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How AI-Fueled ParTech and PRMs are Transforming Ecosystem Potential into Profit

Penny Byron

In today’s high tech environment, the companies that win aren’t the ones with the largest partner rosters—they’re the ones with the most strategically aligned ecosystems. The partner landscape is evolving rapidly, driven by customers' growing preference for integrated, solution-oriented buying experiences.

Companies are moving away from linear, transactional channel models and embracing dynamic ecosystems. These ecosystems incorporate a diverse mix of partner types—resellers, ISVs, integrators, consultants, marketplaces, MSPs, and more—activated purposefully across the full customer lifecycle.

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“Every single prospect or customer we talk to highlights revenue growth as the top business goal that a PRM can help achieve. If your PRM doesn’t support the way you want to scale your partner business, it’s not just a tech issue—it’s a growth blocker.”

— Balaji Subramanian, Chief Partner Officer, Channelscaler