Technology Industry
Industry: Email Alert RSS FeedIs it RIP for PRM? Suite vendors eye partner relationship niche, but some specialists thrive. (News at the front).
MSI, March, 2003 by Spiegel, Rob
There is little question about the advantages of partner relationship management (PRM) applications. Designed to help manufacturers reach end users served by an intermediary, PRM software lets OEMs grab feedback from customers, while also supporting commerce and interactions with distributors.
So why is it that few software vendors specializing in PRM--also known as channel management--have thrived? Part of the answer is that expectations for PRM were overblown during the B2B e-commerce software frenzy of a few years ago, leading to a glut of specialty vendors. But another factor is that PRM functions increasingly overlap with, and are being subsumed by, the market for customer relationship management (CRM) software. For prospective buyers of PRM...
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