Partner Relationship Management (PRM): Best Practices

Learn the best practices of Partner Relationship Management for supporting your channel.

CSO's 2017 Guide To Increasing Channel Partner Sales

Executive Brief
Get the updated CSO's 2017 Guide and begin increasing your channel partner sales.

CMO's 2017 Guide to Managing Sales Channel Partners

Executive Brief
A CMO's guide to managing trends and staying ahead of the competition.
EBook: Lead Generation Engine

Emerging Growth Companies: Building A Successful Indirect Sales Channel

Learn about PRM and how it applies to emerging growth companies.

The ROI of Partner Relationship Management

ROI, ROI, ROI. Learn about the Return on Investment potential of a PRM system

The Channel Program Blueprint        

Executive Brief
Our Channel Program Blueprint process provides the framework for channel strategy success.

Reducing Channel Conflict: Industry Best Practices

Learn how to reduce Channel Conflict in your partner ecosystem.

PRM or CRM?                                             

Learn if you should be using a PRM or CRM system to manage your indirect sales channel.

Deal Registration & Lead Management in the Sales Channel

Executive Brief
Learn best practices and a PRM-based approach to managing leads in the sales channel.

The Definitive Guide to Training and Certification in the Distribution Channel

Learn how training and certification can supercharge your sales channel.

Channel Life Cycles

Learn how a PRM system can help you manage the lifecycle stages of your channel as it grows.

 

Channel Enablement Across the Partner Lifecycle

Channel partnerships follow a defined lifecycle - how suppliers engage with partners and which activities they undertake should align to a partner’s position in this lifecycle.

 
If you are looking to build your indirect sales channel, these are the blogs you should be reading.
If you are looking to scale your indirect sales channel, these are the blogs you should be reading.
If you are looking to optimize your indirect sales channel, these are the blogs you should be reading.
 

ChristianSteven Software Case Study

We need to recruit partners and get them up to speed quickly.

Equinox Louvered Roof Case Study

We need to manage opportunities better by getting sales leads to our partners and vice versa.

Heavy Equipment Case Study

We need to train and certify our dealer sales reps and service technicians for optimal performance.

Heavy Duty Trucking Case Study

We need to have access to real-time dashboards and keep track of KPIs throughout the channel.

Hewlett-Packard Case Study

We need to accelerate sales through improved processes and content management.

Hyster-Yale Case Study

We need to make it easier for our dealers to do business with us.
 

Outdoor Living Brands Case Study

We need to fix the fact that we have too many systems that dont talk to each other.

High Tech Manufacturer Case Study

We need to improve our partner marketing support through better materials and incentives.
 
How are your channel sales performing? Are they stagnant? Decreasing? In this video, we'll explore some of the trends and best practices that can help you boost sales through your indirect channels as the Chief Sales Officer for your company.
In the same amount of time it takes to watch a TED talk (less than 20 minutes), watch this video and learn how manufacturers like GM and Tesla are reaching the end customer, seeing huge success in their sales results, what these changes in buying behavior mean for you, and more.
With more than a decade helping companies both large and small support their indirect sales channel, we have learned that one of the most important factors of success is the initial planning phase. The Channel Program Blueprint is a tailored solution that helps our customers establish a long-term vision, summarize tactical priorities, and formalize a timeline for implementation.
LogicBay's on-demand content creation makes it easier for our customers to engage with their channel partners and close more deals. With this service, we can easily create, share and track online video content for sales enablement, product knowledge and more.
Enabling your sales partners through effective marketing and demand generation strategies is critical for success. With our cloud-based content creation solution, you can drive more leads with online video content for event marketing, demand generation and more.
Channel Managers must be able to provide up to date content that is easy to maintain for effective training and certification programs. With benefits for just-in-time job aides, compliance, on-boarding and more, our on-demand content creation is just the solution.
Manufacturers have faced increasing challenges in managing channel conflict with their selling partners as a result of changes in buying behavior. Our video outlines what we have learned to be best practices around mitigating channel conflict and offers guidance in these critical areas.
Manufacturers have faced increasing challenges in managing channel conflict with their selling partners as a result of changes in buying behavior. Is your company prepared to deal with these challenges in 2017 and beyond?

Partner Relationship Management (PRM): Best Practices

Learn the best practices of Partner Relationship Management for supporting your channel.

CSO's 2016 Guide To Increasing Channel Partner Sales

Get the updated CSO's 2016 Guide and begin increasing your channel partner sales.

CMO’s 2016 Guide to Managing Sales Channel Partners

A CMO's guide to breakthrough sales channel strategies and staying ahead of the competition.

Free eBook on Market Development Funds

Learn how to unify your partner's marketing to increase the effectiveness of your spend.

The ROI of Partner Relationship Management

ROI, ROI, ROI. Learn about the Return on Investment potential of a PRM system

The Channel Program Blueprint

Our Channel Program Blueprint process provides the framework for channel strategy success.

Reducing Channel Conflict – Understanding Industry Best Practices

Learn how to reduce Channel Conflict in your partner ecosystem.

PRM or CRM?

Learn if you should be using a PRM or CRM system to manage your indirect sales channel.

Lead Management - Striking a Balance

Learn about the PRM-based approach to managing leads in this free online guide.
READ MORE

The Definitive Guide to Training and Certification in the Distribution Channel

Learn how training and certification can supercharge your sales channel.

Channel Life Cycles

Learn how a PRM system can help you manage the lifecycle stages of your channel as it grows.

Emerging Growth Companies: Building A Successful Indirect Sales Channel

Learn about PRM and how it applies to emerging growth companies.
If you are looking to build your indirect sales channel, these are the blogs you should be reading.
If you are looking to scale your indirect sales channel, these are the blogs you should be reading.
If you are looking to optimize your indirect sales channel, these are the blogs you should be reading.

Channel Enablement Across the Partner Lifestyle

Channel partnerships follow a defined lifecycle - how suppliers engage with partners and which activities they undertake should align to a partner’s position in this lifecycle.

ChristianSteven Software Case Study

We need to recruit partners and get them up to speed quickly.

Equinox Louvered Roof Case Study

We need to manage opportunities better by getting sales leads to our partners and vice versa.

Heavy Equipment Case Study

We need to train and certify our dealer sales reps and service technicians for optimal performance.

Heavy Duty Trucking Case Study

We need to have access to real-time dashboards and keep track of KPIs throughout the channel.

Hewlett-Packard Case Study

We need to accelerate sales through improved processes and content management.

Hyster-Yale Case Study

We need to make it easier for our dealers to do business with us.

Outdoor Living Brands Case Study

We need to fix the fact that we have too many systems that don’t talk to each other.

Texas Instruments Case Study

We need to improve our partner marketing support through better materials and incentives.
How are your channel sales performing? Are they stagnant? Decreasing? In this video, we'll explore some of the trends and best practices that can help you boost sales through your indirect channels as the Cheif Sales Officer for your company.
In the same amount of time it takes to watch a TED talk (less than 20 minutes), watch this video and learn how manufacturers like GM and Tesla are reaching the end customer, seeing huge success in their sales results, what these changes in buying behavior mean for you, and more.
With more than a decade helping companies both large and small support their indirect sales channel, we have learned that one of the most important factors of success is the initial planning phase. The Channel Program Blueprint is a tailored solution that helps our customers establish a long-term vision, summarize tactical priorities, and formalize a timeline for implementation.
LogicBay’s on-demand content creation makes it easier for our customers to engage with their channel partners and close more deals. With this service, we can easily create, share and track online video content for sales enablement, product knowledge and more.
Enabling your sales partners through effective marketing and demand generation strategies is critical for success. With our cloud-based content creation solution, you can drive more leads with online video content for event marketing, demand generation and more.
Channel Managers must be able to provide up to date content that is easy to maintain for effective training and certification programs. With benefits for just-in-time job aides, compliance, on-boarding and more, our on-demand content creation is just the solution.
Manufacturers have faced increasing challenges in managing channel conflict with their selling partners as a result of changes in buying behavior. Our video outlines what we have learned to be best practices around mitigating channel conflict and offers guidance in these critical areas.
Manufacturers have faced increasing challenges in managing channel conflict with their selling partners as a result of changes in buying behavior. Is your company prepared to deal with these challenges in 2017 and beyond?

 

Partner Relationship Management - FAQ

There are a lot of questions surrounding Partner Relationship Management Software and Services. We've answered them.

Can I start small and expand functionality over time?

A PRM system can enable you to scale programs based on your unique content and community. If you need to reach several hundred dealers in Canada and the U.S., a simple PRM solution will serve your needs. If you have global requirements with tens of thousands of users, then a more sophisticated solution is needed. Many manufacturers start the process with a smaller group first, with a PRM system that can be scaled as they move forward to a more complete solution. Our goal as a PRM provider is to understand that the growth of your business is a journey so your requirements to support your partners will evolve over time. We intend to provide the tools you need to meet these ever-changing challenges.

 

Is the daily administration of a PRM system easy? Does it require programming knowledge?

Ease of use for customers and administrators is critical for a PRM system. Your employees and partners must be able to manage and navigate the portal efficiently. Administrators need to be able to post and remove assets easily and update the site without HTML knowledge or other special training. A properly constructed PRM system provides easy administration for individuals without special computer or web knowledge. 

Can a PRM handle legacy or third-party applications?

Having the ability to integrate your PRM solution with other systems or applications is critical to your success. Most clients have existing systems in place that already support the daily activities of their channel partners. This can include a Learning Management System (LMS), ERP, CRM, or a variety of other proprietary point solutions. In some instances, it makes sense to simply integrate these existing systems into the PRM to avoid disruption within the channel and allow your partners to access multiple systems via secure single sign-on (SSO). 

A sophisticated PRM solution offers the ability to link to legacy web applications that were developed by third-party providers or IT departments, so users, through the PRM portal, can easily access these applications. Equally important is the ability for a PRM system to allow SSO to these integrated applications so users don't have to log on twice. Some PRM solutions offer a more unified approach, whereby these legacy systems interact with the PRM producing a much more seamless experience for the user.  These are the PRM systems one should more seriously consider if systems integration is an important requirement for your channel support.

Is PRM mobile or tablet compatible?

In most cases, the interface of a PRM solution provides a mobile-friendly interface with responsive or adaptive web design. Our newest version (10.0) was designed specifically to meet the demands of a mobile-first business environment.

More and more manufacturers are pushing their training, product presentations, online libraries and ordering applications to a mobile or tablet environment.  A PRM solution with mobile applications can deliver assets to mobile or  tablet applications quickly and efficiently. Users can customize the content they want to access offline and which they want web-based. Navigation is optimized for tablet use, making it quick and easy to find and launch what is needed. This new format also allows a company to leverage and extend the existing content management system (CMS). It allows for a minimal increase in administrative costs since all content can be managed in one area, preserving the power and efficiency of a single CMS. 

How does a PRM solution help me increase mindshare of my channel partners?

Increasing mindshare is all about separating your company from the competition by having your channel partners think of you first for any new sales opportunities. In many instances, it is not even about having the highest quality or most affordable product. It is about being easier to do business with. This means providing your partners with up to date pricing, inventory, sales and marketing material, just-in-time job aides, technical support, and a variety of other tools that are going to help them close more business. On top of that, a lead management process that allows you to deliver qualified leads to your partners - while keeping track of these leads in the sales cycle - helps increase close rates and let's your partners know you are serious about helping them grow their business. 

Most manufacturers compete for the attention of their dealer employees today. Individuals at dealerships want to feel they are a part of a larger community. When they do, they work more enthusiastically for that organization. The successful ones offer better solutions than their competitors. The OEM must have better training, better resources, and a much easier way to deliver these resources to dealer individuals. If dealers are to be actively engaged representing their company and products, manufacturers have to make it easy and desirable to do so. PRM solutions have helped the world's leading manufacturers sell more product through their dispersed networks of dealers.  This same, cost-effective solution is available to other companies, large or small.

What are some examples of how a PRM system works for a manufacturer?

More and more every day, manufacturers are holding themselves accountable for providing their sales partners with the tools and information they need to be successful. An indirect channel is truly an extension of your own sales force and they need easy access to the resources you have available to successfully represent your brand. These resources include sales and marketing material, training programs, social forums, access to third-party systems, rewards and incentives, and real-time reporting capabilities. These tools need to be easy to find, relevant, and up-to-date.

How can I use PRM technology to improve communication and discussion within our company and partner networks?

Companies today are finding that if they can improve the communication between individuals, the company benefits tremendously. This collaboration can work in three directions.  First, peer-to-peer collaboration between partners allows them to easily share best practices and communicate with each other.  Second, communication between individuals at the partner level and individuals at the manufacturer fosters efficient information-sharing, like ideas for sales tips or field service fixes.  And third, increasing the communication and collaboration between the manufacturer, partner, and the end user provides the ultimate means of sharing ideas and solving product or other channel issues.  Through a Collaboration component, a PRM solution can provide the means for individuals to easily and effectively communicate with each other. 

Social forums offer a great way to encourage collaboration within your partner network for sharing best practices and as a means to facilitate Ask the Expert or feedback relative to Frequently Asked Questions. The more you can solicit this information from your partners, the more likely you are to be in tune with your customers demands.

How can I track the training and certification of dealer employees?

Through the Learning Management System (LMS) in the PRM system, manufacturers have the means to quickly deliver training whether online, instructor lead, or through regional or national meetings. This can all be tracked in the LMS. Plus, they can easily set up certifications for individual dealer employee roles (e.g. a salesperson, parts person, or service technician). This makes it easy for dealers to ramp up new employees, and allows them to know who is, and who is not, certified on any given day.  This is all part of the PRM system.

Employee turnover at the partner level is constant. How can I offer immediate and ongoing training for these new employees?

Your partners need a way to train new employees quickly and efficiently. They rely on you to provide the bulk of this training. To be most effective, it must be easy to access, engaging, and available on demand.  A robust Learning Management System (LMS) provided as part of a PRM solution can provide the kind of 'just-in-time' training needed for new hires at the partner level for a variety of job roles and responsibilities.

How do I know where to focus our initial PRM efforts if we're just starting this process?

Some companies offer a process to identify and document the current environment and then recommend solutions. This includes channel surveys to gather and benchmark key performance metrics so all parties can get a clear understanding of what performance gaps exist in the channel. A business case can then be presented that maps the current condition and makes recommendations for technology deployments, complete with an ROI analysis. 

Can departments have their own site for their own constituents?

One of the advantages of a well-built PRM system is the ability to deliver only the information that is necessary for a partner employee to do their job. For instance, a manufacturer may have individual sites for new sales, used sales, parts, service, finance and more. Although each of these sites is found under the PRM umbrella, they can be organized and administered by different individuals. Furthermore, access to the sites and to important documentation (sales, marketing, and training) can be role-based, so the right information is delivered to the right audience.

How much does it cost?

Cost depends largely on how you intend to manage and implement  a PRM solution. Our PRM Platform options provides all the functionality our system offers, starting at $1,000 per month. Our PRM Program model provides access to the same functionality, but includes our mangaged services to help ensure their ongoing success, starting at $5,000 per month. See our Pricing Page for more details.  

Do I need a CRM or PRM solution? What is the difference?

One of the most common questions we receive is "I already have a CRM, why do I need a PRM system?" In very basic terms, a CRM does an excellent job at managing direct sales, but when it comes to managing channel partners, they leave a lot to be desired. CRMs aren't built to encourage collaboration among partners or provide easy communication among the channel ecosystem. For improved collaboration and content sharing, increased brand engagement from partners, and to create an environment that's easier to do business in, manufacturers need to consider Partner Relationship Management (PRM) software. The distinction between these two systems is extremely important, so we wrote an entire eBook on the subject which you can view here.

What is our Service Level Agreement (SLA)?

We have a published version of our Service Level Agreement which you can view here.

Can I pay as I go or do we require long-term contracts?

We offer standard month-to-month payment options or annual contracts up to five years. We offer discounts for extended terms, volume of users, and for annual pre-payment in advance. Depending on the software edition that is right for you, we are happy to provide a custom quote suitable to meet your needs.

Still looking for additional information or guidance?

 

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