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Partner Relationship Management

Partner Relationship Management

Partner relationship management (PRM) platforms have become the central tool in the channel technology toolkit. Their ability to optimize and streamline all aspects of a supplier’s interactions with its channel partners and provide the intelligence necessary to strengthen these relationships is critical to maximize partner revenues, experience and loyalty. A comprehensive PRM system includes partner program management, partner portals, a content management system and a partner contact database, along with at least one of the following sub-applications: recruitment and onboarding, deal registration, lead distribution and management, training and certifications management, marketing development funds (MDF)/co-op management, joint business and account planning development and reporting, business contract management, partner locator and social collaboration. To expand ease of use and facilitate a holistic view of partners and programs, many solutions are expanding to also include functionality that was traditionally delivered through separate applications, such as channel incentive management and channel marketing and management. Also, because many PRM functions are tightly tied to other systems, such as sales force automation, lead management and enterprise resource planning with partner intelligence, integration enhances the value of PRM. Show less...

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