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What is PRM? Guide to Choosing Your Next PRM in 2025
Managing partner relationships shouldn’t feel overwhelming, but without the right system, it often does. If your company sells through channel partners, resellers, affiliates, or integration partners, you know the challenge of keeping everyone aligned. Deals get lost in emails, marketing materials go unused, and partner engagement drops when there’s no clear structure in place.
That’s where Partner Relationship Management (PRM) software comes in — giving businesses the tools to streamline business processes, improve partner collaboration, and drive more revenue.
But with so many options available, how do you choose the right PRM platform for your needs? This guide breaks it all down, helping you find the best PRM solution to scale your partner programs, keep partners engaged, and ultimately grow your indirect sales channels.
What is PRM (Partner Relationship Management)?
Partnerships are at the core of many successful businesses, but managing those relationships efficiently is another story. What is PRM? Simply put, Partner Relationship Management (PRM) is a software designed to help businesses streamline partner collaboration, boost partner engagement, and maximize the potential of channel partners.
If your business relies on partners — whether resellers, affiliates, integration partners, or distributors — you’ve probably hit a point where managing them with spreadsheets, email threads, or a patchwork of tools just isn’t cutting it anymore. That’s where PRM software comes in.
A PRM system helps you organize, automate, and optimize everything related to partner relationships. It’s like a customer relationship management (CRM) platform, but built for partnerships instead of direct customer sales. With a PRM, you can onboard partners, share marketing materials, track performance, manage deal registration, and keep partners engaged — all in one place.
How PRM Differs from CRM
Many businesses assume that a CRM software can handle their partner relationships the same way it manages customer relationships. But while a CRM platform is built for direct sales teams to track leads and customer interactions, a PRM solution is designed for indirect sales channels and partner programs. Customer relationship management focuses on enhancing customer satisfaction, loyalty, and retention by managing customer interactions and data, whereas PRM is tailored for managing partner relationships and indirect sales channels.
A PRM helps you:
- Manage multiple partner programs — Whether working with reseller partners, independent software vendors, or solution providers, a PRM ensures smooth coordination.
- Automate partner onboarding — Ensuring new partners have access to the necessary resources to succeed.
- Streamline business processes — Reducing manual data entry while improving visibility into partner activities.
- Enable deal registration — Ensuring partner sales and lead management are well-documented and tracked separately from direct sales.
Why Do You Need a PRM?
The benefits of partner sales and a strong partner relationship management system go beyond just having more hands on deck. A well-managed PRM solution leads to better business processes, increased customer satisfaction, and ultimately, more revenue.
Companies working with channel partners, resellers, or affiliates know that partnerships can be a massive revenue driver — but only if they’re well-managed. Without a PRM platform, things can get messy:
- Tracking leads and deals? Scattered across emails, Slack, and random spreadsheets.
- Marketing materials? Lost in email threads or outdated PDFs.
- Onboarding new partners? Inconsistent and frustrating.
- Measuring partner performance? Nearly impossible without accurate sales analytics.
A PRM system eliminates these headaches by providing a central hub to manage partner relationships, keep partners informed, and streamline business processes — leading to higher revenue growth and less manual data entry.
💡 Did you know? Partner-led deals tend to be 32% bigger and have a 2.8X higher win rate than deals closed by a direct sales team alone.
How to Choose the Right PRM for Your Business
Choosing the right PRM software isn’t just about getting the latest technology — it’s about finding the right PRM platform that aligns with your business goals, partner recruitment strategies, and revenue growth objectives.
Not all PRMs are created equal. Some are clunky and take months to implement, while modern PRMs (like Introw) can be up and running in minutes. Here’s how to find the best PRM solution for your business.
1. Key Features to Look for in a PRM System
A great PRM platform should help you manage partner relationships without adding extra headaches. Here are the key features to look for:
- Partner Onboarding & Training – Get new partners set up quickly with structured onboarding processes and the right business tools.
- Deal Registration & Lead Management – Ensure channel partners can submit leads easily, reducing channel conflict.
- Performance Tracking & Metrics – Keep tabs on sales performance, revenue targets, and partner engagement. Monitoring partners' performance through business intelligence-based dashboards can help analyze partner activities and optimize strategies, fostering better collaboration and driving revenue growth.
- Content & Marketing Material Management – Ensure partners always have access to brand guidelines, marketing materials, and incentive programs.
- Seamless CRM Integration – A PRM platform should sync with your CRM systems like Salesforce or HubSpot.
- Communication & Collaboration Tools – Features like Slack notifications, automated emails, and portal updates ensure partners stay engaged.
💡 Bonus: Look for PRM systems that integrate with tools like Crossbeam, Slack, and Zapier for better automation.
2. Involving the Right Stakeholders in Partner Onboarding
Before investing in a PRM system, make sure you involve the right people in your organization:
- Sales & Channel Managers – They need full visibility into partner sales, lead management, and pipeline performance.
- Marketing Teams – They’re responsible for partner engagement strategies, marketing collateral, and sales enablement materials.
- RevOps & CRM Admins – They ensure seamless CRM integration with business processes.
- Your Partners – Ask your external partners what they actually need to be successful.
3. Prioritizing Time-to-Value for Partner Performance
Some PRM solutions take 4-6 months to fully implement — leading to unnecessary delays and revenue loss. Long setup times also mean higher development costs, lost sales opportunities, and increased frustration for channel managers and partners who are left waiting. Modern PRMs (like Introw) can be deployed in minutes, ensuring you see results faster and allowing partner programs to start contributing to revenue growth almost immediately.
💡 Every day without a PRM is a missed opportunity to drive more revenue.
4. Choosing a CRM-First PRM Platform
Most businesses already rely on a CRM system to track customer and partner activities. The best PRM systems don’t replace your CRM — they enhance it. Look for:
- 2-Way CRM Sync – So customer relationships and partner sales data are always accurate.
- Lead & Deal Syncing – So partners don’t have to manually enter sales opportunities.
- Support Ticket & Collaboration Features – PRMs should go beyond just deal registration.
- Built-In Analytics – Get instant insights into partner performance and sales metrics.
Why Introw is the Best PRM in 2025
If you’re looking for a PRM solution that’s fast, easy, and actually built for modern partner relationships, Introw is a top choice. Here’s why:
- Fast Deployment – No need to wait months to get started.
- CRM-First Integration – Works seamlessly with your CRM platform.
- Designed for Engagement – Helps keep partners informed and active.
- Proven Track Record – Companies using Introw see higher partner adoption and sales growth.
Final Thoughts
A strong PRM platform isn’t just about ticking feature boxes — it’s about partner success, revenue growth, and streamlining business processes.
If you’re ready to scale your partner programs, drive more revenue, and improve partner engagement, investing in the right PRM system is a no-brainer.
Want to see how Introw can transform your partner programs? Request a demo or try it for free today!
FAQs about Choosing PRM
1. What is PRM, and how is it different from a CRM?
PRM (Partner Relationship Management) is software designed to help businesses manage partner programs, track partner sales, and optimize collaboration with channel partners, resellers, and affiliates. Unlike CRM software, which focuses on direct sales teams and customer relationships, a PRM system is built to support indirect sales channels by providing features like partner onboarding, deal registration, and performance tracking.
2. How do I choose the best PRM for my business?
When selecting a PRM platform, consider factors such as ease of implementation, CRM integration, automation features, and partner engagement tools. A good PRM solution should help you streamline business processes, reduce manual data entry, and improve partner collaboration. Look for features like 2-way CRM sync, marketing collateral management, and automated partner updates via Slack or email.
3. What are the key benefits of using a PRM solution?
A PRM system helps businesses manage partner relationships efficiently, leading to higher revenue growth, better sales performance, and improved customer satisfaction. Key benefits include:
- Automated partner onboarding – Get new partners up to speed quickly.
- Deal registration & lead tracking – Reduce conflicts and improve visibility.
- Performance management – Track partner success, revenue targets, and engagement metrics.
- Marketing & content sharing – Ensure partners have the necessary resources to sell effectively.
4. Why is Introw the best PRM solution in 2025?
Introw stands out as a modern PRM platform that prioritizes fast setup, seamless CRM integration, and partner engagement beyond the portal. Unlike traditional PRMs that require months of setup, Introw is ready to use in minutes. It also offers:
- 1-click CRM integration – Works effortlessly with HubSpot, Salesforce, and other CRM systems.
- Real-time analytics & reporting – Track partner performance and sales opportunities.
- Automated partner updates – Keep partners informed via Slack, email, or in-app notifications.
Related blog articles
The 4 ways to manage your B2B partners in Salesforce and attribute revenue
When working with B2B partners, it's important to have a clear way of tracking who’s involved in your deals and how they contribute to revenue. In Salesforce, there’s no one-size-fits-all method — and that’s the beauty of it. Depending on your organization’s needs, technical maturity, and the complexity of your partner ecosystem, you can choose from several flexible approaches.
Below, we break down 4 common ways to manage partners in Salesforce and attribute revenue to them effectively.
1. 🧩 Picklist field on an Opportunity
Best for: Simpler programs with one partner per deal
The most straightforward method is to add a picklist field to the Opportunity object — for example, a field called Partner Name or Partner Source. You pre-define a list of your partners and let your sales team select the right one during deal creation.
How does it work?
What are the pros?
✅ Easy to implement
✅ No complex relationships needed
✅ Good for single-partner attribution
What are the cons?
❌ Not ideal for scaling or multi-touch attribution
2. 🔍 Lookup field to an Account or Partner object
Best for: One-to-one attribution with better data control
A step up from a picklist is using a lookup relationship field that connects an Opportunity to an Account or custom Partner object. This allows you to reference a full partner record and pull in relevant details automatically.
How does it work?
What are the pros?
✅ Clean reference to partner data
✅ Can support reporting and automation more effectively
✅Easy to update if the partner record changes
What are the cons?
❌ Still limited to one partner per deal
❌ Requires a bit more setup and permissions handling
3. 🔗 Via a Relation table
Best for: Multi-partner attribution or shared deals
If you need to support multiple partners per opportunity, you’ll want to use a relation table that sits between Opportunities and Partner Accounts. This creates a many-to-many relationship, enabling flexible collaboration and advanced revenue sharing logic.
How does it work?
What are the pros?
✅ Fully supports multi-partner attribution
✅ Enables advanced logic for revenue splits or co-selling
✅ Ideal for ecosystems with resellers, distributors, and co-marketing partners
What are the cons?
❌ Requires a more technical setup and configuration
❌ More complex for reporting unless standardized
4. 🛠️ Custom Object for Partners
Best for: Large-scale partner programs with tiering, statuses, and multiple partner touchpoints
For organizations that want to treat their partners as a core part of the Salesforce data model, creating a dedicated Partner object is the most robust option. You can relate this object to Opportunities, Contacts, Accounts, and more — and track custom partner attributes like tier, region, industry focus, etc.
How does it work?
What are the pros?
✅ Fully flexible and scalable
✅ Allows for richer partner data and automation
✅ Better suited for partner performance analytics and program insights
What are the cons?
❌ Requires upfront planning and schema design
❌ Needs buy-in from operations and potentially dev teams
Conclusion
Choosing the right method to manage and attribute your B2B partners in Salesforce depends on the complexity of your partnerships and the level of reporting or automation you need. While simple picklists work for early-stage programs, relation tables or custom objects are better suited for mature ecosystems.
At Introw, we help customers integrate their partner workflows directly into Salesforce — making it easy to attribute, collaborate, and scale with partners, no matter which method you use.
👉 Curious how this would work in your setup? Request a demo now.
What is Introw?
Working with resellers, referral partners, distributors,...? Keep on reading! Introw is a partner relationship management (PRM) platform allowing you to collaborate with your B2B partners in shared spaces integrated with HubSpot.
One space to be aligned on pipeline, enable partners with content and track engagement.
Partnership data lives in the CRM, so we’re leveraging that to the fullest with our native and 1-click HubSpot and Salesforce integration.
With that, we’re not only elevating your B2B partnership experience, we’re elevating the experience of your entire partnership team.
Top 10 Partnership Trackers: Driving Co-Sell Revenue in 2025
Partnerships can be a lucrative revenue stream — when your business has the right tools for the job.
Indeed, many SaaS companies miss out on potential partner-driven revenue because they lack precise partnership tracking.
It's no secret that, in 2025, the traditional spreadsheet tracking is dead.
Manual updates, delayed insights, and fragmented data no longer cut it.
Instead, today's partner programs demand real-time visibility from overlap to close, ensuring every deal is tracked, attributed, and optimized for growth.
Modern solutions replace outdated spreadsheets with automated, CRM-integrated partnership tracking software, ensuring that partner-sourced revenue is captured seamlessly.
A precision-driven, real-time partnership tracker gives SaaS companies the edge by aligning sales teams, automating reporting, and enabling data-driven decisions.
With clear visibility into partner-influenced deals, businesses can maximize partner ROI, improve collaboration, and scale revenue faster.
In today's competitive landscape, partnership tracking isn't optional — it's essential for unlocking sustainable, repeatable growth.
What to Look for in a Partnership Tracking Platform
So, you know you need a modern partnership tracking platform.
But which features should you be looking out for?
Here are seven features that every strong partnership tracking platform should have in 2025:
- A CRM-native integration: Salesforce or HubSpot
- Lead/deal registration and auto-attribution
- Partner engagement metrics — for example: Slack or email syncs, partner activities log
- Forecasting partner-sourced and partner-influenced pipeline
- Ecosystem data integrations (Crossbeam)
- Real-time alerts and co-sell enablement
- Custom workflows by partner type (referral, reseller, tech, MSP)
10 Best Partnership Trackers to Use in 2025
Ready to revolutionize your partnerships by investing in a new partnerships tracker?
Here are ten top tools to consider.
#1 Introw (with Crossbeam Integration)
Introw is the most powerful PRM for modern SaaS companies — and its native integration with Crossbeam supercharges the entire partner revenue workflow.
Here's Why It's #1:
- Starts where your team lives: Salesforce or HubSpot
- Tracks every partner deal, lead, and engagement touch in real time
- Uses Crossbeam's account mapping data to identify overlapping customers and prospects across your ecosystem
- Tracks every engagement your partners have with content/sales presentations
- Tracks commissions in real-time
- All activity is tracked and visible to Partner Managers, RevOps, and CROs
Quick Feature Rundown:
- CRM-native lead & deal registration
- Real-time alerts via Slack and email
- Deal attribution and forecasting built into your pipeline
- Partner segmentation, enablement, and engagement tracking
- Modular workflows (referral, reseller, MSP, tech)
- Set-up in minutes — not months
Find out more:
🔗 Introw + Crossbeam Integration Overview
#2 PartnerStack
Referral and affiliate program software PartnerStack comes with some handy partner performance tracking features designed to help businesses recruit, track, and optimize partnerships effectively.
Quick Feature Rundown:
- Lead Monitoring
- CRM Integration
- Automated Attribution
- Performance Reporting
- Commission Automation
- UTM Tracking Support
- Fraud Protection
Pros: Commission automation, partner marketplace
Cons: Not ideal for co-sell motions or deep CRM integration
#3 Impartner
Impartner is a leading Partner Relationship Management platform designed to optimize and automate the entire partner lifecycle, enhancing collaboration and driving revenue growth.
Quick Feature Rundown:
- Partner dashboards
- Individual Partner Portals
- Portal workflows
- Role-based permissions
- Opportunity management
- Action tracking
- Lead management
- Partner performance reporting
- Partner engagement tools
- CRM integration
Pros: Comprehensive tracking, robust backend
Cons: Heavier set-up, limited CRM-native tracking
#4 Allbound
Impartner is a leading Partner Relationship Management platform designed to optimize and automate the entire partner lifecycle, enhancing collaboration and driving revenue growth.
Quick Feature Rundown:
- Lead Management
- Opportunity Management
- Action Tracking
- Partner Performance Reporting
- CRM Integration
- Program Compliance Manager
- Business Planning Tools
- Journey Builder
- Analytics Studio
Pros: Great partner management, easy to use, good customer support
Cons: Limited customization
#5 ZINFI
ZINFI is a comprehensive Partner Relationship Management platform that streamlines partner engagement and performance tracking.
This platform puts a heavy focus on automation, empowering you to save time and money when managing your partnerships.
Quick Feature Rundown:
- Lead management
- Opportunity management
- Performance analytics
- Incentive management
- Partner portal
- Partner onboarding
- Partner training
- Deal registration
- Automated partner onboarding, training, marketing, selling, and performance tracking
Pros: Easy to use, strong partner management, good customer support
Cons: Some features are limited
#6 Kiflo
Partner Relationship Management platform Kiflo is designed to streamline partner engagement, growth, and success.
It offers customizable and automated tools that show users a visual representation of their partnerships.
Furthermore, Kiflo caters specifically to small to medium-sized businesses, providing a personalized approach to partner management.
Quick Feature Rundown:
- Lead and Deal Registration
- Real-Time Deal Tracking
- Dynamic Performance Dashboards
- Automated Partner Onboarding
- Customizable Certifications
- Content Management and Sharing
- Automated Reward and Incentive Management
- Comprehensive Analytics
- CRM Integration
Pros: Good customer support, strong partner management features
Cons: Integrations have limitations
#7 WorkSpan
WorkSpan is a Partner Relationship Management platform designed to enhance collaboration and drive revenue growth through strategic partnerships.
It provides a comprehensive ecosystem for co-selling, co-innovating, co-marketing, and co-investing, enabling organizations to optimize their partnership strategies effectively.
Quick Feature Rundown:
- Co-sell opportunity management
- Performance measurement
- Best-practice partnership planning templates
- Comprehensive reporting and analytics
- Real-time data sharing and collaboration
- AI-driven insights and recommendations
- Secure ecosystem access control
- Automated referral creation and sharing
- Customizable dashboards and metrics
- Integration with existing CRM systems
Pros: Strong partner management and collaboration tools
Cons: Steep learning curve
#8 LeadsBridge
LeadsBridge is a comprehensive integration platform designed to streamline lead generation and management processes by connecting various marketing and CRM tools.
Its unique value proposition lies in offering over 380 integrations.
These integrations include custom solutions tailored to specific business needs, ensuring seamless data synchronization and enhanced marketing efficiency.
Quick Feature Rundown:
- Lead sync
- Audience targeting
- Online-to-offline tracking
- Custom integration
- Real-time data syncing
- Lookalike audiences
- Platform-to-platform integration
- Lead nurturing
- eCommerce synchronization
Pros: Helpful customer support, thorough automation, seamless integrations
Cons: Initial set-up can be complex
#9 ZiftONE
Zift Solutions is a comprehensive Partner Relationship Management platform that streamlines channel management, enhances partner engagement, and drives revenue growth.
This software integrates marketing, sales, and learning processes into a single platform, offering personalized experiences for businesses and their partners.
Quick Feature Rundown:
- Partner explorer
- Tier Programs
- User achievements
- Partner groups
- Customizable partner portals
- Real-time analytics and reporting
- Seamless CRM integration
- Automated lead distribution
- Partner onboarding tools
Pros: Easy to use and good customer support
Cons: Limited customization
#10 Channeltivity
Channeltivity is a Partner Relationship Management platform designed to streamline channel management, enhance partner engagement, and drive revenue growth.
The software offers a comprehensive suite of tools — including deal registration, lead distribution, and partnership performance tracking — tailored to optimize channel operations for technology companies.
Meanwhile, its analytics and reporting suite, empowers leaders to make data-driven decisions and improve resource allocation.
Quick Feature Rundown:
- Deal registration
- Lead distribution
- Referrals and commissions
- Distributor management
- Partner dashboards
- Analytics and reporting
- Notifications and reminders
- Partner portal
- Training and certification
- Business planning
Pros: Streamlined partner engagement and deal tracking and responsive support to ensure customer satisfaction
Cons: Customization limitations
Why Introw + Crossbeam is the Best Partnership Tracking Stack in 2025
If you're ready to integrate account mapping into your PRM, consider Introw with Crossbeam.
So, how do the two platforms work together?
Introw leverages Crossbeam's overlap data to identify opportunities and instantly share them with your partners.
Essentially, Crossbeam finds the opportunity, and Introw then turns it into revenue.
This process is super simple too — one-click integration connects the partner overlap data to the actual pipeline.
What's more, Introw (with Crossbeam) syncs seamlessly into Salesforce or HubSpot, empowering you to manage your partner tracking process from inside your CRM.
The Introw-Crossbeam integration also enables co-sell motions with visibility, engagement, and forecasting.
And Introw is built for scale!
There are no portals, no spreadsheets, and no data silos here.
Conclusion
Today's partner programs live and die by what they can track.
Introw + Crossbeam is the only solution that handles account mapping, lead registration, engagement tracking, and forecasting — all in one flow
So, say goodbye to portal logins and spreadsheet chaos.
✅ Ready to track every opportunity and turn partnerships into pipeline? Book your personalized Introw demo
FAQs
- What Is a Partnership Tracker?
A partnership tracker is a tool or software that enables companies to monitor and manage business collaborations, affiliate programs, or influencer partnerships.
They typically help to track:
- Performance key metrics
- Communication
- Payments
- Contractual agreements
Businesses use these trackers to optimize relationships, measure success, and streamline operations — improving their partnerships and boosting the bottom line.
- How Does Introw Track Partner-Sourced Pipeline?
Introw tracks partner-sourced pipelines by integrating with your CRM, automatically detecting partners, and providing a shared sales pipeline.
This set-up allows partners to access and manage their deals directly, helping you manage relationships and ensuring real-time alignment and transparency.
Additionally, Introw automates updates based on CRM data, keeping all stakeholders informed.
- What Does The Crossbeam Integration Do Inside Introw?
Introw integrates with Crossbeam as a data source, allowing users to connect and leverage Crossbeam's partner ecosystem data within Introw's platform.
Integrate the tools to enable automatic detection of partners and tracking of partnership revenue.
This helps to ensure the CRM remains the single source of truth.
By combining Crossbeam's data with Introw's features, users can manage partners, collaborate on deals, and automate updates effectively.
- Can I Track Partner Engagement And Attribution In My CRM?
With the right tools, yes!
With Introw, you can track partner engagement and attribution directly in your CRM.
Introw integrates with your CRM to automatically detect the right partners, log interactions, and track revenue attribution from partner-sourced deals.
This ensures that your CRM remains the single source of truth, giving you complete visibility into partner-driven impact.
- What Makes Introw Better Than Traditional PRMs?
Introw stands out from traditional Partner Relationship Management (PRM) tools by focusing on CRM integration and automation.
Unlike PRMs that require manual partner input, Introw automatically detects partners, tracks deal progression and attributes revenue directly within your customer relationship management system.
This eliminates friction, ensures real-time visibility, and makes managing your partnership program seamless and efficient.
A Guide to Choosing the Best CRM for Partner Management: 15 Top Tools For 2025
A strong CRM system should be the backbone of your partner programs.
Embrace your CRM when it comes to partner management, and you can expect centralized relationships, seamless collaboration, full alignment with business operations, fewer channel conflicts, and improved revenue projections.
What's more, by embedding partner management within a CRM, businesses gain a unified source of truth, improving efficiency, accountability, and long-term success in partner ecosystems.
Traditional, siloed partner tools simply can't keep up with the power of modern CRMs.
It makes sense, then, that businesses are increasingly shifting to CRM-first workflows, integrating partner management into broader customer and revenue strategies.
This transition eliminates inefficiencies caused by disconnected systems, enabling real-time visibility into partner performance.
When moving to a CRM-first workflow, businesses must understand the importance of native integrations, deal tracking, and forecasting.
Look for CRM tools that offer native integrations with marketing automation, sales pipelines, and support tools to ensure that partner activities are fully aligned with business operations.
Meanwhile, deal tracking within a CRM allows businesses to monitor partner-driven opportunities, assign leads effectively, and prevent channel conflicts.
And forecasting capabilities provide data-driven insights into revenue projections, helping companies optimize their partner strategies.
To sum up, a CRM-first approach fosters stronger, data-backed partnerships that drive sustainable growth.
⬇️In this guide, we'll cover everything you need to know to make the best CRM decision for your business and your partners.
What to Look for in a CRM for Partner Management
When considering which CRM to go for, you'll undoubtedly already have several 'must have' features in mind.
But here are the most important features to look out for when it comes to partner management:
- Partner lead/deal registration
- Custom fields and workflows for channel/reseller/referral types
- Engagement tracking and collaboration tools
- Reporting and forecasting across partner-attributed pipeline
- Integration with PRM tools like Introw
- Scalability and API access for custom automation
15 Best CRM Platforms for Partner Management in 2025
So, we know that a CRM-first approach has a wide variety of benefits for partner management.
But choosing the right CRM can be daunting; after all, it's a pretty big decision.
And not every CRM is fit for partner management.
To help you out, we've compiled a list of the best 15 CRM for partner management, along with their pros and cons.
#1 HubSpot
A giant of the CRM world, HubSpot's CRM is super popular among growing SaaS teams.
This comprehensive, AI-powered platform is designed to unify customer data, streamline business operations, and enhance customer experiences.
It offers a suite of tools across marketing, sales, customer service, content management, and operations, all integrated into a single system to facilitate seamless collaboration and efficiency.
And when it comes to partner management, Hubspot's CRM boasts several key features, including:
For partner management, HubSpot CRM provides several key features:
✅ CRM partner relationship management (PRM) integrations: Access PRM software Introw through HubSpot's App Marketplace for partner engagement tracking, lead registration, and Slack-based collaboration.
✅ Association labels: Define and manage relationships with partners by labelling companies as "Partner" or "Distributor," clarifying roles and facilitating targeted communication.
✅ Partner services: Utilize Partner Services to track and manage services provided by partners, ensuring organized and efficient collaboration.
✅ Automation: Save time by automating workflows and repetitive processes
These features enable businesses to effectively manage and nurture their partner relationships within HubSpot CRM.
🔗 Find out more about how Introw and Hubspot work together
#2 Salesforce
Salesforce remains the gold standard for enterprise partner programs.
This comprehensive, cloud-based platform streamlines customer relationship management and partner relationship management by integrating sales, marketing, customer service, and more into a unified system.
It empowers businesses to enhance customer interactions, improve satisfaction, and drive growth through data-driven insights and automation.
For partner management in CRM, Salesforce CRM offers several key features:
✅ Partner relationship management software integration: Seamlessly integrates with Introw to place PRM functionalities firmly within the CRM, enabling tracking of partner pipeline, engagement, and performance — all natively.
✅ Powerful reporting and forecasting: Delivers key data insights to enable data-driven decisions, as well as accurate forecasting.
✅ Personalized partner engagement: Provides personalized templates and data-driven enablement tools to engage partners effectively, enhancing communication and collaboration.
✅ Automated processes: Automates marketing fund requests, discounting, and service case management, reducing manual tasks and increasing efficiency in partner interactions.
✅ Real-time updates with partner connect: Facilitates secure deal tracking and real-time, automated updates on co-selling deals across different CRMs, ensuring transparency and reducing data duplication.
✅ Scalability: Built on the Salesforce platform, it scales easily to accommodate growing partner ecosystems, adapting to evolving business needs.
🔗 Learn more here: Introw + Salesforce Integration
#3 Zoho CRM
Zoho offers a flexible, cloud-based CRM that helps businesses manage sales, marketing, and customer relationships efficiently.
It's also a good option for those looking for a CRM that will support partner relationship management for sustainable business growth.
✅ Territory management: Organize and manage partner territories effectively, aligning sales strategies with specific regions or market segments.
✅ Workflow automation: Automate routine tasks and processes, enabling partners to focus on strategic activities and improving overall efficiency.
✅ Advanced analytics: Gain insights into partner performance through detailed reports and dashboards, facilitating data-driven decision-making.
✅ Customizable modules: Tailor CRM modules to fit specific partner management needs, ensuring a personalized and relevant experience.
✅ Multi-channel communication: Engage with partners across various channels, including email, phone, and social media, ensuring seamless communication.
Pros: Affordable, customizable, partner portal add-on
Cons: Weaker reporting, fewer native integrations
Best For: SMEs or mid-market teams just starting their partner motion.
#4 Microsoft Dynamics 365
Microsoft Dynamics 365 is an AI-powered suite of business applications that combines CRM and ERP capabilities to enhance customer experiences and business operations.
It integrates sales, marketing, service, and financial data to help organizations innovate, automate processes, and drive growth.
It encompasses several key features for partner management:
✅ Manage partner relationships with shared data insights
✅ Automate lead and opportunity tracking
✅ Integrate partner sales data for streamlined collaboration
✅ Enable partner performance monitoring through analytics
✅ Use AI to provide personalized partner support
Pros: Deep integrations, enterprise-friendly
Cons: Steep learning curve, dev-heavy
Best For: Enterprises already deep in Microsoft's stack or those with in-house CRM admins
#5 Pipedrive
Pipedrive offers a clean, simple CRM that's easy to use.
It automates repetitive tasks, tracks communications, and provides actionable insights to help sales teams optimize performance.
Admittedly, this one isn't purpose-built for partners, but it can support small partner programs with the right tagging and workflows.
When it comes to partner management, Pipedrive allows you to:
✅ Organize and track partner interactions in one space
✅ Automate partner follow-ups and communications
✅ Visualize partner pipeline for better decision-making
✅ Use AI for personalized partner management insights
✅ Centralize partner data for easy collaboration and reporting
Pros: Visual pipeline, easy setup
Cons: Limited partner automation, no partner-specific fields
Best For: Early-stage teams experimenting with partnerships
#6 Close.com
Close CRM is a platform designed to streamline sales processes for small businesses, focusing on automation, communication, and deal management.
It offers an intuitive, fast interface for managing leads and communications — and can also prove useful for partner relationship management.
Here's how:
✅ Track partner interactions and pipeline progress
✅ Automate partner outreach and follow-ups
✅ Centralize partner data and activity
✅ Monitor partner performance with analytics
✅ Seamlessly integrate with other tools for collaboration
Pros: Simple, easy-to-use
Cons: Limited customization
Best For: Small businesses with big growth ambitions
#7 Freshsales
Freshsales by Freshworks is an AI-powered sales CRM that enhances revenue growth with automation, lead scoring, and predictive analytics.
It streamlines workflows and provides insights to improve sales efficiency.
Here's how it can boost partner management:
✅ Track and manage partner relationships efficiently
✅ Automate follow-ups and communication with partners
✅ Centralized data for seamless collaboration
✅ AI-powered insights to optimize partner engagement
✅ Customizable pipelines to monitor partner deals
Pros: Easy to use and excellent customer support
Cons: Limited features and a steep learning curve
Best For: Start-ups and SMEs that need a friendly, affordable CRM solution.
#8 Copper
A relationship-focused CRM designed for Google Workspace users, Copper is all about streamlining contact management, deal tracking, and workflow automation.
It also minimizes data entry and integrates seamlessly with Gmail.
Key features for partner management:
✅ Centralized partner contact and activity tracking
✅ Automated workflows for partner communications
✅ Custom pipelines to monitor partner deals
✅ Seamless integration with Google Workspace
✅ Real-time reporting and analytics for partner performance
Pros: Easy integration with Google properties, user-friendly
Cons: Limited scalability
Best For: Businesses that depend on Google Workspace
#9 Insightly
Insightly is a scalable CRM designed for businesses to manage customer relationships, sales, and marketing in one platform.
It offers automation, project tracking, and analytics to drive growth and efficiency.
Looking for a CRM to boost partner management?
Here's how Insightly can support PRM:
✅ Centralized partner relationship tracking
✅ Automated workflows for partner interactions
✅ Customizable pipelines for deal management
✅ Advanced analytics for partner performance monitoring
✅ Integration with third-party apps for collaboration
Pros: Great customer support and deep customization
Cons: Steep learning curve
Best For: SMEs and start-ups looking for a customizable and scalable CRM.
#10 SugarCRM
A flexible, AI-driven CRM platform, SugarCRM is designed for B2B sales, marketing, and customer service.
It automates data collection, provides predictive insights, and streamlines workflows for enhanced efficiency.
Key features for partner management include:
✅ Centralized partner relationship tracking
✅ AI-powered insights for partner engagement
✅ Automated workflows for seamless collaboration
✅ Custom dashboards for partner performance monitoring
✅ Integration with third-party tools for extended functionality
Pros: Lots of features, good customer support
Cons: Long implementation, steep learning curve
Best For: Large businesses and enterprises looking to commit to a CRM long-term
#11 Nutshell CRM
Nutshell is a user-friendly CRM that combines sales, marketing, and pipeline management into one intuitive platform.
It simplifies lead tracking, automates workflows, and integrates with essential tools to enhance team collaboration and efficiency.
Here are Nutshell's most useful partner management features:
✅ Centralized partner contact and deal tracking
✅ Automated follow-ups and task reminders
✅ Customizable pipelines for partner relationship management
✅ Integration with marketing automation tools for outreach
✅ Real-time reporting and analytics for partner performance
Pros: Simple, easy to use, great customer support
Cons: Steep learning curve, limited integrations
Best For: Smaller businesses looking for a simple, affordable CRM
#12 Creatio
Creatio is an AI-powered, no-code CRM platform.
It automates workflows and customer relationship management for sales, marketing, and service teams, empowering businesses to streamline operations, optimize engagement, and enhance productivity.
It's pretty helpful when it comes to partner management, too.
Here's how:
✅ Centralized partner relationship tracking
✅ AI-driven insights for partner engagement
✅ No-code automation for partner collaboration
✅ Custom dashboards for performance monitoring
✅ Seamless integrations for extended functionality
Pros: Great automation, customization, and usability
Cons: Steep learning curve
Best For: Large businesses with multiple departments that require smooth company-wide adoption
#13 NetSuite CRM
NetSuite is a cloud-based business management suite that includes CRM, ERP, and financial tools to streamline operations, automate workflows, and improve decision-making.
It provides robust partner management capabilities, such as:
✅ Partner relationship management with centralized data
✅ Automated workflows for seamless collaboration
✅ Real-time analytics for partner performance tracking
✅ Custom dashboards to monitor deal progress
✅ Integration with third-party applications
Pros: Great functionality and ease of use.
Cons: Steep learning curve, expensive, complex implementation
Best For: Enterprises that need to streamline their processes.
#14 Monday CRM
Monday CRM is a flexible, no-code customer relationship management platform that helps businesses manage sales, projects, and workflows.
It centralizes data, automates tasks, and enhances collaboration to improve efficiency.
Monday's key features for partner management include:
✅ Centralized partner tracking and collaboration
✅ Automated workflows for partner onboarding and engagement
✅ Customizable pipelines to manage partner deals
✅ Integration with third-party tools for seamless operations
✅ Real-time analytics for partner performance insights
Pros: Great range of features, scalable, easy to customize
Cons: Steep learning curve
Best For: SMEs and service businesses
#15 Zendesk Sell
A modern sales CRM, Zendesk Sell enhances productivity, provides full pipeline visibility, and integrates automation to streamline deal management.
It helps sales teams manage leads, track interactions, and optimize workflows.
However, its features can also be used for PRM, including:
✅ Centralized partner tracking and collaboration
✅ Automated workflows for partner engagement
✅ Customizable sales pipelines for partner deals
✅ Real-time analytics for partner performance insights
✅ Seamless integrations with external tools
Pros: Simple user interface, intuitive to use, good automation features
Cons: Complex setup
Best For: Businesses of any size that want to streamline their processes
How to Choose the Right CRM for Partner Management
Ready to decide on your new CRM?
Here are some handy guidelines.
Make sure your new CRM has:
- Native or customizable deal reg
- CRM alignment with partner program complexity
- Integration with a PRM like Introw
- Automation and reporting
And watch out for these common pitfalls:
- No partner-specific fields or segmentation
- Manual tracking outside the CRM
- No integration between CRM and partner activities
Three final tips for choosing a CRM for partner channel management:
- Align with RevOps early
- Evaluate scalability and workflow compatibility
- Test integrations with tools like Introw
How Introw Supercharges CRM for Partner Management
Of course, when it comes to partner relationship management, a CRM alone won't do.
Sure, investing in the right CRM can significantly boost your partner relationships, but if you aim to establish a profitable ecosystem, PRM software is crucial.
And your PRM must integrate seamlessly with your CRM.
This is where state-of-the-art PRM Introw comes in.
Here's why Introw stands out among other PRMs:
- CRM-first: your team works entirely within Salesforce or HubSpot — no extra logins, no tool-switching. Partners still collaborate via a dedicated portal, fully synced with your CRM.
- Deal and lead registration are mapped directly to the CRM
- Partner engagement tracking is synced with both the CRM and Slack
- Forecasting and visibility operates across all partner-attributed revenue
- No-code workflows for referrals, resellers, and MSPs
But don't just take our word for it — book your personalized demo today and see Introw in action.
Conclusion
The message is clear — choosing the right CRM is foundational to scaling partner revenue.
The best CRMs support visibility, collaboration, and clean partner data.
They also integrate seamlessly with your PRM, empowering you to effectively manage your partners without leaving your CRM.
To recap, here are the 15 best CRMs for partner management in 2025:
- HubSpot
- Salesforce
- Zoho CRM
- Microsoft Dynamics 365
- Pipedrive
- Close.com
- Freshsales
- Copper
- Insightly
- SugarCRM
- Nutshell CRM
- Creatio
- NetSuite CRM
- Monday CRM
- Zendesk Sell
Want to manage your entire partner program from your CRM? Try Introw — the CRM-first PRM.
FAQs
What is The Best CRM For Partner Management In 2025?
HubSpot and Salesforce are top choices if you're looking for a partner relationship management CRM.
When it comes to PRM, HubSpot's features include association labels, partner services, automation, and — most importantly — partner relationship management system integrations, including Introw.
Meanwhile, Salesforce — a titan of the CRM world — offers robust reporting and forecasting, personalized partner engagement, real-time updates with partner connect, scalability, and automation.
Its PRM integrations are also world-class, with a seamless Introw integration that places PRM functionalities firmly within the CRM.
Can I Manage Partnerships Inside HubSpot or Salesforce?
With the right Partner Relationship Management in CRM software, absolutely!
Integrate Introw with Salesforce or Hubspot, and you'll find the PRM operates from inside these tools with no external logins or portals.
This empowers you to manage all your partnerships from inside these CRMs, saving time and improving efficiency.
How Does Introw Integrate With My CRM For Partner Workflows?
When you integrate Introw with Salesforce or Hubspot, the cutting-edge PRM simply sits inside these tools.
This means there are no external logins or portals to complicate matters, and your CRM remains your single source of truth.
It also allows for real-time data synchronization and eliminates manual list uploads, boosting efficiency.
Introw can also auto-detect channel partners and start tracking partnership revenue instantly.
Why Use a CRM Instead of a Standalone Partner Portal?
A CRM offers broader functionality than a standalone partner portal by integrating partner tracking with sales, marketing, and customer data, creating a centralized system for collaboration.
Furthermore, it enhances automation, reporting, and analytics, improves cross-team visibility, and ensures seamless integration with other business tools — leading to better decision-making and efficiency.
What Are Must-Have CRM Features For Partner Tracking?
If partner tracking is a priority (and in 2025, it should be), you need a CRM that's up to the job, from partner recruitment and partner training to partner marketing management.
A CRM for partner tracking should encompass:
- Partner profile management
- Deal Registration
- Commission tracking
- Performance Analytics
- Communication tools
- Automated workflows
- Integration with other systems (especially your PRM software)
- Role-based access
- Customizable reporting
These features are essential for effective collaboration, ensuring transparency, and maximizing partner engagement and revenue growth.
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