What is PRM? Guide to Choosing Your Next PRM in 2025

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When working with B2B partners, it's important to have a clear way of tracking who’s involved in your opportunities and how they contribute to revenue. In Salesforce, there’s no one-size-fits-all method — and that’s the beauty of it. Depending on your organization’s needs, technical maturity, and the complexity of your partner ecosystem, you can choose from several flexible approaches.

Below, we break down 4 common ways to manage partners in Salesforce and attribute revenue to them effectively.

1.  Picklist field on an Opportunity

Best for: Simpler programs with one partner per Opportunity

The most straightforward method is to add a picklist field to the Opportunity object — for example, a field called Partner Name or Partner Source. You pre-define a list of your partners and let your sales team select the right one during opportunity creation.

How does it work?

‍What are the pros?

✅ Easy to implement

✅ No complex relationships needed

✅ Good for easy single-partner attribution

‍What are the cons?

❌ Not ideal for scaling or multi-touch attribution

2.  Lookup field to an Account object Recommended

Best for: One-to-one attribution with better data control

A step up from a picklist is using a lookup relationship field that connects an Opportunity to an Account object. This allows you to reference a full account record (your partner) and pull in relevant details automatically.

How does it work?

‍What are the pros?

✅  Clean reference to partner data being stored in your accounts

✅  Can support reporting and automation more effectively

✅  Easy to update if the Account record changes

‍What are the cons?

❌  Limited to one partner account per opportunity

3. Via a Relation table

Best for: Multi-partner attribution or shared deals

If you need to support multiple partners per opportunity, you’ll want to use a relation table that sits between Opportunities and Partner Accounts. This creates a many-to-many relationship, enabling flexible collaboration and advanced revenue sharing logic.

How does it work?

‍What are the pros?

✅  Ideal for ecosystems with resellers, distributors, and co-marketing partners

✅  Enables advanced logic for revenue splits or co-selling

✅  Ideal for ecosystems with resellers, distributors, and co-marketing partners

‍What are the cons?

❌ Requires a more technical setup and configuration

❌  More complex for reporting unless standardized

4. Custom Object for Partners

Best for: Large-scale partner programs with tiering, statuses, and multiple partner touchpoints

For organizations that want to treat their partners as a core part of the Salesforce data model, creating a dedicated Partner object is the most robust option. You can relate this object to Opportunities, Contacts, Accounts, and more — and track custom partner attributes like tier, region, industry focus, etc.

How does it work?

‍What are the pros?

✅  Fully flexible and scalable

✅  Allows for richer partner data and automation

✅  Better suited for partner performance analytics and program insights

‍What are the cons?

❌  Requires upfront planning and schema design

❌  Needs buy-in from operations and potentially dev teams

Conclusion

Choosing the right method to manage and attribute your B2B partners in Salesforce depends on the complexity of your partnerships and the level of reporting or automation you need. While simple picklists work for early-stage programs, relation tables or custom objects are better suited for mature ecosystems.

At Introw, we help customers integrate their partner workflows directly into Salesforce — making it easy to attribute, collaborate, and scale with partners, no matter which method you use.

👉 Curious how this would work in your setup? Request a demo now.

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Partner-led growth depends on empowering partners to work alongside direct sales to drive customer acquisition and revenue — and tight integration between your CRM and partner workflows is essential to get this right. 

This seamless integration creates a unified view of leads and opportunities, allowing both internal teams and partners to collaborate seamlessly and avoid duplicating their efforts. 

Furthermore, integrated systems enable accurate deal registration, attribution, and tracking, which is critical for partner incentives and performance insights.

With synced workflows, partners can register deals directly, co-sell with your team, and stay aligned through shared timelines and updates. 

Additionally, CRM integration enables automated notifications, streamlined onboarding, and enhanced forecasting (by including partner pipeline in revenue projections). 

The key benefits of tightly integrating your CRM and partner workflows?

Less friction, shorter sales cycles, and better partner trust. 

Ultimately, it allows you to scale your partner ecosystem efficiently while maintaining transparency, accountability, and data-driven decision-making — all of which are vital to a successful partner-led growth strategy.

This is why companies are increasingly shifting from standalone PRM portals to CRM-first experiences like Introw — which integrates with popular CRMs, including HubSpot —  to streamline their partner collaboration. 

This approach meets partners where they work and aligns them more closely with internal sales processes.

Ready to scale your partner management this year? 

⬇️ In this guide, we'll cover why HubSpot is a highly effective platform for partner management and take you through seven must-have best practices for scaling in 2025. 

Can You Manage Partners in HubSpot? (Spoiler: Yes — with the Right Setup)

HubSpot doesn't have native PRM, but it offers several features that can be useful for SaaS partner management projects. 

For example, the platform supports custom objects, labels, and workflows. 

All of these elements are super useful for companies running small partner management projects. 

The problem arises when you want to scale. 

Indeed, most partner programs will quickly outgrow manual tagging and disconnected forms. 

Once you get serious about your partner program, you need a PRM that is tailor-made for managing and scaling these schemes. 

At the same time, you don't want to silo your partner management efforts from your CRM — this would create data disconnects, limiting visibility into partner-driven deals and slowing collaboration. 

The solution?

Invest in tightly CRM-integrated PRM tools like Introw. 

This way, you fill the PRM gap natively inside HubSpot and give your partnerships the best possible chance of flourishing. 

Why HubSpot Is a Strong Foundation for Partner Management

Many SaaS teams already rely on HubSpot as their central source of truth for customers, deals, and marketing. 

But increasingly, partner managers are realizing HubSpot can also be a superb command center for their partner programs — as long as they configure the platform in the right way. 

Here's why HubSpot makes sense as a foundation for partner management in 2025:

• Unified CRM: HubSpot consolidates marketing, sales, and service data — giving RevOps and partner teams shared visibility
• Custom Properties & Objects: You can track partner types, partner-sourced deals, referrals, and more — without duct-taping separate systems
• Automation: Workflows make it easy to route leads, assign reps, or trigger partner engagement emails
• Integrations: Certified apps like Introw turn HubSpot into a fully featured PRM, removing the need for standalone portals or duplicate tracking
• No-Code Setup: You can scale your partner ops without custom dev work or heavy training

In short, if HubSpot is already your CRM, there's no reason to manage your partner program outside of it. 

Instead, plug in a PRM like Introw, and you'll gain a partner-ready ecosystem inside your CRM — one that works for RevOps, Sales, and Partner Managers alike.

7 Must-Have HubSpot Partner Management Practices for 2025

Ready to scale your partner program with Hubspot? 

Here are seven vital HubSpot partner management practices you should be following for success in 2025. 

1. Automate Partner Onboarding with Forms + CRM Sync

This one will save you a lot of time! 

Did you know you can use Introw to push form data (e.g. "Become a Partner") directly into HubSpot?

First, connect Introw to HubSpot to enable seamless data synchronization. 

This integration allows form submissions, such as partner applications, to be pushed directly into HubSpot.

You can then use HubSpot's automation tools to trigger actions upon form submission. 

For instance, automatically create a contact or company record, assign tasks, or send follow-up emails.

2. Enable Easy Deal & Lead Registration (No HubSpot Login Needed)

Introw allows for off-portal collaboration, which makes life much easier for your partners. 

Indeed, your partners don't even need to log in to HubSpot in order to submit deals or register leads. 

Instead, they can submit deals via a form, Slack or email. 

The details are then auto-mapped to HubSpot, which acts as your single source of truth. 

3. Collaborate on Deals Inside HubSpot with CRM Cards

Using CRM cards from Introw, teams can collaborate on partner-sourced deals directly inside HubSpot. 

These embedded cards show deal details, partner info, and updates in real-time — without switching tools.

This means your partner's comments are automatically turned into CRM notes

Real-time sync keeps the deal's status, details, and updates aligned with your HubSpot pipeline, enabling smooth, in-CRM collaboration.

This streamlines communication, boosts visibility and keeps sales and partner teams aligned throughout the deal cycle.

4. Track Partner Performance in Real-Time

The success of your partner strategy hinges on data analysis. 

Tracking partner performance in real-time is crucial to help you identify top performers, spot bottlenecks, and optimize your partner strategy as deals progress. 

Indeed, without a sophisticated tracking and data analysis system, you're just guessing at what works and hoping you're right. 

But with the right tools in your arsenal, you unlock faster decision-making, more accurate forecasting, and effective incentives — driving accountability, growth, and stronger partner relationships across your ecosystem.

Fortunately, Introw and HubSpot work together to make real-time data analysis easy. 

Introw generates dashboards based on HubSpot data. 

Set up dashboards based on metrics that speak to your goals — for example, revenue, activity, pipeline, or deal data.

5. Engage Partners Off-Portal via Email & Slack

One of Introw's most partner-friendly features is that it allows you to engage your partners off-portal via email and Slack. 

This means partners don't need to log into their portal to communicate or collaborate with you. 

Instead, they receive real-time notifications, can comment on deals, and stay in the loop — all off-portal — making collaboration faster, easier, and more integrated into their daily workflows.

6. Customize Experiences by Partner Type

In 2025, personalization is crucial when it comes to engaging your partners. 

Deliver an irrelevant or jarring experience, and partners could lose trust in your offering and become more reluctant to recommend you. 

Introw supports dynamic views and objects in HubSpot, which allows you to customize partner experiences by type.

For example, you can tailor onboarding flows, forms, content, and deal stages for different partner types, like partner submitted referrals, a successful reseller channel, or MSPs.

Simply segment partners within HubSpot and Introw, then deliver relevant experiences and workflows that match their role, ensuring higher engagement and more effective collaboration across partner types.‍

7. Automate Commission Tracking & Payouts

Connect Introw with your HubSpot CRM to automate commission tracking and payouts. 

As deals close, Introw tracks which partner influenced each one, calculates commissions based on preset rules and logs the data. 

You can then use CRM triggers to automate payout workflows or give partners visibility over their commissions. 

This ensures accuracy, transparency, and timely rewards.

Why Introw Is the Best HubSpot PRM Integration for 2025

Introw stands out in 2025 as the ultimate PRM integration for HubSpot, delivering unmatched efficiency, partner experiences, and growth capabilities.

Here's why it's the best partner relationship management tool integration with HubSpot:

• HubSpot Certified App: Introw is trusted and verified by HubSpot, ensuring a smooth, secure integration.
• Personalized partner portals created in minutes: Launch clean, branded portals for each partner quickly — no technical setup required.
• Keeps HubSpot as the single source of truth: All partner data, leads, and deal activity sync directly into HubSpot, eliminating the need to manage a separate PRM system.
• No partner logins required: Partners can view, register, and collaborate on deals via shared links — no friction, forgotten passwords, or onboarding headaches.
• Real-time deal + engagement sync: Instantly reflects partner-submitted leads and activity in HubSpot, giving your sales team live visibility.
• GDPR-ready, ISO27001 and SOC2 certified: Designed with enterprise-level security and global compliance in mind.
• Works across all HubSpot plans (Sales, Service, CRM): Fully compatible with the entire HubSpot suite, so you can support partner workflows wherever your teams operate.

🚀 Launch Your HubSpot Partner Portal in Minutes — Book a Demo!

Conclusion

If HubSpot is already your CRM, why not make it your partner system too?

With Introw, you can scale partner programs without silos, clunky portals, or extra logins.

Save RevOps time, align with Sales, and drive more revenue from your ecosystem.

✅ Ready to simplify partner management in HubSpot? Get a personalized demo

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In 2025, ecosystem-led growth is a key priority for SaaS teams.

In a fiercely competitive landscape, relying solely on your direct sales team and internal resources is no longer enough. 

SaaS companies increasingly recognize the power of strategic partnerships to drive scalable, sustainable revenue. 

Indeed, by tapping into partner ecosystems, companies can expand market reach, accelerate customer acquisition, and increase trust through third-party validation. 

But in order to efficiently manage and scale partnership programs, you need the right tech stack. 

In 2025, this means a partner relationship management system that seamlessly integrates with — and is embedded within — your CRM. 

Introw is an attractive option for Salesforce users. 

This no-code PRM platform empowers teams to manage partner collaboration within a fully customizable portal — while keeping everything synced in Salesforce, eliminating the need for manual updates or disconnected tools.

Embedded partner management streamlines workflows, enhances collaboration, helps you deliver engaging partner experiences and eliminates the need for partners to switch platforms, ultimately driving higher adoption and performance.

It turns the CRM into a central hub for direct and partner-led growth, ensuring tighter integration with core sales processes, better data accuracy, and real-time visibility. 

⬇️ In this guide, we'll take you through our top recommendations for scaling your partnership program through Salesforce. 

What Makes Salesforce Powerful for Partner Management?

So, first up — why should you opt for partner management in Salesforce? 

Here are four major Salesforce partner relationship management features:

1. Unified CRM With Shared Visibility Across Sales, Marketing, And Support

Salesforce's Experience Cloud PRM is fully integrated within its CRM platform, providing a centralized system where sales, marketing, and support teams can collaborate seamlessly. 

The Salesforce partner management software allows for real-time sharing of sales leads, marketing campaigns, and support cases with partners. 

It aims to ensure consistent and efficient communication across all departments. ​

2. Custom Objects, Fields, and Relationship Tables

Salesforce offers the flexibility to create custom objects and fields.

This is super useful when it comes to partner relationship management. 

Indeed, these handy customizations enable businesses to tailor their partner management processes to their specific needs. 

Furthermore, they facilitate complex data modeling and allow for the precise tracking of partner interactions and performance metrics. ​

3. Native Automation And Workflow Support

In 2025, automation is a must if you wish to remain competitive. 

Fortunately, Salesforce delivers with a whole host of built-in automation tools via Sales Cloud. 

For instance, users can create workflows that streamline partner onboarding, deal registration, and lead distribution. 

These automated processes reduce manual tasks, enhance efficiency, and ensure that partners receive timely updates and support throughout their engagement lifecycle. 

4. Huge Ecosystem Of Partner-Focused Integrations

Partner relationship management on Salesforce is made much easier by the platform's extensive AppExchange.

Here you'll discover a vast array of partner-focused integrations, with access to thousands of prebuilt applications and consultant offerings. 

This extensive ecosystem allows businesses to extend their capabilities, incorporating tools for PRM, marketing automation, analytics, and more, to enhance partner collaboration and drive revenue growth. 

While Salesforce is an excellent option for partner management — especially if it's already your CRM — when it comes to PRM, it's worth looking beyond Experience Cloud. 

Experience Cloud is expensive, dev-heavy, and slow to implement. 

What's more, it can be way too complex for smaller organizations or those with smaller partner programs.  

Instead, take a look at Introw.

This slick no-code PRM platform integrates seamlessly with Salesforce, enabling rapid deployment and off-portal collaboration with no extensive setup. 

Introw delivers off-portal collaboration tools such as Slack integration, so partners no longer need to log into Salesforce directly to engage through shared channels or receive updates. 

At the same time, Introw is embedded within Salesforce, so your CRM remains your single source of truth. 

7 Salesforce Partner Management Recommendations for 2025

Ready to take your partner program to the next level with Salesforce partner relationship management via Introw?

Here are seven best practices to follow. 

1. Simplify Partner Onboarding with Auto-Detected Records

Introw simplifies partner onboarding by seamlessly integrating with Salesforce to auto-detect partner records. 

Upon connecting Salesforce to Introw, the PRM platform automatically syncs partner data from the CRM and kicks off workflows automatically. 

It identifies partners by filtering accounts labeled as 'Partner' or based on your custom configurations. 

This automation eliminates manual data entry, ensuring a swift and accurate setup. 

Once detected, Introw enables you to build no-code onboarding workflows that guide partners through essential steps like profile completion, content access, and deal registration. 

These workflows are tracked and synced with Salesforce, maintaining your CRM as the single source of truth and enhancing the efficiency of your partner onboarding process. 

2. Enable Fast Deal And Lead Registration (No Partner Logins Needed)

Introw enables fast deal and lead registration without requiring partners to log in to Salesforce. 

This streamlined approach accelerates partner engagement and ensures all submissions are tracked within your CRM.

Here's how it works.

Partners submit deals via secure, custom-branded forms created within Introw.

These forms are linked directly to Salesforce and automatically map submitted data — like company, contact, and deal details — to the correct custom objects, such as Opportunities or Leads. 

Furthermore, Introw's native Salesforce integration ensures real-time syncing, eliminating manual data entry and reducing friction for partners. 

3. Collaborate Natively On Salesforce Objects (No Experience Cloud Needed)

Introw lets users collaborate directly on Salesforce objects — like Opportunities, Contacts, or Accounts — without Experience Cloud. 

Through Introw's native Salesforce integration, partners can:

• Leave comments
• Upload files
• Share updates via Introw's interface

Meanwhile, all this activity is automatically synced to the corresponding Salesforce records.

This keeps every note, document, and status update tied to the right object in your CRM, ensuring full context and traceability without requiring partner logins. 

By eliminating the need for Experience Cloud, Introw reduces complexity and cost while enabling seamless, real-time collaboration between internal teams and external partners — all within your existing Salesforce environment.

4. Launch Branded Partner Portals Without Code

With Introw, users can launch fully branded partner portals in Salesforce in minutes — no coding required. 

These portals are dynamically generated and personalized based on partner type, deal stage, or custom Salesforce fields. 

Introw pulls data directly from Salesforce to tailor each partner's experience, displaying relevant content, contacts, and opportunities. 

Businesses can also customize branding, messaging, and segmentation rules to reflect their identity and target different partner segments. 

Unlike traditional Experience Cloud setups, Introw's no-code approach simplifies deployment while offering powerful functionality, empowering teams to quickly deliver a professional, secure, and scalable partner experience directly integrated with their Salesforce data.

5. Automate Commission Tracking And Payouts

Want to save time on commission and payments while also ensuring your partners are accurately rewarded? 

Introw automates commission tracking and payouts by tapping into real-time Salesforce data.

Once connected, Introw monitors key objects like Opportunities or custom revenue fields to determine commission eligibility. 

Users can configure rules to automate when and how payouts are triggered — no manual input required. 

Moreover, partners gain visibility into their commission status through branded, no-login-required portals. 

All activity is synced back to Salesforce.

6. Track Revenue And Engagement From The CRM

Introw enables users to track deals, revenue and partner engagement directly from Salesforce by syncing real-time CRM data into intuitive dashboards. 

Leveraging connected objects like Opportunities, Accounts, and custom fields, Introw surfaces deal flow, partner performance, and key engagement signals — such as submitted deals, shared files, and comments.

These insights are then visualized in real-time dashboards that require no manual updates or separate tools. 

This gives you a vital overview of which partners are most active and where revenue is being influenced, making it easier to optimize partner programs based on accurate, live performance and engagement metrics.

7. Keep RevOps Happy With Two-Way Data Sync

Introw keeps RevOps aligned by enabling two-way data sync with Salesforce, ensuring the CRM remains the single source of truth while powering enhanced partner-facing workflows. 

When partners submit deals, leave comments, or share updates via Introw, all activity is instantly synced to the correct Salesforce objects — like Opportunities or Contacts. 

Furthermore, any updates made in Salesforce are also reflected in partner-facing views, maintaining real-time consistency. 

This eliminates manual data entry, reduces errors, and ensures that every internal or external interaction is captured and tracked centrally. 

RevOps teams gain full visibility and control, while partners enjoy a seamless, user-friendly experience without needing direct CRM access.

Why Introw Is the Ideal Salesforce PRM Integration

Introw is purpose-built to enhance Salesforce with seamless, secure, and scalable partner relationship management — without disrupting your existing CRM workflows.

If Salesforce is already your CRM, choosing Introw for your PRM needs is a no-brainer. 

Here are seven reasons why: partner relationship management on Salesforce

1. Fully certified Salesforce integration: Introw meets the highest standards for security, functionality, and compatibility, providing a seamless connection with your Salesforce CRM.
2. Works alongside your current setup — no replacement, just superpowers: Introw enhances your existing Salesforce environment by introducing sophisticated PRM capabilities without requiring a complete system overhaul or replacement.
3. No-code setup in minutes: Users can quickly implement and customize the intuitive platform in minutes, eliminating the need for technical expertise or lengthy development processes.
4. All data stays in Salesforce (deals, contacts, properties, custom objects): Introw ensures that all partner-related data remains within your Salesforce environment, preserving data integrity and centralizing all information.
5. Partners never need a Salesforce login: Introw encourages partner enablement by allowing partners to collaborate and access necessary data without requiring them to log into Salesforce, simplifying the user experience and increasing partner engagement.
6. ISO27001 and GDPR-ready: Introw complies with ISO27001 and GDPR regulations, ensuring that all partner data is securely managed and your organization meets global data privacy standards.
7. Real-time partner collaboration on every Salesforce object: Introw facilitates real-time collaboration on every Salesforce object, including Opportunities, Contacts, and custom objects, keeping all interactions up-to-date and integrated for better decision-making.

🚀 Ready to launch your Salesforce Partner Portal in minutes? → Book a Demo

Conclusion

Salesforce is already your customer engine — now it can be your partner engine too.

Don't overbuild with Experience Cloud when Introw gives you instant value: faster launches, better adoption, and cleaner CRM data.

📈 Want to scale partner revenue inside Salesforce? Get a personalized Introw demo