Trends Report

Partner Relationships Need Their Own Management System

Advances In Commercial PRM Software Make Investment Viable

August 20th, 2013
TH
Tim Harmon
With contributors:
Peter O'Neill , Tyler Otte

Summary

Channel-oriented tech vendors and other business-to-business (B2B) companies (telecommunications, life sciences, insurance, or industrial goods) have had the need for partner relationship management (PRM) software systems to manage their critical, rapidly growing channel ecosystems — representing up to 100% of their revenue generation — since the 1980s and before. But commercial PRM software functionality has failed to keep pace with B2B vendors' partner programs and processes requirements. Thus, most B2B vendors were forced to resort to building their own PRM systems . . . until now. Today's commercial PRM software solutions, represented mostly by a new crop of PRM vendors, have caught up with the needs of channel professionals and are based on modern technology architectures that readily facilitate integration, customization, and extensibility. If your PRM system is holding you back from instituting the type of innovative collaboration programs and processes you need to empower today's partner ecosystem, commercial PRM solutions deserve consideration for replacing your legacy systems.

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