The Rise of ChannelTech: Why PRM Has the Power To Transform 80 Percent of Your Business

While sales and marketing technologies have stolen the media and investor spotlight in recent years, attention is clearly shifting to ChannelTech, which is rapidly taking its place as a peer. The reason is simple: corporations are realizing that Partner Relationship Management (PRM) solutions have the ability to help them truly manage and harness the power of their channel partner networks, making them as critical to their business success as any other solution they can add to their technology stack. With 80 percent of revenue in the high tech industry alone going through the channel, PRM’s power to increase channel sales by as much as 120% percent makes it a game changing technology buy for any corporation.

Recent research from leading industry analyst firms confirm the heat in the PRM market, and increasingly, they are recommending the technology to corporations working to accelerate their channel revenue. The July 2016 Gartner Hype Cycle for CRM Sales, 2016 shows PRM reaching main street adoption in less than two years -- and rates its benefit rating as ‘high.’ Plus, in November 2015 in Gartner’s Predicts 2016: CRM Sales1, a key finding was that, “Channel organizations will focus on improving partner channel revenue performance through implementing commercially available partner relationship management (PRM) applications.” The same report also recommended, “Include commercially available PRM applications in your channel sales strategy as a sustainable source of competitive differentiation.”

Impartner’s own growth absolutely tracks with the momentum leading firms like Gartner are seeing. This month, we surged past the 2 million mark in partners signing onto Partner Portals using Impartner technology – a 90 percent growth in the past year alone.

Ironically, despite the fact that the majority of revenue in today’s businesses goes through the channel, a surprising number of companies are still struggling to scale their channel programs on spreadsheets without the use of automation and create contemporary partner experiences without a world-class partner portal. And sadly, they are quickly falling behind their competitors who are.

To help, today we’re excited to release a Impartner newsletter featuring Gartner research, which is focused on further educating the market on how today’s advanced PRM solutions provide companies with the visibility and the partner engagement they need amplify their channel operations and ensure they are the vendor of choice against the competition. In this comprehensive guide, users will find out why they need PRM, who the current landscape of players are in the industry, how to get both the CMO and the CIO onboard with the PRM buying decision, and why to choose Impartner, the industry’s most award winning PRM solution worldwide.

Get your complimentary copy of the Impartner newsletter featuring Gartner research here.

1 Gartner, Predicts 2016: CRM Sales, R. Desisto, T. Travis, I. Hansen, W. Andrews, and T. Bova, 24 August 2016.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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