Using Technology to Manage Business Partnerships: A Complete Guide

Discover the essential functions of partner relationship management (PRM) tools and delve into commonly asked questions about their use.

For B2B SaaS companies looking to grow, partnerships with other businesses are crucial. They can help reach more customers, close bigger deals, and make more money.

Initially, you can handle partnerships without special tools. But as they grow, tracking sales and managing payments becomes more complex. This is where dedicated software to manage partnerships becomes useful.

This guide explores partner management tools, including their purpose, functionality, and things to consider before using them in your business. Partner management tools are software solutions designed to manage partner relationships and improve collaboration. They work by providing a centralized platform for communication, data sharing, and performance tracking. Before using PRM tools in your business, it's important to consider factors such as your specific needs, budget, and integration capabilities.

Understanding PRMs

What Are PRM Tools? PRM stands for Partner Relationship Management. These tools make it easier to manage different partnership programs like affiliates, referrals, and resellers. PRMs are like CRM systems for partners, making it easier to manage relationships with partners by centralizing and simplifying data.

Key Functions of PRM Tools

1. Comprehensive Partner Management PRM tools allow for efficient tracking of partner information, activities, and performance metrics in a unified platform. This eliminates the need for multiple systems like spreadsheets or CRMs, facilitating easier management and access to partner profiles and data.
2. Streamlined Partner Onboarding As more partners join your program, manual onboarding becomes less feasible. Partner relationship management software automates this process, providing partners with initial guidance, access to portals, and information on rewards and payments.
3. Effective Communication Channels These tools support various forms of communication with partners, from direct messaging to broad announcements and automated emails, enhancing interaction and engagement within the program.
4. Deal Registration and Customer Tracking PRM tools are essential for tracking partner sales, whether through affiliate links, referrals, or resellers. CRMs integrate to ensure that the sales team effectively follows up on leads.
5. Resource and Training Access Partners can access sales tools, digital assets, and training materials through a centralized hub provided by the PRM tool. This supports self-service and reduces repetitive distribution efforts.
6. Automated Payment Processing To maintain partner satisfaction and engagement, timely and accurate payments are crucial. PRM tools automate the calculation and distribution of commissions, reducing errors and administrative overhead.
7. Incentives and Rewards These tools enable the creation of motivational rewards and incentive programs to boost partner performance and engagement through various challenges and milestones.
8. Operational Efficiency By automating routine administrative tasks, PRM tools free up resources, allowing you to focus on strategic growth and experimentation within your partnership programs.

Do You Need PRM Tools?

While not essential for every stage of partnership management, PRM tools are highly beneficial as your program expands beyond a manageable scope using manual methods. They provide scalability, security, and efficiency, crucial for maintaining a successful and growing partner ecosystem.

Partner Portal: Enhancing Partner Experience

The partner interface within a PRM is a critical touchpoint for partners, offering access to necessary resources, lead submission capabilities, and direct communication with program managers. It’s vital to ensure the portal is user-friendly, customizable, and provides comprehensive functionality to support active partner engagement.

Choosing the Right PRM Platform

When selecting a PRM platform, consider your long-term partnership goals and the specific needs of your B2B operations. The tool should support diverse partnership types, allow easy tracking of key metrics across sales funnels, and offer scalability across multiple partnership channels.

Final Thoughts on Partner Management Solutions

Partner relationship management platforms are more than just a technological solution; they are a strategic asset for any B2B company looking to effectively scale and manage an expanding portfolio of business partnerships. Before making a decision, thoroughly research potential tools to ensure they align with your business objectives and can deliver on the unique demands of your partner programs.

If your business is looking to launch, manage, or grow a partner program, reach out to us here at PartnerPortal.io. We work day in and day out with clients of all sizes looking to grow their partner program and increase partner sourced revenue. Schedule time with one of our experts here.