results through enabling all functions of the business to work effectively with their partners throughout the lifecycle. He works with senior executive teams to shape partnering strategy, enable operational and organization readiness, and implement overarching governance. Partnering professionals benefit from his ability to quickly diagnose underperforming alliances, and accelerate the path to profitability. Customized education and training bring alliance and collaboration skills to all who interact with partners.

Jeff has been a member of ASAP since 2002. Currently part of the ASAP's Strategy Team, he is actively involved on the teams that have developed the Certificate of Achievement – Alliance Management (CA-AM) certification and the CSAP certification and contributed to The Handbook of Alliance Management. He frequently presents at ASAP and other organization's conferences and events. Together with business partner Jan Twombly, he has a rich history of developing and publishing strategic and practical thinking that advances the art and science of partnering and alliance management.