What is partner relationship management (PRM)? - Definition from Whatis.com

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partner relationship management (PRM)

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partner relationship management (PRM)

Partner relationship management (PRM) is a business strategy for improving communication between companies and their channel partners. Web-based PRM software applications enable companies to customize and streamline administrative tasks by making shipping schedules and other real-time information available to all the partners over the Internet. Several CRM providers have incorporated PRM features, such as Web-enabled spreadsheets shared through an extranet, in their software applications. PRM is often compared to customer relationship management (CRM) and there is some argument over whether the complex relationships of channel partnerships makes it necessary for PRM to be a separate entity, or merely a component of CRM.

Related glossary terms: straw man, social media monitoring

Contributor(s): Dmitri Ilkaev

This was last updated in July 2000

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- SearchCRM.com has information about the use of partner relationship management in customer relationship management.

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