Who Alleges The PRM Market Consolidation?
P.J. Jakovljevic - May 3, 2003

PRM vs CRM

While many debates will still rage about PRM's (Partner Relationship Management) relation to customer relationship management (CRM) (i.e., whether the first is only a cousin or a child of the latter) and about its stand-alone viability, it is certain that there has been a need and demand for PRM, albeit the area has been a moving target ever since its relatively recent advent. While even during the dot.com euphoria many were dreaming about disintermediation, i.e., reaching their customers directly (often even hoping it to be at the expense of their partners), the more realistic ones have always known the importance of the indirect channel, starting with some enterprise application vendors, whose entire success has always relied on their value-added resellers’ (VARs) execution...