Partner Relationship Management (PRM)
Abbreviated as PRM, partner relationship management is the term used to describe business strategies and processes used by a company to communicate with its channel partners. In many ways, PRM software and processes are similar to customer relationship management (CRM) as it enables the organization to automate channel partner business functions and gather real time information about the channel partner.
See "What Are IT Channel Partners and Channel Programs?" in Webopedia's Quick Reference section for a look at how IT channel partner programs work.