Do PRMs Still Work for Today’s Channel Landscape?

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In our previous post, we talked about what PRMs were and the benefits of using them. However, with the channel landscape changing, do PRMs still give you the same benefits or is it time to try something different? In this post, we discuss how your partners actually use PRMs, the challenges of the modern channel landscape and what tools your partners might need now. 

How PRMs are actually used

When you check your partners metrics in your PRM do you notice a trend? Are your partners excited early and logging in frequently but then dropping off? Have they complained that your PRM can’t find information, there isn’t anything new, implementing marketing plans is challenging? For a lot of vendors, this is a familiar scenario. 

PRMs are meant to improve your partners’ productivity as they provide the material needed for partners to sell a vendor’s product. But in reality, partners spend hours trying to find the material they need and even more trying to figure out what they should be doing with it. 

The modern channel landscape

The channel landscape has come a long way since the 1990’s. Products take less time to implement and partners are starting to switch from being resellers to managed service providers, who offer support and best practices for their customers. These providers become consultants for their customers, providing information about the products their customers are interested in and helping them find the best fit for their needs. 

Customer demands are changing at a rapid pace and the successful companies are the ones who can keep up. This involves actively collaborating and eliminating friction areas with partners to seize new opportunities, drive growth and generate revenue.

The easier companies can make marketing their products for partners means greater activations and more companies selling their products and services. Key ways they can do this by co-branding, co-selling, complete marketing plans and automation. A typical PRM just isn’t designed for this type of collaboration. 

Going beyond a PRM

Today’s companies need to use platforms that are intuitive and easy for their partners to use. It needs to have the best features of a PRM, while making it easy to market and co-sell. This tool is a combined PRM and Through Channel Marketing Automation (TCMA) platform.

TCMA platforms enable companies to send campaigns and other marketing messages through their partners instead of just handing the messaging to partners and expecting them to figure it out for themselves. These platforms let companies easily and quickly collaborate with partners as partners can add their own material to their vendor’s campaigns. They also allow partners to easily leverage their own networks through the integrations they offer. 

A combined PRM and TCMA platform enables partners to find everything they need in one place. It contains both the benefits of a PRM and the automation of a TCMA platform enabling a partner’s workflow to be seamless. Partners get to learn about their vendor’s product, then use that information to better market their services in co-branded campaigns.  

Here at xAmplify, we were partners once. We thought PRMs were outdated and weren’t designed for how channel partnerships were evolving. That’s why we built xAmplify.

Our platform offers

  • Cross channel and partner activity tracking

Our platform provides detailed and comprehensive analytics on how your partners are using marketing campaigns and the downstream metrics for those campaigns. Plus you get to compare activity across partners. 

  •  Co-branded campaigns 

When you send your campaigns through your partner, our platform automatically inserts your brand and your partner’s logo into video, email, social, event and landing page campaigns. 

  • Seamless syncing with Salesforce

Leads, deals and activity automatically syncs your CRM without any manual entry or customization. 

To learn more about our platform, schedule a demo

Conclusion

PRMs have their place. They’re excellent for storing marketing and sales materials and training partners. They are not designed for the future of the channel sales. PRM +TCMA platform is designed for evolution. These platforms are built for collaboration, marketing and sales.