Partner Relationship Management Market Update: Blue Skies Ahead for Channels and PRM Vendors
11th Dec 2000
This paper investigates the growing area of Partner Relationship Management (PRM).
It begins by describing how PRM solutions focus on the unique needs of indirect sales channels - merging the concepts of CRM with partner extranets. PRM, it proposes, can be defined as a subset of CRM, a next-generation extranet or a new type of business-to-business application, depending on your point of view.
The paper goes on to explain why web-extended Sales Force Automation (SFA) doesnt work for channels, and explores some of alternative solutions offered by PRM, with particular reference to the effect of the Internet. It argues a case for a fusion of PRM and ASP, and concludes with some market predictions and some summary advice for companies tempted by PRM.