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Why Channel Leaders Should Invest In Partner Experience Technology
Richard FlynnApr 12, 2023 10:52:49 AM8 min read

Why Channel Leaders Should Invest In Partner Experience Technology

Supercharge your CRM, enhance your partner ecosystem, and boost revenues with PXM technology.

Channel leaders at leading technology firms recognize the importance of a strong partner ecosystem and often rely on Salesforce CRM to manage their customer relationships. However, to supercharge your partner strategy, it's essential to consider investing in Partner Experience Management (PXM) technology. PXM solutions complement your CRM, providing a wide range of capabilities that streamline partner management, improve collaboration, and drive revenue growth. In this article, we'll explore the world of PXM technology, discuss the steps required to plan and implement a PXM platform, and detail the anticipated benefits you can expect to receive. Furthermore, we'll examine best practices for collaborating with the IT owners responsible for your CRM implementation, ensuring seamless integration and a complementary relationship between PXM and CRM.

The Wide Range of Partner Experience Management Technology

As the complexity of partner ecosystems continues to grow, channel leaders need a robust solution to manage and optimize their partner relationships effectively. Enter Partner Experience Management (PXM) technology offers a comprehensive suite of features to address various challenges and opportunities in the partner lifecycle. In this section, we'll delve into the wide range of PXM technology and explore how these powerful tools can revolutionize your partner management strategy, taking your business to new heights of success.

PXM solutions are designed to provide comprehensive tools that empower channel leaders to build strong, productive partnerships. These platforms offer a variety of features, including:

  • Partner Onboarding and Training: PXM platforms provide automated workflows and tools to streamline the onboarding process, enabling you to bring new partners up to speed quickly and efficiently. In addition, they offer training modules and resources to keep partners informed about your products and services, ensuring they have the knowledge they need to succeed.
  • Partner Relationship Management (PRM): PRM tools within PXM platforms help channel leaders manage all aspects of their partner relationships, from tracking partner performance and KPIs to managing deal registration and approvals. PRM features enable you to optimize your partner strategy and ensure your partners are aligned with your business goals.
  • Partner Portal: A centralized partner portal is a crucial component of a PXM solution, providing a single location where partners can access resources, submit deals, track progress, and collaborate with your team. This portal simplifies communication and fosters a sense of community, making it easier for partners to stay engaged and productive.
  • Channel Incentive Management: PXM technology offers tools for managing incentive and MDF programs, including budget tracking, approval workflows, and ROI reporting. These features help channel leaders ensure they're making the most of their marketing investments and driving growth through partner channels.
  • Partner Marketing Automation: PXM platforms often include to-partner and through-partner marketing automation features. By leveraging partner marketing automation, you can empower your partners to generate demand more effectively, shorten sales cycles, and boost overall revenue growth through your partner channels.
  • Partner Analytics: PXM platforms deliver advanced analytics capabilities, enabling channel leaders to gain insights into partner performance, identify opportunities for improvement, and make data-driven decisions that drive revenue growth.


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Steps to Plan and Implement a PXM Platform

Successfully implementing a PXM platform requires a strategic approach, ensuring seamless integration with your existing systems and maximum return on investment. In this section, we'll outline the key steps to effectively plan and implement a PXM platform, guiding you through the process from start to finish. Following these steps, you can set the stage for a strong PXM foundation that enhances your partner management capabilities and positions your business for sustained growth through your partner channels.

  • Define Your Objectives: Before investing in a PXM solution, it's essential to establish clear objectives for what you hope to achieve with this technology. Consider your overall partner strategy and identify the key challenges you face in managing your partner ecosystem and partner program. By defining your objectives upfront, you can select a PXM platform that aligns with your goals and delivers your needed capabilities.
  • Evaluate PXM Solutions: Once you understand your objectives, research PXM solutions to identify the platforms that best meet your needs. Look for solutions that offer the above features and have a proven track record of success with go-to-market strategies in line with yours.
  • Engage Stakeholders: As you evaluate PXM platforms, involve key organizational stakeholders in decision-making. This includes sales, IT, marketing, product team representatives, and partner-facing roles. Gaining buy-in from these stakeholders will be crucial to the success of your PXM implementation.
  • Develop an Implementation Plan: After selecting a PXM solution, develop a detailed implementation plan that outlines the steps required to integrate the platform with your existing systems, onboard partners, and train your team. This plan should include timelines, resource allocation, and necessary customization or configuration work.
  • Monitor Progress and Adjust as Needed: Once your PXM platform is up and running, it's essential to monitor progress regularly and adjust your strategy as needed. Name a PXM owner. Keep an eye on key performance indicators (KPIs) and use your PXM solution's analytics capabilities to identify improvement areas. By continually refining your approach, you can maximize the value of your PXM investment and drive lasting growth through your partner channels.


Anticipated Benefits of PXM Technology

Harnessing the power of PXM technology can unlock potential for channel leaders seeking to optimize their partner ecosystems. But what tangible benefits can you expect to see once you've successfully implemented a PXM platform? In this section, we'll dive into the anticipated benefits of PXM technology, providing you with a clear understanding of how this investment can drive growth, enhance partner satisfaction, and, ultimately, elevate your organization's overall performance.

Investing in a PXM platform can deliver a range of benefits for channel leaders at technology firms, including:

  • Enhanced Partner Engagement: By providing a centralized portal, streamlined onboarding, and ongoing training, PXM technology fosters greater engagement among your partners. This increased engagement translates into higher partner satisfaction, reduced churn, and stronger relationships that drive revenue growth.
  • Improved Partner Performance: PXM platforms offer tools to track and manage partner performance, enabling channel leaders to identify top-performing partners and provide targeted support to underperforming partners. By actively managing partner performance, you can ensure your partner ecosystem is aligned with your business goals and optimized for success.
  • Increased Operational Efficiency: PXM technology automates and streamlines many of the manual processes associated with partner management, freeing up valuable time and resources for your team. This increased efficiency lets you focus on strategic initiatives and drive growth through your partner channels.
  • Better Marketing ROI: By providing tools to manage MDF programs and track marketing investments, PXM solutions empower channel leaders to optimize their marketing spend and maximize their investments in partner marketing initiatives.
  • Data-Driven Decision Making: PXM platforms offer advanced analytics capabilities, enabling channel leaders to gain insights into their partner ecosystem and make data-driven decisions. By leveraging these insights, you can refine your partner strategy, identify new opportunities, and drive continuous improvement.

Learn about our Partner Relationship Management (PRM) Implementation services


Best Practices for Collaborating with IT Owners on PXM Integration

Integrating a PXM platform with your existing CRM can significantly benefit your partner ecosystem. However, it's essential to work closely with the IT owners responsible for your Salesforce implementation to ensure a smooth integration process and maintain the integrity of both systems. In this section, we'll share best practices for collaborating with IT owners and discuss why PXM is a supplemental solution that complements CRM without threatening the system.

  • Communicate the Value Proposition: Before you embark on integrating a PXM platform, it's crucial to communicate the value proposition of PXM technology to your IT owners. Help them understand the unique capabilities that PXM platforms offer, such as partner onboarding, training, PRM, and incentives management. By clearly articulating the benefits of PXM and how it complements Salesforce CRM, you can foster a more collaborative relationship with your IT team and ensure they see PXM as an enhancement rather than a threat.
  • Establish Clear Roles and Responsibilities: To ensure a smooth integration process, define clear roles and responsibilities for your team and the IT owners. This includes determining who will be responsible for customizing and configuring the PXM platform, integrating it with CRM, and providing ongoing support. By setting expectations upfront, you can minimize confusion and ensure all parties understand their roles in the project.
  • Leverage Pre-Built Integrations and APIs: Many PXM platforms offer pre-built CRM integrations or provide APIs enabling seamless data sharing between the two systems. When evaluating PXM solutions, prioritize those that offer these capabilities to simplify the integration process and reduce the burden on your IT team.
  • Develop a Data Governance Strategy: Integrating a PXM platform with CRM involves sharing data between the two systems, which can raise concerns about data governance and security. Work with your IT owners to develop a data governance strategy that outlines how data will be managed, stored, and protected in both systems. This strategy should include data access, cleansing, and privacy guidelines to ensure your CRM data's integrity is maintained.
  • Test and Validate Integration: Before deploying your PXM platform, collaborate with your IT owners to thoroughly test and validate the integration with CRM. This testing phase should include checking data synchronization, workflows, and other critical functionality to ensure a seamless user experience for your internal team and partners.
  • Provide Ongoing Support and Training: As your PXM platform is rolled out, work with your IT owners to provide ongoing support and training to your team and partners. This includes addressing any technical issues and offering training on using the PXM platform effectively in conjunction with CRM.



Channel leaders at leading technology firms looking to supercharge their partner strategy should seriously consider investing in PXM technology. By complementing your CRM with a PXM platform, you can access a wide range of partner experience management tools that streamline partner management, improve internal and external collaboration, and drive revenue growth. By following the steps outlined above to plan and implement a PXM platform and collaborating closely with your IT owners, you can unlock the full potential of your partner ecosystem and position your organization for lasting success.

Learn how to strengthen all elements of your channel management in our comprehensive guide to channel management.


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Richard Flynn

Richard Flynn is a recognized leader in channels and go-to-market business strategy and execution. A Founding Partner and Chief Marketing Officer for Spur Reply, Richard has over 25 years of go-to-market experience in sales transformation, channel management, and customer marketing.