Impartner Releases New Partner Relationship Management Engine

Impartner released a new Partner Relationship Management (PRM) workflow engine this week designed to allow channel teams to manipulate their PRM solution in real time.

The new workflow engine, called Channel Flow, allows channel teams to manage their PRM solution without the need to use code, according to the company. That means changes can be implemented on the fly with what Impartner is calling “clicks, not code” for faster workflow customization.

A workflow engine is a key piece of software that utilizes a database server to manage business processes. Workflow technology allows businesses to “implement their workflows on a visual canvas,” according to PNMSoft. A PRM workflow engine is part of a system that is typically comprised of a content management system as well as a partner portal.

The new engine also includes built-in telemetry and analytics software so that non-developers can quickly adapt the solution to fit their business needs, according to Impartner Chief Marketing Officer Dave Taylor.

“It’s a natural desire for a customer, once they see the information flowing in, to want to make tweaks and changes to their indirect channel environment based on that data,” said Taylor, in a statement. “Impartner Channel Flow is the solution that lets them iterate their business workflows with a simple, intuitive interface that requires no coding—and no delay—giving them one more level of control over their channel program and content.”

PRM software is an important element in providing resellers with an effective Partner Experience (PX), according to Laz Gonzalez of SiriusDecisions. Gonzalez detailed the need for superior PX during the inaugural ImpartnerCon in February, where he highlighted effective PX as a way to increase partner engagement, performance and loyalty between resellers and vendors.

Impartner, formerly known as Treehouse Interactive, is responsible for managing many of the vendor portals that channel partners utilize on a daily and weekly basis. Taylor said the company’s overarching goal is to help technology vendors adjust to new market realities.

Impartner’s new workflow engine could be seen as an extension of the recent increase in backend compute functions (such as IMB’s Watson Analytics engine) that allow users to run their critical system infrastructure with a more hands-off approach. By creating software that is accessible by non-technical members of the channel, Impartner is also effectively extending its potential user base to a wider swath of customers, thus allowing for greater future revenue growth.