When discussing CoPort, I often get this question:
“So, CoPort’s kind of like a PRM?”
The question, with its trailing uncertainty, always makes me smile—and sigh a little. It’s a familiar inquiry, and over time, I’ve learned to respond with a mix of clarity and calm. But before I address whether CoPort is like a PRM, let’s take a step back and ask: What is a PRM?
Who better to define it than the companies that build and sell PRMs? Here are a few industry definitions:
MindMatrix: “PRM (Partner Relationship Management) software is designed to optimize relationships with channel partners, such as resellers and affiliates, supporting partner onboarding and collaboration.”
Magentrix (Paul Bird): “A little different than customer relationship management because you’re specifically working with channel partners. So this typically looks like a partner portal—a place for those channel partners to come into this portal and start interacting with lead data, opportunity data, take certification, training courses, and then have the ability to communicate with channel management staff—all in one location.”
Allbound: “Partner Relationship Management (PRM) technology automates the day-to-day activities of a Partner Manager. This includes onboarding, training, co-marketing, deal registration, lead distribution, MDF management, business planning, certifications, gamification, and reporting.”
Channeltivity: “Channeltivity’s partner relationship management software allows technology companies to run successful channel programs. The software’s functionality covers the whole partner lifecycle from planning to recruiting and onboarding to successful activation and ongoing management. Divided into three functional areas—partner enablement, channel marketing, and channel sales—the PRM platform includes multiple modules such as deal registration, MDF, a resource library, co-branded collateral, training & certification, email marketing, and lead distribution.”
Clearly, a PRM encompasses a lot. And rightly so—partner management is multifaceted. It’s akin to entrepreneurship: every partnership involves business planning, marketing, sales, legalities, support, and more. It’s like launching a new business each time.
If I were to simplify, a PRM is essentially a portal for companies to interact with and leverage each other’s resources, enabling one party to sell a solution effectively. While this summary may be oversimplified, it aligns with Paul Bird’s explanation: “It typically looks like a portal.”
But here’s the thing: CoPort is not a PRM.
The main purpose of a PRM is to scale and automate partnership engagement—streamlining repetitive tasks such as:
If these are challenges you face daily, then a PRM might make sense. But here’s the catch: This assumes you have these challenges.
For many companies, the reality is the opposite. Instead of being overwhelmed by partner inquiries, they’re struggling to engage their partners at all. Unless you’re operating at the scale of a Microsoft or Amazon, where even a 20% partner engagement rate generates significant activity, a PRM might not just be unnecessary—it could hinder your efforts.
Let me share a story. I recently worked with a large partner on our first deal together. When I asked the partner manager for guidance, they directed me to their portal. They asked for a portal ID, which I didn’t even know existed. After a week of back-and-forth, they finally asked me to explain the deal directly. Here was their response:
“The best option is to ask the customer who they prefer to purchase software through or use our partner locator to find a reseller partner.”
In other words: “Figure it out yourself.”
This process-first approach delayed the deal by three weeks. Eventually, I found someone else to support us. The portal didn’t help—it became an obstacle.
When process takes precedence over people, relationships suffer. Partnerships thrive on relationships, not automation.
The primary issue for many companies isn’t managing a flood of partner interactions; it’s creating engagement and aligning on goals. If your partners aren’t actively working with you, a PRM won’t fix the problem. It will simply automate the absence of activity.
Here’s what you need instead:
A recent conversation with a CEO drove this home. While discussing a new partnership, the partner manager pitched their portal and highlighted rewards like swag points. The CEO asked me, “Do we need to get a PRM to motivate our partners too?”
I replied: “Did the swag make you want to sell their solution?” (The answer was a resounding no.)
Motivating partners isn’t about swag or portals—it’s about relationships. Tools like PRMs may help streamline engagement for large-scale programs, but they won’t create the human connection needed to drive success.
If a PRM wouldn’t motivate you to work with a partner, why do you think it would motivate someone to engage with yours? Instead of jumping into a PRM, focus on building strong, active partnerships. When the time comes, tools like PRMs can help scale a thriving program—but only once you’ve solved the engagement problem. Until then, you might not be ready for a PRM. And that’s okay.
Start with people, not portals.
Want to see how CoPort can help you build your partnerships with the best chance of success? Reach out here.