Redefining the Partner Experience: Why Traditional PRM Isn't Serving You Anymore

Every PRM solution today is lagging in two mission-critical areas. They are:

As a result, every customer of a traditional PRM — which is every solution out there — is probably losing business and failing to gain a competitive edge. It doesn't have to be that way.

According to Forrester Research, PRM has already shifted toward a "digital experience platform" market — and it's a market that's growing and coming into focus. Channel-based companies, and especially those in the technology sector, meanwhile, continue to suffer from:

Forrester's 2015 assessment of the top players in the game shook out like this:

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PRM has continued to fail the market because overcoming those two big challenges requires a vendor that has more than channel-focused technological vision and expertise. It requires a vendor with technological expertise plus these three characteristics:

All of that needs to come to bear on the problem because the new vision of PRM redefines the partner by weaving existing PRM systems and content together in a single digital fabric. It's a vision ofdata being seamlessly collected and delivered across myriad systems and content sources — structured and unstructured alike.

It's time to redefine the partner experience through solution-driven technology and channel-led consulting experiences that weave PRM systems and content together in a single digital fabric.Nothing less than that will shift things in a way that addresses what companies, analysts, and partners all say is missing — even from today's best PRM technology.

Imagine a PRM that disrupts the market rather than simply offering one more variation on an increasingly confusing theme. Imagine a PRM that:

An advantageous market disrupter will offer a user experience that places the digital universe in proper order. It will simplify and enhance digital experiences by weaving user interactions across multiple systems and content — structured and unstructured alike — in a single digital fabric.

A platform that dramatically changes the game will not be a traditional PRM in any way. It won't merely rip and replace legacy systems. It will create an elegant user experience that integrates and enhances a company's existing PRM assets, from system-of-record software to any type of content.

In short, the new PRM will redefine the partner experience by weaving systems and content together into a single digital fabric. And that future is here.

James Hodgkinson is Founder & Chief Evangelist, Webinfinity