CRM's purpose is to manage direct sales engagements between a salesperson and a buyer. PRM, on the other hand, is designed to manage business relationships between multiple independent partners and a main vendor, a one-to-many model. Thus, PRM is about aligning business processes across the entire value chain: vendor, partner, and customer. One of the first things companies must deal with when constructing a partner deal is making sure the arrangement is sensible. Another part of the challenge is motivating and supporting partners to excel. If channel programs exist to help partners, you should provide any help you can. Pricing programs, hiring assistance, and training courses that go beyond the scope of your product all can help bring your partners closer to you. Social media is another area of expansion for the best partner programs -- Salesforce.com, for example, just introduced a social networking feature to its platform.