About This Constellation ShortList™
Partnership and Alliance Relationship Management (PARM) software allows vendors to manage partnerships, alliances and indirect channels throughout the customer process. Successful deployment of PARM software enables vendors to leverage indirect channels and augment direct efforts. PARM brings together the entire ecosystem required for indirect selling, coordinated marketing, training and skilling, community development, offering management and incentive management.
PARM solutions have evolved in recent years from being more sales-focused “CRM for partners,” and into more go-to-market management platforms for indirect sales models, utilized most by technology resellers, independent software vendors (ISVs), distributors, system integrators and services partners.
Expanded use cases beyond deal tracking and partner activity tracking include more robust marketing collateral and content management for indirect sales use (with Generative AI creating interesting usage scenarios for dynamic ally designed co-branded collateral for enhanced personalization and effectiveness), deeper analysis of channel partner actions-to-outcomes, and AI-driven lead routing/ distribution to the “best fit” partner for the potential business case.
Threshold Criteria
Constellation considers the following key criteria for these solutions:
- Profile management
- Partner recruiting
- Onboarding and registration management
- Partner locator and matching
- Partner monitoring
- Sales management
- Campaign management
- Content management
- Material reverse logistics
- Marketing development funds management
- Communications management
- Training and certification management
- Support and ticketing system
- Community management
- Rebate and entitlement management
- Performance, rewards and gamification
- Orchestration of alliance and ecosystem network programs
- Analytics and reporting
The Constellation ShortList™
Constellation evaluates more than 30 solutions categorized in this market. This Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share and internal research.
- ALLBOUND
- APPDIRECT
- CHANNELTIVITY
- COMVIVA
- ORACLE
- EVERFLOW
- IMPARTNER
- SALESFORCE
- WORKSPAN
- ZINFI
- ZOMENTUM
Frequency of Evaluation
Each Constellation ShortList will be updated at least once per year. There could be an update after six months, should the analyst deem it necessary.
Evaluation Services
Constellation clients may work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.
