Adding Partner relationship management (PRM) as a key functionality to Microsoft’s CRM solution, Impartner, the partnership management solution provider has announced the launch of a collaborative effort with Dynamics 365 users.

The customized solution integrates with the CRM to help manage partner onboarding, lead distribution, business analytics, share marketing assets and view insights into partners’ deals for marketers.

“PRM solutions provide companies with a nerve center for managing and optimizing their channel sales ecosystem in the same way that CRM facilitates direct sales,” said Ariel Katz, General Manager of Dynamics 365 for Sales. “Impartner PRM provides scale for companies who increasingly turn to the indirect channel as the growth driver for their business. Impartner has developed integrations into Dynamics 365 to deliver an end-to-end solution that critically accelerates both direct and indirect sales.”

The integration will provide a central unified platform to help marketers manage channel marketing and sales efforts. Now, a single console will handle both direct and indirect sales, supporting marketing and sales teams with insights into their partners’ sales efforts and increase efficiencies between sales and marketing teams. It also provides a portal for channel sales teams and their indirect sales partners to share information, reporting and more, on a single login. According to Impartner, the analytics and management tools that it provides for indirect sales align with Microsoft’s tools to manage direct sales.