Session 102
Driving Ecosystem Innovation Through an Agile Digital Business Model

Ecosystems have been a fundamental business model to fuel growth and innovation especially in our current state of rapid of digital transformation. As change continues to accelerate, so does the shift to ecosystem business models. As so succinctly stated by Gartner Analyst, Marcus Blosch, "Without an ecosystem, your digital business is dead." While ecosystems have been around for some time, what is new is the imperative to making this shift remain viable and vibrant in the digital world.

Ecosystems are an effective resource for business agility and resiliency to buffer the impact of disruption. And never has this premise been more rigorously tested than in the past year. Companies that have adopted an ecosystem business model have been able to draw from the best within their communities to identify and address the challenges of surviving in a pandemic economy.

Hear from ecosystem veterans on their experiences while working in an ecosystem business model and how they have achieved growth, innovation, agility, and resiliency.

Panelists will share their experiences of:


Norma Watenpaugh, CSAP
Founding Principal
Phoenix Consulting Group

Norma Watenpaugh is the founding principal and CEO of Phoenix Consulting Group ( which provides education and consulting services with expertise in go-to-market strategy, multi-channel and alliance management, and ecosystem development. Prominent clients include Amazon, Adobe, Cisco, Dupont, Dell, Google, PayPal, Plantronics, and SAP. She was named a Woman of Influence in Silicon Valley by the Silicon Valley Business Journal for her work in advancing best practices in Collaborative Business Relationships. She was recently inducted into the Forbes Business Council, an invitation only community of successful business leaders.

Norma has delivered 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. She is a frequently requested guest lecturer and speaker at industry events speaking on partnering trends in Digital Transformation and Internet of Things initiatives.

Norma is a Board member of the Association of Strategic Alliance Professionals and former Best Practices Committee Chair. She has led the organization in developing professional certifications and in revitalizing The ASAP Handbook of Alliance Management. She currently leads the US delegation to the ISO standards committee for Collaborative Business Relationship Management and is the liaison to the Innovation Management Technical Committee.


Carl DCosta
Worldwide General Manager of Partner Success
Blue Yonder

Carl DCosta is Worldwide General Manager of Partner Success at Blue Yonder (formerly JDA Software) responsible for all aspects of the global partner business. Blue Yonder is the leader in Supply Chain SaaS Solutions and powers the ML-based Autonomous Supply Chain. Blue Yonder is Glassdoor's "one of the best places to work – 2020". Carl joined Blue Yonder in 2019.

Previously Carl was Global VP of Alliances & Channels Sales for Oracle Communications Business Unit. This includes global sales with and through all partners including Global SIs, MSPs, OEMs, VADs, VARs, ISVs, Agents for all Cloud and license products: IT Applications, Enterprise and Service Provider Network Solutions. Carl attributes the success of the business to the Partner Enablement Program, that he conceived of and built, that extended the unit's sales and services reach via certified partner specialists across companies worldwide. The result is he consistently grew partner sales YoY in spite of softness in the Service Provider market.

Prior to that, Carl held various sales and marketing leadership positions at HP. Carl was responsible for Alliances and Channels function of HP's Business Intelligence Software & Services unit building major partnerships with the likes of Microsoft, SAP, Oracle and IBM. Prior to that he was Sales and Marketing head for HP's Web Services Business. He also worked in EMEA based in Boblingen, Germany as the Head of Product Marketing for the EMEA Server business.

Carl holds a degree in Mechanical Engineering and an MBA.

Drew Quinlan, CA-AM
Vice President Strategic Alliances



Leslie Tom
Senior Vice President of AppExchange Marketing & Programs

Leslie Tom is Senior Vice President of AppExchange Marketing and Programs at Salesforce, where she leads customer, partner and community marketing for AppExchange – the #1 enterprise cloud marketplace. AppExchange marketplace is a key differentiator for Salesforce with more than 6,000 solutions, 90K peer reviews, installed nearly 9 million times—and used by 100 percent of the Fortune 100 and 86% of all Salesforce customers.

Leslie is a passionate leader for the Salesforce partner ecosystem that extends the power of Salesforce with apps and expertise across every industry and every org. Leslie owns end-to-end AppExchange marketing from product marketing and community marketing to customers and partner recruitment and co-marketing with partners.

A 14+ year veteran at Salesforce, Leslie has worked in a variety of marketing leadership positions across partner marketing, corporate marketing, sponsorship marketing, and product marketing with high impact teams to support the company's vision focused on trust, customer success, innovation and equality. Throughout her career, Leslie has built highly-motivated, multi-disciplinary global teams that deliver high impact, measurable results. Prior to joining Salesforce, Leslie worked in marketing leadership roles for 10+ years at Siebel Systems and Oracle. Leslie holds a double major in Business and Psychology from San Jose State University.