Gartner: Partner Relationship Management (PRM)

A partner relationship management (PRM) encompasses an amalgamation of different processes (software, best practices, methodologies, templates, etc.) responsible for managing and automating the relationships and business processes between companies and their channel partners. Partner relationship management helps organizations with indirect sales. With the help of PRM, organizations can manage activities related to sales, lead management, deal registration, and opportunity management more efficiently and effectively.