One of the most common friction points in channel ecosystems is this: getting partners to use your CRM (Customer Relationship Management) or PRM (Partner Relationship Management) system. You’ve invested in the platform. You’ve rolled out training. You’ve sent reminders. And still, some partners don’t use it, or outright refuse. Why? And more importantly, how can you change that dynamic? Why Partners Resist OEM CRMs and PRMs While CRMs and PRMs are designed to streamline lead registration, track opportunities, and strengthen collaboration, many partners see them differently: Added complexity. A HubSpot survey found that 76% of salespeople believe CRMs can be “too complex” or time-consuming, especially when it’s yet another system layered on top of what they already use. Lack of integration. According to Forrester (2024), over 45% of channel partners cite “lack of integration with their own systems” as the top reason they avoid vendor-provided tools. Perceived low value. If par...

Not every partner journey begins and runs smoothly. In fact, many channel partners form their initial perception of an OEM (original equipment manufacturer) through early engagements that may not always reflect the best of what the company has to offer, whether that’s due to slow onboarding, lack of support, or inconsistent communication. But here’s the good news: trust can be built and/or rebuilt. And in the channel ecosystem, regaining partner confidence isn’t just possible, it’s critical for long-term success. Why Partner Trust Matters More Than Ever Channel partners are more than resellers; they’re brand advocates and frontline relationship-builders with customers. When partners trust their OEM, the results are measurable: Partners who rate vendors as “trusted” generate 2.5x higher revenue contribution than those who don’t ( Forrester , 2024). Nearly 70% of channel partners say “trust and transparency” are the top factors in deciding which vendors they prioritize ( Channel Future...