Why PRM Adoption Has Been Slow in Australasia
The Australasian market, particularly in Australia and New Zealand, is typically cautious when adopting new technologies. Several factors contribute to this slow adoption of PRM solutions:
Fragmented Awareness and Education:
Many businesses in Australasia are unaware of the full benefits that PRM solutions can offer. According to Forrester’s 2022 Channel Ecosystem Report, less than 20% of companies in the region have adopted comprehensive PRM tools, compared to over 40% in North America and Europe. This discrepancy is often due to a lack of awareness about how PRM systems can streamline channel management and improve partner performance.
Market Size and Perceived Cost:
With a smaller market compared to global economies, businesses in Australia and New Zealand may perceive PRM systems as costly investments, better suited for larger organisations. However, Gartner’s PRM Market Analysis shows that scalable solutions now cater to businesses of all sizes, debunking the misconception that PRM is only for large enterprises.
Reliance on Traditional Methods:
Many Australasian businesses still rely on outdated, manual processes for partner management. Channel Futures has highlighted that over 60% of businesses in the region still use spreadsheets or basic CRM systems to manage their partners, leading to inefficiencies and missed growth opportunities. This reliance on traditional methods stems from resistance to change and the inertia of legacy systems.
Conservative Approach to Technology:
The business culture in Australasia tends to be more conservative when adopting new technologies. This conservative outlook, as noted in IDC’s 2023 Partner Ecosystem Report, has slowed the uptake of PRM technology. Many firms are waiting for “proven” results before making the leap, even though global counterparts are already reaping the rewards of PRM adoption.
The Competitive Advantage of PRM for Australasian Businesses
With PRM software, we streamline the entire onboarding process by automating key workflows. From welcoming new partners to scheduling training sessions and tracking progress, our automated systems ensure that onboarding runs smoothly with minimal manual intervention. Automation also reduces errors, speeds up the onboarding timeline, and provides consistency across your partner ecosystem.
Improved Partner Efficiency and Accountability:
PRM tools enable businesses to streamline partner onboarding, training, and engagement. Australasian companies that adopt PRM can improve their partners’ performance by offering structured, repeatable processes. According to Forrester’s PRM Wave Report, companies that utilize PRM systems see a 25-35% increase in partner sales productivity within the first year.
Data-Driven Decision Making:
One of the key benefits of PRM software is its ability to provide real-time data on partner performance. Australasian businesses that adopt PRM gain access to actionable insights on what’s working and what’s not. As noted in Gartner’s 2022 PRM Trends, businesses that leverage PRM analytics can improve their channel marketing efficiency by up to 40%, which can result in faster go-to-market strategies and more precise targeting.
Enhanced Collaboration and Communication:
PRM platforms provides centralised communication and collaboration tools that help to build stronger relationships between vendors and their partners. This is particularly important in Australia, where companies often work with partners spread across large geographic regions. Channel Futures reports that companies using PRM tools reduce communication gaps by 50%, leading to stronger partner engagement and faster issue resolution.
Market Differentiation:
As PRM technology is still underutilised in Australasia, adopting it early can serve as a market differentiator. By offering seamless partner support and a frictionless experience, companies can stand out to partners, gaining a larger share of the market. IDC’s 2023 Channel Ecosystem Report emphasises that businesses implementing PRM report a 20% increase in partner retention and loyalty.
Scalability for Growing Businesses:
PRM systems offer scalability, enabling businesses to grow their partner networks without overwhelming internal resources. This is especially valuable for mid-sized Australasian businesses looking to expand regionally or globally. Forrester’s PRM Wave highlights how mid-sized firms that adopt PRM can scale partner programs by up to 50% within three years, compared to 15-20% for companies without PRM tools.
Conclusion
Australasian businesses have an opportunity to gain a significant competitive edge by adopting PRM technology. The region’s slow adoption rate means that early adopters can capitalise on improved partner efficiency, data-driven decision-making, and enhanced collaboration—factors that lead to better partner performance and market differentiation. As PRM becomes an essential tool for global business growth, Australasian companies that invest now will be better positioned to lead their industries in the future.
Partner+ is here to guide Australasian businesses through the journey of PRM adoption, offering tailored solutions that align with your partner management strategy and growth objectives. We also help offshore companies establish and manage their Partner Programs in Australia. Don’t miss out on the opportunity to future-proof your partner ecosystem and gain a competitive edge.
