Partner Relationship Management, most commonly known as PRM is a re-emerging field. It is an application to manage partner relationships. It includes modules from identifying and selecting partners, forming alliance relationship, managing alliance relationship, lead generation, solution development, training, governance of alliances and terminating alliance relationships.
If one is working in IT field, partner relationship is necessary term. Still customers think that it is a luxury and this will take time to sink in that it is a necessary investment. Considering that PRM has long term returns in terms of direct numbers but the immediate benefits can be better relationsihp with the partner and improved future visibility.
Having said this, the questions still remains that how many companies will actually invest in this kind of application…
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