Partner Relationship Management: Introduction

  • Partner relationship management is also known as channel automation or channel management software. Partner relationship management (PRM) is a combination of software, best practices, templates, methodologies, and workflows that enterprises use to enable smooth business relationships with their partners.
  • Partner relationship management is used to automate and manage business processes and relationships between channel partners and companies. The functionalities or features of partner relationship management vary across solution providers.
  • The global partner relationship management market is projected to expand at a rapid pace during the forecast period, due to increasing adoption among large enterprises across the globe.
partner relationship management market size and forecast

Global Partner Relationship Management Market: Dynamics

Global Partner Relationship Management Market: Key Drivers

  • Rising need to enable channel managers and partners to share leads, manage channel programs, create quotes, register deals, and collaborate in real time, and deliver results with streamlined channel execution is expected to boost the demand for partner relationship management during the forecast period.
  • Increasing need to deliver real-time information, visibility, and access to enterprise business strategy, new product offerings, promotional content, and channel plans across numerous partners, sales channels, vendors, and retailers is expected to fuel the growth of the partner relationship management market.
  • Growing need to enhance the communication and functional relationship between enterprises and external partner channels, and continuous investment by numerous organizations to reduce channel management costs and boost partner communication are some of the major factors that accelerates the demand for partner relationship management globally.
  • However, data security and privacy aspects among end-users is expected to hamper the market during the forecast period.
partner relationship management market dynamics

Impact of COVID-19 on the Global Partner Relationship Management Market

  • Increasing cases of COVID-19 across the globe is resulting in economic slowdown. Developed countries are strongly affected by this pandemic. COVID-19 has a negative impact on the partner relationship management market due to decease in adoption of partner relationship management software by end-user. Additionally, a decline in revenue as many customers cancel spending plans, is expected to hamper the market during the COVID-19.

North America to Hold Major Share of the Global Partner Relationship Management Market

  • In terms of region, the global partner relationship management market can be divided into North America, Europe, Asia Pacific, Middle East & Africa, and South America.
  • North America dominated the global partner relationship management market in 2020. This is primarily due to constant investment on partner coordination solutions and the presence of major partner relationship management solution vendors in the region. The U.S. is the key market in the region due to early adoption of latest technology and software. This is anticipated to boost the partner relationship management market in the region.
  • The partner relationship management market in Asia Pacific is projected to expand at a rapid pace during the forecast period. This can be attributed to changing demand patterns and increasing digital initiatives to enhance partner relationship among organizations.
partner relationship management market outlook by region

Global Partner Relationship Management Market: Competition Landscape

Several local, regional, and international players are active in the partner relationship management market with a strong presence. Rapid technological advancements have created significant opportunities in the global partner relationship management market. Vendors of partner relationship management are focusing on inorganic growth strategies such as collaborations and merger and acquisition with technology partners to develop innovative and advanced solutions to improve their offerings and market reach. For instance, in August 2020, Impartner, Inc. acquired Through Channel Marketing Automation (TCMA) business from TIE Kinetix, a provider of partner marketing automation solutions.

Key Players Operating in the Global Partner Relationship Management Market Include:

  • Affise Inc.
  • Allbound, Inc.
  • Appdirect, Inc.
  • Channeltivity, LLC
  • Channelxperts
  • CoSell, Inc.
  • Crossbeam, Inc.
  • Everflow Technologies Inc.
  • Impartner, Inc.
  • LeadMethod, Inc.
  • LogicBay Corporation
  • Magentrix Corporation
  • Mindmatrix Inc.
  • Oracle Corporation
  • Partnerportal.Io
  • PartnerStack Canada Inc.
  •, Inc.
  • The KIFLO company, SAS
  • Webinfinity Americas, Inc.
  • Zift Solutions
  • Zinfi Technologies

Global Partner Relationship Management Market: Research Scope

Global Partner Relationship Management Market, by Component

  • Solutions
    • Engage
    • Collaborate
    • Manage
  • Services
    • Professional
    • Services

Global Partner Relationship Management Market, by Deployment

  • On-premise
  • Cloud

Global Partner Relationship Management Market, by Enterprise Size

  • SMEs
  • Large Enterprise

Global Partner Relationship Management Market, by End-user

  • BFSI
  • IT & Telecom
  • Retail & E-commerce
  • Healthcare
  • Manufacturing
  • Others

Global Partner Relationship Management Market, by Region

  • North America
    • U.S.
    • Canada
    • Rest of North America
  • Europe
    • Germany
    • France
    • U.K.
    • Italy
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Rest of Asia Pacific
  • Middle East & Africa
    • GCC
    • South Africa
    • Rest of Middle East & Africa
  • South America
    • Brazil
    • Rest of South America

This intelligence report by TMR is the outcome of intense study and rigorous assessment of various dynamics shaping the growth of the market. TMR nurtures a close-knit team of analysts, strategists, and industry experts who offer clients tools, methodologies, and frameworks to make smarter decisions. Our objective, insights, and actionable analytics provide CXOs and executives to advance their mission-critical priorities with confidence.

The scrutiny of the various forces impacting the dynamics of the market, and key and associated industries, guides enterprises in understanding various consumer propositions. Our clients leverage these insights and perspectives to enhance customer experience in the fast-paced business environment.

All our insights and perspectives are broadly based on 4 Pillars or Stages: ASBC-S, which offer an elaborate and customizable framework for the success of an organization. The essence and the roles of these in organizational successes are highlighted below:

  • Agenda for CXOs: TMR, through the study, sets the tone for agendas that are pertinent to CEOs, CFOs, CIOs, and other CXO executives of businesses operating in the market. The perspectives help our clients to bridge the gap between agenda and action plan. TMR strives to offer guidance to CXOs to undertake mission-critical activities empowered by various business analysis tools, and boost the performance of the organizations. The perspectives guide you to decide on your own marketing mix that align well with the policies, visions, and mission.
  • Strategic Frameworks: The study offers how organizations are setting both short-term and long-term strategic plans. Our team of experts collaborate and communicate with you to understand these to make your organizations sustainable and resilient during tough times. The insights help them decide sustainable competitive advantage for each business units.
  • Benchmarking for Deciding Target Markets and Brand Positioning: The assessments in the study provides a scrutiny of marketing channels and marketing mix. Our various teams work synergistically with you to help identify your actual and potential direct, indirect, and budget competition areas. Additionally, the study helps you decide most effective budgets for various processes and promotional activities. Furthermore, the study guides you to set benchmarks for integrating people and processes with the 4Ps of marketing. Eventually, this will empower you to find out unique propositioning strategies and niches.
  • Business Composability for Sustainability (C-S): Constant strategy planning for sustainability characterizing our C-S framework in the report has become more relevant than before in the face of disruptions caused by pandemics, recessions, boom and bust cycles, and changing geopolitical scenario. The TMR study offers a high level of customization to help you achieve business composability. Composable enterprises are increasingly gaining the attention of CXOs in order to help them combat market volatility. Our analysts and industry experts help you wade through such uncertainties and guide you to become a smart sustainable business in entirety.

The study presents scrutiny of region-specific consumer and technology trends, including the most recent industry dynamics. These broadly cover but not limited to

  • North America, South America, and the Americas
  • Asia Pacific and Japan
  • Europe
  • Latin America
  • Middle East and Africa

The study offers data-driven insights and guidance of several aspects. Some of the more notable questions are:

  • What are the major recent trends that can influence the product life cycle and the RoI?
  • Which regulatory trends shape corporate-level, business-level, and functional-level strategies?
  • Which micromarketing initiatives of leading players will bring in investments?
  • What can be the best framework and tools for PESTLE analysis?
  • Which regions will witness rise in new opportunities?
  • Which are the game-changing technologies being used to capture new revenue streams in the near future?
  • Which operational and tactical frameworks are being adopted by various players in gaining customer loyalty?
  • What is the current and expected intensity of competition the market in the near future?

Disclaimer: This market research study is an ongoing effort and extreme care has been taken to maintain the highest levels of accuracy at all stages. However, in the light of the rapidly evolving business dynamics, some region-specific or other segment-specific changes may take time to be part of the study.

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Partner Relationship Management Market