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Channel Partner Management and CRM

One of Relayware’s top selling points is our seamless integration with Salesforce.com

Relayware Partner Relationship Management

Channel Partner Management and CRM

CRM tools are essential. The technology enables you to organize, automate, and synchronize your sales, marketing and customer service for current and future customers. However, these tools, such as Salesforce, are designed for direct sales. They don’t cover the needs of managing indirect channel sales. This is where partner relationship management (PRM) solutions come in – that is technology that is specifically designed to accelerate sales coming in through channel partners.

Typically channel partner organizations have a number of professionals working on your behalf. This structure in addition to the unique needs of channel partners (e.g., training, marketing materials, engagement) creates the need for a distinct PRM technology that doesn’t penalize you for having a large number of channel sales professionals.

For total pipeline visibility, you need each of your partner professional’s registered deals and opportunities synced with your CRM (e.g., Salesforce, Microsoft Dynamics, etc.). And then, quite likely different people at your company need different reports of these partners’ activities. Some of your colleagues may be looking at the sales of product lines. Some may be looking at geography. Some may be analyzing training against sales. As the vendor, it should be easy to bring all the information together and configure it any way you need to at any time with no limitation on the number of reports you can access.

The best CRM and PRM solutions both provide automation. This means that these systems automatically nurture and advance deals at pivotal points in the sales process. These moments are different for direct and indirect sales. Again, another reason why companies seek out distinct solutions for managing their channel partners, but of course they need to play well together.

I would be remiss if I didn’t point out that one of Relayware’s top selling points is our seamless integration with Salesforce.com, so companies can leverage Realyware’s fit-for-partner-relationship-management-purpose and synchronize their data to the indispensible CRM tools.