We’ve come a long way from the cut-throat days of revenue-above-all when partners’ needs languished low on the list of most organizations’ priorities (if they were on the list at all). In the past, partnerships were regarded as an input factor of revenue generation, but not central to decision-making.

Partner Relationship Management (PRM) has a lot to learn from Customer Relationship Management (CRM). Here's what you need to know to make the most of your PRM.

When used judiciously, automation can lead to more robust partnership engagement and better relationships.

Over the last year, I interviewed over a hundred CEOs, VPs of Partnerships and partner managers. They all understood the value of ecosystems and ecosystem-level thinking. But many were still struggling to make partnerships work. Again and again, the same issues came up. By the end, I identified nine themes

No matter what they tell you, Salesforce, Hubspot, AWS, Google, and SAP all have favorites. Yes, they value all their partners and know how to get the most out of them. Yet, they do have partners that they love just a little more and they get preferential treatment. At my