PRM — Couple’s Therapy for Partners

In the world of business and sales, it is imperative that a good relationship is established amongst partners to ensure the smooth flow of processes and functions. Businesses—even a dominant one—cannot remain successful if it doesn’t reach out to other companies who offer the services it lacks.

It’s pretty much like a man and woman reaching out to each other because one is the vital half of the other. They are complementary. Basically, what I’m trying to say is that partnering up with different organizations is a lot like marriage. It requires communication, collaboration and commitment in order for them to attain joint goals and objectives. In that light, I can therefore say that partner relationship management (PRM) is the channel distribution network’s version of couple’s therapy.

In PRM, the different channels are managed or “counseled” by emphasizing the following points:

Sharing. Through partner portals, quality leads and other critical information, knowledge and programs are shared with the channel so that every member can function well and maximize their productivity. If there are those who are performing better than others, then they are given more attention and support.

Communication. Every good relationship is built on effective communication. Needs and concerns are openly expressed within channels so that partners can receive the support they need to improve their sales and generate substantial revenue for the network. It is important that there is clarity and understanding so that the relationship can reap just rewards. This is why the internet has played a very big role in the successful uptake of PRM in different companies. It allowed partners to communicate efficiently despite their distances from one another.

Common Goal. Every member within a channel should share common goals or objectives because it would certainly benefit the network. This way, everyone knows where they are headed and would thus motivate themselves to perform whatever’s necessary to achieve them.