David Edwards Charles Travis
9.6 Partner Relationship Management and Collaborative Commerce
*All related information taken directly from Information Technology for Management, 6th Edition, by Efraim Turban, Dorothy Leidener, Ephraim McLean, and James Wetherbe; Chapter 9, section 9.6, pages 368-372.
**Related contextual links are included
Partner Relationship Management
· Partner Relationship Management (PRM): a business strategy that recognizes the need to develop long-term relationships with business partners, by providing each partner with the services that are the most beneficial to that partner.
· What PRM Does: PRM solutions connect companies with their business partners (suppliers, customers, services) using Web technology to securely distribute and manage information. (Facilitates partner relationships).
o Partner profiles
o Partner communications
o Management of customer leads
o Targeted information distribution
o Connecting the extended enterprise
o Partner planning
o Centralized forecasting
o Group planning
o E-Mail and Web-based alerts
o Messaging
o Price lists
o Community bulletin boards
· Supplier Relationship Management: where the partners are the suppliers
o PeopleSoft’s SRM Model: generic and possible for any large company; CONCEPT: e-supply chain is based on integration and collaboration
§ 12 Steps:
1. Access
2. Indentify Suppliers
3. Assess Supplier Performance
4. Negotiate
5. Contract
6. Connect
7. Engage
8. Transact
9. Deliver
10. Receive
11. Resolve
12. Pay
Collaborative Commerce
· Collaborative commerce (c-commerce): refers to non-selling/buying electronic transactions within, between, and among organizations
· Retailer-Suppliers: production and inventory planning
· Product Design: allows all parties working on a project design to use software tools to share data and collaborate.
o Ex/Screen Sharing
· Collaborative Manufacturing: Web-based collaborative IOSs have improved the outsourcing process and are useful in tracking changes that may be initiated by any partner along the supply chain.
Other IOS Infrastructureshttp:
http://www.iclployalty.com/?q=partner-relationship-management
partner relationship management (PRM)
ICLP – the global loyalty marketing agency – is an expert practitioner of partner relationship management (PRM).
Partner Relationship Management (PRM) is a business imperative – a marketing strategy that involves the practice of identifying, acquiring and retaining the best partners, such as resellers, distributors, brokers, agents, consultants and franchisees, to produce profitable growth; increase sales, reduce costs and maximise the return on investment for channel programmes. Partner Relationship Management (PRM) helps to improve interaction and collaboration between companies and their channel partners.
Partner Relationship Management (PRM) is a business strategy, not an IT term. All IT applications used in the process can be viewed as enabling or facilitating Partner Relationship Management (PRM). Partner Relationship Management (PRM) is often compared to Customer Relationship Management (CRM) and there is some debate over whether the complex relationships of channel partnerships makes it necessary for Partner Relationship Management (PRM) software to be a separate entity, rather than merely a component of CRM.
With profitable growth as the ultimate objective, Partner Relationship Management (PRM) enables a company to better serve its partners through the introduction of reliable processes and procedures for communication with those partners.
In the increasingly competitive business environment a successful Partner Relationship Management (PRM) strategy cannot be implemented by just installing and integrating a software package, designed to support Partner Relationship Management (PRM) processes; a holistic approach is vital for an effective and efficient PRM policy. This approach includes training employees in the theory and practice of effective partner relations, modifying business processes based on partners' needs and wants, as well as adopting relevant IT systems perhaps including the usage of outsourced services, which together enable the company to fulfil its Partner Relationship Management (PRM) potential.
To find out more about Partner Relationship Management (PRM) and how ICLP can help your business, please visit ICLP-the global loyalty marketing agency.
Blueroads link:
http://www.blueroads.com/webcasts/FOLEADMGMT/br_lead_mgmt_player.html
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2 comments:
Charlie Travis blog post:
The need to maintain good relationships with business partners transcends time and space. Communication should flow between organizations and partners, suppliers and consumers. Until recent history, communication would involve mail, telephone, fax and other less efficient methods. Partner Relationship Management (PRM) is a business strategy that recognizes the need to develop long-term relationships by providing technology based tools that are beneficial to all parties. PRM is built on the principles of Customer Relationship Management (CRM) software. PRM/CRM solutions (http://www.blueroads.com/webcasts/FOLEADMGMT/br_lead_mgmt_player.html) are web-based software applications that support the critical business processes of order management, supply chain management, customer support, payment and delivery services or various administrative tasks.
PRM facilitates partner relationships through:
Partner programs
*sales strategies support via distribution channel management
*retailer and partner support
*cross sales and loyalty programs
Sales Management & Controlling
*web shops (B2B/B2C)
*multilingual product catalog
*flexible stock keeping, continuously updated price lists and inventory
*cross product promotions, co-branded substores
*quick and easy configuration of country-specific requirements (language, currency, taxes)
Marketing and PR tools
*customer specific marketing strategies, easy and convenient implementation of promotions and ad campaigns
*targeted on-line marketing, detailed customer profile, co-branded substores, online survey combined with lottery
*easy and fast implementation of PR-promotions
*newsletter, press release sending
Order & Supply Chain Management
*electronic data interchange between shop engine and supply chain partners to achieve smooth *data flows between order and delivery
*flexible integration of business partners, (e.g. fulfillment and payment providers, distributors)
individual order process per fulfillment partner[1]
PRM companies seem to agree that PRM is about aligning the goals of disparate companies and making this so financially attractive to partners in the form of leads and other incentives that they never want to leave your company’s sphere of influence.
Kevin McKelvey, ChannelWave’s Senior Alliance Manager, explained that since the beginning of buying and selling, vendors have recruited vast networks of partners. But, he said, as the sheer volume of partners and complexity of the business world have accelerated, a business is now left aching for something like PRM.“There are layers of complexity with their partner channels. In addition, there are layers of complexity within those relationships,” he said. “The tremendous volume of business being driven through channels is itself a driver.”[2]
Another aspect of PRM is Supplier Relationship Management (SRM). The core concepts of CRM are evident in SRM and PRM. The following link to Oracle’s Peoplesoft will illustrate their relationship management software which includes PRM, CRM and SRM functions. http://www.oracle.com/pls/ebn/swf_viewer.load?p_shows_id=5317101&p_referred=0&p_width=800&p_height=600
Collaborative Commerce
Collaborative commerce refers to non-selling/buying transaction between organizations. An example is a company collaborating electronically with a vendor designing a product or part. Retailer-suppliers like Wal-Mart collaborate with major suppliers to design production, perform inventory planning and forcast demand. Product design and manufacturing are often performed on web-based collaborative interorganizational information systems (IOS) which document product changes and requirements all along the supply chain.
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[1] http://www.channel-star.com/solutions/prm-crm
[2]http://saleslobby.com/OnlineMagazine/0900/channelmanagement_jkrist.asp
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Posted By GotDogs7 to Information Technology, MBA 5230, Appalachian State University at 10/13/2008 11:15:00 PM
Nice blogpost. Partner Relations Management is very important to small or big businesses. PRM is used to describe the methods and strategies for improving communications and relationships between other companies and their channel. Main reasons of this method include selling, commission, opportunity, marketing campaigns, inventory access, and other features designed to facilitate the relationship between manufacturers and others.
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