Impartner Gives Microsoft Dynamics a Stronger Foothold in the PRM Market

Impartner and Microsoft are teaming on a project that will see the fast-growing Utah tech company develop a version of its partner relationship management (PRM) software for Microsoft’s customer relationship management (CRM) platform, Dynamics 365.

With an integrated PRM and CRM solution, Microsoft partners and customers will be able to manage their direct and indirect sales activities more easily than before. The new Impartner PRM for Microsoft Dynamics 365 will give Dynamics 365 users the ability to manage lead distribution, deal registration, cooperative marketing, partner onboarding and business analytics from a common workspace.

Going forward, Microsoft will co-market and co-sell both solutions to Dynamics 365 customers and, together with Impartner, provide support.

Impartner’s Dave Taylor

“I think we complete a piece of the Microsoft puzzle,” says Dave Taylor, CMO at Impartner. “The fact that we have this relationship indicates that they recognize the power of PRM. Now we can go to a customer arm-in-arm.”

The deal is a boost for both companies because they both compete with CRM giant Salesforce. Taylor notes that Microsoft is growing faster in the CRM space than Salesforce while his own company is holding its own against Salesforce in many parts of the PRM market.

Impartner unveiled the new deal at the ImpartnerCON19 customer and partner conference which is now underway in Park City, Utah.

Impartner’s Joe Wang

Just three years ago, the event attracted 50 customers. Now some 300 are here, says Impartner CEO Joe Wang.

Wang took the stage on Thursday to update attendees on some of the SaaS company’s latest milestones. Among them:

• Impartner has grown its customer base tenfold in three years
• New customers include T-Mobile, Honeywell, Splunk and more
• The company is growing so quickly that it will soon move to a larger office for the fourth time in four years

This time around, there will be no servers in the company’s offices, according to Taylor. Today, virtually everything is in the cloud. Take the company’s sales enabling assets: They are all stored in Microsoft Azure. Impartner’s data lake, meanwhile, resides in AWS, while its core product lives in a private cloud.

“Being a fully cloud-based software company gives us the ability to respond to customer requests and market opportunities more quickly. That’s led to growth that can occasionally strain our company,” says Taylor. “But we will take it.”