Customer Relationship Management as better known as CRM has been around for several decades. It has undergone many evolutions and matured to better serve the market and customer needs. Today, it remains the backbone of businesses and organizations and draws stakeholders’ attention. In contrast, Partner Relationship Management or PRM has evolved and matured more recently. Experts and practitioners are noticing and attracted to PRM as the value becomes more visible to stakeholders.

Both PRM and CRM focus on relationship management while their targets are different. PRM is business-centric (B2B) and may extend to customers evolving to encapsulate B2B2C. Whereas CRM focuses on customers or end-users more (b2c) and may extend to the business partners. While it seems, both can support B2B and b2c, but the time and effort to achieve is prohibitive.

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