What Is Partner Relationship Management (PRM)?

If your business works with partners, resellers, or agents, you’ve probably heard the term Partner Relationship Management, or PRM. But what does it really mean, and why do companies invest in PRM systems?

In simple terms, PRM is a way for companies to manage their relationships with other businesses that help sell or promote their products and services. While Customer Relationship Management (CRM) tools focus on direct customers, PRM tools are built for those who help bring in business from the outside.

Let’s break it down so you can decide whether PRM is something your business should use.

What Is Partner Relationship Management in Marketing?

In marketing, PRM means creating systems and processes that help your business work better with partners. This includes helping them understand your product, giving them the tools to promote it, and tracking how much business they bring in.

Instead of manually managing dozens of emails, spreadsheets, and calls, PRM software puts everything in one place. Your partners can log in, access sales materials, submit leads, and see the progress of deals.

For marketers, this means more control and better results when working with multiple third parties who are selling on your behalf.

What Does a Partner Relationship Manager Do?

A Partner Relationship Manager is the person responsible for building and maintaining these partner relationships. Their tasks often include:

• Onboarding new partners
• Sharing training materials and sales tools
• Tracking sales and deals that come from each partner
• Communicating updates and changes
• Solving problems that partners face

Their goal is to keep partners active and informed so that both sides see value from the relationship. In many ways, they act as the link between your business and your partner network.

Why Do Companies Use PRM Software?

Without a structured system, partner programs often get messy. Here are a few reasons companies turn to PRM software:

1. Clear Communication

Partners can log in to a portal and find everything they need: brochures, product information, contact forms, FAQs, and more. This reduces back-and-forth emails.

2. Lead Tracking

Many PRM tools let partners submit leads directly, and you can track whether those leads result in new sales.

3. Performance Reports

You can see how each partner is doing. Are they bringing in leads? Are those leads turning into deals?

4. Reward Programs

If you offer commissions or bonuses for sales, PRM software can help track and automate those payments.

5. Time Savings

Instead of manually updating spreadsheets, a PRM tool keeps everything updated in real-time.

What Are the Features of PRM Software?

While features vary by platform, most PRM systems include the following:

• Partner Portals: Each partner gets their own access to tools and updates.
• Lead Submission Forms: Partners can register new leads or deals.
• Training Modules: Videos or guides that help partners learn how to sell.
• Content Libraries: Marketing materials and presentations ready to download.
• Incentive Tracking: Automatically track who earns what and when to pay it.

Examples of PRM Software

Here are some popular PRM platforms used by companies today:

• Leadfellow: Known for being startup-friendly. Lets partners send leads easily. Great for smaller businesses who want to grow their network.
• PartnerStack: Good for scaling SaaS and tech companies. Offers rewards automation.
• Impartner: Used by mid-sized to large businesses. Includes lots of reporting tools.
• Kiflo: Designed for small and medium businesses. Simple interface and good analytics.

What Is the Difference Between PRM and CRM?

Let’s make this simple.

When Should You Start Using PRM?

If you answer “yes” to any of the following, PRM might be worth exploring:

• Do you have more than five partners or resellers?
• Are you losing track of leads submitted by partners?
• Do partners need training or sales tools to be more effective?
• Are rewards or commissions hard to calculate or track?
• Do you want to grow through indirect sales?

If so, setting up a PRM system can help you get organized and see better results.

Common Questions About Partner Relationship Management

What is partner relationship management in simple terms?

It’s a way to manage all your business partners, track what they’re doing, and make it easier for them to help grow your sales.

Is PRM software only for big companies?

No. Tools like LeadFellow are made for small and growing businesses that want to work with partners from day one.

How does PRM help with partner onboarding?

You can create welcome pages, training steps, and task lists to help new partners start fast.

What should I look for in PRM software?

Ease of use, clear dashboards, good support, lead tracking, and the ability to manage rewards or commissions.

Can PRM software work with my CRM?

Yes. Most PRM tools offer integrations with popular CRMs like Salesforce, HubSpot, or Pipedrive.

Final Thoughts

Partner Relationship Management is not just a buzzword. It’s a real strategy for growing your business by working smarter with others. Whether you’re a startup looking to get your first few referral partners, or a mid-sized company trying to manage a network of resellers, PRM can make the job easier and more effective.

By organizing your partner efforts through tools like LeadFellow or PartnerStack, you reduce friction and create a better experience for everyone involved.

Want to turn your referral program into a real growth channel? Start with PRM. You don’t have to wait until your business is big—PRM helps you get there faster.