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Why We’re Building a New PRM
Traditional Partner Relationship Management (PRM) solutions have failed to gain widespread adoption. Why? Because they haven’t delivered the tangible value needed to make them indispensable. We explain why and how Propel is redefining what a PRM should be. We’re building a unified, purpose-driven platform designed to break the cycle and unlock the full potential of partnerships—helping organizations drive measurable, scalable impact.
Tony Dong
Founder and CEO
Nov 1, 2024
Partnerships remain one of the most under-leveraged growth drivers in modern business. And while Partner Relationship Management (PRM) solutions have been around, they still haven’t achieved widespread adoption as a must-have business application.
Why? Because current PRMs have not consistently delivered enough measurable value. Incumbent solutions often over-promise and under-deliver, making PRM implementations a resource-intensive uphill battle—limited in usability and scope. As a result, PRMs typically remain a “nice-to-have” rather than a mission-critical part of the tech stack.
This challenge is compounded when partnerships aren’t recognized as a key go-to-market strategy. If the partnerships function isn’t at the forefront of organizational growth plans, a PRM won’t get the investment, attention, or credibility it needs. That’s a recipe for a chicken-and-egg dilemma: the true value of a PRM remains hidden until the partnerships function is taken seriously—while that function can’t truly succeed without a solution built to power it.
The Tipping Point: Ecosystem-Led Growth
In an era of explosive AI development, traditional approaches to growth—emails, LinkedIn messaging, SEO, SEM—are reaching saturation. Prospects are inundated with outreach. The only way to break through the noise is ecosystem-led growth (ELG): success through partnerships, marketplaces, and networks of like-minded organizations.
That’s why we believe:
Partnerships will become an increasingly critical function for every growth-focused business.
A PRM will be the indispensable piece that ties all partnership activities together—no longer a “nice-to-have” but the lynchpin to a thriving partnership strategy.
Introducing Propel
Propel is being built to drive this shift. It is the central system that enables organizations and their partnerships to realize true value—from process automation and deal management to mass partner engagement, planning, and incentive management. We’re delivering all of these capabilities as standard features in one fluid system so that partner teams can finally operate as a strategic, revenue-driving force.
Our customers are already seeing huge, previously unearthed growth by using Propel. They’re accelerating the partnership efforts they’ve always envisioned, because Propel makes the case for partnerships obvious through its single, streamlined platform.
Our Promise to You
We’re committed to building Propel with a singular focus on our customers’ needs. Our product roadmap is driven 100% by user requests, ensuring our success is inseparable from yours. This transparent, customer-centric approach is how we believe software should be built and operated.
Though we’re still in the early innings, we’re well on our way—and we’d love to have you join us. Connect with us and see firsthand how Propel can elevate your partnership strategy into a critical engine for growth.
