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CRM vs. PRM; Coach People, not Bricks and Mortar Toward High Performance

When using a CRM solution, such as Salesforce.com, to manage your channel partners, it quickly becomes cost prohibitive to provide every single one of your channel sales professionals with a Salesforce.com license. This is not the case with a solution like Relayware.

Relayware Partner Relationship Management

CRM vs. PRM

Coach People, not Bricks and Mortar Toward High Performance

By John Benecke, Relayware CFO, COO

When we talk to prospects and new customers, they want to better manage their channel partners, which is why they are talking to us. This conversation typically brings in the often-discussed pareto principle. “We want to increase the number of partners who effectively sell our solution and get rid of those organizations that don’t.”

As we dive into this conversation, all too frequently vendors are managing their partner organizations, not the individual channel sales representatives.

Remember, an organization has never sold anything in its life. A business card-carrying professional is who sells your products. That is who you need to engage with to achieve your revenue targets.

When using a CRM solution, such as Salesforce.com, to manage your channel partners, it quickly becomes cost prohibitive to provide every single one of your channel sales professionals with a Salesforce.com license. This is not the case with a solution like Relayware. This is one of the biggest reasons why attempting to manage channel partners with a CRM solution does not work.

If you are limiting the management of your channel to an organizational level, you are seriously limiting your visibility into your channel sales activities and behaviors. Who are your rainmaker sales professionals, irrespective of which organization they work for? Why are they so effective? How can you engage all your other partner sales reps in an automated why to modify their behaviors to match those of your rainmakers?

As a channel professional, you need to be able to have tools in place that allows you to strip away some of the complexity and act more like a direct sales manager, reaching through your partner organizations to on-board, train, coach and engage with all of your channel reps as individuals.

A partnering automation (or partner relationship management) solution like Relayware gives you the visibility and control to identify and interact with all of your channel partner professionals enabling you to achieve transformational growth in your channel.

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