# Best Partner Relationship Management (PRM) Software - Page 9 *By [Julie Jung](https://research.g2.com/insights/author/julie-jung)* Partner relationship management (PRM) software equips businesses with tools to manage their relationship with channel partners such as sales partners, resellers, distributors, and other service providers that promote and sell a vendor's products or services. By streamlining communication and offering end-to-end support, PRM software helps these partners drive sales and increase market reach. PRM software provides a private portal for each partner to access documents, campaign materials, market development funds (MDF), opportunities, and deals. Sales leaders, particularly those in channel sales, utilize PRM software to maximize their channel partners, including value-added resellers (VARs) and specialty retailers. PRM software distributes opportunities and MDFs fairly, ensures partners remain on brand with messaging, captures activities, and measures partner success. While some PRM solutions may also track compliance with laws, contractual agreements, and incentive and loyalty programs, these are typically considered as secondary capabilities. In contrast, [channel incentives management (CIM) software](https://www.g2.com/categories/channel-incentives-management-cim) is purpose-built to design, track, and modify incentive programs such as rebates, discounts, loyalty, gamification, and other activity-based incentives to reward channel partners. It is important to emphasize that there are partner management solutions that can support specific types of partnerships. For example, [affiliate marketing software](https://www.g2.com/categories/affiliate-marketing) focuses on performance-based partnerships with affiliates, influencers, and publishers who earn commissions or rewards based on measurable outcomes. In contrast, PRM software focuses on strategic co-selling partnerships with B2B sales channel partners. These solutions should not be confused with other software products that manage relationships, like [CRM software](https://www.g2.com/categories/crm), which is used only for customers, or [supplier relationship management software](https://www.g2.com/categories/supplier-relationship-management-srm), which is part of supply chain management. Also, PRM software differs from [partner ecosystem platforms](https://www.g2.com/categories/partner-ecosystem-platforms) as these platforms provide account mapping features and enable multi-partner collaboration on an ecosystem-wide scale for the entire network of channel partners. On the other hand, PRM software facilitates direct, one-to-one relationships between a company and its channel partners. To qualify for inclusion in the Partner Relationship Management (PRM) category, a product must: - Offer portals to communicate and exchange information and content between a company and its partners, and optionally with prospects or customers - Provide onboarding, training, and certification of partners - Manage who has access to what information and decide which access rights are available for each user, group, or role - Include workflows, notifications, and alerts to automate the management of partner programs for both the company and its partners - Include deal management or deal registration that streamlines tracking partner deal or lead registrations, submissions, and approvals - Track and measure the effectiveness of MDF, co-op, and co-branded partner activities ## Top Partner Relationship Management (PRM) Software at a Glance | # | Product | Rating | Best For | What Users Say | |---|---------|--------|----------|----------------| | 1 | [impact.com](https://www.g2.com/products/impact-com/reviews) | 4.4/5.0 (2,311 reviews) | Affiliate and partner lifecycle tracking with automated payouts | "[One of the best Affiliate Management platforms](https://www.g2.com/survey_responses/impact-com-review-11870492)" | | 2 | [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews) | 4.4/5.0 (262 reviews) | Salesforce-native partner portal and deal registration | "[Centralized Partner Management That Makes Collaboration Seamless](https://www.g2.com/survey_responses/salesforce-partner-cloud-formerly-salesforce-prm-review-11112164)" | | 3 | [PartnerStack](https://www.g2.com/products/partnerstack/reviews) | 4.7/5.0 (906 reviews) | Centralized B2B affiliate tracking and automated payouts | "[A concise interface enhances efficiency, and the response speed needs improvement.](https://www.g2.com/survey_responses/partnerstack-review-12877700)" | | 4 | [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) | 4.9/5.0 (698 reviews) | End-to-end partner lifecycle automation with centralized enablement | "[Seamless, Compliance-Ready Partner Management Built for Cybersecurity Channels](https://www.g2.com/survey_responses/zinfi-unified-partner-management-upm-review-13002777)" | | 5 | [Introw](https://www.g2.com/products/introw/reviews) | 4.8/5.0 (93 reviews) | CRM-native partner deal registration and enablement | "[Easy Partner Portals and Courses, Backed by a Responsive Introw Team](https://www.g2.com/survey_responses/introw-review-13073268)" | | 6 | [Impartner PRM](https://www.g2.com/products/impartner-prm/reviews) | 4.5/5.0 (554 reviews) | Salesforce-synced partner portal and deal registration | "[Impactful Tool](https://www.g2.com/survey_responses/impartner-prm-review-10886006)" | | 7 | [EULER](https://www.g2.com/products/euler/reviews) | 4.8/5.0 (26 reviews) | CRM-integrated partner referral and commission automation | "[Effortless Implementation and Growth with Euler PRM](https://www.g2.com/survey_responses/euler-review-12110450)" | | 8 | [Mindmatrix PRM](https://www.g2.com/products/mindmatrix-prm/reviews) | 4.7/5.0 (108 reviews) | Through-channel partner enablement with co-branded marketing | "[Mindmatrix has become essential for our PRM and Partner Marketing Operations](https://www.g2.com/survey_responses/mindmatrix-prm-review-12675457)" | | 9 | [Channeltivity](https://www.g2.com/products/channeltivity/reviews) | 4.7/5.0 (56 reviews) | Channel partner deal registration with Salesforce sync | "[Reliable platform with outstanding customer support](https://www.g2.com/survey_responses/channeltivity-review-11605699)" | | 10 | [Kiflo](https://www.g2.com/products/kiflo/reviews) | 4.7/5.0 (117 reviews) | Partner deal registration with CRM-integrated rewards tracking | "[Outstanding Features and Support at a Great Price](https://www.g2.com/survey_responses/kiflo-review-12021267)" | --- ## What Are the Most Common Questions About Partner Relationship Management (PRM) Software? *AI-generated · Last updated: May 26, 2026* ### What highest rated PRM Software for scaling partner productivity at enterprise scale across your organization? Based on G2 reviews, enterprise-scale buyers most often describe [impact.com](https://www.g2.com/products/impact-com/reviews), [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews), and [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews) as strong choices for scaling partner productivity. According to verified users, these products help centralize onboarding, deal management, reporting, training, and partner communication so teams spend less time in spreadsheets and disconnected tools. G2 reviewers mention that buyers value visibility into pipeline activity, automation for routine partner tasks, and a single place for enablement content and collaboration. Reviews also note that deeper functionality can come with a learning curve, especially for new users or smaller teams. **Here are some of the top-rated products on G2:** - [impact.com](https://www.g2.com/products/impact-com/reviews) – used to unify affiliate, influencer, and referral partnerships with centralized tracking, payouts, and reporting. - [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) – helps teams centralize onboarding, enablement, deal registration, and partner performance visibility. - [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews) – supports large partner ecosystems with deal registration, training resources, and shared pipeline visibility. ### What most trusted PRM Software by large software vendors based on user reviews? Based on G2 reviews, trust in Partner Relationship Management (PRM) Software is often tied to consistency in support, centralized partner operations, and dependable integrations. According to verified users, [impact.com](https://www.g2.com/products/impact-com/reviews), [PartnerStack](https://www.g2.com/products/partnerstack/reviews), and [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) are repeatedly described as dependable for managing partner workflows at scale. G2 reviewers mention responsive support teams, strong tracking and reporting, and easier management of onboarding, payouts, or enablement in one place. Reviewers also point out that trust increases when partners and internal teams can work from a shared system of record rather than fragmented emails and spreadsheets, though some users still mention onboarding complexity in more feature-rich tools. **Here are some of the top-rated products on G2:** - [impact.com](https://www.g2.com/products/impact-com/reviews) – trusted for accurate tracking, centralized partner management, and broad support for affiliate and partnership programs. - [PartnerStack](https://www.g2.com/products/partnerstack/reviews) – valued for a centralized dashboard, automated payouts, and simplified management of multiple partner programs. - [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) – recognized for bringing onboarding, enablement, and performance tracking into one platform. ### What most reliable PRM Software based on reviews from channel directors across your organization? Based on G2 reviews, reliability in Partner Relationship Management (PRM) Software usually comes down to stable workflows, consistent visibility, and fewer manual handoffs. According to verified users, products like impact.com, ZINFI Unified Partner Management (UPM), and PartnerStack are frequently praised for centralizing partner activity, reducing spreadsheet dependence, and keeping reporting and tracking accessible in one system. G2 reviewers mention reliable data visibility, easier deal or referral tracking, and support for ongoing partner operations without constant admin intervention. At the same time, some reviews note that reliability can be affected by initial setup complexity, UI friction, or occasional performance issues, so teams evaluating PRM Software should weigh operational fit alongside feature depth. **Here are some of the top-rated products on G2:** - [impact.com](https://www.g2.com/products/impact-com/reviews) – helps teams manage partner tracking, reporting, payouts, and program activity from one place. - [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) – supports organized partner workflows with centralized communication, onboarding, and analytics. - [PartnerStack](https://www.g2.com/products/partnerstack/reviews) – consolidates links, commissions, payouts, and partner programs into a unified dashboard. ### Which PRM Software avoids delays in partner portal provisioning and maintenance across your organization? Based on G2 reviews, [impact.com](https://www.g2.com/products/impact-com/reviews) appears most often in recent review data and is the strongest single product mention for this question. According to verified users, buyers value software that is easy to set up, straightforward to navigate, and capable of centralizing partner workflows without heavy manual work. G2 reviewers mention that impact.com simplifies onboarding, tracking, and partner management in one platform, which can reduce friction when launching or maintaining partner-facing experiences. However, reviews also note that some users still experience complexity, bugs, or slower workflows in certain areas. More broadly, PRM buyers should look for platforms where reviewers consistently highlight simple setup, clear workflows, and responsive support teams. ### What top PRM Software for companies with 100+ resellers across multiple regions effectively? Based on G2 reviews, companies managing large reseller ecosystems across regions often favor PRM Software that centralizes onboarding, communications, training, deal registration, and reporting. According to verified users, [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews), [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews), and [Impartner PRM](https://www.g2.com/products/impartner-prm/reviews) are commonly associated with managing broad partner ecosystems with better structure and visibility. G2 reviewers mention benefits such as centralized portals, role-based access, training content, deal workflows, and real-time performance tracking across distributed partner programs. Reviews also suggest that larger, more configurable platforms can support complex global use cases well, but they may require more onboarding effort, administrative planning, or technical guidance during setup. **Here are some of the top-rated products on G2:** - [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews) – centralizes deal registration, enablement, and partner collaboration for broad channel ecosystems. - [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) – helps organize onboarding, marketing, training, and performance tracking across partner programs. - [Impartner PRM](https://www.g2.com/products/impartner-prm/reviews) – supports global partner programs with workflows for onboarding, training, deal registration, and portal customization. ### Which PRM Software provides transparent deal registration and commission tracking for your specific needs? Based on G2 reviews, [impact.com](https://www.g2.com/products/impact-com/reviews) is the single strongest product mention for this question because it has the highest recent review volume among eligible products. According to verified users, it provides centralized visibility into partner activity, performance tracking, and payouts, helping teams monitor deals and partner outcomes more clearly. G2 reviewers mention accurate reporting, transparent analytics, and reduced reliance on spreadsheets when managing affiliate and partnership workflows. Reviews also highlight that users appreciate seeing clicks, conversions, and payment-related information in one place. Still, some reviewers note that report customization and certain workflows can feel complex, so buyers should validate whether the platform’s reporting structure matches their preferred operating model. ### What are the best PRM Software platforms for managing technology reseller networks? Based on G2 reviews, the best PRM Software platforms for managing technology reseller networks are typically the ones that centralize partner onboarding, deal registration, training, content access, and pipeline visibility. According to verified users, [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews), [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews), and [Impartner PRM](https://www.g2.com/products/impartner-prm/reviews) are frequently used to structure reseller operations and reduce fragmented partner communication. G2 reviewers mention that these platforms help teams provide resources, manage referrals or deals, and maintain better oversight across partner ecosystems. Reviews also show that buyers often trade off ease of use against configurability, with more enterprise-oriented products offering deeper control but requiring more setup and training. **Here are some of the top-rated products on G2:** - [Salesforce Partner Cloud (formerly Salesforce PRM)](https://www.g2.com/products/salesforce-partner-cloud-formerly-salesforce-prm/reviews) – gives reseller programs a centralized portal for leads, deals, training, and communication. - [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) – unifies onboarding, enablement, deal workflows, and resource access for partner ecosystems. - [Impartner PRM](https://www.g2.com/products/impartner-prm/reviews) – helps reseller networks with training, referrals, partner collaboration, and visibility into partner activity. ### What PRM Software enabling partners to access training and co-marketing assets independently effectively? Based on G2 reviews, buyers looking for Partner Relationship Management (PRM) Software that supports self-service access to training and co-marketing assets tend to focus on products with centralized content libraries and clear partner portals. According to verified users, platforms such as Salesforce Partner Cloud, ZINFI Unified Partner Management (UPM), and Impartner PRM frequently help partners find training, certifications, sales materials, and program resources without relying on constant manual support. G2 reviewers mention that these tools improve enablement by keeping documents, onboarding materials, and shared assets in one place. Reviews also note that partner independence improves when portals are intuitive and well organized, though some products still require admins to invest time upfront in configuration and content structure. ### Which PRM Software integrates with leading CRM platforms for unified pipeline visibility for your specific needs? Based on G2 reviews, [impact.com](https://www.g2.com/products/impact-com/reviews) is the strongest single product mention from recent review volume, but the broader review set shows several PRM products are chosen specifically for CRM-connected pipeline visibility. According to verified users, buyers consistently value platforms that keep partner-submitted opportunities, lead status, and shared reporting connected to systems like Salesforce or HubSpot. G2 reviewers mention that integrations reduce duplicate work, improve transparency, and help both internal teams and partners work from the same pipeline view. Reviews also show that successful CRM integration is often a deciding factor in PRM selection, especially for organizations trying to avoid manual reconciliation across separate portals, spreadsheets, and sales systems. ### What PRM Software that simplifies partner onboarding across distributed reseller channels for your specific needs? Based on G2 reviews, PRM Software that simplifies partner onboarding is usually described as easy to implement, easy for partners to navigate, and capable of centralizing content, deal workflows, and communication. According to verified users, Salesforce Partner Cloud, ZINFI Unified Partner Management (UPM), and Introw are frequently associated with streamlined onboarding experiences because they bring training, partner resources, and shared workflows into one place. G2 reviewers mention that clear portals, guided setup, and connected CRM workflows can help distributed reseller channels ramp faster and reduce manual coordination. Reviews also note that onboarding success depends on balancing simplicity with flexibility, since more configurable tools may offer stronger long-term fit but can require more upfront planning. ## G2 Grid® for Partner Relationship Management (PRM) Software ![G2 Grid® for Partner Relationship Management (PRM) Software plotting products by satisfaction and market presence](https://www.g2.com/categories/partner-relationship-management-prm/grids.png?focus%5B%5D=19813&focus%5B%5D=52134&focus%5B%5D=25448&focus%5B%5D=61006&focus%5B%5D=1357524&focus%5B%5D=860&focus%5B%5D=1599613&focus%5B%5D=3397) Highlighted products: impact.com, Salesforce Partner Cloud (formerly Salesforce PRM), ZINFI Unified Partner Management (UPM), PartnerStack, Introw, Impartner PRM, EULER, and Mindmatrix PRM. Underlying data: [Grid® JSON](https://www.g2.com/categories/partner-relationship-management-prm/grids.json?focus%5B%5D=impact-com&focus%5B%5D=salesforce-partner-cloud-formerly-salesforce-prm&focus%5B%5D=zinfi-unified-partner-management-upm&focus%5B%5D=partnerstack&focus%5B%5D=introw&focus%5B%5D=impartner-prm&focus%5B%5D=euler&focus%5B%5D=mindmatrix-prm) ## How Many Partner Relationship Management (PRM) Software Products Does G2 Track? **Total Products under this Category:** 65 ### Category Stats (Jul 2026) - **Average Rating**: 4.62/5 (↑0.01 vs Jun 2026) The average rating of products in this category, based on all submitted ratings - **Top Trending Product**: Impartner PRM (+0.02%) - Among all products in this category, Impartner PRM recorded the largest rating increase compared to last month *Last updated: July 11, 2026* ## How Does G2 Rank Partner Relationship Management (PRM) Software Products? **Why You Can Trust G2's Software Rankings:** - 30 Analysts and Data Experts - 6,500+ Authentic Reviews - 65+ Products - Unbiased Rankings G2's software rankings are built on verified user reviews, rigorous moderation, and a consistent research methodology maintained by a team of analysts and data experts. Each product is measured using the same transparent criteria, with no paid placement or vendor influence. While reviews reflect real user experiences, which can be subjective, they offer valuable insight into how software performs in the hands of professionals. Together, these inputs power the G2 Score, a standardized way to compare tools within every category. ## Which Partner Relationship Management (PRM) Software Is Best for Your Use Case? - **Leader:** [impact.com](https://www.g2.com/products/impact-com/reviews) - **Highest Performer:** [Introw](https://www.g2.com/products/introw/reviews) - **Easiest to Use:** [Introw](https://www.g2.com/products/introw/reviews) - **Top Trending:** [Introw](https://www.g2.com/products/introw/reviews) - **Best Free Software:** [ZINFI Unified Partner Management (UPM)](https://www.g2.com/products/zinfi-unified-partner-management-upm/reviews) --- **Sponsored** ### Kiflo Kiflo: The All-in-One Partner Relationship Management Platform Manage more partners, onboard them at scale, and keep track of all partner-influenced revenue without touching a spreadsheet again. ✅ Track Every Lead and Share Deal Progress With Partners Partners submit leads and deals directly into Kiflo. You and your partners always have an accurate view of open leads, won deals, and earned payouts ✅ Set a Repeatable Process to Onboard New Partners Tailor the onboarding experience for different partner tiers. Partners follow your step-by-step process, and get reminders if they get stuck. ✅ Launch a Portal Partners Want To Come Back To Use your portal to empower partners by providing visibility into pipeline stages and a centralized hub for sharing content that helps them move deals to Closed Won. ✅ Customize & Automate Rewards for Partner Types and Tiers Create any type of commission structure and frequency. Show partners how much they’re earning and let them track payments after uploading their invoices. 👉 Book your demo and start your 14-day free trial! [Visit website](https://www.g2.com/external_clickthroughs/record?secure%5Bad_program%5D=ppc&secure%5Bad_slot%5D=category_product_list&secure%5Bcategory_id%5D=56&secure%5Bchosen_at%5D=2026-07-12T01%3A13%3A02Z&secure%5Bdisplayable_resource_id%5D=56&secure%5Bdisplayable_resource_type%5D=Category&secure%5Bmedium%5D=sponsored&secure%5Bplacement_reason%5D=page_category&secure%5Bplacement_resource_ids%5D%5B%5D=56&secure%5Bprioritized%5D=false&secure%5Bproduct_id%5D=124178&secure%5Bresource_id%5D=56&secure%5Bresource_type%5D=Category&secure%5Bsource_type%5D=category_page&secure%5Bsource_url%5D=https%3A%2F%2Fwww.g2.com%2Fcategories%2Fpartner-relationship-management-prm&secure%5Btoken%5D=9831c8974301650498ee7c7acf89b5b52586b86751de62378f95f4870185bc5d&secure%5Burl%5D=https%3A%2F%2Fkiflo.com%2Fdemo%3Futm_campaign%3Dproduct_information%26utm_content%3Dproducts-kiflo-prm-reviews%26utm_medium%3Daffiliates%26utm_source%3Dg2&secure%5Burl_type%5D=book_demo) --- ## What Is Partner Relationship Management (PRM) Software? [Partnerships Management](https://www.g2.com/categories/partnerships-management) ## What Software Categories Are Similar to Partner Relationship Management (PRM) Software? - [Through-Channel Marketing Software](https://www.g2.com/categories/through-channel-marketing) - [Partner Ecosystem Platforms Software](https://www.g2.com/categories/partner-ecosystem-platforms) - [Channel Incentives Management (CIM) Software](https://www.g2.com/categories/channel-incentives-management-cim) --- ## How Do You Choose the Right Partner Relationship Management (PRM) Software? ### What You Should Know About Partner Management Software ### What is Partner Management Software? No company is an island, just as no individual person is an island. Business relationships are instrumental to the success of all companies involved. This is especially true for today’s software developers, who engage with clients to resell their solutions and assist with ongoing support. This synergy is made increasingly possible with technology platforms that help facilitate, monitor, and renew relationships with channel partners. Partner relationship management software, also known as PRM software, assists with the various tasks that come along with having a reseller network. Due to the particular use cases for this breed of software, your organization might not have the demand for these solutions without a significant focus on channel partners and partner enablement. If you are a vendor who has established some channel partnerships or plan to in the future, PRM software offers various apps and tools that are specifically designed to assist in this arena. Not only do these solutions help streamline associated workflows, but they can help maximize the return on these channels and put your product in front of any number of new users. Key Benefits of Partner Management Software - Organize channel partners in a secure directory - Track partner agreements and assist with onboarding and renewals - Monitor deals, marketing, and overall performance related to each partner - Provide tools for assisting partners in customer support ### Why Use Partner Management Software? Selling your product or service using an internal sales staff remains a win for your brand. With certified partner sales, though, you can multiply the potential users of your technology with each new channel partner. Channel sales have made a difference for thousands of companies both big and small. The applications in this category enable your brand to find and collaborate with these invaluable business partners. Empowering your sales team with PRM software can impact your company in every aspect, from revenue to reputation. In addition to catalyzing your future partner relationships, PRM software assists with the complete oversight of these new sales channels as they develop. As your sales increase through these partner relationships, so will the responsibilities of monitoring your growing portfolio of customers. PRM solutions facilitate a steady flow of communication with service partners so you have a finger on the pulse of your customer experience and can respond accordingly to issues and feedback. They also allow you to guide your distributed account managers and sales reps through the proper way to market and support your offerings. With the enablement features and integrations included with these solutions, you can assemble and maintain a world-class group of channel partners and reach more customers than ever before. ### Who Uses Partner Management Software? The handling of channel partnerships is a challenging task for an organization. These partnerships demand a high level of communication and collaboration to help resellers with everything from marketing to product deployment. In the early stages, a sales rep may be assigned to onboard and support channel partners and collect data and analytics on their performance. Once this sales network is established, though, a company may assign these responsibilities to one of the following specialists. **Partner manager —** A partner manager, or partner account manager, is an individual who specializes in channel partnerships. Depending on the size of an organization and its partner network, there may be one or more partner managers—or in some cases, none at all. By establishing a focused point person for managing these relationships and using the appropriate tools, companies can ensure that partnerships are accounted for through the agreement lifecycle. These individuals assist with partner marketing strategies and maximizing partner revenue by assessing channel partners’ performance and offering timely guidance whenever necessary. They may also be tasked with scouting new partners and closing partnership deals when the time calls for it. Other common terms for these employees are strategic partner manager, strategic partnership manager, strategic alliance manager, partner services manager, and head of partnerships. Different companies may assign a different label to this position or curate an entire team with a unique organizational structure based on the company’s specific needs and strategies in the area. **Sales manager —** In lieu of a proper position built solely around partnerships, a sales lead may be given the reins to manage these relationships and oversee the partner experience. In this situation, the corresponding sales team leader or sales manager would benefit from using PRM technology. In addition to their other [sales software](https://www.g2.com/categories/sales), these individuals can use these apps to help juggle the responsibilities of channel management and ensure satisfaction among any new customers discovered by this network. In some cases, sales leaders who take on partnerships can assign subtasks to other sales reps, such as drafting important documents or analyzing data that is generated through channel sales. They may also assign salespeople to certain clients to add a personal touch to licensing relationships. Each new revenue stream that is brought about by these sales may be factored into overall sales goals, so any effort toward enablement of channel partners serves to benefit the entire department. ### Partner Management Software Features PRM software makes channel sales enablement possible with features designed for both technology companies and their partners. The following are some specific features you may encounter as you research the software products in this category. **Lead management —** Successful partner sales begin with a quality list of leads, gathered from the disparate networks of each new partner and the original company themselves. Lead management helps with sorting these leads and scheduling the marketing automation and personalized marketing campaigns that will translate to eventual sales. Using the features in certain products, users can monitor the status of leads, score leads, and assign leads to partners based on their potential interest and value they can bring. **Recruiting and onboarding —** There are tens of thousands of potential channel partners. PRM software assists with finding the most valuable partners for your particular needs and establishing a line of communication. Once a software developer and channel partner agree to do business, these platforms can assist with the onboarding process, from finalizing contract details to product education and support. Though external communication channels are likely to be established at some point, PRM software should provide some tools that enable these initial conversations and help establish the terms of an agreement. **Activity tracking —** Monitoring partner activities is an essential aspect of partner management, from the customers they are signing and supporting, to the marketing tactics they are applying. The more analytics that users can gather, the better they can understand these diverse channels and identify areas for improvement. Based on the revenue that different partners are generating or their reputation among customers, administrators may choose to segment these partners within the platform and adjust their workflows as necessary. Activity tracking can provide to-the-minute analytics across the spectrum of partner activities so partner managers have a firm grasp on the health of these channels and can predict upcoming service or product demands. **Partner portal —** A secure partner portal offered by some products in this category provides partners with the data and product updates required to best sell and support a company’s products. These portals might include detailed dashboards and custom content or pages built around their specific sales and certifications. Partner-facing features can also include tools for automation of renewals and a knowledge base for the products or services they are licensed to resell. They can also include communication tools that connect to the salesperson or partner manager in charge of an agreement, as well as support or product staff that can help with troubleshooting or customer requests as they arise. Other Features of Partner Management Software: [Recognized Escalation Capabilities](https://www.g2.com/categories/partner-management/f/recognized-escalation) ### Software and Services Related to Partner Management Software The following are additional B2B categories that are closely related to PRM software. [**Contract management software**](https://www.g2.com/categories/contract-management) **—** Contract management software provides businesses with a secure platform to store, share, and update service level agreements and other contracts. These may include work agreements with contractors or subscription contracts with vendors. For direct deals related to your products or services, as opposed to those executed through channel partners, proper oversight of the corresponding documents is of the utmost importance. Contract management tools often offer seamless integration with PRM software and [CRM software](https://www.g2.com/categories/crm) to ensure accurate, up-to-date relationship data that is readily accessible by the sales team, business partners, and other relevant parties within an organization. [**Value-added resellers (VARs)**](https://www.g2.com/categories/value-added-resellers-vars) **—** Value-added resellers is the industry term given to those agencies that take on relicensing agreements for B2B software. Through these agreements, software developers can create lasting sales opportunities with regions or networks of customers they would not have otherwise discovered. When a VAR becomes a certified partner, they will learn the ins and outs of a chosen product line so they can effectively market and sell the tools to new customers. As new sales are uncovered, deals can be custom-tailored based on the capabilities of the original vendor. This may include premium features or professional services packages that add value for the end user. VARs range from large-scale firms with a deep portfolio of software resale licenses, and perhaps other services, to niche firms with certain specialty areas. If you decide to pursue channel partners for your offerings, you may seek out a local boutique agency, a larger firm with many specializations, or some combination of VARs based on your company’s distribution goals and budget.