How do marketers use partner relationship management to their advantage?

The most important first action any marketer takes is targeting. They want to direct messages to those who will take best advantage of them. PRM allows them to see which partners are focusing on and selling deeply into various markets. Now, they can tailor their outreach to those specific partners. Beyond putting their effort where it will do the most good, this kind of targeting votes confidence to the partners that the vendor is understanding who they are and is trying to help them in ways that are specific to them.