What is Partner Relationship Management (PRM)?
Partner Relationship Management (PRM) is the strategy, processes, and technology used to manage relationships with channel partners — resellers, distributors, affiliates, and technology partners. PRM software provides a centralized platform where vendors and partners collaborate on sales, marketing, training, and deal management.
PRM vs CRM
CRM manages direct customer relationships. PRM manages indirect partner relationships. Most companies need both — CRM for direct sales, PRM for channel sales — with integrations to keep data synchronized.
Core Components of PRM
- Partner Portal — Self-service hub for partners
- Deal Registration — Protect partner deals from conflict
- TCMA — Enable co-branded partner marketing
- Training/LMS — Onboard and certify partners
- Analytics — Track partner performance and ROI
Learn more in our complete PRM software guide or book a demo.
