Some think of it as just an offshoot of CRM. Others view PRM, or partner relationship management, as interchangeable with sales force automation. The reality is PRM is coming of age in its own right, as manufacturers and technology companies struggle to manage their highly complex -- and constantly shifting -- channel partnerships. "Anytime there is an economic downturn, enterprises start looking at their channel relationships more carefully, said Michael Fauscette, group vice president of software business solutions for IDC.

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