PRM is Broken

[fa icon="calendar"] Dec 21, 2016 9:48:09 PM / by Chris Becwar

Chris Becwar

Partner Relationship Management (PRM) is vital for any business. It enables growth of a business, as well as promoting customer loyalty.

PRM is a system of strategies, methodologies, software and web based capabilities that help you to manage partner relationships. With the main purpose of PRM to enable better management of partner relationships with a reliable system, process and procedures, this solution encourages partners to log in and interact with opportunities you are offering. It removes the hassle and the financial commitment needed when making direct sales promotions.

But PRM is broken. Until now.

And it comes in the shape of a PRM program that is breaking all the rules. But why is it broken and how is PRM being fixed?

The Problem with PRM

The issues with PRM are several-fold:

  • Inefficient PRM systems create bad partner experiences, leading to a loss of competitiveness
  • Systems were fragmented and inefficient
  • Poor content management systems also impacted on how efficient such systems were
  • Lack of effective measurement meant performance could not be optimised
  • PRM solutions were difficult to scale

These issues with a variety of PRM solutions meant businesses looked to Customer Relationship Management (CRM) but there were issues here too. A healthy customer base is important as is maintaining contact.

But human nature is unpredictable – addresses change, phone numbers change, and as efficient as your CRM may be, there is no means of factoring in when customer details change.

A Modified PRM Solution

One of the biggest advantages of adopting a PRM strategy is that it allows a product to encourage its own future sales. When a business incorporates PRM into its marketing strategy, it will look to maximize after sales by encouraging customers to return to it for additional goods and services.

But, when looking to design and implement new technology, businesses become nervous. It’s easy to understand why.

It can mean ripping out current systems, introducing a whole new platform which can mean many frustrating hours of effort to get to grips with it. But what about a program and a system that could sit well with a current system, offering a smooth and improved user experience platform?

What Does PRM Need to Be?

There are many shortcomings in current PRM systems and yet it has taken until now to create a system that ticks all the boxes:

  • PRM must deliver exceptional business value, essential in remaining competitive in a market place where your bottom line is being squeezed continually
  • Users need to be able to find what they need and quickly
  • Re-designed PRM that connects with your current systems brings about an improvement in user experience
  • Navigation that is both easy to use and understand is simply essential
  • Frankly, you and your partners want and need a system that is extremely useful

Is There Really a Solution on the Horizon?

There is and it sits with your current system, providing order to what you already have, creating even more opportunities.

Other programs fixate on certain key aspects. Some solutions, despite offering a comprehensive CRM process that attempt to capture similar information and data, just don’t go far enough.

Webinfinity brings content and partnering solutions together into one elegant, simple, easy-to- use platform. It drives better partner management, which in turn feeds and drives business performance and revenues. It looks to record content taxonomy and other externally facing features, such as navigation, search and personalisation, and be the driving force in garnering the information you need to work brilliantly with partners.

Better still, Webinfinity is Salesforce friendly, a perfect partnership between a leading Customer Relationship Management program, and a partner-management piece of kit that fixes PRM.

Webinfinity has created a PRM system that ticks all these boxes and more. PRM may be broken in some places, but with Webinfinity, it doesn’t have to be for long.

Topics: PRM, Personalized Experience, Salesforce, Content

Chris Becwar

Written by Chris Becwar

Chris is a Channel and Marketing veteran with expertise in SaaS platforms & indirect routes to market, advising top channel programs on strategy & trends.