Definition
PRM, or partner relationship management, is software that vendors use to manage their partners in one place. A PRM usually includes a partner portal, deal registration, training, content, MDF requests and reporting. It often connects to the vendor's CRM so partner deals show up in the sales pipeline.
A PRM gives partners self-service access so they do not need to email the channel manager for every request.
The tool only helps if partners actually use it. Common problems include hard logins, too many steps and outdated content. Many vendors track portal activity to see which partners are engaged.
In practice
A partner logs into the vendor's PRM portal to register a deal, download a pitch deck and finish a certification course in the same visit.