If you're looking for a quick way to sum up Partner Relationship Management (PRM) software, or pitch it to results-focused execs, the best way might be to simply say "It's CRM for an entire channel ecosystem."
Customer Relationship Management software can be a valuable resource in data-driven marketing. The allure is obvious. You get a central database of every customer interaction which can be used to make informed decisions on the effectiveness of sales and marketing efforts. Some CRMs have strong marketing automation capabilities, which track every website interaction, every email sent, as well as deep and robust analytics for digging into that data. Together they provide so much potential for creating actionable ideas for pulling in new leads and closing more sales.