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The best advice on building partner programs that produce forecastable revenue.

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Latest Post

A vendor partner manager and a referral partner reviewing a short target account list and a referral fee agreement over coffee, deep navy and warm amber palette

Referral Partner: What It Is and How to Work With One

Short answer Short answer: A referral partner is a company or individual who introduces you to prospects in their network in exchange for a fee, without taking part in the sale or the transaction. It matters because a referral partner opens warm doors that cold outreach cannot, but the model only produces when the referral […]

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Editor's Picks

Through-Channel Marketing: What It Is and How It Works

Short answer Short answer: Through channel marketing is demand generation a vendor runs through its partners, supplying campaigns, content, and funds so partners market to their own customers under their own brand. It matters because partners own trusted relationships a vendor cannot reach directly, but most of these programs underperform because they push vendor material […]

Partnership Marketing: What It Is and How to Run It

Short answer Short answer: Partnership marketing is joint marketing between two companies that combine audiences, content, and channels to generate demand for a shared value proposition. It matters because a co-branded campaign borrows the trust and reach of both brands at once, which is why a partner webinar or joint guide usually outperforms the same […]

B2B Partner Marketing Strategy: To, Through, With

What a B2B partner marketing strategy is Short answer: A B2B partner marketing strategy is the plan for how you market to partners, through partners, and with partners, so partner relationships turn into pipeline rather than logos on a slide. It works when each of those three audiences has its own goal and the whole […]

Three partnerships leaders scoring shortlisted partner relationship management software against a printed criteria sheet on a conference table, a monitor behind them showing a side-by-side feature matrix, deep navy and warm amber palette

Best Partner Relationship Management Software: How to Pick

What does “best partner relationship management software” actually mean? Short answer: Best partner relationship management software is not a single product, it is the system that fits the specific partner motion you run. It is chosen by matching a platform’s real strengths, deal registration, attribution, enablement, and integration depth, to the program you operate, not […]

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A partnerships leader running a quarterly partner review with two managers, a wall monitor showing partner-sourced pipeline and a tier ladder, a printed best-practices checklist on the table being marked off, deep navy and warm amber palette

Partner Relationship Management Best Practices for 2026

What are partner relationship management best practices? Short answer: Partner relationship management best practices are the operating habits that turn a partner program from a signed-logo list into a revenue motion, defining the partner job, activating fast, keeping enablement current, and instrumenting attribution before launch. They are about how you run the program day to […]

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A RevOps engineer and a partnerships manager configuring a partner relationship management platform on a large monitor, the screen showing automation rules wiring deal registration to the CRM, a printed integration map on the desk, deep navy and warm amber palette

Partner Relationship Management Platform: What to Know

What is a partner relationship management platform? Short answer: A partner relationship management platform is the configurable system that runs an entire partner motion, recruiting, onboarding, enablement, deal registration, and reporting, and connects to the rest of your go-to-market stack. It is more than a portal: it is the place you operationalize the partner program […]

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A head of partnerships and a RevOps lead comparing partner relationship management software on a shared monitor, the screen showing a feature matrix of deal registration, onboarding, and reporting, a printed requirements checklist between them, deep navy and warm amber palette

Partner Relationship Management Software: A Buyer’s Guide

What is partner relationship management software? Short answer: Partner relationship management software is the system of record for running a partner program, recruiting, onboarding, enabling, registering deals, and reporting partner-sourced revenue in one place. It does for the indirect motion what a CRM does for direct sales, so partner work stops scattering across spreadsheets and […]

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A partner operations lead and a systems admin reviewing a partner relationship management system on two monitors, one screen showing the partner portal and the other the deal-registration and reporting back end, a printed data-flow diagram on the desk, deep navy and warm amber palette

Partner Relationship Management System: How It Works

What is a partner relationship management system? Short answer: A partner relationship management system is the system of record for a partner program, the single place that holds the partner roster, deal registrations, enablement content, and partner-sourced reporting. It plays the role for the indirect motion that a CRM plays for direct sales, so partner […]

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A partner operations team mapping their partner relationship management tools on a whiteboard, boxes for PRM suite, overlap data, and co-sell connected by arrows to a CRM, a laptop showing a live partner roster on the table, deep navy and warm amber palette

Partner Relationship Management Tools: The 2026 Stack

What are partner relationship management tools? Short answer: Partner relationship management tools are the connected set of systems that run a partner program, the PRM suite at the center, with overlap-data and co-sell layers around it, all syncing to your CRM. They exist so that recruiting, onboarding, deal registration, and attribution operate as one motion […]

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A partner operations lead and a channel manager at a monitor walking through a partner relationship management workflow, the screen showing a partner roster, deal registrations, and a tier ladder, a printed onboarding checklist on the table, deep navy and warm amber palette

Partner Relationship Management: What It Is, How It Works

What is partner relationship management? Short answer: Partner relationship management is the operating discipline, and the software behind it, for recruiting, onboarding, enabling, and measuring the partners who help you win business. It runs the partner side of your go-to-market the way a CRM runs the direct side, giving each partner a defined motion and […]

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A Salesforce admin and a partnerships manager reviewing a partner portal built on Salesforce, one monitor showing Experience Cloud and the other deal registrations syncing to opportunities, a printed architecture sketch on the desk, deep navy and warm amber palette

Salesforce Partner Relationship Management: A Guide

What is Salesforce partner relationship management? Short answer: Salesforce partner relationship management is running your partner program on or alongside Salesforce, using its portal and data layer as the foundation for partner records, deal registration, and reporting. It keeps the partner motion anchored to the CRM that already holds your direct pipeline, so partner-sourced revenue […]

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A partnerships leader explaining partner relationship management to a new manager at a desk, a screen behind them showing a partner roster and a recruit-onboard-enable-measure flow, a printed one-page definition on the table, deep navy and warm amber palette

What Is Partner Relationship Management? A Definition

What is partner relationship management? Short answer: Partner relationship management is the discipline, and the software behind it, for recruiting, onboarding, enabling, and measuring the partners who help a company win business. It is the partner-side equivalent of how a CRM runs the direct sales motion, giving each partner a defined job and giving the […]

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A partner operations manager walking a new partner through a PRM portal on a laptop, a printed deal-registration form on the desk, deep navy wall and warm amber desk lamp

What Is PRM? Partner Relationship Management

Short answer: what is PRM What is PRM: partner relationship management software that gives a company a system to recruit, onboard, and manage partners, run deal registration, and host a partner portal. It is the operational backbone of a channel program, the partner-facing counterpart to a CRM. It manages partner workflow, but it does not […]

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Two company executives shaking hands over a signed alliance agreement while their teams review a joint go-to-market plan on a screen behind them, deep navy and warm amber palette

Strategic Alliance: Definition, Types, and Examples

Short answer Short answer: A strategic alliance is a formal agreement between two or more independent companies to pursue shared goals, such as entering a market or building a joint offering, while each stays a separate business. It matters because an alliance can give a company reach, capability, or credibility it could not build alone, […]

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