How can I use a PRM to manage channel conflict?

Channel conflict becomes your problem when two or more of your channel partners are turning to you for help in pursuing a sale. You can try to support each partner who approaches you equally, but good luck. Even if you succeed, they’ll perceive you as favoring the other. That’s a losing proposition. You can use your PRM for a deal registration process requiring partners to register deals they’re working on. You can then use a “first-come, first-served” approach, or make a subjective choice as to which is the “best” channel partner most likely to close the deal. This second method is often hazardous.