The difference between PRM and Partner Revenue Enablement (Through-Channel Partner Marketing)

If your company uses a partner program, chances are you’ve also instituted some sort of partner relationship management (PRM) system to keep track of partnerships. You probably are also looking for ways to leverage those partnerships for increased revenue, which is where partner revenue enablement comes into play. 

Partner Relationship Management v. Enabling Partners

Partner relationship management is exactly what it sounds like — it’s the management of the mutual arrangement you have with partner companies. It’s a method for tracking the goals and standards you’ve set with your partners. Training and workflow are often pieces of the relationship management framework as well.

Partnership revenue enablement, on the other hand, is all about empowering your partners with the information, tools, and training they need to sell your product and increase your revenue. It’s an engagement approach that extends past just giving resources to your partners and expecting them to follow through. It invites their sales teams to join in your brand’s vision and gives them a playbook that shows them where they fit into your strategic plan so they can generate and close the right deals on your behalf.

Both concepts are integral to the success of your company’s through-channel marketing strategy. Technology makes them easier to execute, so long as you choose the right software for each.

PRM Software is not the Same as Partner Revenue Enablement Software

Most of the popular PRM software options out there provide tracking of the partner relationship. They let you share processes, training, sessions and other resources with your partners. The top PRM solutions are suitably robust and allow you to manage partnerships across the board.

Unfortunately, that robustness can work against your bottom line without the proper engagement and enablement to represent your brand as completely as your own teams do. When partners don’t have a playbook that’s easy to follow or a process to sell your product for you, they’re more likely to ignore your offering and find one that’s easier for them to sell. Those partners end up leaning toward other partnerships or miss key opportunities to impact your revenue because they don’t know the right information to make the connection on your behalf.

In contrast, partner revenue enablement software specifically addresses this issue and simplifies the sales process for partners. The best of breed for this type of software solution is full of time-saving features that make conversions easier for your partners. This includes giving your partners access to co-branded, multichannel campaigns and landing pages to full-tilt, scalable marketing across emerging and social media platforms. The top options also plan around compliance requirements and offer tracking and performance metrics so you can see how partnerships lead to revenue for your company.

The right partner revenue enablement software should be a scalable solution so you have increased capacity for more partnerships. Features like automated campaign tracking and  partner engagement metrics, free up your staff to develop more relationships and further your company’s revenue potential.

When revenue from partner relationships matters, partner revenue enablement is crucial. Offer your trusted partners the right software to manage campaigns and produce leads for you.