CRM technology is the enabler, not the driver. PRM is not just software, either. Rather, it s a business strategy to optimize the value of partner relationships and, like CRM, application software can play a crucial enabling role. In fact, in complex channels it s hard to separate web-based applications from effective PRM these days. Automated chaos is still chaos.
Good relationships are valuable to both parties.
Effective PRM means delivering value to partners to help them be successful, not just manipulating them to sell more products or micro-managing their sales activities. Of course, helping partners makes good business sense because successful partners are more likely to be loyal. Expanding Market for PRM CRM and eCommerce software solutions have primarily been concerned with direct relationships. Until last year, it wasn t easy to find any packaged applications or Internet services for channel partners. This began to change late in1998 as software start-ups emerged to serve this nascent market.