Leading alliances to the next level requires more than doing the same things better. Alliance management practice can be complemented by analytic rigor, systems logic, and AI. BTD brings this expertise to the ASAP partnership for the benefit of all its members.

The Association of Strategic Alliance Professionals (ASAP), a driving force behind the growing importance of alliances, can now take its members from strength to strength as BTD Consulting today announces its new commitment to ASAP as a Global Member and Sponsor. This commitment positions BTD to help ASAP members drive alliance management to a new level of performance. The sponsorship agreement, which begins this year, will continue through 2023 and beyond.

Over the past 20 years, alliances have shown the power of collaboration. ASAP and its members have led this success. Now, BTD brings state-of-the-art M&A disciplines to the alliance management community. This powerful combination—the best of ASAP and BTD—can spark the next leap forward in alliance management.

ASAP and BTD collective research has already contributed to innovative insights, tools, and approaches for the industry. The BTD and ASAP partnership will further benefit the alliance management industry by:

  1. Understanding the similarities: BTD Consulting and ASAP are working together to dissect the challenges faced by alliance professionals. By understanding the increasingly blurred lines between strategic alliances and M&A, the partnership will open the door to innovative practices.
  2. Changing the pace: M&A work is typically characterized by a much greater sense of urgency than alliance management. This urgency creates a positive “bias for action” over process. Revisiting the balance between action and process can lead to better alliance outcomes across industries.

The BTD and ASAP partnership will benefit ASAP members with:

  1. Training and accessibility: BTD will enable ASAP members to manage their alliances more successfully by offering training, research, and consulting.
  2. Access to new technologies: BTD will bring a plethora of new tools to ASAP from M&A process synergies to unique ways to leverage new technologies, expanded alliance management toolkits, and the added new dimensions of razor-sharp analytics and AI.

“BTD are excited to join ASAP to bring new dimensions to alliance management. Alliance managers have become masters of high-stakes collaboration. Now, by merging alliance best practice with M&A best practice, BTD can support alliance managers in coping with information overload, responding to major disruptions, and establishing their presence in the C-suite.” Nick Palmer, Partner at BTD

The Association of Strategic Alliance Professionals (ASAP) is a nonprofit, global membership organization for partnering professionals in all industries who manage strategic alliances, ecosystems, go-to-market partnerships, key channel partner relationships, and other business collaborations.  As the go-to community for alliance and partnering success, ASAP offers many resources to its members, including tools, publications, education and networking events, and more. ASAP is also the only association that awards CA-AM and CSAP certification to qualified alliance professionals. ASAP global, corporate, and individual members represent a wide variety of industries that include high tech, biopharma, life science, finance, fintech, insurance, energy, consulting, and many others.

To learn more about the BTD-ASAP partnership and the benefits to ASAP members, please contact Kim Miller at ASAP, For more information on M&A and alliances of the future, contact Nick Palmer at BTD,