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 via 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 controversy over whether the complex relationships of channel partnerships makes it necessary for PRM to be a separate entity, or merely a component of CRM.

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This was first published in February 2001

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