Partner relationship management

Partner relationship management (PRM) is a system of methodologies, strategies, software, and web-based capabilities that help a vendor to manage partner relationships. The general purpose of PRM is to enable vendors to better manage their partners through the introduction of reliable systems, processes and procedures for interacting with them.^[1] Web-based PRM systems typically include a Content Management System, a partner and customer contact database, and the notion of a partner portal which allows partners to login and interact with a vendor's sales opportunity database and obtain product, pricing, and training information. There are a number of solution providers who offer PRM software to manufacturers who rely heavily on channel/indirect sales, including:

• Averetek^[2]
• CCI Channel Management Solutions^[3]
• Channel360^[4]
• Channeltivity^[5]
• Cloud Profiler^[6]
• hawkeye^[7]
• iasset.com^[8]
• LogicBay^[9]
• PartnerPath^[10]
• RelayWare^[11]
• Salesforce.com^[12]
• SAP^[13]
• ShareMethods^[14]
• The Planet Group^[15]
• Treehouse Interactive^[16]
• UpToMarket^[17]
• Channelinsight^[18]

Vendors who implement a PRM solution are typically motivated by a need to reduce the financial overhead and hassles associated with maintaining a direct sales organization. They rely on regional resellers to find, educate, and sell to end-customers. Unlike CRM systems, which are tailored toward getting an end customer to purchase from you, a PRM system is focused on getting a partner to sell on your behalf. As a result, they commonly offer web-based self-service tools, information, and resources to partner resellers. Tools often include:

• MDF Request Programs
• Training, Certification, and Accreditation Automation
• Deal Registration Programs
• Indirect Sales Pipeline Reporting
• Joint Business Planning
• Reward and Loyalty Programs
• Content Library

See also

• Customer relationship management (CRM)
• Supplier relationship management (SRM)

References