Partner relationship management (PRM) programs play a crucial role in channel sales strategies for many companies. These programs are designed to motivate, enable, and incentivize channel partners like distributors, resellers, agents, and technology partners to promote and sell a vendor’s products and solutions. The overarching goals of PRM programs are to maximize channel revenue, ensure partner loyalty, provide the right sales support tools, and gather useful sales data and insights.

PRM platforms provide partners with access to assets like marketing materials, sales tools, training reso