Increasing partner productivity through partner relationship management

Increase the productivity of the partners* through partner relationship management

Each partner and dealer usually acts for his own benefit and sometimes only to a limited extent, as requested by the manufacturer. In order to enable a good cooperation and partnership and to carry it out as easily as possible, partner relationship management software helps. Partner Relationship Management, or PRM for short, is software designed to simplify and improve communication between companies and their partners*. Sales and marketing plans, overviews of products and prices and much more information can be called up on this. In addition, a PRM helps in partner marketing management by offering the opportunity to create and process joint marketing and advertising measures using the software. A PRM can thus contribute to the fact that partners* can advertise more productively and cost-effectively and thus a win-win situation for the company and all parties involved is created through the right partner management.

The right support for your own partner management

Similar to classic CRM (Customer Relationship Management), the PRM is a database or communication platform on which your own sales and distribution partners* can find all relevant information about the brand's products and services. The aim of PRM software is to avoid duplicate processes and to work together with your own partners* as quickly and cost-effectively as possible. Through this close cooperation and the lively exchange via the platform, the existing relationship between the company and the partner is worked on and this is optimized and maintained. For a smooth collaboration with your partners*, PRM software is mostly web-based and can be used by all partners* regardless of time and place. This is particularly relevant for decentralized companies and companies with a channel strategy, as they use the software to invest in their own sales and distribution partners* and to maintain relationships with them. These partners* are often an important, or even the only way in which a product or service can be brought to customers and are therefore essential for the success of the company.

Partner Marketing Management through a PRM

It is important not only to create a platform for the relevant information in the PRM and to address the partners*, but also to strengthen marketing. In addition to making data and content accessible and exchanging information between companies and partners*, partner relationship management software also helps with specific tools in partner marketing management. Some systems allow all marketing materials, marketing planning and advertising subsidies to be handled through the PRM. Through the connection with an integrated marketing portal, the partners* can personalize, edit and order their materials for local marketing directly. In this way, uniform marketing campaigns for the various partners* can be guaranteed and each partner can still be given the opportunity to advertise individually and tailored to their own target group. In addition, the partners* can access a wide variety of advertising measures via the PRM software. In this way, even small retailers without marketing knowledge can achieve a pronounced marketing mix and, for example, place advertising via the website, articles on a blog, social media as well as offline and out-of-home.

Increase productivity through partner marketing management

In addition to the various advertising materials and direct customization and ordering, a successful partner marketing management offers the opportunity to create incentives through certain tool marketing. Thanks to the integrated order, the advertising subsidy for the individual advertising material is also processed directly via the partner relationship management system. In order to create special advertising incentives, the company can award advertising subsidies. These enable individual partners* to obtain certain marketing materials more cheaply or even to receive them free of charge. With this discount, the partners* are more likely to become aware of the advertising measures and invest faster and more intensively in their own local marketing. For example, new advertising measures, for example in the online area, such as the creation of articles on a blog or social media posts, can be supported and implemented. In order to strengthen particularly successful partnerships, these grants can be awarded on the basis of sales figures, for example. partners* who generate particularly high sales can advertise more cheaply in the future and thus become even more successful. This in turn spurs other partners* on and generally leads to higher productivity in partner marketing.


Simon von Local Brand X
Simon Hofbauer

Head of Customer Success, Authorized Signatory

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